Importance of the Headline
The first element of a great Sales page is an attention-grabbing headline. It very often contains an obvious benefit or some big promise to the reader. However, this headline is not “hype,”. It bears a certain credibility and believability. Is not vague; it is clear, and concise.
The headline often determines up to 80% of the Sales Pages success. If the headline is “no good,” the Sales Page is dead in the water. It does not have a chance of becoming a “winning” sales page.
Let me clarify what I mean by “winning.” A Sales Pages that makes good sales, after all, the single objective of a sales page is to make sales. There are billions, and billions of such “sales pages,” which exist on the Web today; and have yet to make a single dime for their owners.
When someone or something does not do its job, in a business; they or it are fired, and quick to be let go without hesitation. This is not so with these “sales pages.” Their owners are quick to find blame other than the writer thereof. “The economy is down,” the design isn’t right. Wrong.
Any sales writer, who makes a living writing sales copy, will tell you: change the copy, good sales copy will always make the sale. It always goes back to the message itself. The manner in which it is presented, and the delivery of the message. This is where it will stand or fall.
The headline should always draw them to the subject of interest. No matter what is being sold; the first impression you want the mind of the reader to consider is – some sort of personal gain, or benefit.
If the headline does not “bait” the hook, the reader will not bite, and so sale is made. So think of your headline as bait to your target visitors, and you will make sales.
For search engine optimization, the headline itself should be a “search friendly” phrase, or term. Keywords, which describe the service or product itself, are very effective at getting high rankings in the search engines.
To grab attention, and get top placement in the search results at the same time, takes writing skills. The writer must possess writing skills that know how to make the sale, as well as how to get a great search engine ranking.
They have researched their target audience, and know how to speak directly to them; the copy gets to the point in a manner, which is pleasing to the visitor. The prospect will want what the seller has. Present it to them in a way that “strikes a chord with them,” and they will respond.
The Body Copy
The second element the visitor sees is the body copy. The body copy should highlight every benefit the reader is interested in, and present them in a manner that uses “emotional language.”
Take a good story for example.
Many sales pages that “knock it out of the ballpark,” concerning sales, are based upon a story-based, (problem/solution) style format. This style of copywriting has always outperformed all other styles of sales writing.
Visitors love great stories, and when you get your readers “emotionally invested,” into the message; the copy begins to take on a “persona” of itself. They “inject” their own selves into the story, and it becomes personable to them.
Therefore, when the solution is revealed; they think – Hey, I need that, and the sale is made, and the visitor is happy with their purchase. Using “emotional triggers,” is a tactic used by every great sales writer. This is not “new.”
The third major sales element is the offer itself. It should stand “head and shoulders,” above other similar products or services. The USP (Unique Sales Proposition) is what achieves this hurdle. The USP is what revs up the reader interest, and gets them ready to buy-now.
It is the thing that makes your offer irresistible, unique, and a “one of a kind” product or service. Good sales writers have no problem getting this message across. It is their bread, and butter.
Call to Action
The fourth element is the “call to action.” It is not “passive,” is does not hesitate to ask for the sale. It is not shy, or weak. It is firm, yet friendly.
The fifth element is the guarantee. It takes the risk off of the buyer, and places it squarely upon the seller. Something such as; “Try xyz for a full thirty days, without risk.” “If for any reason you are not 100% satisfied we will give you a full refund – no questions asked.”
The sixth element within the Sales Page is usually more benefits (written as a p.s. to the reader.) It may also contain something extra (such as a free report.) It may repeat some of the benefits the reader will receive when they make the purchase, but may (describe them in more detail that is specific.)
The last element in a good Sales Page is the close. It does not hesitate to ask for the sale again – as well as give salutation to the visitor. It keeps the same voice and tone the message had at the start.
Many copywriters call this the “golden thread.” It simply means the same golden thread that wove all of these elements together, is the same “voice and tone,” found at the beginning of the Sales Page.
In today’s economy, readers must be incited (from the first line of copy) for the reader to continue reading. You have millions and millions of “sales pages,” competing for the same sale; so making an impression that “hits a nerve” – is imperative to having a Sales Page that works.