Sales Pages are the method in which a person sells his or her products or services via the Internet. They are often long, contain a lot of “PSes” and no matter what else you want to say about them, they work if they are created right. They are different than a sales call in that with a sales call you can change your wording and response on the fly based on what the person you called, or the person who called you said.
Sales pages are often long in order to address possible objections. The most common objections to buying something usually boil down to trust and price. However, in between trust and price are a whole host of other types of objections that can occur depending upon your target audience. It’s up to you to determine what objections your target market may have. This comes through study of your market, and knowing your target market intimately.
One way to do this is to just simply ask current and past customers of yours. You can even create a survey that some people who click away from your sales page see and may or may not respond to. You can often get some insightful information from people who did not buy as well as those who did buy. With the technology available today, you can have live help on any sales page, or a pop-under that work if someone clicks away. Another way is to create blog posts designed to get responses that help you learn more about your target audience. You can update your sales copy using the information you gather from this research.
Using the information you gather to create or update your sales pages and materials that you use to promote your products and services. There are ways to overcome every objection if you just consider them while thinking about your target audience. If price is a big concern, you can promise a money back offer, a short time discount, bonuses and other offers to overcome price objections. If trust is a big concern, you can demonstrate that you’re credible by well placed testimonials by people with whom your target audience will relate.
Make a list of possible objections based on your research and try to weave through answers to these objections via your story, and as you relay the benefits of your product or service keep your mind focused on how your target audience is feeling as they read your sales page. Always keeping your target audience on your mind as you are writing because they are who you need to speak to. Remember, your target audience cares about what’s in it for them. Give them the answer!
Don’t be afraid to change things as you discover issues that pop up. Don’t be afraid to throw everything out and start over either. Test your sales pages, and keep what works, and get rid of the rest. It’s a good practice to create more than one sales page with just a small part changed on each one so that you can determine the best words or placement for various elements of your sales pages.
Overcoming objections takes a bit more work, but it’s important to consider each and every one of them as you create your sales page.