Harry scratches his head.
He has to write a sales page for his new course.
But he can’t get started.
So, he brews another cup of Jasmine tea, and browses the web for inspiration.
But Harry feels uninspired. Many sales pages are badly written—they ramble on and are unconvincing. Or they feel too salesy and turn him off.
Can Harry write a high-converting sales page without selling his soul? Can he write a sales page that persuades his favorite readers to join his course?
Of course, you can write a sales page without being pushy.
You simply have to know what problems you solve for whom, and then propose your offer in clear language. With honesty. And without hype.
Click here to join the 16-Part Snackable Writing Course for busy people (it’s free!)
Step 1. Create your value proposition
Good sales people know who their target audience is, and what they’re struggling with.
They don’t sell their products, they sell a better or easier life. They make people happier. They take away their struggles and solve their problems.
They sell people a better version of themselves.
So, think about this: What problem does your product solve? Or how do you help people achieve their aims?
The answers to these questions help you create your value proposition—the headline (and subhead) at the top of your sales page. For instance, a credit card reader helps you accept mobile payments so you never miss a sale. The value proposition could be:
Get paid anywhere.
Here is one of the easiest ways to accept more forms of payment. Wherever your business goes, your sales can go too.
From: PayPal
Or:
Don’t miss a sale with mobile credit card processing.
Accept payments—anytime, anywhere.
From: QuickBooks
And Harry?
Harry coaches aspiring business owners to launch a side-business. His value proposition could be:
Launch a side-business and make your first $1000
Step 2. Explain your offer with clarity
Your value proposition has confirmed to people what you’re selling—it tells them whether it’s worth reading on or not.
Now, it’s time to become more persuasive.
What does your product or service do? And why would readers care about these aspects?
Many business writers describe their product in detail. But readers don’t care about these details unless you explain why they should care about each detail. Note, for instance, how the sales page for the Kindle Voyager E-reader explains the benefits of each feature, using specific language:
- High-resolution 300 ppi display–reads even more like the printed page
- PagePress enables you to turn the page without lifting a finger
- Adaptive front light–provides ideal brightness, day or night
And Harry’s course?
His course has features and benefits, explaining what people learn:
- Generate business ideas so you can feel excited about starting your own business
- Vet your business ideas so you don’t waste time on unfeasible ventures
- Find your first clients so you know your business plan will work
But he also has features and benefits explaining how the course is delivered:
- Videos and transcripts so you can choose the learning style that suits you
- Real-life case studies so you can see how others have implemented the advice
- Online office hours in which experts answer your questions, so you never feel stuck or “out on your own”
Step 3. Back your claims with proof
Your readers might not know who you are. Or they might know a little about you, but they’re not quite sure how trustworthy you are.
To boost your credibility and persuasiveness, back your claims with facts, such as test results, customer satisfaction scores, detailed testimonials, or expert endorsements.
My sales page for the Enchanting Copywriting course, for instance, features testimonials to show how powerful the course is:
~ Roger Carter, Humblehouse.com.au
Testimonials are a great way to boost credibility and let others do your selling for you.
But what can Harry do as he’s launching his first ever course?
He could ask beta-testers to try out his course and provide a testimonial. Their feedback could also make his course better. Alternatively, he can ask his coaching clients for testimonials to demonstrate how his advice has helped them; he just has to make clear these testimonials are for his one-on-one coaching and not from the course.
Step 4. Answer questions
Why are readers hesitating to buy from you?
What questions are left unanswered?
When readers hesitate, they resist pressing the Buy button, and it’s your job to take away this resistance so readers feel eager to hire you or buy your product.
Content marketing agency NeoMam Studios, for instance, answers common questions on their sales page with links to more detailed guidance:
Our experience suggests that you will get the most value out of our work if you have at least one team member dedicated to SEO and regularly receive at least 100k visits each month from organic search.
Who will I be working with?
Our team of seven people works together on every client campaign. Founder Danny Ashton, Managing Director Amy Ashton and Operations Director Gisele Navarro have over 22 years of cumulative experience creating and pitching content, so you’re in good hands. Read more about our team here.
And Harry?
He probably has to answer questions like who the course is right for, too, and how long it’ll take before you’ll make your first $1000. Do you need to have business experience to make a success of the course? What type of business ideas does the course work for? Does it work for online and offline businesses?
Step 5. Nudge readers to take action
What’s the purpose of your page?
Should readers send an inquiry? Fill in a form? Join your email list? Add a product to a shopping cart and open their wallets?
When readers are almost ready to buy, nudge them to take action. For instance, tell them how quickly they’ll get the product. Give them a time-limited discount or tell them the number of places on your course are limited (only if that’s true of course).
A nudge can help overcome buyer inertia—you help people make up their mind and decide whether the product is right for them.
And Harry?
He could give a special discount as it’s his first launch or he could limit access to the course.
High-converting sales pages don’t have to be sleazy
As small business owners, we can pick the audience that’s right for us.
We can work with our raving fans.
We can show our personality and be natural. That’s how we’re at our most persuasive.
So, when writing your next sales page, think about your favorite customer. How would you explain your offer to her? Why does she enjoy working with you? What would she like to know?
Write as if you’re having a conversation with her. Answer her questions, and use natural language.
Don’t change your tone of voice just because you’re selling.
Instead, stay true to yourself.
Be honest, and be clear. And help readers make the right decision.
Enchanting Copywriting course
Learn how to write a persuasive sales page
without selling your soul
Reading and doing the exercises taught me how to judge my own work, and Henneke’s copywriting system helped me put my sales page together, step by step. Definitely 5 stars.
~ Jackson Lamar
“I’m running my refreshed marketing campaign right now and I’m seeing increased open and click-through rates on newly written emails. Better yet, I’m seeing increased sales and less questions from prospective customers, which tells me I answered all their questions and inspired them to buy through my more compelling copywriting. This course is a wise investment that earns itself back quickly.”
~ Karyn Greenstreet
Recommended reading on writing sales pages:
5 lovable selling techniques
11 copywriting tips to become seriously persuasive
5 types of true benefits connect with customers’ desires
Hi Henneke
What format would you recommend for a job ad….sales page or landing page?
I have no experience with advertising jobs online.
Great piece of share.
you are doing a tremendous work in sending free of costs insights which the other expert charge for.
I am through one of the AWAI methods course in copy writing.Yet I keep reading and learning from your regular newsletters designed to ingrain the readers worth following professional tips.
It’s a pleasure to read that great tips you share with generosity in copy writing.
Thank you for your lovely compliment, Mohtajullah. I can’t help myself but ask … Can you imagine how good my courses are if this content is free?
Henneke,
Nothing new under the sun here, but I read the whole thing through. Twice. Because every word sounded like a trusted friend giving advice.
That seems to be where your magic is! Thank you for this.
What a lovely feedback. You even read it twice! Thank you, Ted.
Henneke,
I love this, and I love the way you write, and the styling and imagery you use.
Perfect complementation 🙂
Thanks so much for your compliment, Paul. Happy writing!
What a fantastic read to kick off the week! The drawings really make your story come to life. You don’t very often see such a good blend of imagery and copy in blogs.
Thank you so much for your compliment, Joost. I enjoy combining imagery and copy. 🙂
Excellent Advice. I just love the way you break things down and make them so simple and easy to understand. And I’ve come to love your drawings too. You’re the best!
Thank you so much for your compliment, Robert 🙂
I am in love with your writing style.
Clear, short and to the point.
I wish I could write in the same way.
Thank you so much for your compliment, Subhankar. When you study other writers, you can learn to write in similar style.
Sweet — you touched on the 4 articles of faith (clarity, simplicity, brevity and humanity) of William Zinsser. As you stated, it’s all about the transformation.
Whenever I read your writing — I feel as though my copy can fly and glide high over the worlds many majestic landscapes — I guess that’s why birds sing.
As usual, eyegasms…
Much appreciated.
I love those four: Clarity, simplicity, brevity and humanity. Thanks for the reminder.
And happy writing! 🙂
Love this Henneke!
Thank you!
Great Henneke!
What a way of telling the story!! WOW!! While reading, I was like, okay so what happened with Harry? This made me read through till the end.
You’re such an inspiration and pro – I am learning alot.
Thank you
I’m glad you enjoyed it!
Thank you for stopping by to leave a comment.
Don’t sell a product, sell a better life…I like that!
Happy selling! 🙂
Absolutely loved the infographic! Henrietta and Henry (is that the man’s name?) are totally fabulous together, and really get the message across well. However, I really don’t think Henrietta should be smoking a cigar… it will ruin her pretty looks.
He’s actually called John, but I like Henry much better so perhaps I should change his name! 🙂
And I don’t think Henrietta will make a habit of smoking cigars. She doesn’t seem to like them ?
Hi Henneke,
Once again, great article! One suggestion: maybe it would be interesting to make your nice hand drawn infographic directly “pinnable” on pinterest? 🙂
I thought about it because I had the urge to pin it 😉
Greetings from Belgium,
Pamela
Hi Pamela
Thank you for letting me know that the infographic isn’t pinnable. I found a mistake in the settings for Social Warfare (the social sharing plugin I use) which prevented the infographic from being pinned. This probably happened after a recent update, but it’s now pinnable again.
Thank you for stopping by, and I’m glad you like the infographic 🙂
Hey Henneke!
Really great article. These are all really important sections to have on a sales landing page, and I especially like that you mentioned that they don’t have to be sleazy! I work at Unbounce and these are all things we recommend people make sure to include in their landing pages (sales or otherwise!).
We’ve actually created a landing page analyzer that grades pages based on a few categories (like copy and social proof) and generates a free personalized report on how to make them better: unbounce.com/landing-page-analyzer.
Anyway, thought this might be something your readers would be interested in, maybe as a way to check their sales page once they’re done with it. Thanks for the great read!
Thank you, Tania. I’m glad you like this post. I’m not surprised you and I are on the same wave length. Did you know I’ve written a few posts for Unbounce and even did a webinar with Christie Pike on the basics of writing landing page copy?
That’s awesome! I didn’t know that, but I do know Christie Pike.
Like you said then, I’m not surprised we’re on the same page! 🙂
Useful Infographic. Thanks, Henneke 🙂
I’m glad you like it, Prabhu 🙂
Hi Henneke,
I’m researching how to write good copy for a client who is just starting his business and will definitely recommend that he follow your blog. I’m impressed with all the information you impart without dragging on and on like other sites I’ve visited. I’m glad I stumbled across you!
Thank you for your lovely compliment, Gail. I like to keep my articles digestible 🙂
Happy writing!
That was Great Henneke and I absolutely loved the infograph and the art in it.
Thanks
Thank you, Rajesh 🙂
Henneke, I have been following your blogs for a while now and you never cease to amaze me. We love highlighting creative people like yourself, so I’m delighted you gave some HTML code so we could post your infographic, which we’ve done on our website at http://vcihome.com/blogs/creative-insights-from-enchanting-marketing. I hope it brings you lots of new clients, you deserve it!
Thank you so much for your lovely comment, Debra. I also appreciate your spreading the word by publishing this infographic!
As always, your content is worth sitting down to read and take notes. Thank you for sharing this. Next week my students are learning about sales pages and how to write them. This was perfectly timed and I know will help them!
What a lovely comment. Thank you so much, Margaret. I hope your students will enjoy learning about writing sales pages!
Great article Henneke!
I think many of us in small businesses don’t like to think of ourselves as salesman. At least I had many hesitations…why should I have to sell yoga? Thankfully I’ve learned from many smart people out there that selling is about articulating the benefits of our offerings….
But it’s still hard! Thank you for this article, I’m going to share it with some of the yoga teachers so they understand a bit more about how I write on the website.
I can’t remember who said it, but they suggested we shouldn’t see ourselves as sales people but as sales assistant: We demonstrate a product or service and explain its benefits so potential customers can make up their mind whether it’s right for their needs. I like this way of looking at selling.
Thank you for stopping by again, Jessica. I see you have your new site live. Great!
Great post as usual. Henneke, I observed that from paragraph 6, there’s a slight element of inconsistency about who’s the subject of your post.
I suspect that in other to pull in the reader, you adopted a storytelling format.
Probably, that informed your choice of the intro. adopting the story of Harry and his struggles writing a sales copy without having to feel salesy. Brilliant.
However, you got me a little confused when you abruptly switched from asking some questions about Harry, and the references to “He” in paragraph 6 to an abrupt reference and transition to “You” in paragraph 7!
Is there any reason for this?
Hi Law, I think you refer to these sentences:
[focus on Harry]
Can Harry write a high-converting sales page without selling his soul? Can he write a sales page that persuades his favorite readers to join his course?
[switch to you]
Of course, you can write a sales page without being pushy. You simply have to know what problems you solve for whom, and then propose your offer in clear language. With honesty. And without hype. Shall I show you how?
– – –
I was hesitant about making the switch, but wanted to address the reader directly. While this is a story about Harry, it’s also a conversation with my reader who is struggling with a problem similar to Harry’s problem. I use the story about Harry to illustrate the problem readers may struggle with.
If it’s confusing you, then I might not have made the best choice. Writing is never perfect 🙂
Hi Henneke,
I don’t know if I ever told you but your drawings make your posts quite unique – I look at all of them with detail. Thanks for all the insights of this article.
Have you read ” The 22 Inmutable Laws of Marketing”, I just finished it and it was quite a revelation for me. Also, what’s your opinion about the new iPhone X sales video?
Hi Virginia
I’ve been sort of living in my cave this week and hadn’t even seen the new iPhone X sales video yet. I just had a quick look. It looks pretty impressive. Nice copy on their website, too. What do you make of it?
I’ve not read The 22 Immutable Laws of Marketing either. I’m not keeping up with you!
Thank you for your compliment on my drawings. I’m feeling more and more excited (and more confident!) about combining text & drawings. I enjoy exploring this 🙂
Ooooh the working cave! My favorite place too 😉
I thought it was impressive but less convincing than other times. I wanted your opinion to contrast my impression. Maybe I am a bit done with Apple? or just that I am getting older and less likely to impress 😛
Your drawings are great, each of us have our own unique style as it is a reflection of our personalities. The only thing that changes over time is how we look at them ourselves (that’s what we call confidence). But I love them 🙂
I think you’d really find this book interesting and it’s tiny. You can read it in an afternoon.
I think it’s true that after 10 iPhone launches, we’ve all become a little jaded. To be honest, I don’t usually watch their sales videos (I’m not a video person) but I do often look at their copy. This is more from a professional perspective (how good is their copy?) rather than from a consumer perspective (would I myself buy this?) as I’ve never purchased on iPhone. I have only one Apple product – a rather old iPad which I don’t use a lot.
You are a tremendously talented storyteller, Henneke. Your skills and humor are amazing with their professionalism.
Great article!
What a lovely compliment. Thank you, Michael. Happy writing!
Another wonderful post. You make me want to branch out into writing sales copy. The graphics,also, add your unique touch to the post. Bookmarking as I always do with your posts.
I’ve found that writing sales copy is a lot more fun than I used to think!
Thank you for your kind words, Poovanesh. Happy writing!
I think this is my favourite Henneke post yet! I immediately shared the graphic on my Blog. Your drawings are fabulous Henneke and your advice is spot on. You really do embody the fun aspect of being in business. Gotta love that. ♡
Thank you for your lovely compliment, Joan, and for sharing the graphic on your blog!
Another useful post, Henneke. I always have “take aways” when reading your articles. As a service that offers visual content, our team applauds your illustrations. Great stuff.
You reinforce what I learned from the late Len Smith’s courses which is that there is a HUGE difference between benefits and features when writing.
The only negative when reading your posts…I’m forever clicking on the recommended readings as well. They suck you in (in a good way, of course) and the next thing you know, an hour has passed. Well worth the time.
Thanks again,
Oh my, I’m sorry about my recommended readings … not really 😉
I’m glad you like the illustrations, Bev! Thank you for stopping by. I appreciate it.
Thanks, Henneke,
I can’t wait to try this……
Becky
Happy writing, Becky!
Thanks Henneke! I spend a lot of time writing sales content. But it’s usually done solo, in my office. This article was both a good reminder (I needed the “avoid hypey language” reminder) and an encouragement (because I’m doing much of what you recommend). Thanks.
I’m glad you’re doing much of what I’m recommending already, Chris 🙂
Thank you for stopping by!
Hi Henneke,
What a lovely post, I can tell you put a lot 0f time into it. I especially love the drawings, it’s what makes your blog unique.
The advice is solid. I absolutely agree, if you follow these steps, you don’t have to be sleazy to sell!
Thank you for sharing this with us, you impressed me once again. ?
Yes, you’re right. I put a lot of time into the illustrations – but it was fun to do!
Thank you for your lovely compliment, and for continuing to read my blog posts 🙂
Great read Henneke!
I have a question though. What if you have multiple pages of similar products? For example a page for trampolines of 180, 244 ánd 305 cm? Or safety pads in different sizes.
How would you differ those pages so you won’t give people the feeling that they are reading the exact same page?
Thank you!
I’d be wary of changing the text just for the sake of being different as that might confuse readers.
If there’s no difference in features, then you could have the different sizes on one page – just like you usually see for clothes; people could select the size they’re interested in.
If you must have different pages, then consider having a clear headline including the trampoline size with a short intro paragraph explaining for what situation / aim this trampoline is most suitable (e.g., how many people can jump together) and then have a standard list of features and benefits that’s the same for each product.
thanks, great article.
love the cute pics.
Thank you, Edna!
OMG…I laughed my butt off with Henrietta smoking a cigar!!!!?
This is not only an amazing article, but an incredible bit of artwork to make your point.
Your ability to turn selling ,not only into something palatable, but a service to others, always inspires me.
Thank you for your lovely compliment, Kathy.
I had a lot of fun creating this infographic (and drawing Henrietta with cigar, impersonating a sleazy sales person). 😉
Excellent article. I have to remind myself every day: benefits AND features, not just features.
Funny you used a hook. I’m an avid angler, and I make my own fishing lures.
I prefer hooks that DON’T last forever, so that, when I lose a lure, it won’t remain a threat for years, but rust away. 🙂
I like using hooks as they’re an easy example, and a great metaphor for life. But I don’t know much about angling! 🙂
Thank you for stopping by again, Jansie