Yesterday, a woman vehemently commanded that someone who was searching for a sales page copywriter make sure that they understand that whatever the copywriter has done, it will be undone in the end.
It was sad.
As though this woman had attempted to be a sales page copywriter, but ended up butting heads for many of the clients she may have attempted to write for.
I could be wrong.
But the fact is, sales pages have to have certain components in place, in order to be successful. There’s no written-in-stone formula, but without the key players playing their roles, the sales page will miss the mark.
So what are the components you have to have in order to make money and impact with your sales pages?
Without emotion, your words fall flat and don’t touch the heart of those you want working with you.
Without emotion, your words are likely not even read.
Without emotion, you will struggle to get past the filters of the brain that say, “OMG! I NEED to read this!!! STOP!”
How to develop emotion:
Use words NOT used everywhere else.
Use the passion you have for your product to display the solution in a creative way.
Write as though you are spilling your heart onto the page (and edit all the water out of it when you’re done).
Practice. Or hire it out.
An understanding of the gambit of problems the product solves.
Understanding starts with a wide-angle view of what your product REALLY does.
For example, a newby just starting out might think that mindset sessions teach the client how to think for success. But that is only a small portion of what mindset sessions do. What’s really happening is they are learning to pull up the confidence to do the things their souls have longed to do for ages.
They’re learning to block out negative voices from the inside and the outside. They are learning to trust themselves. They are learning to approach people, to close deals, to handle debate and argument.
Mindset sessions don’t really teach you success, they teach you freedom. Freedom to do and be who you were born to be.
So when you know and understand ALL the aspects of your product or service does, you can incorporate that into the emotion that you want to write with.
An understanding of the people who will want to buy said product.
Again. Not an easy feat. In fact, if you’re just starting out, you’ll likely not even know the details and the nuances of your client that makes them who they are in relationship to you. But you can craft something pretty close.
Who are they when they are alone? What do they value in this life? What are their goals and dreams? What are their biggest fears? What will your solution mean to them and for them?
How to address the people you want buying from you:
You have to be able to say more than, “My service will give you the tools you need to create the life and the business you want.” (Mainly because that’s the same shit every other coach is saying, but also because it lacks the specificity to really strike a chord in them that they won’t be able to ignore.)
They are going to have arguments about why they should believe what you say (they’re going to want to believe you, but they’ve been burned enough to know that your words hurt). And you’ll need to be able to address those arguments in a cohesive fashion.
You’ll need to give them the answers they seek, before they even know to ask them.
Why? Because you know them and you know what they need and that your product is undeniably the source of their relief.
Because if you DON’T know, then you don’t have that bond, that connection with them that you need.
Because they expect to see people who have suffered the way they’ve suffered get amazing results with you. This is one of the 6 principles of influence as established by Robert Cialdini back in 1984.
Because they need reassurance from you that your shit works and they don’t want to take just your word for it.
Because it makes them feel better about buying with you.
Sales pages are abiotic salesmen working the floor of your store for you. And just as you wouldn’t pay top commission to someone who doesn’t know your product, you wouldn’t put up a sales page that is lacking in a key area of persuasion.
Want more details in a specific play-by-play of how I construct sales pages for my 6- & 7-figure clients? Click here and get the 18-min ZERO fluff video training.