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How
to Create an Internet Sales Page that Converts
By
Loren Beckart
The
key to having sales pages that convert is to be sure
you include a few essential elements. There is a basic
formula to writing good copy that has been tested
and is
proven to work. Once you've created a successful sales
page, you own a template that you can use repeatedly,
customizing it to fit other products. Your template
will be
like having a golden goose.
If
you are hiring a copy writer or writing the copy
yourself, here is a checklist of the essential elements
to
help you organize and plan your next internet sales
page.
The
Headline: Most headlines include three parts. One:
the
pre-head is to set up the main headline by letting
your
target market know you've got what they're looking
for.
Two: the main headline. Using the largest font you
plan for
any part of the page, describe the product's main
benefit
for the buyer. Three: the post-head. You don't have
to have a post-head unless you want to elaborate or
clarify the main headline.
Introduction:
The first few sentences of the letter should
grab the visitor's interest at an emotional level.
The
introduction draws the visitor further into the copy,
allowing you to make a presentation of your product
and
offer. To appeal to the emotions, show the reader
the
benefits of your product or service by describing
how they
will feel or how their life will improve once they
own and
use the product.
Credibility:
This is a particularly important aspect of on-
line sales. The visitor needs assurance that both
you and
the product are for real. Give your contact information,
including an address. No one will come to your door,
and if
someone does call, that's good, because you gain insight
when talking with clients. Also for credibility, include
some results-based testimonials about your service
or
product, and give the full name of the testifier.
Giving
only first names is suspicious. If possible, explain
results of product tests or quote favorable third-party
reviews.
And
if you have credentials or expertise related
to the offer, include it. Throughout the sales copy
use
real and specific numbers rather than approximations.
Benefits:
In bullet form, itemize the benefits (not the
features) of the product. Prioritize them, and give
an
overload. It often only takes one benefit to convince
a
prospect to buy, but each prospect will have their
own hot
button. Have plenty of possibilities. Bullets are
easy to
scan.
Features
and specifications: You say, in effect, "Here
is
what you are getting. This is what the product is."
These
are the details about the product.
Bonus
Items. The offer should always contain an extra
something that has real value. It's good if the bonus
is so
worthwhile that people might order the product just
for the
bonuses. Be creative, and the bonus doesn't have to
be
costly for you. Tutorials and quick-start guides are
small
examples. Go for the wow factor. Whatever you use
for the
bonuses, assign a specific value to them so that it
is part
of the price build-up.
Value
build-up: Be explicit about the reasons the price
of
the product is a good value. Make comparisons to other
similar products that are more expensive with less
gained.
Offer a guarantee if at all possible. Anticipate and
counter objections. Create a sense of scarcity. That
is to
say, give a deadline, explain why they need to act
now, and keep your deadline real. Help the visitor
feel the pain of
not ordering~ exactly what won't change or get better
unless they have your product.
Ordering:
First, remember to ask for the order. Make an
"Order Now" link. Then, make the ordering
process and
instructions absurdly clear. Imagine that this is
your
visitor's first ever on-line order. Give step-by-step
directions. Also, give purchasing options: secure
credit
card pages and PayPal are most common, but include
directions for ordering by check of phone if possible,
even
though it is rare that anyone does.
Post
Script: This is a summary of your sales page, a one-
paragraph sales page in effect. Include a reiteration
of
the highlights, and ask one last time for the order.
Once
you've reviewed this list, look for good examples
as
you surf on-line. Of course, you would never copy
someone
else's sales page, not even a line of it. Instead,
look for
examples that inspire you, and write come killer copy
of
your own!
Author
Loren Beckart is Marketing Director for
ClickTracs.com
, a company that specializes in delivering highly
targeted traffic to your website. For information,
visit: www.ClickTracs.com
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