How to write copy for your sales page (EVEN if you don't know what words to use)

How to write copy for your sales page (even if you don't know what words to use)

Most bloggers dream of getting paid for what they know. I know I do.

You've spent the time to grow your traffic and audience. You crank out quality posts on a consistent basis. You might have created an online course that is open for enrollment. Yet when it comes to writing sales pages, you freeze. You stare at your blank screen and the blinking cursor.

I know the feeling too well, trust me!

But what makes writing sales pages hard? Is it because they're lengthy? Or is it because you are afraid you'll run out of words to fill the page needed to convince your ideal customer?

If you are crippled by what words to use, let me tell you the secret to writing a winning sales page.

First, start by acknowledging these 3 things:

  • You need an ideal customer profile
  • A powerful winning copy does not come from your head.
  • Sales pages are not written from scratch.

In fact, I'll also share the 7 secrets to writing a successful sales page. Once you get these 7 steps, life becomes a whole lot easier.

Bonus: Get the FREE step-by-step checklist on how to structure your sales message.

For now, let's get into these 3 things you need to have before writing a sales page.

1) First, you need an ideal customer profile

You shouldn't be selling to everybody just because your blog is available to everyone on the internet. As much as you believe that you have a calling to serve, you cannot serve everyone.

This means that your audience is different from your ideal client.

Your audience will consume your content and probably share it. However, your ideal client will invest in themselves by working with you. They will want to pay you and share your brand with others.

If you knew without a doubt that someone out there is the perfect fit for your service, wouldn't you want to work with such a person? I know I would!

The first step is to create a profile of this amazing client.

Ideal customer profiles are created in multiple ways and honestly, there are many ideal client avatar exercises out there. But my favorite way to create an ideal customer profile is to:

Step 1: Find a profitable idea and determine what target market would benefit the most from your ideas.

Don't waste time on creating your ebook or coaching services yet.

Ask yourself this: is there a market/audience for your business? Are people actively looking for the skills you bring to the marketplace?

These are the people you should be speaking to and writing for.

Step 2: Research your ideal client's habits

Research can be boring. I should know, I studied Nursing at the masters level!

However, research is crucial. It can make or break your business.

You don't want to market your $3000 website consulting services to college students who are bootstrapping their way through school. You are better offering your $3000 website consulting services to online entrepreneurs who are ready to create a magnetic personal brand online.

Making sales is all about having meaningful conversations and you need to be speaking with folks who can afford your services.

One more thing: If your audience doesn't care about luxury travels and sipping margaritas on the beach, don't infuse it into your copy just to make you sound "hip." Not everyone wants to be one a beach in a two-piece bikini sipping margaritas. When entrepreneurs assume this of their audience, it makes me cringe!

Some things you need to know:

  • Age
  • Location
  • Gender
  • Marital status (are you a dating coach? You might wanna know this!)
  • Cultural background
  • Income earning potential (most college student cannot afford $3000 website consulting)
  • Ambition (Does your client ache for a promotion at work or starting a business?)
  • Fears/Hesitation (Why hasn't this person cracked the code to the 'magic sauce?')

The list goes on. You can ask as many questions as you want throughout the time you're getting to know your client.

But the real secret about knowing what words to write is this...

2) A powerful, winning copy does not come from your head.

Whether you are selling an ebook or a $97 online course, your job is not to "create" sales copy out of your head. As intelligent as you are, it is not your place to imagine what people want to buy.

Don't even try to imagine the frustration they experience just because you know FOR SURE that your product can moisturize the ash on their dark knees!

We sometimes think that we know what our clients need in order to achieve their dreams, and the truth is that we do.

But in order to write a sales page that converts, we need to know prospective clients in a meaningful way. That means if you are struggling to really know what words to use, have a conversation with your ideal client! The words need to come from the horse's mouth!

You can do this in several ways...but I'll get to it in another post.

A truly epic sales page is like a mirror; it reflects the desire of whoever looks at it.

This means that your sales page needs to reflect their struggles, their hopes, their aspirations, and the transformation they seek after they invest in your services.

What to do instead:

  • Get into your clients' head by asking them what keeps them up at night. Sounds good?
  • Create a survey to start a conversation.
  • Explore their feelings about their current situation and how they would feel with a solution.

Your ability to get data from your prospective clients will do the heavy lifting for you. Now that you've gotten valuable information from your clients, what do you do with the info?

A truly epic sales page is like a mirror; it reflects the desire of whoever looks at it.

3) Sales pages aren't written from scratch.

Think about your sales page as if it were a presentation. It would have the introduction, the body, and the conclusion. You want people to feel strongly about what you are presenting on...and to take action.

Well, sales pages aren't written from scratch. They are structured...written to make the reader take an action: click the button and 'add to cart.'

The mistake lots of entrepreneurs make is trying to come up with 20+ pages of sales copy without knowing how a sales page is structured. A good copywriter who is worth her weight in gold will never write a sales page without thinking about these very simple but powerful elements.

What powerful elements?

A very strong sales page is composed of these powerful, 7 elements:

  • The Person
  • The Pain
  • The Promise
  • The Picture
    • The Product Story
  • The Product (offer)
  • The Proof
  • The Payment

I call these the 7 Ps to direct response copywriting. Or the 7 secrets to writing a persuasive sales page.

Bonus: Get the FREE step-by-step checklist on how to structure your sales message.

There are more complex parts to sales pages, especially when you include headlines, sub-headlines, testimonials, features and benefits, and the order process. But a very simple sales page has all the 7 elements mentioned above.

The person is obviously your ideal client.

The pain is the challenge that your ideal client is trying to solve. It is what keeps her up at night.

The promise is the hype that you create as they go down the page. Now the reader wants to know more about this product or service.

The picture is where you create that arc of transformation by creating visuals with words. You project them into the future without frustration and regret.

Here, you can get into your Product Story, who you are, how you came up with this God-given idea and the wonders it has created for your business. You tell them that they've been doing life and business all wrong until they see they solution you have.

This is a healthy way to build tension!

Now they're intrigued. They want to know what the miracle is! At this point, you simply tell them what the solution is.

This is me: I believe the solution is a one or two sentence paragraph that summarizes everything about your offer. Unfortunately, the solution isn't always distinct on sales pages. It is usually linked to the offer. Hey, not complaining! If this is the case, then you better spend a great deal of time explaining the offer.

Next, you introduce The Productthe offer; your coaching program, online course, or mastermind. With this revelation, the cat's out of the bag. Now you can spend the rest of the time explaining your offer, going back to the promise of a transformation, touching on the pain.

You've got the reader hyped. But there are remaining questions: Why you? Will it work?

Show them The Proof. Produce the testimonials in written, audio, and video format. Let your reader know that you've been mentioned on several niche business websites and have been endorsed by the big names. Have your clients made more money since you started working with them? Show and tell.

Finally, you reveal the investment, The Payment. What will it cost this person to get past this firewall for him or her to work with you? How often do they have to pay you?

Writing a sales page is work. But you can never go wrong when you start with these 3 steps explained above.

But you can never go wrong when you start with these 3 steps explained above.

In summary:

  • You need to have someone you're selling to, an ideal client.
  • Never imagine the words that go on a sales page. Ask your prospects!
  • Sales pages are structured, not written from scratch.
  • Use the 7 Ps to take buyers on an emotional journey backed (backed with proof)

Now it's your turn. Do this now:

  • Go back to your sales page.
  • Break the chunks of words into sections. Even if you don't know what to write yet––we'll get to that in the next point, have these sections handy.
  • Do your sales letter address all the 7 Ps of direct response copywriting?

Are you planning to write a sales page soon? What struggles are you having? Let me know in the comments below! :)

Bonus: Get the FREE step-by-step checklist on how to structure your sales message.