Persuasive sales copy skyrockets your conversion rates. And this is a powerful tool used by great marketers on the planet. Because a long-form sales page will convert your website visitors like crazy.
You don’t rush your customers to hit the ‘buy’ button with low-end copy, using just a few words.
You have to convince and engage your audience. And they know smart startups don’t rush this stuff.
So you’ve got great products? And you’ve come up with a gold-star business idea?
That’s a good starting point!
Now it’s time to implement and sell your unique business solution using long-form sales pages.
Here are 10 crazy tricks to convert your audience into paying customers.
#1 Make your sales copy exciting.
Stop confusing your potential buyers by letting them click on several pages. You want their full attention. So grab it.
Keep the ‘excitement’ feeling on your sales page. So they keep reading until the very end.
Before you get customers to buy, you have to hook them with something. By creating a strong headline, they’ll know what to get from reading your sales page.
And the reason you built a website is because you want to sell your products. You need to help your prospects understand your products.
You want consumers to make a decision on the spot. You want to make your message very clear, so they’ll easily figure what problems you can solve.
And if you’re selling a single product, then you only need to use one page. But keep your ideas always fresh and stimulating.
#2 Long-form sales pages should answer your customers’ objections
Based on an article, “10 Secrets of High Converting Sales Page Copy” by Funnel Envy, there are 4 critical elements you have to consider for your sales copy.
- It must make a promise to your reader about a specific benefit.
- It must prove what you’re selling and what you have to offer.
- It must paint a picture of the experience a person has when working with you.
- It must have some element of a strong pitch that convinces people to take action sooner rather than later.
#3 Engage your customers through storytelling
Look at your marketing funnel. Do you have a storytelling perspective? Each area of the funnel should resonate to your customer’s journey.
If your website isn’t converting, it’s likely the story you’re telling your customer’s journey through the marketing funnel isn’t resonating on some emotional level.
I made a short case study of Amanda Frances’ long-form sales page about her Money Mentality Makeover course. She’s an international online business coach.
In this course, she teaches women how to remove their money mental blocks to help them grow their online business.
Look at the image below. She started with a bullet list of her desired audiences’ pain points.
Talk about branding. Yes, her graphic design is baller. The page looks neat and well-done.
But do you notice how the copywriter points the problems in details? It becomes very emotional, focusing on the reader’s anxiety. It makes the readers feel as if Amanda is talking to them personally.
Not as a coach, but as a close friend.
The word ‘guilt’ was used subtly, aggravating the potential client to say YES to all questions. Making them discover that there could be financial solutions available.
Which leads us to the next section…
The power of storytelling.
See how storytelling was used to hook the readers.
It answers the question: Why must they pay attention?
The copy starts to build up, teasing your brain while creating mystery. And while Amanda intends to say, she ‘can’t afford a hotel room in Dallas,’ she introduces Money Mentality Makeover as the answer to her prayers.
As if it was presented to her through divine guidance.
Storytelling is one of the best tricks you can use to persuade your audience, based on an article by Jen Havice.
Clearly, every single line of copy should hook your audience’s interest.
The whole narrative should not only make sense, but also ensure that the whole piece is readable, right to the very bottom.
Take a look at this flow of argument:
- Set the problem
- Explain why you’re qualified to solve that problem
- Explain how your product will fix the problem
- Benefits your buyers can get from your offer
- Answer any objections from prospects
- Outline the results they’re expected to see after purchasing your service
- Inform what exactly they’ll get after buying
#4 Evoke the emotion of your readers
If you study consumer behavior, you’ll notice it’s all about experience and stories.
Using narratives to create memorable experiences is vital to the sales process, because you need prospects to remember you when it comes time to solve the problem.
Your readers have multiple experiences every day. And only a few experiences turn into memories. So your goal for your sales page is to make it memorable.
And obviously, you do that by storytelling.
Convert short-term to long-term memories. Evoke the emotion of your customers. If you do this successfully, congratulations because you’re on your way to convert them.
When crafting your story, consider these:
- What fascinating story can you tell about your product?
- Where does the product idea come from?
- What are the challenges you’ve overcome during product development?
Use the power of storytelling to your advantage.
#5 Answer the question, ‘So What?’ in your sales page
Instead of showing features, describe the benefits of your services.
Let me help you get clear on the benefits.
Are your products easy to use?
Are your services more cost effective than others?
Do you offer long-lasting results?
Before we dive deeper, let’s discuss the difference between features and benefits.
Features are facts about your products and services. They add credibility to your sales pitch. While benefits explain how your services can improve your customers’ lives, which compels them to buy.
Think about this.
Before you start making a sales pitch, ask yourself: So what?
You can translate features into benefits by answering the question, ‘So what?’
Look at how Amanda Frances detailed the benefits of her online course.
Aside from the benefits, she included add-ons like joining an exclusive facebook group with other students enrolled in the course for additional support.
It gives participants peace of mind that they’ll have continuous support throughout the course.
This is a great example in presenting a sales copy. Well done, Amanda.
#6 Include testimonials from your loyal customers
Testimonials will totally pump your authenticity. They will ease the mind of your prospects, knowing that past buyers are extremely satisfied with your services.
So reward your loyal customers by featuring them on your sales page.
And since they’re regular customers, they’ll be more than happy to provide an outstanding testimonial for you.
The more testimonials, the better.
Reality is, you have to place testimonials on every sales page.
Testimonials are critical elements of your long-form sales page.
Amanda’s prospects are mostly ‘boss ladies’, meaning business coaches or business owners. So testimonials from these women make her sales copy super legit.
#7 Educate, explain, and convince your readers
Features and specifications are cold, hard facts. They can be a little boring too.
But not if your prospect is looking for more juicy or technical content. A lot of customers need more details before convincing them to hit the buy button on your sales page.
The amount of copy you need depends on the complexity and cost of the product. The more complicated and/or expensive the product, the more you need to explain, show, educate, convince.
Now, pay attention to Amanda’s breakdown of 6 modules included in her online course.
See how it answers a lot of questions from readers?
I love how the copy sounds warm, inviting, and friendly.
Because that’s Amanda’s branding. She wants customers to feel as if they’re only talking to a friend. And there’s nothing bad about that.
When you’re forming your sales copy, part of the process is researching your target customers. Know the language they’re speaking, how they communicate. And integrate their language to your copy. That’s how you get their attention.
Notice how the phrases… next level manifestation, abundant state, limiting beliefs, and quantum leaping are constantly used? These are all part of the overall brand voice.
Use words strategically to attract your desired audience.
And this will work in your favor.
#8 Handle objections that will come up as your customers move down the sales page
Your sales page is not complete without the fact sheet or FAQ (Frequently Asked Questions) component. FAQ section is where you emphasize key points and other relevant data in your sales copy.
Now, how do you handle objections?
Aside from user testimonials, use FAQ to combat confusion from your readers.
You need to address questions like “How do I know you’re qualified and experienced to deliver what you’re promising?”
You have to build trust even though it takes time.
Honesty is key to overcome this objection. And you have to be consistent in relaying information. Use case studies and references to handle uncertainties. The client will soon develop confidence in your ability to deliver efficient results.
Another essential strategy to overcome objection is to use proper timing.
This is based on The Balance’s article, “7 Common Sales Objections and How to Overcome Them.” Some clients have issues when it comes to time management.
So you want to make it easy for them to hire you, or buy your products.
This is the process on how you can overcome this type of objection:
- List all the benefits of working with you
- Outline the value of your products and services
- Tell them it’s easy to get started
- Create a hook that will make it a no-brainer to hire you
Always anticipate the possible hurdles that your customers think.
What stops them from buying?
What’s stopping the sale?
If you know the answer, then you’ll be armed with the appropriate responses at the right time.
#9 Justify the cost of what you’re selling
While most consumers buy based on pricing, your product’s value outweighs whatever is stopping them to buy.
But you have to make it easy for them to understand why your products are priced a certain way.
Breakdown pricing into smaller, digestible parts so clients can see your price points. Focus on what makes your services unique from other providers.
Justifying the cost will re-assure your potential buyers. So make sure every section of your sales copy addresses all objections.
#10 Create a sense of urgency in your sales page
Humans tend to play delaying tactics. Quite frankly, they always procrastinate.
And when it comes to buying something, procrastination is so strong. The brain’s logical part turns on while making a big decision to purchase.
But you have to make the urgency authentic. You can’t fool customers using fake, high pressure sales tactic. It turns them off.
Your marketing is most effective if you give a logical reason why they should buy now. Right this very moment.
Here’s an example of Amanda’s countdown to create urgency.
This tactic gets prospects to act fast. By running a pre-sale with a coupon code, customers can’t help but take advantage of the huge discount. This will alert buyers to think fast in a limited time. Because when time’s up, the offer will go back to its original price.
So never pressure people to purchase something. Instead, pressure them to STOP procrastinating.
If you need help in creating a sales page for your online products and services, contact me at email@example.com so we can optimize your sales strategy.