Write a Killer Sales Page
I love writing sales pages I love putting the words together I love figuring out the sentences that are going to just make people say yes, this is the thing for me I love getting to the call to action and really thinking this is the place where I'm going to empower people to take action that gets them to the next step that that allows that transformation toe happen. I love crafting the ideas that are going to get people to invest in themselves I don't want it and love it and I love everything that it does for me as a business owner as an idea person as a creator of products and services and my goal for you this morning is for you to love writing sales pages too this is something that I know causes so much anxiety it's when I ask people okay, it's time you got to write yourselves page now they go okay? And I don't want it to be that way. I want youto love writing sales pages as muchas I d'oh I want you to feel comfortable and confident putting words together that make people take action...
that allow people to take action that's what we're going to do today I'm gonna give you all the pieces of the puzzle and I'm going to show you how to put the puzzle pieces together so that at the end you have a beautiful picture of possibility and value that you can deliver to your customers over and over and over again. So before we go any further let's talk about what a sales page really is because this this is a question that I got all the time terror, I know I'm supposed to write a sales page, but I don't actually know what that thing is. So first of all, there's a sales page in it's kind of most most pure form, which is essentially something that came out of old school mark old school advertising and it's a long form sales paige this is the thing that you land on on somewhere and the interwebs where it's a thousand words two thousand words long there, long pages with big taxed and sometimes yellow highlighter and read headlines and all of these crazy things that's a sales page, but what also? What also is a sales page is any page on your website that allow that is begging people to take action on something? Begging is not a great word thiss that's asking people to take action on something. Okay, so sometimes I rate sales pages essentially for asking people to get on my email list, right? We also call that a landing page, but it's essentially just another form of sales page, a sales page is getting people to take action and any page anything that you create it doesn't even have to be a web page we could be talking about a brochure we could be talking about an email we could be talking about ah ah sales conversation so like a one on one conversation that you have with someone we can also be talking about a product description, okay, so if you are a maker if you create the products if you're a writer and you sell books and your writing up ah product description for your book, the people pages where those product descriptions live our sales pages and you can incorporate all the same ideas that we're going to talk about this morning into those, uh into those descriptions into those pages, you might rearrange things a little bit you might drastically cut down on how many words you have, but it's it's still a sales page and it's still deserves your time and consideration and thoughtfulness when you go to write it so whatever it isthe that you're going to use to sell your product product description sales paige sayles conversation email brochure letter that's what we're talking about this morning I'm simply going to keep calling it a sales page cool all right, awesome so it's sales page again it's just kind of a shorthand for any of those things now here's another kind of tricky question when is the best time to write a sales page when is the best time to write a sales paige isn't it the end? Is it when you've made the product you've done all of the marketing it's the night before launch is that the best time to write a soundstage noth is it after the product has already been created? No, the best time to write a sales page is before you start work on your product the best time to write a sales pages before you start work on your product when you first have that nugget of an idea so if you're sitting at home and you have that nugget of an idea what your next big thing is going to be, start writing your sales page today why? Because when you are confident in your sales page when you're confident in the message you're using to sell what it is that you're going to be selling, you'll be way more confident as you're building out the product. Also your idea becomes mohr and mohr clear as you write the sales page because you're going to need to write a message that is going to convert a message that's going to sell a message that's going to serve through this through the sales page and what very often happens is that as you're building out a product you get more sucked in by your own ideas right ideas are intoxicating and what you create is intoxicating to you and so you can kind of go down this rabbit hole of creation and idea ting that happens in the product development process and totally lose track of how this product is actually going to be useful to someone else and suddenly the value proposition just becomes this is a great idea that is not going to move anyone to sail to sell to buy it's not going to have anyone to buy if instead you start by writing the sales page and you get super clear on what the before and the after and the key and sight and the hypothesis and all of these things are if you know what three big results you're going to deliver with your with your product because you've written the sales page first then every every step of the product development process you're continually honing and focusing that product on achieving those three results if you've ever been in the product development process and had you know umpteen decisions to make and those decisions feel hard and scary or you know you just spend a lot of time making those decisions it's because you haven't written your sales page yet it's because you don't know what results you're trying to deliver and so you can't make decisions fast when you know what the value is when you know what your sales messages decision making in the product development process is a piece of cake that's a good yeah it is awesome! It's awesome it means you can create a product faster than you've ever created a product before and I guarantee you if you move writing the sales page up to the beginning you'll drastically short in the amount of time it takes you to write your cells page it is so much easier to write the thing first develop your products second now I don't want to scare anybody if you've already developed to the product and you haven't written the sales page yet all is not lost I'm gonna show you how to do it still but next time next time right yourselves page first when I'm coaching client and we've got a few in the audience here people who have taken my ten thousand feet program I've coached them through developing their next big thing the first thing I do is seo hey that is a great idea right your sales page write your sales page get it down then develop your product then offer it then get intoxicated by your ideas then you can intoxicate your audience with your ideas that's the beauty of it so just saying it one more time right yourselves page first please all right that takes us to our first quiet power strategy of the day and that is simply no where you're headed one thing that we've talked about in both of our previous sessions is the before and after the hype key insight and the hypothesis this is the destination for your entire launch and that destination is your sales page okay, so you write your sales page first so you know where you're headed when you know where you're headed, not only can you develop a better product, but you could develop a whole better marketing system that leads up to that sales message know where you're headed let's do a quick review the before and after it's very simple it's what your customers circumstances feeling situation is right now it's their problem, their frustration it's the thing they haven't achieved yet that's there before the after is the results they're looking for it's the way they want to feel when they've achieved those results and it's the person they want to become now everyone's already they're all trying to get your whole audience is trying to get themselves from before to after right your audience isn't sitting on their laurels but there is a problem to them there feels like there is a locked door between that before and after but here's the beautiful thing you've got the key your expertise, your experience, your skills, your passion, your ideas, your technique that's the key toe unlocking the before or the unlocking the door to getting toe after that's your key insight it's that idea it's that technique it's that experience it's that skill that unlocks the door between before and after and then we've got the hypothesis your hypothesis is simply your key insight plus you're after results it's a statement that brings those two things together so that people understand so that your audience understands why your expertise why your experience, why your skills we'll help them get what it is that they want that is it's almost a magical kind of statement it's that one sentence that explains why this is the product for them even without mentioning the name of the product all right, so we'll talk more about that in a little bit and in our next segment we're actually in me writing a sales page on the fly and so we'll go through all of that again and you can see some examples so let's look at what does sales paige do for you? What can a well crafted sales paige do for you? First it attracts attention to your offer all the time I look at websites that have their offers buried in them. Whitney is shaking her head because her officers have been buried in her website offers that get buried, they get buried behind blogged post they get buried behind about pages and bios they get buried behind work with me pages that don't say much about the customer at all a sales paige is going to attract attention to your offer it's going to help people take notice ideally when someone is reading a sales page it's not going to feel like you're selling to them it's going to feel like justus, whitney said in the pre show, you're reflecting someone story back to them and that story has value you could actually teach people and add value through your sales page, so as someone is reading, they don't feel like they're being sold tio they feel like they're getting something out of this copy, they feel like they're getting something out of the page and that attracts attention it actually you can make your sales page share a ble not because your offer is cool, though I hope it isthe, but because the sales page is valuable is touching is vulnerable any of these things any of the feelings that you want to try to cultivate for your customer, you can work that into your sales page, make it share a bill, make it attract attention your sales paige can also position your offer within the market. In other words, your sales page khun give you those differentiators it can show people how what you're offering is different than what everyone else is offering. It allows you to say this is what's unique about my experience, this is what's unique about my expertise, this is what's unique about you and why other offers haven't worked for you before. In some of the previous examples that we've seen there are number of people in the studio audience here who have the distinct privilege of meeting to position their offers and front of people who have tried everything before they've tried all the different parenting techniques they've tried all the depression cures they've tried all the ways to reconnect with their individuality and their sensuality and it hasn't worked before why is your offer different what's different about you that makes what everyone else is doing not work for you but makes my offer work for you that's positioning it within the market your sales page is the number one way you could do that your sales pitch can also reinforce your brand story your sales pages can help you tell your story they can reinforce again what makes you unique? What makes your business unique? My sales pages don't look like other business strategist pages they don't read like other business coaches pages they're different it helps me reinforce my brand if I wrote a sales page like everybody else in my field I wouldn't be here today so this is your opportunity to tell a story about yourself and your business again that helps you stand apart remember this from our first session your sales paige can help you connect with the heart first head second heart first head second we talked about crafting a lead and howthe lead is a story that allows you to connect with the heart first head for a head second you khun grab people by their own experience, you can reflect back to them where they're at right now you could reflect back to them what matters most to them so that they feel that emotional tug before you start asking them to make decisions about whether this is the right solution or not. So with sales pages an opportunity to connect heart first head second and the last piece here is that a sales page focuses the reader on the task at hand and the task at hand frankly is making a buying decision is this the solution for me or not? Is this the product for me or not? Is this the piece of jewelry that's going to make me super duper happy? Is this the pillow that's going to make my house feel more like home? Is this the service that's going to take my business where I wanted to go? Focus focus is a huge part of the sales page his job you want your sales page to be focused, you want it to be singular. You don't want to have lots of links going every which way right? You don't want to have a sidebar on it unless you're really good at crafting extra sidebars, you want people to start at the top of the page and work their way down or started the top of the product description and work their way down. Look at all the pictures of the product if it's physical engrossed themselves in the story if it's a long form sales page it's focused all right, so that's, what a sales page khun do for you, let's, take a little look at why you hate writing sales pages so much because I think this I don't know that it's a mystery, but I want to make it clear that everything we've done to this point we'll eliminate your fear and hatred of writing sales pages. Okay, so the first reason you hate writing sales page is because you have a lack of clarity about the value offer provides. If you were completely clear on the value your offer provides, you'd be able to communicate it, no problem, and that means writing your sales page even if it wasn't pretty would be at least easy. Okay? And I think we've heard over and over again that there is there's a lack of clarity very often when a service provider is is considering a new service when an information marketers considering a new product even when a maker is considering their own product because we get so wrapped up in our idea in our product, in our own creation and we forget to stop and think why this actually matters to somebody else when you're clear on why it matters to somebody else, it becomes much easier to communicate that value. So another reason why you hate the writing sales pages is because you're often unwilling to st clear results because we don't want to make promises. This is karen is laughing, I totally understand this. I mean, my industry is no different than karin's industry, no different than sasha's industry is no different than bridges industry, both bridgette's industry's way we can't make promises. I can't say when I sell my program, you're going double your income next year, but what I can say is that I'm going to give you a plan to double your income next year to double your revenue next year, karen khun say, I'm going to give you a thirty day program that helped me move from depression to joy, right? So it's not a matter of making promises, but it is a matter of clearly stating how you're delivering results and what those results could be. Don't be afraid to be bold with the results that you st I think we're oftentimes a little afraid to make them sound teo sensationalist as well, like doubling your revenue borders on sensationalist, but ideally, my key insight, my hypothesis, the way I write out my sales page, the way I explain what I do, makes that result feel mohr riel if I can say to you I'm going to give you a plan to double your revenue and hey, these three people have already been through the program and have done exactly really that and in fact one of them is going to triple their income this year that's how you make it feel more real back it up don't be afraid to st clear results and then the third reason people are hate writing sales pages is because you're reluctant to draw connections between pain points and ideal solutions you're reluctant to draw connections between pain points and ideal solutions and this is a lack of confidence in your own solutions this is the lack of confidence in your own solutions because your solution is the connection between the pain point and the ideal solution are the ideal the ideal outcome right? So again this is embodying your own confidence about what it is that you're providing what it is that you're offering you've created this for a reason you've gotten results for other people you've gotten results for yourself you've created something that takes away the pain and gets people to their ideal outcome don't hedge your bets say it draw a clear and direct connection between the pain point and the ideal outcome with your solution as the connection okay so this is all about clarity, clarity, clarity and confidence that's why you hate writing sales pages you're unclear on your unconfident so get with the program all right when you're not clear you over compensate when you're not confident you over compensate and things get messy and here's the thing you don't like messy this is this is kind of like the big picture of why you don't like writing sales pages because you don't like things to be messy and you have had a tendency in the past to get messy when you've written sales pages, you've had a tendency in the past to get messy when writing sales pages I'm going to teach you today how to make the process clean and tidy is clean and tidy sound good? Oh good, beautiful. So this is our first share of the day. What keeps you from enjoying the sales page writing process? What keeps you from enjoying the sales page writing process would like to go first, bridget right, but the I can't polish the writing like a copywriter would. Okay, why do you think you can't? Because I've tried. Okay, okay, I think you can I think you can. I love copywriters. I think copywriters are awesome and that they certainly have their place and that I don't want to keep anyone from hiring a copywriter and this is absolutely something that you could do yourself okay, so copywriters love you, please don't kill me this is something you can do yourself and I think even if you decide to hire a copywriter, taking a stab at it yourself is incredibly important because probably the best time to hire a copywriter is after you've developed a product but the best time tio right a sales pages before you've developed the product right? So write it first and then if you want to hire a copywriter, if you're not really confident in your writing skills, you really don't feel like you could get it to that polish state that you want it to be at, then hire a copywriter later on you don't even have to show them what you did before, like if you want to start from square one that's fine, but I bet you any money then that because you've already written it because you've developed the product alongside it. But when that copywriter interviews you about the product and they asked what are the pain points? What what's the value here? What are the ideal outcomes? You're gonna have better answers than you've ever had before? And you writing your sales page first? Well actually mean that that copywriter can give you a better product than you've ever gotten before from a copywriter. Yeah, awesome! What else keeps you from right from enjoying the sales paid writing process? Sasha two things one obsession about the right headline was sort of like a neurotic rewriting of headlines and second, not being clear about the level of detail to include, I've been thinking a lot about how people make decisions and how much information to give them and balancing enough, so they really understand it, but not that it's so long, and then it's sort of tiresome to get to doing it. Yeah, because people have short attention spans. Two yeah, absolutely, I think that that is a very legitimate concern, and I don't think there's an easy answer to that particular one, and that practice practice practice helps you figure that out, I would say that's, still something that I play with this well and it's, something that I actually go and test just so maybe not so much with sales pages, where I'm not so concerned with being fairly for both, but definitely on landing pages. So a page that I write to get people on to my email list, I will test what details are necessary, how much copy is necessary and how much isn't and adjust on the fly, so I might write one landing page that are at another landing earned, and then I edit that test it edit it, tested there are actually tools that you can use to to test pages side by side, we're doing that right now at the website for ten thousand feet, it's been really enlightening figuring out which pages converting better so yeah I think that's something that you just kinda have to work out over time how about one more what keeps you from enjoying the sales page writing process jessica that reality that I can't actually guarantee these results and that sometimes the results might not be realistic that they're asking for kind of like with you like this program isn't going to get to maybe just six figures but it's gonna have to slow down your expectations so I'm afraid people are gonna say, well that's not quite as exciting as I was hoping that yeah I mean I think that I think that is also a legitimate concern I mean I think that there is there is a skill that you can build for yourself where you feel confident and not promising results but saying these were the things that I am going to provide you with and use this is why it's valuable to you or the this is what the potential is for you I do think though that it's actually good sometimes to not be too sensational or two out there like you don't want to go with best case scenario like just because I've had a client triple her revenue with her plan now isn't doesn't mean I'm going to change the value statement on my sales page to say I could give you a plan that's going to triple your revenue right? I don't necessarily want people in the program that have that kind of mindset double is doable triple seems a little crazy see right? Maybe not but I mean in fact I know like I know that it's not but I'm also kind of balance and with the mindset is of my customer and so this is one of those things where you gotta really kind of settle into your audience and listen and hear from them what they're really looking to achieve and not just listening to everybody but listening to the people you'd most like to work with and probably the people you'd most like to work with are not the kind of people who want the crazy results they're the people who want to get three steps better they're the people who have kind of um optimistic but realistic view of what's possible and so you can at the same time your ex expanding that vision of what's possible you can also make sure that you're maintaining a grounded ness to the results that you're talking about what responses we have online please weigh love that you're interacting with uh the elements here we have a chat tab if you want to actually put your comments and the answers to some of these questions that's actually the best place to do it we've got the asked which is specifically for direct questions for terror but thank you for interacting and here's some of what we are hearing fit for bunny says, not knowing the wording that will convert into sales, another user says the first two paragraphs are the hardest for me, linda makes impression, says being organized, stephanie says, I'm avoiding the pressure to write two thousand words. I'd love a shorter template to match my to the point personality. Awesome. Well, we can totally provide that to you. The template that we're going to that I'm going to show you right now is completely customizable, so you can take it and write two thousand words, or you could take it and write five hundred words. And if that's your style, if that's the personality of your audience, it will work for you it's, not about writing paragraphs for each of these building blocks it's about figuring out how to communicate value in each of these building blocks in the way that makes the most sense to you and the most sense to your audience.