Wednesday, May 6, 2015

19 sections of a money making sales page and how to make them


Great sales pages are assembled from smaller sections. It can seem like a huge task to write a sales page. It doesn’t need to be written all at once. Each section of the sales page can be written independently. I’m going to show you each section. 

Some of the sections are photographs, some are testimonials and others are paragraphs. Each section has one purpose. The sections together make your sales page. Set aside time to do each section. Then over the course of a week you will have everything you need to assemble your sales page.

Take a quick look at my example sales page 


When you return I’ll show you exactly how to make your own long sales page.

TL;DR Download the Sales Page Checklist Here

Here are the sections and sub-sections:

  • Welcome. You are in the right place
    • product image with titles and logos
    • authority - journalist testimonial icons (only if you have been featured)
  • The Problem
    • paragraph - address your customer’s problem
    • paragraph - sympathize with your customer
  • The Solution
    • paragraph - introduce the solution
    • paragraph - address objections
    • paragraph - explain exactly what you are providing
    • paragraph - explain why your solution will work
  • What is it?
    • bullet point list - summarize what your are providing
    • short form social proof
    • sneak peek (product specific, examples: video, screenshots, audio, etc.)
    • bullet point list - detailed outline of product
  • What is it worth?
    • long form testimonials
    • paragraph - what’s it worth?
    • short form social proof
    • button/images - buy now
  • Time to Decide
    • short form social proof
    • paragraph - why buy now
    • paragraph - make a decision

Get your stuff together


Gather some basic resources before you start writing. The supplies you need are text, images, emails, etc. These resources are reused in several of the sections. Keep the resources in one place so that you can quickly copy and paste them.

Here is a list of your resources you will need:

  • Your product’s name or title
  • Images or Illustrations of your product
  • A sentence explaining what problem your product solves
  • A sentence explaining how your product solves the problem
  • A list of all the features of your product
  • A list of all the benefits of your product (features are different than benefits)
  • A list of blogs and journals that featured your product

Resources


Product Title


The title or your product needs to be descriptive. The title needs to quickly communicate. A new visitor should be able to read the title and make a decision to continue reading your sales page. 

Keep the title simple. Write for the person who will buy your product. Many of the people who read your sales page will never return. That is okay. Write your title for the few people who will pay you money. 

Images or Illustrations


Create a folder or album of all your product photos. Take a little time to clean up any photos that need to be cropped or adjusted. 

You may not have photos if your product is digital. Take screen shots instead. You can also create eBook cover art, album cover art or put your logos on digital boxes. 

The Problem


What problem does your product solve? Write the answer in one sentence. You will reuse this sentence many times while writing your sales page. 

The Solution


How does your product solve the problem? Write this answer in one sentence. 

The Features


Create a bullet point list of all the features of your product. This list includes the attributes of your product. The next section, benefits, will focus on your customer. For the feature list focus on your product, what it is and how it works.

The Benefits


Create a bullet point list of all the benefits of your product. Focus on your customer and how their problems will be solved by your product. This list should be customer focused.

Journals and Blogs


Have you been featured in a journal or blog? Make a list. Ask for permission to use the journal’s logos on your sales page.


The Sections


Welcome


Let your visitors know they are in the right place. This section should quickly explain what problem you are solving and why you are the one to solve it.

Photo

Tell Your Story With One Picture

The fastest way to explain what your page is about is in a photo. You can create a photo yourself or hire someone to do it for you. Make sure the photo directly shows the problem and hints towards your solution.

Authority

Logos of Blogs and Journals

Why are you the one to solve the problem? Create authority for yourself. If you have been featured on another blog, ask if you can use that blog’s logo. If you are working with a recognized client, ask if you can feature your client’s logo. If you don’t have any references than use a quote from a famous person. 

The Problem


Address the problem

Your visitors need to know you are going to address their problem. At the beginning of your sales page explain the problem you are solving. Use the same words as your visitors. Explain the problem in the terms of your visitor. Let your visitors know that you understand their problem.

Sympathize with Your Customers


Tell your customers that you understand. You know how it feels to have the problem you are solving. Be specific. This paragraph should speak directly to the people who will buy from you. Mention specific qualities of your customer. Let your customer know you care.

The Solution


Introduce the Solution


Give a high level view of your solution. Restate that it solves the specific problem. Tell a story about how the solution made you feel.

Address Objections

Address Objections

Make a list of all the reasons someone might say no to buying your product. This list might be long. That’s okay. Address everything here. Your customers want to read your details. A good way to address the issues is to write the objection in one sentence and then address it in the following paragraph.

Explain Exactly What Your Product Is

Explain Exactly What Your Product Is

Be specific. Give loads of details. Write down everything you are including with your product. 

Explain Why Your Product Will Work


Write about success stories from your customers. If you don’t have customers then write about your own success. Give lots of details. Summarize how the objections were not an issue. 

The Details


Bullet Point List


Write down the details of your product. Put the details into a list. Format the list so it looks nice. Make it easy to ready.

Short Quotes


Gather quotes from people who have used your product. Share several of your most positive reviews.

Sneak Peek


Give a behind the scenes look at your product. This is product specific. You might have a training video, screenshots, unboxing video, factory tour, how it’s made, etc.

Detailed List

Summary of What's Included

Summarize the details again. Include the social proof and highlight some of the details you mentioned. 


The Value


Long Reviews


Share your best reviews. Long reviews are best. Encourage your best customers to share their stories about your product. Share as many of these stories as you can.

What is it worth?


Highlight your customer success stories. Compare your product to the alternatives. Give a baseline value to compare your product to. Explain what it might cost to achieve the same results without your product.

Short Reviews


Share more reviews. The pricing conversation can sometimes feel cold. Warm up your sales page with short reviews. 

Buy Now Button

The Buy Now Button

Create a beautiful purchasing button. Present the different package options if you have them. If you are not a graphic designer then higher this section out. Make it look great. 

Time to Decide


More Social Proof


Share more positive testimonials.

Why buy now?


Explain why now is the best time to purchase. Some of the people who would benefit from your product might still be hesitant. Encourage them. Let them know this is a great decision. 

Make a Decision


If your customer read this far then they are definitely interested. Let them know that they need to make a decision.