Welcome to part two of The Anatomy of a Sales Page. For part numero uno, click here.
Blessed be! Your reader has gotten this far. You’ve laid out the problem and shown them what alternate reality awaits them upon acceptance of your offer.
Now that you’ve got some of the loftier things out of the way, you’ll want to share some of the practical.
That’s because people tend to buy based on emotion, then back up their decisions with almighty logic.
Here’s where positioning comes in. You want to position your widget as something that has much more value than what it’s selling for, so let’s outline what it’s worth.
Make an itemized list of everything they’re getting and what it would cost if they purchased it anywhere else at any other time.
The Fake It Till You Make It or Get Sued handbook (value $300)
Six private coaching sessions with my house elf (value $10,000)
Unlimited email support and pants-on-fire SOS texts (value $1,000)
Add it all up for them (because this is a white glove experience we’re creating, after all).
Total value: $11,300
Next, lay out what it will actually cost them—
That’s a pretty good deal, but still pretty pricey.
So, notice how I used the word “investment.” That’s because what they’re buying isn’t a one-off, one-trick pony. It’s something they’ll use again and again, and ideally, something that will save them money, time, or heartbreak in the long run.
How can we show them that this is an investment, and not just a year’s worth of money spent at Starbucks that they’ll never see again?
Behold…the glorious testimonial!
The best testimonials work because they function as social proof. Don’t take my word for it. Here’s what Jack Handy had to say about it…
Getting fantastic testimonials is a topic unto itself, but let’s just take one example that would knock it out of the part for ya.
“Within three days of starting the Fake It Till You Make It or Get Sued program, I got my first interview with a corporate client. But I was so nervous and didn’t know what to say so I immediately devoured the chapter, ‘Pitch like a Pro’ in the FITYMIOGS handbook.
The done-for-you scripts gave me the confidence and the know-how to say all the right things and the interview went better than I expected. The best part? One week later I got the deal and made three times what I paid for the program. Now the lights can stay on and little Timmy can get his kneecap operation!”
We’re all so happy for Sheila E and little Timmy. Sheila made $9,000 from what she learned in the class.
Suddenly, $2,999 seems like a helluva deal. If only your 401k could get returns like that.
And if Sheila E can do it, why can’t you?
Which brings us to a little topic called features and benefits.
The features of the program are the nitty gritty things itemized in the list. The handbook, house elf, etc.
But the benefits are what that house elf can do for you, emotionally speaking. The benefits are the feeling of relief that Sheila has now that she has the tools to get what she wants—namely electricity and the operation so lil’ Timmy can stop using that one-legged kneeling scooter.
Hallelujah! The stress is gone in the short run AND presumably in the long run because of what she’s learned.
Some would say that stress relief is worth all the money in the world. At least that’s what the house elf would say.
Ok, that’s all fine and well, but next they’ll want to know who the hell are you? What are your qualifications? Why are you the most enlightened person to lead them on their hero’s quest? You’ll want to give a quick bio of who you are and why you’re an authority on the subject. You don’t need to go on at length here, but do give us something so we at least know that you’re not some fly-by-night set up.
Your reader is loving what they’re reading but they’re still not quite sure that the time is now.
Enter: urgency and scarcity.
Will this great offer you’re offering go away?
Are there only a limited number of spots in the class?
How much dinero will they miss out on making if they put this off another year?
But what if they try it and they don’t like it?
Ha! You’ve taken all the risk away with a money-back guarantee. There’s no money to lose, plus if your testimonials and other copy does its job, they might not even question it because they’ve seen what’s possible and can picture themselves cozying up to their desired outcome.
Finally, we’ve reached the beloved “call to action.”
You’ve done a fantastic job and your reader has held on through the whole sales journey that doesn’t feel like a sales journey with you. Hoorah!
Now let them pull the trigger. Give them a super clear direction of what to do next. But Just. Give. Them. ONE. Thing. To. Do.
Not sign up for more information.
Not watch this other video.
No. (squirts water gun here.)
They’ve been through so much with you. Don’t give them decision fatigue now.
Just give them a little link or button that shows them how they can do the whole currency swaper-roo and get the super cool thing we’ve all been talking about.
And that, my friends, is (mostly) it.
Sure, there are advanced strategies, and of course, it’s not just what you say but how you say it, but many successful sales pages follow this basic pattern.
Maybe now sales pages aren’t as scary as they once seemed? If the thought of it stills puts you in fight or flight mode, know that writing them is a skill that gets easier with time and that they can actually be a hoot to write.
Okay, maybe that’s just the same part of me that used to get excited by studying SAT vocabulary…
One final tip—if you get stuck, take a look at some other sales pages for inspiration. Heck, I still do that after nine years writing copy.
Now go forth and ethically hawk your wares!
Until next time,