Your sales page can make the difference between a successful launch with plenty of product sales, and a launch that goes without a bang and without any sale notifications pinging their salepage way through to you. A good sales page doesn’t have to be complicated, but it does have to follow a certain structure and include certain elements to convince your customer that the offer you have is something they would like to invest their time, or money (or both) in.
So let’s have a look at 5 mistakes people make when writing a sales page so that you can avoid them for your launch.
Focusing on you and not the customer
The sales page, although it’s for your product, is not about you. It’s about what your product can do for your customer. Sales pages that have in-depth personal back stories about the owner, which are irrelevant to the product are going to make your customer tune out.
Selling the features and not the benefits
One of the biggest failings of sales pages is when they talk too much about the features of the offer and not enough about the benefits. For example, if you have a restaurant and you send out a flyer to let your customers know that you are open 7 days a week, until late, with 50 tables and over 30 dishes on the menu, that’s just not exciting enough for your customer. However, if you start talking about the benefits of being open 7 days a week, such as your customer never having to worry about booking in for a meal, or the convenience of eating later in the evening when they’re finished work, now you’re getting on to the reasons that will get your customer’s attention.
Making the customer feel bad
You want to appeal to your customer and not make them feel bad, always let the customer know that the problem they are having is not their fault because no-one wants to buy from someone who makes them feel bad. If you offer a debt solution, don’t criticise them for being in debt, if you offer a weight loss plan, don’t criticise their previous eating and exercise habits.
Not including testimonials
People buy from those that they like, know and trust and testimonials are an excellent way of building credibility and trust with your audience. Always make sure you have a snippet of text or a handful of reviews to show that other people have tried the product or service and been happy with it.
Not asking your customer to buy
The whole point of a sales page is to get your customer to buy your product, so always be direct and tell them how they can buy from you and why they should buy from you, and make it as easy as possible!
If you’re interested in learning copywriting tips, visit my website where I share techniques that you can use straight away to improve the copy on your website, blog or sales pages.