Most people have no idea of how to put together a sales page that converts into sales. They may go and look at other sites that have successful sales pages. This is a good idea. The problem is that when they put their landing page together they don’t put them together in the same way.
One leading problem is copywriting. And that’s ok. Not everybody is going to be a first-class writer – never mind a copywriter. But as a person selling a product or seeking to construct a list, it is crucial that you know your strong points and weaknesses – and that you either spend the time to overcome them or employ someone else to do it for you.
With copywriting, for example, it is all important to use a mix of persuasive sales points with compelling psychological triggers. Most people who create a sales page miss either one or both of those components.
For instance, they might concentrate so much on building hype that they don’t actually explain what solution they are providing – and for whom they are providing it. If I don’t have a specific problem that your product solves, why would I buy it? I wouldn’t.
If in your copy you fail to include psychological triggers using such words as “scientific”, “proven”, “guaranteed”, “shocking” and others like them, no one will feel compelled to keep reading. This is because the benefits will be views as being low or average value.
In addition to these two problems, some sales pages lack cohesiveness and focus. The copy looks unprofessional and it doesn’t slowly grind forwards, breaking down the web site’s visitor’s resistance to the sale – and persuading him or her to buy more and more at each sales trigger point.
Additionally, if there aren’t multiple calls to action – another form of psychological trigger – then a potential visitor might never feel compelled enough to pull out his or her credit card on the spot and make the purchase.
As you write your copy always focus on your reason for writing; that is to call your reader to action. At each sales trigger you need to have convinced your reader a little more.
Related posts: