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Verb Marketing / News  / The Anatomy of the Perfect Sales Page

The Anatomy of the Perfect Sales Page

When you see multiple versions of formulas for copywriting, promising to give you; “the textbook sales page,” how do you know which one is best, when each method seems to have success written all over it and each one looks like a rock-solid plan. The first thing to know, is that copywriting is more than the sum of its parts, it’ also an exercise in message and influence.

In the same way that there are different versions of a recipe, depending on your needs, wants, or audience, different copy formats will give you different results. Regardless of whichever sales page recipe you pick, the crucial thing is to understand the reason behind the choice of ‘ingredients’.

When you see multiple versions of formulas for copywriting, promising to give you; “the textbook sales page,” how do you know which one is best, when each method seems to have success written all over it and each one looks like a rock-solid plan.

The first thing to know, is that copywriting is more than the sum of its parts, it’ also an exercise in message and influence.

In the same way that there are different versions of a recipe, depending on your needs, wants, or audience, different copy formats will give you different results. Regardless of whichever sales page recipe you pick, the crucial thing is to understand the reason behind the choice of ‘ingredients’.

1. Testimonials
Site visitors care about their own issues and more importantly, getting them resolved.

Generally, they ask themselves questions such as:

  • Will this work for my circumstances?
  • Is this going to be difficult?
  • Do I have the time?
  • What if I need to return this?
  • Can I trust this organisation?

It’s up to you to get ahead of any objections and get testimonials in place that demonstrate in advance a solution to any questions they may raise. Examine the testimonials you already have and ask yourself, are they doing our job, or are they stroking my ego? If they’re not performing a task, get rid.

2. Proof of the Pudding
If you have used the right ingredients and followed the recipe, then you need to the have some satisfied customers, to show to your prospective ones.

Walk these would-be service users/clients through detailed instances of where/how etc. your product or service worked for them.

Demonstrate options previous customers were able to overcome potential obstacles, which any new clients are likely to be worried about.

3. An offer they can’t refuse
It’s crucial to remember too that what you’re selling is more than simply a product or service, you’re selling an experience, or a solution, and an outcome.

By giving as much detailed information as possible make sure your customer realises what the benefit is to them, both emotionally and financially.

Pile value upon value until your clients are certain beyond reason that you and your product are exactly what they need.

4. Make it risk-free
People are petrified of being scammed, overcharged, or just simply taken advantage of over the internet, and so their defences are ready when it comes to trusting or believing anything you say.

Offering a strong guarantee is a great way to remove that worry from them. Risk reversal is easy to do, just offer a 100% satisfaction guarantee, if after 30 or 60 days they don’t like what you’re giving them; give them their money back.

Don’t make refunds problematic, goodwill generated this way is worth any cost in returns.

Don’t get taken advantage of, of course, but if you’re as good as you say, you should have little to worry about.

Physical returns, can of course be costly, so put in place parameters that are fair to you and your client and if what you’re offering is digital, the downside simply doesn’t exist.

5. Get your “buy” button clicked
When your sales message works, you need a strong call to action, a reminder to your customer the benefits of buying from you, and a prompt of the agony and problems that will disappear when they use your product or service.

Ask them explicitly to buy. This seems obvious, but not doing this will cost you conversions, you’ve done the hard sell, now simply invite them to ‘get access’, ‘sign up’, ‘join you’, or ‘download’, clicking and purchasing.

As stated at the beginning, there are many recipes and formulas for copywriting, all of them serve their purpose and have concrete opportunities for conversion. If you would like to learn more about how your business can benefit from further understanding of sales pages, please contact a member of our team today.