{"id":1794,"date":"2018-11-13T04:00:24","date_gmt":"2018-11-13T04:00:24","guid":{"rendered":"https:\/\/dabblemedia.com\/?p=1794"},"modified":"2022-06-08T14:02:41","modified_gmt":"2022-06-08T21:02:41","slug":"sales-page-that-converts","status":"publish","type":"post","link":"https:\/\/kathleencelmins.com\/sales-page-that-converts\/","title":{"rendered":"How to write an awesome sales page that converts in under an hour"},"content":{"rendered":"\n<p>Let\u2019s be real a minute: writing a <strong>sales page that converts<\/strong> (aka: convinces others to buy from you) requires a different type of writing than writing blog posts or emails.<\/p>\n\n\n\n<p>You\u2019re trying to convince people, using words (and perhaps video testimonials), that they need what you\u2019re selling.<\/p>\n\n\n\n<p>You can\u2019t just list features unless you\u2019re selling socks or some other small-ticket item that people can buy without thinking too much.<\/p>\n\n\n\n<p>Selling a digital product like an online course or selling a one-on-one consulting call where people have to spend big money requires something altogether different.<\/p>\n\n\n\n<p>It requires you to take them on a journey. (<a href=\"https:\/\/blog.hubspot.com\/service\/customer-journey-map\" target=\"_blank\" rel=\"noopener\">Here&#8217;s what HubSpot has to say about creating an effective customer journey<\/a>.)<\/p>\n\n\n\n<p>If you want to write a sales page that converts in about an hour, here\u2019s what you need to do:<\/p>\n\n\n\n<ul><li><strong>Speak to your audience.<\/strong>&nbsp;Remember, it&#8217;s your job to know who you&#8217;re targeting, and know what kind of language resonates with them. Just like any other page on your website (but amplified because you&#8217;re asking them to open their wallets!), this page is not about you. It&#8217;s about your audience. And the more you keep them in mind when you&#8217;re writing your copy, the more likely they are to resonate with what you&#8217;re selling.<\/li><li><strong>Make your offer both clear + compelling.<\/strong><strong>&nbsp;<\/strong>I like to lead with benefits, but you could also lead with a question that piques their interest.<\/li><li><strong>Add multiple calls-to-action throughout the sales page.<\/strong><strong>&nbsp;<\/strong>Every couple of paragraphs (or content blocks) add your &#8220;BUY button.&#8221; You can word this in a variety of ways, but make sure every button leads to the same place.<\/li><li><strong>Make sure the ONLY call-to-action is the one that leads to a purchase page. <\/strong>Now&#8217;s not the time to ask people to follow you on social or join your email list.<\/li><li><strong>Make sure your sales page is mobile-friendly.<\/strong>&nbsp;This is easy to forget because you&#8217;re designing on desktop, but make sure your headlines don&#8217;t take up someone&#8217;s entire screen.<\/li><li><strong>Embrace the negative <\/strong><strong>and<\/strong><strong>&nbsp;the positive.<\/strong><strong>&nbsp;<\/strong>What happens if people don&#8217;t buy? Go down that rabbit hole. If you know your audience really well, you&#8217;re going to hit on some of their biggest fears. Then paint them a picture of what the world looks like after they&#8217;ve bought. Spell that out, too. A sales page that speaks to both of these will resonate really well with your audience.<\/li><li><strong>Focus on transformation, <\/strong><strong>not<\/strong><strong>&nbsp;information.<\/strong><strong>&nbsp;<\/strong>Remember, we have more information at our fingertips than any other humans have had in history. We don&#8217;t need more information. In fact, we all know what we need to do to get rich (spend less, earn more, invest the difference) and get fit (eat less, exercise more, repeat), but we&#8217;re not all rich and fit. Plus, focusing on transformation means people don&#8217;t get bored or overwhelmed (like they would if you tried to overload them on information).<\/li><li><strong>Use social proof.<\/strong>&nbsp;If you&#8217;ve been written up somewhere, make sure to include that! Otherwise, sprinkle testimonials throughout your sales page. Aim to have at least three testimonials on your sales page. Why? Because no one believes you when you say your product or service is life-changing. But they <em>will<\/em>&nbsp;believe their peers \u2014 especially if they can see pictures and know that they\u2019re attached to real people.<\/li><\/ul>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #37352f;color:#37352f\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #37352f;color:#37352f\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#How_long_does_a_sales_page_that_converts_have_to_be\" title=\"How long does a sales page that converts have to be?\">How long does a sales page that converts have to be?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#How_to_keep_them_reading_and_scrolling_your_sales_page_that_converts\" title=\"How to keep them reading (and scrolling) your sales page that converts \">How to keep them reading (and scrolling) your sales page that converts <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#My_favorite_shortcut_to_creating_a_sales_page_that_has_converted_at_least_one_other_person\" title=\"My favorite shortcut to creating a sales page that has converted at least one other person\">My favorite shortcut to creating a sales page that has converted at least one other person<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#10_essential_elements_for_EVERY_sales_page_that_converts\" title=\"10 essential elements for EVERY sales page that converts\">10 essential elements for EVERY sales page that converts<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#1_A_really_strong_lead\" title=\"1. A really strong lead\">1. A really strong lead<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#For_creators_entrepreneurs_and_anyone_using_the_internet_to_sell_their_products_or_services_who_dont_have_time_to_learn_a_new_skill_set_but_would_like_to_make_more_money_from_their_creations\" title=\"For creators, entrepreneurs, and anyone using the internet to sell their products or services who don&#8217;t have time&nbsp;to learn a new skill set but would like to make more money from their creations\">For creators, entrepreneurs, and anyone using the internet to sell their products or services who don&#8217;t have time&nbsp;to learn a new skill set but would like to make more money from their creations<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#2_Build_intrigue_at_the_beginning\" title=\"2. Build intrigue at the beginning\">2. Build intrigue at the beginning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#3_Head_to_the_introduction\" title=\"3. Head to the introduction\">3. Head to the introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#Difference_between_benefits_and_features\" title=\"Difference between benefits and features\">Difference between benefits and features<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#4_Transformation_go_from_%E2%80%9Cblah_X%E2%80%9D_to_%E2%80%9Camazing_Y%E2%80%9D\" title=\"4. Transformation: go from \u201cblah X\u201d to \u201camazing Y\u201d\">4. Transformation: go from \u201cblah X\u201d to \u201camazing Y\u201d<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#From_%E2%80%9Cwhat_do_I_do_now%E2%80%9D_to_DONE_with_every_piece_of_promotion_in_record_time\" title=\"From &#8220;what do I do now?&#8221; to DONE with every piece of promotion in record time.\">From &#8220;what do I do now?&#8221; to DONE with every piece of promotion in record time.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#5_A_few_key_benefits\" title=\"5. A few key benefits\">5. A few key benefits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#6_Who_the_heck_are_you_and_why_should_your_audience_trust_you\" title=\"6. Who the heck are you, and why should your audience trust you?\">6. Who the heck are you, and why should your audience trust you?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#7_Why_do_they_need_your_transformational_product_or_service\" title=\"7. Why do they need your transformational product or service?\">7. Why do they need your transformational product or service?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#Youre_too_focused_on_your_zone_of_genius_to_have_to_learn_one_more_skill_set\" title=\"You\u2019re too focused on your zone of genius to have to learn one more skill set.\">You\u2019re too focused on your zone of genius to have to learn one more skill set.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#8_Who_is_your_product_or_service_right_for\" title=\"8. Who is your product or service right for?\">8. Who is your product or service right for?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#9_Whats_included\" title=\"9. What\u2019s included?\">9. What\u2019s included?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#10_Time_to_make_a_choice\" title=\"10. Time to make a choice\">10. Time to make a choice<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/kathleencelmins.com\/sales-page-that-converts\/#The_sales_page_that_converts_template_is_part_of_the_digital_marketing_template_library\" title=\"The sales page that converts template is part of the digital marketing template library.\">The sales page that converts template is part of the digital marketing template library.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h.sc9c6hak85hf\"><span class=\"ez-toc-section\" id=\"How_long_does_a_sales_page_that_converts_have_to_be\"><\/span><strong>How long does a sales page that converts have to be?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Again, if you\u2019re selling socks, your sales page should be less than 100 words + a picture + a buy button. Add reviews if you have them. But otherwise, not very long.<\/p>\n\n\n\n<p>But for the transformation most online entrepreneurs are selling, the length of a sales page has to be <strong>long enough to convince people to keep reading, and if they\u2019re compelled, to click the \u201cbuy\u201d button<\/strong>.<\/p>\n\n\n\n<p>It\u2019s tricky because there\u2019s no hard and fast rule. Some people will come to your page, read 200 words, then buy your offer. <em>That\u2019s why you need buy buttons sprinkled throughout your page<\/em>. Others will need to read every word \u2014 twice \u2014 before they can commit to clicking the purchase button.<\/p>\n\n\n\n<p>Aim for your sales page that converts to between 1500-2000 words, and make sure you have sharing buttons set up, complete with meta descriptions, images for the individual platforms, and pre-filled text. We often forget this piece when we create pages instead of posts, but a hefty sales page will likely get indexed eventually by Google, and we can speed that process along by sharing it and encouraging others to share it as well.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.ousf0932j1fu\"><span class=\"ez-toc-section\" id=\"How_to_keep_them_reading_and_scrolling_your_sales_page_that_converts\"><\/span><strong>How to keep them reading <strong>(and scrolling)<\/strong> your sales page that converts <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Speaking to your audience, making your offer clear and compelling, creating multiple calls-to-action throughout your page, ensuring that people who are scrolling their phones also have a good experience, focusing on transformation and including social proof will get you far.<\/p>\n\n\n\n<p>But when you\u2019re creating a sales page, you really want to give people breaks. White space, images, gifs, memes, lists, and short sentences all go a long way toward keeping people engaged and reading your copy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.q91m45jop24d\"><span class=\"ez-toc-section\" id=\"My_favorite_shortcut_to_creating_a_sales_page_that_has_converted_at_least_one_other_person\"><\/span><strong>My favorite shortcut to creating a sales page that has converted at least one other person<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019re selling something online, chances are, you\u2019ve bought something online.<\/p>\n\n\n\n<p>What was the last digital product or service you bought?<\/p>\n\n\n\n<p>If you can\u2019t remember off the top of your head, check your credit card statement. Look for something that costs at least hundreds of dollars and ends in a 7.<\/p>\n\n\n\n<p>Now, find that sales page. It convinced you to buy, didn\u2019t it? It was, in essence, a sales page that converts.<\/p>\n\n\n\n<p>It doesn\u2019t matter what you bought or how different it is from what you\u2019re selling. In fact, it\u2019s probably better if the two topics are completely different.<\/p>\n\n\n\n<p>All you need to do is go in and reverse engineer their sales page and rewrite it for your product and your audience.<\/p>\n\n\n\n<p>Rewrite each bullet point. Rewrite each phrase. Make sure it makes sense for what you\u2019re selling. Try to leave the psychology <em>just as it is<\/em>, because remember, you\u2019re rewriting something that convinced you to buy, so you know the sales language works.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.3ndwlulokjem\"><span class=\"ez-toc-section\" id=\"10_essential_elements_for_EVERY_sales_page_that_converts\"><\/span><strong>10 essential elements for EVERY sales page that converts<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If reverse engineering someone else\u2019s sales page doesn\u2019t work for you, I understand. Sometimes it can be hard to rephrase something that has nothing to do with your offer into something that does.<\/p>\n\n\n\n<p>But you do need the following ten things if you want to build a sales page that converts:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.1kkptdc5xxa2\"><span class=\"ez-toc-section\" id=\"1_A_really_strong_lead\"><\/span><strong>1. A really strong lead<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Lead with pain or desire \u2014 often it\u2019s easier to sell the removal of pain than it is to sell the addition of something your audience desires \u2014 but whichever direction you go, make sure you\u2019re identifying your audience in terms they understand (and as always, use language that resonates with them).<\/p>\n\n\n\n<p><strong>Format: \u201cFor &lt;&lt;type of people&gt;&gt; who don\u2019t &lt;&lt;like this pain point&gt;&gt; but do want &lt;&lt;this desired outcome&gt;&gt;.\u201d<\/strong><\/p>\n\n\n\n<p><strong>Example: <\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.201v6asxk2c3\"><span class=\"ez-toc-section\" id=\"For_creators_entrepreneurs_and_anyone_using_the_internet_to_sell_their_products_or_services_who_dont_have_time_to_learn_a_new_skill_set_but_would_like_to_make_more_money_from_their_creations\"><\/span>For creators, entrepreneurs, and anyone using the internet to sell their products or services who <em>don&#8217;t have time<\/em><strong>&nbsp;to learn a new skill set but would like to make more money from their creations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Why? <\/strong>To let the right people know they\u2019re in the right place. You want them nodding along. \u201cAh yes, I am part of that group of people and I have that pain and I share that desire. I\u2019ll keep reading.\u201d<\/p>\n\n\n\n<p>Also, you want to make sure only the right people are buying your product, so an opening like this lets people who don\u2019t identify with your lead off the hook and tells them they can stop reading and move on with their day.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.ax1xvzm79g75\"><span class=\"ez-toc-section\" id=\"2_Build_intrigue_at_the_beginning\"><\/span><strong>2. Build intrigue at the beginning<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Highlight key phrases \u2014 use your headings as attention-getters that encourage your audience to stop scrolling.<\/p>\n\n\n\n<p>Now, after you\u2019ve built intrigue\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.r86ecu2xbckd\"><span class=\"ez-toc-section\" id=\"3_Head_to_the_introduction\"><\/span><strong>3. Head to the introduction<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Now people are curious. You\u2019ve identified them in a way they agree with, you\u2019ve stopped them from scrolling without reading by building intrigue, now you can introduce your product with its tagline.<\/p>\n\n\n\n<p>The tagline is necessary because if your product is anything like ours, the name itself isn\u2019t super descriptive. Make sure there are benefits, not features (sizzle, not steak in old-school copywriting speak) in your tagline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.o224bff0wxrh\"><span class=\"ez-toc-section\" id=\"Difference_between_benefits_and_features\"><\/span><strong>Difference between benefits and features<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>Features<\/strong>&nbsp;describe what something is, <strong>benefits<\/strong>&nbsp;describe what something does for you. Any technical specs (gigs, hertz, processing speed, amps, watts) belong in the features section, and anything that describes how those technical specs impact the buyer belongs in the benefits section (how does having a faster widget help?).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.b65ajsy7eem3\"><span class=\"ez-toc-section\" id=\"4_Transformation_go_from_%E2%80%9Cblah_X%E2%80%9D_to_%E2%80%9Camazing_Y%E2%80%9D\"><\/span><strong>4. Transformation: go from \u201cblah X\u201d to \u201camazing Y\u201d<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Where is your audience now?<\/p>\n\n\n\n<p>What does the pre-transformation stage look like? Not the comfortable \u201cthis is how things are\u201d stage, but the discomfort of not having your solution. There\u2019s a subtle difference, but your goal with this is to make your audience uncomfortable with their status quo. They haven\u2019t been uncomfortable up until this point, but now they need to be made uncomfortable.<\/p>\n\n\n\n<p><strong>Example:<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.s6es414dlqdk\"><span class=\"ez-toc-section\" id=\"From_%E2%80%9Cwhat_do_I_do_now%E2%80%9D_to_DONE_with_every_piece_of_promotion_in_record_time\"><\/span>From &#8220;what do I do now?&#8221; <strong>to DONE with every piece of promotion in record time.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This could be stronger, but it&#8217;s a good place to start.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.1k3eebwjx9x9\"><span class=\"ez-toc-section\" id=\"5_A_few_key_benefits\"><\/span><strong>5. A few key benefits<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Again, your audience is buying the results you\u2019re selling, so focus on those when you list your key benefits. What are the results you\u2019re selling? What do people actually get once they\u2019ve gone through your program or bought your solution?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.jah82djmb74c\"><span class=\"ez-toc-section\" id=\"6_Who_the_heck_are_you_and_why_should_your_audience_trust_you\"><\/span><strong>6. Who the heck are you, and why should your audience trust you?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A lot of sales pages get this piece wrong in two ways:<\/p>\n\n\n\n<ol><li>They introduce themselves too early<\/li><li>They talk about themselves without framing their intro in terms of their audience.<\/li><\/ol>\n\n\n\n<p>If you avoid doing those two things, your sales page will be stronger than 70% of the sales pages out there. Your introduction should be about discovering a problem, creating a solution to that problem, and why you\u2019re selling it today. If your credentials help you sell the product (meaning, you\u2019re selling LSAT prep courses and you scored a perfect 180 on your LSAT), <em>by all means, include that here<\/em>. If not, leave this out. This part is not about you and cannot be copied from your bio. This is about your audience and the transformation they\u2019ll go through. But put your picture here, to prove there\u2019s a person behind your sales page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.op22wi62yto\"><span class=\"ez-toc-section\" id=\"7_Why_do_they_need_your_transformational_product_or_service\"><\/span><strong>7. Why do they need your transformational product or service?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Your audience is too \u2026 something \u2026 to not have the solution you\u2019re selling. What is that something?<\/p>\n\n\n\n<p><strong>Example:<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.rnyh0qrxwt8m\"><span class=\"ez-toc-section\" id=\"Youre_too_focused_on_your_zone_of_genius_to_have_to_learn_one_more_skill_set\"><\/span>You\u2019re too focused on your zone of genius to have to learn <em>one more skill set<\/em><strong>.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.33yh1yb0l2gu\"><span class=\"ez-toc-section\" id=\"8_Who_is_your_product_or_service_right_for\"><\/span><strong>8. Who is your product or service right for?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>What kind of person would benefit the most from the solution you\u2019re offering? List their characteristics in this section.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.q5jn24jzlcpx\"><span class=\"ez-toc-section\" id=\"9_Whats_included\"><\/span><strong>9. What\u2019s included?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Make it crystal clear about the nuts and bolts of what\u2019s included in your solution. Here\u2019s where you can add features because you want to make sure people know exactly what they\u2019re getting when they sign up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.ojtcak2cvaz\"><span class=\"ez-toc-section\" id=\"10_Time_to_make_a_choice\"><\/span><strong>10. Time to make a choice<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Should they stay or should they go?<\/p>\n\n\n\n<p>Here\u2019s where you take them down the path of staying where they are or doing everything themselves. Discuss what that looks like in a few months, in a year, down the road.<\/p>\n\n\n\n<p>Then, paint the picture of what life looks like after they\u2019ve decided to work with you or buy your thing. What sorts of rainbows and sunshine lie ahead if they take your path?<\/p>\n\n\n\n<p>That\u2019s it! Every sales page you create should have these essential elements.<\/p>\n\n\n\n<p>We\u2019ve created a copy-and-paste sales page template that will cut the time it takes you to create a sales page <em>dramatically<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.ad9uyfj5zp8x\"><span class=\"ez-toc-section\" id=\"The_sales_page_that_converts_template_is_part_of_the_digital_marketing_template_library\"><\/span>The sales page that converts template is part of the digital marketing template library.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"\/digital-marketing-template-library\">Click here<\/a> to learn more.<\/p>\n\n\n\n<p>Writing sales pages is fun for me, and with these tools, the process can be more fun for you too.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s be real a minute: writing a sales page that converts (aka: convinces others to buy from you) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[299,245],"tags":[270],"_links":{"self":[{"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/posts\/1794"}],"collection":[{"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/comments?post=1794"}],"version-history":[{"count":0,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/posts\/1794\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/media\/19426"}],"wp:attachment":[{"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/media?parent=1794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/categories?post=1794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kathleencelmins.com\/wp-json\/wp\/v2\/tags?post=1794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}