Writing sales copy is hard. If you’re trying to write sales copy.
I prefer to think of my sales page as a story. A story customers want to dig into, one that fulfills them. One they are moved by. (TWEET THIS!)
Thats means, you have to think of your sales page as more than just “the facts.” It’s best to think about what your sales page story needs to accomplish.
Here are 4 questions your sales page copy needs to answer to be successful and give your customers what they really want:
- What do they BELIEVE? What do they need to believe? Empathetic marketing requires you to understand your ideal customers. What do they currently believe about the situation which you product or service helps? Do they struggle with manual processes? Do they find instructions complicated? Do they lack confidence in themselves? What is their core belief? And then….what do you need them to believe? They should believe that there is a better way, a streamlined solution, a healthier option, a more reliable partner.
Ensure your sales page evokes not just what they currently believe but gives them an A Ha! about how your work changed or shatters that belief.
- How do they want to FEEL? With that change in belief comes a change in emotion. Will they feel more confident, profitable, organized, capable, joyful, driven, accomplished by what you have to offer?
Ensure your sales page copy reflects a future vision for how they will feel about choosing your offerings. Whether we admit it or not, as humans we often buy based on emotion and then use logic to justify our decisions.
- What do they need to KNOW? Now it’s time for “just the facts, ma’am!” What is the program? How much does it cost? What will I get? Who else has it helped? What benefits will I enjoy? How does this all work?
Ensure your sales page copy clearly lays out exactly what someone gets with your offering and what they can expect.
- What do they need to DO? They’re on board! You won them over. Now, what’s next? What’s the clear call to action? Enter their information? Swipe their credit card? Book a discovery call? Attend a webinar?
Ensure your sales page copy precisely informs then of what you need them to do next to engage or purchase. Try not to give them a million things: Limit it to one clear next step they can take. You’d be surprised how often this step is missed and then people can’t buy, donate, volunteer because they don’t know what they are supposed to do next!
By making your sales page more of a story or a conversation, and covering these four bases, you’ll be able to have the impact you want to have, make sales, and activate change!
By making your sales page more of a story or a conversation, and covering these four bases, you’ll be able to have the impact you want to have, make sales, and activate change!
HT to Alexandra Franzen who was the first to teach me about the Feel-Know-Do formula, that I’ve built upon!
