Probably the most common and most straightforward way of creating a Higher Converting Sales Page is to look at how others are doing it and copy their format, their layout. There are so many sales pages out there that are complete BS. My hope is that with the FTC changes, the faceless people behind many of these Sales Pages may have to start being accountable and that means being honest with truthful testimonials. I wrote this post for other marketers or at least for the down-to-earth ones who can easily look themselves in the mirror each morning and be proud of the service they are providing to their customers.
Hype, Hype and more Hype Sales Pages
The first thing I do when confronted with one of these sales pages that promises the moon is add it to my 'never to visit again' list. I know most of my friends and colleagues do the same. To create a higher converting sales page means putting yourself out there and being accountable and I ask "why wouldn't you?" If you have nothing to hide then you have nothing to fear from people knowing who you are.
I am tickled by the 'success stories' as to how they made 'tens of thousands in just one day etc". Yes it is true that you can make that sort of money in one day, but just by omitting the months, if not years of careful preparation and investment (time & money) that went into getting to that point rings alarm bells loud and clear. Whilst dishonesty by omission may get a quick sale, it will never get a reliable customer base or following.
Create a Higher Converting Sales Page through Honesty
In creating a higher converting sales page, today more than ever, honesty is the tried and true platform for continued and lasting success on any platform and any sustainable business model. It is tough to break some old habits when you've been trained to do something a different way but it is important that you at least try. Many of the old habits no longer work online and customers are demanding, and quite rightly so that the faceless person stand up and be counted.
Who are you Sales Person and what can YOU do for ME?
Writing sales letters is not easy but to make your mediocre sales page into a higher converting sales page, you need to come out and be in front of your prospective buyer - you need to be visible. Let your prospective customer know who you are, so a bit about you and why you created this product. Allow your true self to come through here, your honesty and what you know this product or service will do for that individual. How your product can improve their lives, how it can help their business, increase their sales and therefore profit; whatever it is it needs to be all about the value.
High Class Product with Low Skilled Sales Person
What you should be doing is providing a solution to a problem or answering people's questions or providing honest information. Meeting a need is the key to any sales and honesty and integrity from that are the fundamentals to possible repeat sales. I have also witnessed the other end of the spectrum where someone has a fantastic product or service but their sales technique is poor. Due to their lack of confidence, perhaps because it is their first product they shy away from extolling its virtues to all and sundry. I know one young person today who is a multi millionaire and had this very dilemma. He was afraid to ask people to buy it and he put it in the Warrior Forum for something like $4 and the value he gave was worth at least 100 times that. $4 these days would possibly buy you a mini second of his valuable time. I am not talking that long ago either. Do you know what though, he is honest, he is upfront and he actually speaks with his customers and prospective customers. He does not hide, he is not a faceless name and he is not afraid to speak of the hardship and hard work that went into building his business in the early days. His sales letters are exceptionally high converting but there is no hype on any of them.
Human versus Robot
Another really annoying and old fashioned thing is that long, long, long and even longer sales letter sometimes running into 6, 7 or even 8 pages. Like most people I know, I skip the entire BS and quickly scroll to the bottom, see what they're charging and more often than not, I just delete the site. When reading these sales letters and if you have the patience, you end up being promised the earth, moon and stars but What Do You Know about the Writer? How can these be long lasting High Converting Sales Pages?
Honesty Check
If you've created your sales page then ask yourself the following questions before publishing:
Is what I have said on her true at least to the best of my knowledge? Have I deliberately hidden anything? Am I persuasive enough without coming across as desperate for a sale? Have I exaggerated in any way, am I hyping my product/service up unnaturally? What does the prospective buyer know about me that would make them want to click on the 'Buy it Now' button? Have I kept the tone of the letter conversational rather than hyped and pushy?Summary
At the top of your High Converting Sales Letter, use a strong headline that outlines the most important benefit of your product/service. This headline should be bold and a larger font size than that used in the main body text of your sales letter. When writing, use a friendly conversational style. Do not revert to 'corporate speak' trying to impress, it is a turn-off for most people. Imagine you are writing this sales letter to your best friend. What benefits will the potential customer get from this product? What answers will they come up with if they were to ask themselves that old question "what's in it for me?" Would you buy it? Outline what action the potential customer needs to take. Do they need to visit your website, put their name and email in on this page, if you do not ask people to take action, they won't. Include at least one testimonial from a satisfied customer as these are powerful sales strategies. Put a P.S. in your letter. Reinforce your biggest benefit and your sales offer along with a reminded of the 'Call to Action'. Many people will read a P.S. first before reading the sales letter. Have all your contact information on the High Converting Sales Page including phone number, email address and website address at the very least. What Is Kajabi? 5 Website Savvy, Yet Simple Steps to Launch Your Product or Service Infoprenuer Ideas: Little Niche Sites Will Keep You Poor I Have a New Product Now - How Can I Sell It Online?
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