A sales page is a webpage trying to convince people to buy some stuff from you.
And for your sales page to do just that, you need one thing:
Build a rock-solid argument that gets your prospect to “realize” he has a big, burning problem and that your product is a life-changing, miracle cure that will solve his problem.
Inside this infographic and expert-written, gigantic article, you’ll discover:
- The anatomy of a perfect sales page: the essential ingredients that virtually GUARANTEE you’ll convert more readers into buyers. These are the 11 psychology switches that need to be turned on for a high converting sales page that gets your readers to scroll down, read and ultimately buy from you.
- Mouth-watering examples: breakthrough sales pages copy examples crafted by conversion experts, carefully dissected piece by piece.
With that said, let’s dive right in…
Quick jump to sections:
The Anatomy of a Perfect Sales Page
0. Understand Your Target Market
There’s one thing you need to get right to craft a powerful, high converting sales page:
Know. Your. Customer.
- His core demographics (where he’s from, what industry he’s in, what’s his age range…)
- His hopes, fears and dreams (his key motivators)
- The exact words he uses to describe their problems
If you DON’T know that, stop this post right now and head to the #2 tip of this article . I’m sharing simple, actionable strategies to help you uncover the secret wants of your target audience.
On top of this, here are a couple of strategies you can use to identify how your customers talk about their problems:
If you don’t know who you’re targeting, you just can’t be build an argument that appeals to them. Trying to appeal to everybody equals appealing to nobody.
It’s that simple.
1. Structure a Clear Narrative
79% of people scan read, rather than read every single word. Source.
- Your page layout helps the reader scan easily
- The objective of your sales page is to get read. You want the reader to say YES while reading your copy. You want him to be so compelled to read that he cannot stop reading.
- Every single element on your page has a purpose
Always ask yourself, “is talking about [X] going to help me [get the result I want]?”
If the answer is no, don’t be a moron and get rid of it.
The key here is to tie the topic you want to talk about to the result talking about it will get you. For instance:
Topic: 3 customer testimonials that show the exact results they got from my product
Result: the prospect feels “Oh! It has worked for them, so it should work for me”.
Take a look at this great email capture pop-up:
Let me show you a great long form sales page example:
Bottom-line: every element on your page has a purpose
2. Show Them What They Can Be
Our attention span lasts an average of eight seconds.
“The sole purpose of the first sentence in an advertisement is to get you to read the second sentence”. Joseph Sugarman.
View your products and services as a tool that enables people to achieve their dreams. Your goal here is to HELP your reader visualize what it would feel like if he could fulfill all his dreams.
Here’s the thing:
People don’t buy your product because it’s cool.
They buy your product because it provides a transformation.
They buy your product because it helps level up their life.
Because it helps them…
More likeable, popular
Be the first
Make their life comfortable
Look less lame
Have more freedom
Look like an authority figure
If you’re not starting a with a promise that satisfies your prospect’s core desire and offers a real transformation, you lose all hopes of ever selling to him.
The ingredient: a big, fat headline.
This is the FIRST thing the visitor see and it’s your single chance to grab your audience’s attention and motivate them keep them reading.
In a nutshell, a solid headline:
Use these formulas to craft your perfect dream introduction:
Directly addresses who their customer is: creators
Show the end benefit (AKA the dream): take control of their career
Show the end benefit: become a top conversion optimizer
Provides a specific time frame [AKA how long does it take for my dream to come true?]: in 3 months.
Shows the end benefit: finding your dream job
Shows the problem beneath: crack the code of finding your dream job
Provides a sneak peek of what’s inside: word-for-word scripts, tactics…
3. Hit Them Where It Hurts
95% of our purchase decision making takes place in the subconscious mind. Source
“Harmony is the key. The moment you get the reader to say “No” or even “I really don’t believe what he is saying” or “I don’t think that relates to me,” you’ve lost the reader”. Joseph Sugarman
You must understand their exact hopes and pains. You must have emotional resonance.
And you know why? Because It has been proven that emotions constitute potent, pervasive, predictable, sometimes harmful and sometimes beneficial drivers of decision making.
Yes, you read that right:
“Non-rational influence” (emotion) is more effective than logical persuasion AKA emotions shape decisions
Look, your target market is coming to your sales page with specific emotions in mind and a freaking good sales page describes your prospect’s deepest pain point and problems in vivid details at the start. Remember: you want them to knod their head and say yes , you want them to keep reading.
Example 1: The old woman in the motel.
Example 2: The little old lady in the cottage
Which one sounds more appealing to you?
Bottom-line: You want your prospect to nod in the affirmative and agree with you. You can’t sell someone the solution to a problem they didn’t know they had. Plus, tomake your audience trust you, you need to make them say things like “Yes! Finally, someone who gets me!”
4. Educate Them
74% of buyers chose the company that was the first to add value — Source.
Unless you’re selling a crappy, scammy product, the goal of your marketing should be to EDUCATE the customers…..and not JUST trying to just sell them!
Here’s what I mean by educating them:
Give them away enough USEFUL information (to help them make a decision).
Yes my friend, a good sales pages:
5. Show Them What They Can Get
44% of buyers feel that only 25% of their providers help them maximize their value.
Tell them exactly what’s inside your product in a benefit-oriented way. Tell them how you’re going to help them achieve those dreams and erase these pain points. Break down exactly what they’ll learn/get/be able to do when using your product/service/program.
Here are a few ass-kicking copy bullets taken from one of my favorite copywriting online course:
How to “calibrate” your language to improve sales conversion.
The little “dating” trick to use in copywriting for fun and profit.
3 elements to constructing magnetic headline.
The 4-weeks program to doubling your organic traffic.
6. Show Them The Results
72% say reading a positive customer reviews increase their trust in a business. Source
“The proof of the pudding is in the eating”.
People don’t buy things, they buy results.
There are various mediums you can use on your sales page:
- Have a software that solves specific problems? Show them how it works [VIDEO]
- Offering a product that helps people to eat healthy? Put up [PICTURES] of some of the actual meals.
- Offering SEO services that triple traffic in 2 months? Show Google Analytics [SCREENSHOTS].
Dozen of people bought your products? Show them what results they got. But wait, not only:
You want these reviews to show your customers, struggles, challenges and transformations so they can inspire your prospects and get them to relate.
The ingredient: SDT Principle
The SDT (aka Show Don’t Tell) principle has one purpose:
Enable your prospect to experience your product through action, senses and feelings. On top of your sales copy, use images or videos to reinforce your message.
- We process visuals in 13 milliseconds. That’s 60,000 times faster than text.
- 40% of learners respond better to visual information than text alone. Source
- People who use visual aids are 43% more persuasive than those who don’t. Source
7. Show Them Their Options
You want to be super transparent about the choice your prospects have.
- It educates your prospect on the choices they’re having (hint: they don’t also know their options)
- It builds trust
Here are the typical options your prospect has when landing on your sales page:
- Try other programs (reasons they’re not as good as yours)
- Hire someone (reasons why it’s not the best alternative)
- Your product (reasons why it beats 1 and 2)
8. Get Them To Like You
Cialdini’s principle The more you like someone, the more you’ll be persuaded by him.
According to the Godfather of psychology Robert Cialdini, we prefer to say yes to those we know and like.
We like those who are similar to us, give us complements, and cooperate with us toward common goals. Liking is based on sharing something similar with people you like, and it’s also based on something as superficial as how attractive a person’s looks are!
Here are a few ways to help them get to LIKE you:
Share your story
Here’s how Brian Dean from Backlinko does it:
The labeling technique
Copy Hackers: Long-Form Sales Pages Is Designed for Fast-Moving Hackers Like You…
9. Put Their Mind At Ease
Here’s the thing:
Every person has some form of buying resistance.
So whenever people read your offer, there will be friction.
Said simply, your prospect is gonna be hesitating about whether taking your offer or not.
Your goal is very simple:
Overcome every single objection.
Your job is to help them overcome that buying resistance addressing the typical fears driving it. To do that, you have to provide specific answers these questions:
Provide arguments to these questions and you don’t need anything else to make the sale.
Almost everybody today is offering money-back guarantee.
To stand out and show your customer you’re confident the product delivers, you can offer a 110% no question asked money-back guarantee
Bottom-line: provide a risk-free environment. Give your customers the confidence that even if they make a purchasing mistake, they WIN.
10. Jolt Them Into Action
Once you’ve laid out the value, benefits, testimonials, you gotta jolt your prospect. AKA make them want it, make them want IN.
Here are proven strategies you can use to increase the perceived value of your offering:
- This program = cost a fine meal dinner
- 5 monthly payments of $97, less than the cost of a daily latte
Use the infomercial hack [the seed of curiosity]
AKA offer a juicy bonus (and name it’s value) on-top of your product.
Is that it, hell no?
So read on.
But I didn’t stop there.
Let me explain.
But wait, there’s more!
Get it within the next 48 hours and I will also throw in an exclusive bonus worth $498.
Don’t say: Receive a free eBook
Say: Receive a free 197$ value eBook at no price to you.
Use the exclusive club hack [AKA the desire to belong]
Look, you can’t make everyone happy, so stop trying. Instead, be crystal clear on who your product is serving and who it is not.
People hate one thing:
Being told no
11. Have a Crystal Clear CTA
The goal of your sales page is for your prospects to take action AKA buy your product. You want to give your customers a clear picture of what action he needs to take NOW to get the benefits he wants.
You wanna make it stupidly simple so they just know what to click.
How to write irresistible content (including magnetic headlines and attention-grabbing copy that’s focused on your audience). Starting at tip #12.
The Advanced Copywriting Strategies for Online Sales: An exquisitely detailed, take-you-by-the-hand online course on copywriting that’s jam-packed with proven advice, formulas and scripts you can use right now to write copy that sells and turn leads to paying customers.