Introduction: How to Write the Perfect Sales Page
At the start of the year, I read over 14 sales books because I wanted to learn how to effectively sell digital products on my website. Many of the books were excellent, however, I didn't spend enough time activating the knowledge. This is something I plan to correct. How to Write the Perfect Sales Page by Nathan Fraser was one of the books I read. One of the things that I did was to combine the sales models and the big ideas I gleaned from the different sales books I read. This enabled me to see gaps in the books I read, and how to bridge the gaps.
In the coming year, I plan to read more of the many sales books I own. Sales is critical to a small business owner because if you don't sell, you don't have a business. Additionally, if you don't think that you're in the selling game, then you're incorrect. You sell every day — you have to sell yourself and your ideas.
Have you read?
Selling 101 by Zig Ziglar, Book Summary and Review
Summary: How to Write the Perfect Sales Page
A sales page includes the following sections:
- Headline
- Hook
- Unique Selling Proposition
- An Offer/Call to Action
- Bullet Point
- Testimonials
- Frequently Asked Questions
- Second Call to Action
- Elements of Scarcity
- Risk Reversal
- Postscripts Selling/Third Call to Action
Great Headlines Make A Bold Promise
The headline has to speak directly to the reader. Speak to prospect's desire and fears in the headline.
Formula: Get This, Without That
An Example: How to start a business for under 100 dollars?
Another example: How to Read Books to Find Solutions to Your Urgent Problems Without Spending All Day Reading
Another example: Who Wants to Read More Books in the Time You Have?
Now You Can Read More Books in the Time You Have
Want: Want to read more books
Objection: Don't have the time
Read More Books in the Little Time You Have
How to Write the Perfect Sales Page: Hooks
You use a hook to keep readers interested.
Role of the headline is to get them to read your hook. Goal of the hook is to get them to read the rest of your sales page.
There are several types of hooks.
Story Driven Hooks
Sales pitch raises defenses. With a story people let their guard down.
Readers have to relate to the hero. The hero should be striving for an end goal that the visitor can relate to. An obstacle should be in their path. What you sell must help them reach the end goal. If you sell an online course, the end goal might be more money, more sales or higher social status.
Example: If you sell a nutritional supplement, the end goal might be better health, more time to go skiing with the grandchildren.
What does the reader want from you? Create a story of transformation that ties in with that.
Talk about how you discovered the solution, created the solution or enjoyed the result of the solution.
Three Elements of a Story
- Relatable hero.
- Worthy goal.
- An obstacle your offer helps them overcome.
Benefit Driven Hook
Gets straight to the point. What result do they want, that you can give them?
Example: Imagine if you could get an idea after idea like Elon Musk or Mark Cuban. How would that help your business or career? Let MoreReads turn you into the idea machine you were meant to be to solve your own problems.
Use story driven hooks on colder audiences. Because the traffic has gone down so much on my website after I made a lot of changes, I need to use a story driven hook, based on what I read in this book. How can story driven hooks help you?
Unique Selling Proposition
Sell what people are already buying but add a twist.
Now it's time to talk about you, but not in an off-putting way.
What sets you apart from others? Unique selling proposition has to make you desirably, different.
Answer the question, “why should we buy from you rather than your competitor?”
Personal Brand USP
“Hi, my name is Avil Beckford, I teach senior level executives leadership reading – reading to learn what they need to know to quickly find the solutions to their problems.”
Overcomer Unique Selling Proposition
Call out a common frustration in the market and explain why your solution is different. This overcomes the objections.
Spell out the benefits.
It's not just about reading books, it's also about applying the information to solve real problems.
Features and Benefits
Every website needs a feature section, so make a list of features and translate them into how they benefit the reader. Explain why each feature matters. Make it clear what they get when they buy.
An example: If the iPod has 64 gigs of memory, tell them how many songs or audio books that translates into.
Don't sell the technology, sell the transformation.
If a house has a big backyard, tell them how great the neighborhood cookouts will be.
Don't sell the steak, sell the sizzle.
Have your feature in bold, but don't make it only about the features. People buy benefits those features entail.
Avatar-Specific Benefits
List of avatar-specific benefits
Would a benefit increase self-esteem, confidence to speak up in meetings, increased status from knowing things that others don't know?
Make the Offer/Call to Action
Ask for the sale a couple of times.
Simply drop your offer.
Example: Introducing the incredible orange tennis ball. Focus on the main benefit they’ll derive.
Benefit: Read more books in the little time you have.
Introducing MoreReads, the Program That Lets You Read More books in the Time You Have
- What do they get? Spell it out.
- How will it be delivered? Immediate download. What they can expect when they hit the Buy Now button.
- What transformation will they get? Paint a vivid picture. This should be specific.
- What should they do to get it? That's your call to action. Click the link to order now.
Bullet Points
Use bullet points to restate most persuasive selling points.
Bullet points should evoke curiosity in your reader. Tease readers. Make them desperate to find out more.
Testimonials
Add social proof for testimonials.
Leave the best testimonial for last.
This is the sequence you use.
- Great testimonial.
- Good testimonial.
- Best testimonial.
Include full name, profession, and a photo of the person.
Experienced-based Testimonial
“Tom and his crew were clean and respectful and a joy to work with.”
Results Based Testimonial
“With Nutrisystem, I was able to lose 15 pounds in five days and keep the weight off.”
Colleague-Based Testimonial
You use this when you work with someone and they talk about what you do.
How to Get Amazing Testimonials
Most customers don’t know what a great testimonial looks like. They may write a glowing review, but still be a dismal testimonial.
Questions to Ask
- Please describe the problem you were dealing with that led to you buying from us.
- How was that problem affecting you?
- How did we solve that problem for you?
- What was the best thing about your experience with our solution?
- How do you feel, now that the problem is solved?
Frequently Asked Question Section
These are two comments I’ve heard.
- If you read this way, don't you miss the context?
- How is your offer different from book summaries?
What might make them think it won't work for them?
Overcoming Objections in Your FAQs
- Will they object to your prices? How can you justify it?
- Will they trust you? If not, can you give them a reason to.
- Handle each objection with a benefit-driven claim. Provide proof, then re-state the benefit for them.
Second Call to Action
Have a second call to action after the FAQ. Duplicate the Buy Now button.
Use the PayPal logo to give people a certain level of comfort.
Elements of Scarcity
Note from Avil: I don’t believe in this. I see it used all the time, and I can see it if your offer is happening over a specific time. I object to artificial scarcity to get people to act.
People are likely to take action when they realize that their inaction will cause them to lose an opportunity.
Risk Reversal
If someone buys something from you and doesn’t like it, can they get a money back guarantee? This is a no-brainer for certain products and services. What if you coach someone and they don’t do the work, so they don’t get the results? Does that person deserve a refund?
Final Call to Action
You want to finish out strong. You can copy and paste a previous call to action on the sales page, or you can write a new one.
The author places the CTAs where he has found them to work best. However, he invites readers to experiment with different placement.
Conclusion: How to Write the Perfect Sales Page
Use the information in this summary of How to Write the Perfect Sales Page as a guide to write your sales page. It took me over a day to write one of my sales pages on my company website. And that’s because I didn’t want to rush the process. I wanted to approach the activity with sensitivity. I have to rewrite my sales pages because I've made a lot of changes to what I offer.
Next Steps
- Buy and Read How to Write the Perfect Sales Page By Nathan Fraser
- Join the Art of Learning Membership Site
If you want access to Bookish Note How to Write the Perfect Sales Page By Nathan Fraser, which has more information than the above summary, please consider joining my membership site, the Art of Learning.
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