I am an author so I should be able to write my own sales copy.
I am in the business of marketing so creating a landing page is no big deal.
Ah, if only these statements were true, 100% of the time. How humbling is that I am both an author and a marketer and I still seek outside collaborative help when it comes to creating a stellar landing page. I do it because I know how important it is to create a page that accomplishes the desired outcome: Sales!
Copywriting is one of the most important skills I have learned over the years. You have a lot riding on a good sales page. You have already invested time and money to produce a product or deliver a service and now it's time to attract the business.
Here is a basic formula for a successful landing page:
- Write an attention-grabbing headline
- Identify the reader's problem - point out the problem they are having and reach out to them with an expression of compassion and understanding
- Explain why other solutions don't work or haven't - someone interested in your product has likely already tried others. The idea is to get the reader to agree with your statements of what has not worked in the past.
- Offer a solution - explain why your product works and it's benefits
- Insert a "Buy Now" button in several places - different readers will make their purchase decision at varying times throughout the landing page. Make it easy for them to purchase it at their buying time.
- Focus on benefits, benefits, benefits - do this not just with words, but with endorsements.
- Validate your claims and expertise - use facts and statistics
- Provide "social proofing" if you can - solid, tangible testimonials from real people
- Offer a great price - do some research about what similar offerings are on the market
- Create a sense of urgency - limited time offer, seats are limited, etc.
- Anticipate any objections - assume the reader will want to know what makes your product or service different, what results they can expect, is there a guarantee, etc.
- Ask a provocative question - engage the readers by asking them to imagine their dreams coming true. Illustrate how your product/service can help accomplish those dreams.
- Add a bonus or bonuses - contact potential affiliates to include their e-products. It does not cost them anything and it adds to their visibility.
- Say it more than once - people don't always read every word, so repeat your benefits and your buy now button
- Use compelling, energetic sales language - you may need to push yourself out of your comfort zone to write on an emotional level. You can still use high-energy words and remain authentic.
- Provide clear instructions - your Buy Now button may be customized to read, "click here to reserve your seat" or "click below and let's get started..."
- Break up the text - Because of the amount of information you are sharing use plenty of white space, bullet points and lists
Peggy McColl is a New York Times best-selling author and an internationally recognized expert in the field of personal and professional development and Internet marketing.