5 Essentials For Writing Your Sales Page

 

Have you ever put off writing your sales page because… ehhhh where do I start!? It can feel like an overwhelming task - and if you’re someone who feels uncomfortable around selling, it’s not going to be the task that you leap out of bed excited to do, is it? 

If you’re putting off writing your sales page, or you’ve spent hours of time perfecting and tweaking it - it’s time to get it done and get it out there. Because no one can buy if you’re hiding your offers under a bushel (or on a page no one has access to because it’s not live yet).

To help you get that sales page *LIVE* once - and - for - all. And stop you agonising over writing your sales copy, I’ve broken down the 5 key pieces of info you need to include.

 
5 Essentials for writing your sales page | Writing a sales page for your services | Coaching sales page tips | How to write sales copy - Sara Dalrymple
 

First, some general rules for writing sales pages for your products and services: 

  1. It doesn’t need to be 10,000 words long (unless you want it to be) so don’t put yourself under pressure to make it so.

  2. There doesn’t need to be a specific formula to it (unless you want to follow one) - what’s important is that the key info is clear in your mind and on the page

  3. You can absolutely stick to the essentials (in fact your audience might just thank you for it!) and every time you do one it gets easier, I promise!

And the golden rule for your sales page…

Keep your client in mind when writing your sales page - at every. Single. Step. 

Here are five key pieces of info to build your sales page around that do just that:

1: What’s your niche? 

What is the specific thing your offer aims to improve for the buyer? We ALL have things we want to get better at, do more of, have a handle on and feel better about than we do right now - so start by describing what your offer does so your ideal client can identify if this is the right place for them to be. 

 Try using

  • A tagline for your offer that instantly explains what it does (bonus points if you can include who it’s for too). This is your ‘does what it says on the tin statement’

  • Language and words form your ideal client’s vocabulary. Talk about your offer in the way they would

  • Words that highlight your niche and help your ideal client self-identify that this offer is for them

2. Who is your service or product for?

Who specifically did you make your offer for? Where are they at in terms of experience level, how are they feeling and who is NOT right for it? 

Try using:

  • I know you’re feeling XYZ

  • This is for you IF / This isn’t for you IF

  • Have you ever [insert how the problem your ideal client has, is presenting itself in their daily lives]

3. What’s going to change for your buyer?

Stick your neck out and tell your reader: what will be different at the end? What will they have that they don’t have at the start?

Try using:

  • By the end of [this course/ our 6-month’s coaching] you’ll be able to

  • My clients go away feeling XYZ

  • Imagine if you could [insert the feeling or thing your audience want to have here and position your offer as the solution to grinding the gap for them]. 

4. What’s the experience going to be like? 

Being clear on this really helps buyers decide if this is a good match for them. Explain what working with you feels like, what the process looks like or what the behind the scenes in your course looks like. 

Try using:

  • Testimonials that explain how your past clients felt whilst working with you

  • A video to show what your client dashboard or behind the scenes of your course looks like so they can imagine working with you

  • Over the course of working together we will… [describe what the process of working with you is like].

5. What stage is your ideal client at? 

What does your ideal client already know about the topic you’re covering? Are they already an expert, a beginner, or somewhere in between? This will help them self-identify if your offer is the right fit for them. 

Try using:

  • You’ve already tried/ done [insert what your ideal client has already done/ learned about this topic to illustrate the stage they’re at]

  • Incluse a sentence in your ‘This if for you if/ not for you if’ that describes the stage they are at

  • You wish you could [insert ideal clients goal/ aspiration/ want] but you always get stuck [insert stage your ideal client is stuck at]. 

If you’re ticking all five of those bases off when you’re writing your sales page you’ll be onto a winner. And when your sales page is done, live and ready to go… it’s time to create a sales strategy that will get the enquiries streaming in. 

Sara Dalrymple