An Effective Sales Page Template

Why reinvent the wheel? There are many compelling sales pages on the Internet that do a great job of capturing a prospect’s attention and drawing them irresistibly towards making an order. If you want to market and monetize your know-how, one of the most useful things you can do to is to start keeping a swipe file – a collection of all the sales material you come across that does a great job of persuading you. It’s then a simple matter of writing your sales copy based on that structure.

An effective sales page layout you can use

The following sales page template is based on the layout used by Podcast Incubator. It’s a great example of guiding the prospect seamlessly and persuasively through the sales process. Other templates are available and we encourage you to add them to your swipe file whenever you encounter them. Let’s take a closer look:

sales page

  1. Have a compelling headline. The headline is what draws your prospect into the rest of your sales copy. It’s what stops them leaving and it’s the most important part of any sales material. The headline should grab the attention of the prospect by promising an attractive, desirable outcome. A good formula to use is: How to [achieve a result] and [enjoy the resulting benefit] in just [a short period of time], e.g. “How to build a six-figure business from scratch and live anywhere in the word in just 90 days”; “How to build an Airbnb business that lets you keep travelling the world in just 30 days” etc.
  2. Include a sales video. Sales is arguably the ultimate sales tool. If you’re not comfortable using video we suggest you practice, practice, practice (or you can still use video without appearing in front of camera). But we encourage you to overcome your fear and do it. When it comes to building your brand and establishing authority, video is hard to beat.
  3. Show the order button. Include the order button several times in your sales page. If there’s a chance you can close the order early on, why not take it? After each compelling sales argument, consider showing the order button.
  4. Show social proof, e.g. a customer testimonial. Third-party endorsements are powerful. Feature a client testimonial early on to establish credibility.
  5. Show your first set of benefits. Rather than show all your benefits at once, layer them through the sales page. Just as your prospect’s attention may be wandering, they reach another set of benefits to pique their interest.
  6. List your product’s features. Whilst features do not sell as well as benefits, they show the prospect how comprehensive your product is. The trick is to list your product’s features, e.g. The course comprises 12 learning modules, but then talk about the associated benefits, e.g. [The course comprises 12 learning modules, so…] you will have everything you need to launch a six-figure, industry-leading podcast, starting today.
  7. Help your prospect imagine owning your product. More benefits here but couched slightly differently: By ordering “Podcasting Empire” today… is a subconscious instruction to the prospect to place an order. The subsequent benefits are further incentive.
  8. Sell the idea of transformation. At the heart of all effective sales is the idea of selling positive transformation. Everything that a customer wants to buy is fuelled by the desire to change their life for the better in some way. Transformations are effective because they bypass logic and appeal directly to the powerful emotional triggers we all have. (It’s why we can fall in love with people who are no good for us. The heart wants what the heart wants.) You’re selling a vision, appealing to the prospect’s imagination of how wonderful the future will be if they bought your product.  Incidentally, selling transformation is a powerful way to overcome price objection: you are changing your prospect’s life for the better. What’s that worth to them?
  9. Try to close the sale. This is the second time you show the order button. After a persuasive sales push (#4-8 above) it’s worth trying to get the order. (Don’t continue selling if you don’t need to).
  10. Show the value of your product. Break the product into its component parts. For example, if you’re selling a course that comprises 12 videos, list all those videos and write about each one separately. Talk about the benefit each one delivers to your prospect. What outcome/desirable result is each video promising? (The home fitness workout program, P90X – arguably one of the bestselling courses the world has ever seen – does this very well.)
  11. Emphasise the comprehensive, easy-to-use nature of your product. Prospects may still be filled with doubts: the doubt your product will work; whether it delivers a complete solution; whether it’s too advanced; whehter they have the technical ability to use it. This simple copy allays those concerns.
  12. Try to close the sale again. Make a strong call-to-action to buy. Show a short summary of what the prospect gets for their money; break down the dollar value of each part to show the component parts are worth a lot more than the price you are charging for the whole; show the order button.
  13. Allay fears with social proof. This is a powerful section. Here you list all your client testimonials and media appearances. If you do not have these, you can start by asking friends and family to review your product. Or you can ask for volunteers via LinkedIn/LinkedIn groups or private message members of an active, relevant forum to see if they will review your product. You can also approach bloggers or advertise for volunteers on Facebook. Whoever you choose, make sure they are sincere and deserve the review copy – you are giving away something of great value, after all. So choose someone you can work with; who is genuine about wanting to achieve the outcome you’re offering and who will agree to a comprehensive testimonial, i.e. full name, location and photo are mandatory. It may be worth speaking to the person on Skype to gauge if they’re a good fit. Be sure to watermark your review copies with the person’s name, phone number and email address to discourage them from illegally sharing your work. Also, ask the person to sign a non-disclosure agreement.
  14. Try to close the sale. Show the order button again.
  15. Offer a guarantee. For the final fence-sitters, offer a no-quibble 30 day money-back guarantee. Show the order button and… finished.

Takeaway points

  1. Use a template to create your sales page. There are lots of good ones out there, choose one that you find persuasive.
  2. Sell benefits, not features. Sell a transformation.
  3. You will need to ask for the order several times.

Action steps

  1. Plan your product if you have not already done so. If you’re not sure where to begin, start here.
  2. Write your sales letter using a sales template – either the one above or one that you’ve found that resonates with you.
  3. Start keeping a swipe file of persuasive sales copy. A great place to start is Swipe-Worthy.

Photo credit: Baldiri via / CC BY 2.0

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