Righto. What’s *In* a Sales Page, Then?

Find Out What You Need On Your Sales Page

Give Your Sales and Program Numbers a 10%, 20% Even 30% Boost — Without Spinning Your Wheels

“As long as it takes to make close the deal.”

That’s how long your sales page needs to be. I’m in the middle of writing copy for a program that launches at the end of January, and when my clients got their first draft of the sales page, they nearly fell over.

“It’s so long!”

As long as it takes. And the tests bear this out – when it comes to selling, longer copy works better. But only if you’re covering all your bases. That is, what your ideal clients need to know before they feel great about signing up for a program or buying something from you.

Here’s a little trick I use to get my head around what those “bases” are. I’m big on reusing stuff, so I cut my stack of 8 ½ x 11 scratch paper into quarters – but you can use 3×5 cards.

And empty your brain about your program, info, product, event, or service, taking one card (or more) for each item below. Forget full sentences – bullets are great.

1) What’s the problem?

2) Why hasn’t the problem been solved yet?

3) Your solution & why it works

4) A 5-sense description of the outcome of your solution

5) What people will get, learn or discover when they use your solution (ideas, knowledge, outcomes)

6) What’s included in the cost (“things”, products, time with you)?

7) What people should do now? (Your “call to action”)

8) Your guarantee – how do you take the risk out of trying it out?

Yes, Virginia, there is a lot more to it than that. But this is the first step to creating solid copy that moves people towards signing up with – or buying from – you. And that can dramatically improve the number of people who do what you’re inviting them to do.

This post is the second in a 6-part series on using the web to fill your programs and practice and sell out of your products. Coming up next: Why Your Website Isn’t Selling Now… and How to Fix It