No matter how good your product is, if you can't convey its value to potential customers, they'll never experience what you've created.
That's why sales pages are so important. With the right copy, you can give visitors a clear understanding of what they'll get and why it's valuable.
Not too long ago, our company, Feast, was failing in that regard. We offer a program to help busy people get into the habit of cooking. Late last summer, I asked a well-respected content marketer for feedback on our homepage. Following a lengthy pause, he remarked, "It's clear to me that your homepage reflects a lack of customer research."
He was right. Our homepage offered little to no context explaining why someone should feel compelled to purchase a class. Our sales, accordingly, were lacking.
With this in mind, my cofounder, David, and I returned to the drawing board.
After a lot of research, including surveying existing customers and looking at their Facebook likes and interests, we made a list of products and businesses that we thought overlapped with our potential customers. As a company focused on health and behavioral change, these included Weight Watchers, CrossFit, Tim Ferriss's 4 Hour Workweek and 4 Hour Body, and Ramit Sethi's I Will Teach You To Be Rich Earn 1K and Find Your Dream Job.
To learn how to write an effective sales page, we dove into the copy of these similar content-focused programs. We took a good, hard look at the language the websites use to sell products, and we found there are 5 techniques consistent among all of them.
We incorporated all 5 of the techniques into a new, long-form sales page.
#1: The Hook - Use the customer's words, not yours, to describe their problem
You know what it's like when you're reading something and you realize, "Whoa, this describes me to a T."
Seeing yourself in the text compels you to read further. Maybe pass it along to a friend. Maybe share it with all of your friends.
We like content that feels tailored to us. We want our opinions to be validated (or changed through education) by what we read. The New York Times's "Psychology of Sharing" study found that 68% of medium-to-heavy social sharers share content "to give people a better sense of who they are and what they care about."
This is why BuzzFeed writes articles like "26 Things That Only Anxious People Will Relate To" or "21 Things That Inevitably Happen When You Work in an Office."
The best way to keep a potential customer from immediately exiting the page is to talk about them, not you. A good mental check is to look at how many times you use the word "you" instead of "I" or "we."
Look at the following examples. Notice that the customer, not the company, is the focus. Also, notice that you can imagine who this language is tailored to just by reading the opening sentence.
Read more at ---http://www.entrepreneur.com/article/230973
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