What the thing that can make you doubt yourself, your process, analyse what you could have done better – and makes you dream of sales page success?
I won’t lie – getting your hands on a product that is better structured or easier to read or more visually appealing than the one you created can HURT!
But, even though it sucks… it’s an extremely valuable lesson on how to improve your product. The only thing that hurts more is to see poor quality products, which are clearly not as valuable as yours, make their creators bags of money. It’s frustrating!!! And unfortunately a harsh lesson on the value of a good sales page.
The only thing that has the power to generate thousands or even millions of dollars in sales, even for poor quality products (obviously DON’T do bad products… or you will have high sales, but SUPER high refund rates and get a bad reputation!), is a killer sales page. Having a great product is rarely enough. Having a great product, combined with massive sales page success with killer sales page design and copy bring you a fortune, and if you’ll keep reading you’ll discover the elements that separate the money-making sales pages from the rest.
First, let’s discuss positioning a bit. This is vital for crafting your marketing message. Whether you’ll write your sales copy yourself or hire a copywriter to do it, you’ll need a positioning statement to anchor and guide your future marketing for that product.
To write your positioning statement, you’ll need to think of how do you want your potential buyers to perceive your product, and it needs to be clear and concise. Taking into account the audience your product was made to help and what key problem it solves
Your positioning statement will look something like this:
“Our customers, (insert key traits of your core target), think of (insert product name here) as (insert how you want customers to see your product here). Unlike competitors (insert competitor product names here), our product is (talk about what’s different here).”
The product logo represents (insert key elements), which is helping our customers associate our product with our claim. Our slogan is (insert key elements), which helps customers remember our product and what our product offers.
Here is an example:
Our customers, upscale, 25-40 y.o., health-conscious proactive preventers, think of Keto Kitchen Bootcamp as the most dieter-focused guide on getting started on a keto diet. Unlike competing “Keto Recipes 101” and “Beginner’s Guide to Ketogenic Diet for Weight Loss”, our product is detailing the transformations the body goes through from the first day to the end of the second month on the diet.
The product logo represents two human figures, one skinnier than the other, mimicking one another’s moves, which is helping our customers associate our product with our claim. Our slogan is “Your Body’s Itinerary to a Better Shape”, which helps customers remember our product and what we offer.
As you can see, it sounds more complicated than it is, but this little paragraph will help your write better briefs for yourself and the ones you’ll hire to help you marketing your product, because now all your materials for advertising your product will have to match your positioning, leaving no room for interpretations. That will save you money, because you don’t want ads that would get clicked by people who won’t buy (because the product isn’t for them), you don’t want your sales copy to sound foreign to your target audience, and you don’t want your product page design or eBook cover to show things that have no connection to what you’re actually selling.
Now, let’s take a look at what your sales pages need, no matter if you’re going with a text-based or video version, in order to drive that marketing attention and the sales page success your product deserves.
Sales Page Elements
Writing sales copy that converts isn’t a form of magic, but it is a skill, one that can be learned and perfected over the years. In essence, the content of a great sales page is simple:
- It shows visitors that you do understand their problem and that you know what other issues are associated with it;
- It proves you’re the one or the expert when it comes to that specific problem, that you have the necessary expertise to successfully solve it;
- It assures visitors that the product will get the job done, that it will deliver on the promised results.
You also need to show that you can speak your prospects’ language – do you use the same terms as they do? Is your tone of voice confident or patronising (BOOOO!!!)? Do you seem to empathise or just looking to take advantage of their misfortune to see your own profits soar?
Let’s go through every one of the elements that separate killer info product sales pages from unprofitable ones:
#1 The Headline
When newspapers’ business models started changing because pageviews weighted in more heavily in advertisers’ analysis, the way publications wrote headlines also changed. If your advertising revenue depends on the number of views and clicks you get, and the news are basically the same they’ve always been, you need to adapt. That’s how clickbait invaded the internet. Its role is to tickle our curiosity and make us click.
All world-renowned direct response copywriters were brilliant at writing great headlines for the sales pages of their clients, and many of them actually got some inspiration for the most shocking and unbelievable newspaper titles they laid their eyes on.
Your headline should make people curious about your product but be derived from your product’s promise.
Here are some examples:
- “End Your Lower Back Pain Forever With These Simple Exercises”
- “It’s the first book on personal finance that really made sense to me.”
- “How to stop smoking in 30 days … or your money back.”
#2 The Pain
Your product solves a problem, so the problem and all the pain it causes needs to be integrated in the page copy. You need to help your sales page visitors really see the impact that issue has on their lives and how they’re robbed of many positive things because they’ve lacked a solution so far.
#3 The Personal Struggle
Since the info product was created based on your experience, your expertise, you also need to detail your personal struggle. What lead to the discovery of the solution? Why did your experience became a product? How did the problem impacted your life?
Showing people your struggle, will give them more confidence in having the necessary drive to actually solve the problem and share the solution with them.
#4 The Product Promise
When talking about the product, you can’t miss the product promise, what people will achieve after they buy your product. It’s great to focus on how the product delivers with no drawbacks.
This is a great place to feature a eBook cover or a similar visual presentation of your product which should feature the product promise as a sub-headline.
#5 The Product Emotional Benefit
Choosing how to present the benefits of your info product is very important, because you don’t want to start presenting product attributes when you could extract some emotional benefits from them, which exercise far more power.
There are different levels of product benefits and they can be represented as a ladder. At the very bottom you have the product attributes (new toothpaste formula). At the second level they transform into product benefits (better teeth whitening performance). At the next level the product benefit becomes a consumer benefit (gets whiter teeth). At the top level, the consumer benefit becomes an emotional benefit (feels more confident).
If you recreate the product benefit ladder for your own product, you can discover some valuable emotional benefits to include in the sales copy.
#6 The Proof
Your potential buyers will want to know that your solution works and some testimonials will do wonders; just remember to scatter them around, not keep them all in a small area on the page.
If the testimonials are great, you can even integrate some of them in the copy. There are many product creators that found success using parts of received testimonials as headlines.
The more relatable a testimonial is, the more effective it will be. People want to see that others like them dealt with the problem and managed to find a solution that actually worked.
Make each one specific to ONE target message, rather than trying to cover ‘value, proof, ease of use etc etc’ all in one testimonial, have one testimonial that is ALL about how easy it was to use… then another about how cheap it was compared to other things they had tried.
If you don’t have anyone who has given testimonials for you yet, find some users who would love access and gift them a copy in return for their honest opinion. If they give you praise, awesome! If they give you feedback for correction/addition/improvements etc even MORE awesome – because you can then take those and make your product better … show it back to them and get even higher praise than you would have earlier.
#7 The Conversion Incentive
Some people are reluctant to buy products online, especially when there isn’t an actual physical product to be delivered to their door. That is why you need to make your offer one that is really hard to pass. There are a couple of things you can do to boost your offer’s appeal:
- Create a sense of urgency: behavioural psychologists say that situations which are perceived as being urgent cause people to suspend deliberate thought and act quickly; so hurrying people to place their order because you web page will go offline in a couple of hours and the offer will never be seen again is a great incentive to get them to actually place their order.
- Create a sense of scarcity: rare items are perceived as more valuable than the readily available ones; you can create a sense of scarcity by bundling up your product with a workbook or a physical book for which you state you only have a few more copies left.
- Increase the perceived value: by creating product bundles in which you add lots of other secondary products, workbooks, swipe files, tools, etc. that you value at 500-750% of what your product costs, you’re making it harder for the potential customer to say no, after all you’re offering them a great deal.
#8 The Guarantee
To address the most common objection – the fear of paying for something that doesn’t deliver on its promise, you can offer a money-back guarantee. In this case, make sure your refund guarantee is clearly visible, especially because this will also build on your credibility.
#9 The Final Pitch
In case the visitor is planning to leave the page, without buying your product, you still can pitch your product one last time. You can do this with a pop-up banner that will become visible when the cursor moves toward the “close” button or using a web page message preventing the closing of the web page. You can take advantage of these technical possibilities to offer a better deal than the one on the page, something even harder to refuse, or by offering leaving visitors an incentive to subscribe to your email list (free similar product).
With these in mind, you should be able to start seeing your own sales page success when you write the sales copy and start optimising both the copy and the layout of the page based on your achieved conversion rates and the feedback of your buyers and affiliates. A world of great profits awaits, go get what you deserve!