Here’s what to do first to get inside your potential customer’s shoes. Think about the problem that you are trying to solve for that ideal customer. Then, imagine the information that you would look for before spending a penny on a purchase. If you need help, consider questions around the who, what, where, when, why, how, and how much. The answers to these questions become part of your check list of items to cover on your sales page.Additionally, review at least three sales pages of people whom you admire and would purchase from. Scrutinize their sales page to determine what elements they covered such as:
1. Creating credibility with the audience by listing evidence of knowledge and expertise, awards, credentials, etc. People want to know that they are buying from an expert on the subject.
2. Addressing the potential customer’s pain by creating a solution for their problems. Examples include: how do I find more customers, how do I build my potential customer contact list, how do I manage my time better, etc.
3. Listing several benefits that the customer will enjoy by making a purchase, such as this product will save time, money, or increase sales.
4. Demonstrating how an investment in the product will pay for itself. For example, if the customer purchases a product that explains how to sell products from the stage more effectively, and then puts those new skills to work and sells oodles of products at her next speaking engagement, then the purchase has paid for itself. Sometimes customers don’t take this into account, so you’ll want to point this out.
5. Providing testimonials with full names and pictures of past happy customers lending further credibility to the seller and their business. For potential customers who are not familiar with you by reputation, this will go a long way to build trust.
6. Creating an incentive for customers to act in a timely manner by offering bonuses by a deadline or a sale price with a definitive cutoff date. I once even heard Oprah share that she likes the Clinique gifts-with purchase incentives! Everyone loves a deal, and so provide a reason to “act now.”
7. Making a personal connection with the audience by including a picture and some appealing biographical information. By connecting with your audience, you make yourself relatable and familiar. Don’t be afraid to “appear human” by admitting past hurdles that you overcame or learned the hard way that you’ll share with customers saving them the pain.
8. Providing a guarantee for customers that will allow them to purchase a product or service without reservation. You’ll need to decide how long a guarantee that you’ll offer, but providing a way for customers to get their money back will overcome buyer’s hesitation.
9. Adding eye-appealing formatting and graphics to make the page visually appealing and compliment the text. You know the difference between a hastily patched together web page that looks “home made” as opposed to a professionally designed page, so make sure that your page looks stellar.
Add these applicable items to your above checklist. By now you should be able to draft your sales page. Then you’ll want to give it a rest for a day or two. After another read and a few more tweaks, it’s time to have someone else do a complete edit of your copy to ensure proper formatting, readability, grammar, and to ensure that your links work properly.
Test the sales page with members of your team, or, if you are just starting out, colleagues and friends.
Finally, after a complete review, announce your sales page with panache to your lists…and then watch the sales come in!
© 2010 Ali International, LLC
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