02/23/2011 02:14 pm ET | Updated May 25, 2011

How to Write a Successful Sales Landing Page

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
This all may seem a bit overwhelming even if you are talented writer. Just take one step at a time. Once you have the first draft done, review this list again and make sure you've hit them all.

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.

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