I remember my first sales conversation like it was yesterday…
Being fresh off the UpWork platform, I had no idea what it was like to actually talk to someone about what I could do for them. Before, I was stuck in a bidding war with at least 30 other people who were just trying to get the job, no matter how little it paid.
This potential client (an outdoor recreation company) asked me to come to their shop to talk over the details.
*Note to self: you don’t have to do in-person sales calls. If that’s not how you do things, let them know.
I remember sitting in my car in the parking lot - working on a few deep breathing exercises to calm my racing heart. But, once I introduced myself, the nerves started up again.
I was sweaty...stammering...and not sure of anything I was saying.
Somehow, I landed the job.
It took awhile for my sales skills to evolve into what they are today. That comes from building confidence in yourself and your ability to help the people you work with.
And then comes the sales page…
You’re supposed to somehow show your personality while also persuading your audience to buy something from you...while staying authentic and non-salesy.
Cue the nervous sweats and racing heart.
But, writing a sales page doesn’t have to feel like entering into uncharted territory. If you can sell yourself on a sales call, you can do the same thing on a sales page.
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So, do you even need a sales page?
My answer – it depends.
If the only way you plan to get new clients, students, or buyers is to jump on a call or have a face-to-face chat with them before they buy…then no. You probably don't need a sales page.
But, if you want to be able to sell something without having to utter a word, a sales page is a vital asset to have. It's basically the print version of a sales call. All of your focused benefits, objection busters, and social proof are right there on the page.
Making your job a heck of a lot easier.
Sales pages are great to have if you sell things like:
courses
membership programs
digital products
service packages
software
You know the saying, "Size doesn't matter." Well, when it comes to sales pages, it actually does.
When does the size of a sales page matter?
The general rule-of-thumb for sales page word count is - the more expensive the thing you're selling, the more words you need on your sales page.
Think about it this way…
You're not going to drop thousands of dollars on something you barely know anything about. You want to know the details first. And, you likely want to hear from other people who have bought that same thing.
On the reverse side of that, something low-priced may not require much thought before you buy. A few details and a testimonial or two could do the job just fine.
So, what goes on a sales page?
First things first, you'll need a catchy headline. This is the first thing anyone will read on your sales page. You want it to grab their attention and make them continue reading.
Don't forget your call-to-action buttons. Phrases like "buy now" or "enroll" make it really clear/easy to understand CTA's. Make sure you have one under your headline (so that it's visible without the reader having to scroll down the page). And place them throughout your sales page. This gives prospects a chance to act without having to scroll to the bottom of your page.
Anyone thinking about buying what you're selling will obviously want to know more about it. So, make sure to talk about the benefits of your offer. Tell them what's in it for them and why.
If you plan to sell something like a course or membership program, talk about the content your buyer will receive after purchasing. What will they learn? Should they expect coaching calls from you? That sort of thing.
If you're selling digital products, you'll want to talk about what those products include. How will they be delivered? What other access will they get with their download?
There's one thing that every great sales page needs (when you have them) - testimonials. These short snippets from past clients/customers are basically like Amazon reviews for your sales page. They are massive selling points and can turn your "on-the-fencers" into paying clients.
I never buy something without first reading a review. And, there's a 99.9% chance most of your buyers are the same way. They want to hear from other people that the claims being made on your sales page are real.
There you have it...
A simple run-down of how to use sales pages to your advantage and what to include on them. What do you love or hate about sales pages? Do you think size matters? What do you struggle with most when it comes to writing your sales page?