Are You Making These Sales-Slaying Mistakes on Your Sales Page?
Last Updated on: February 2nd, 2017
Selling is damn hard. It can make even the most seasoned marketers pee in their pants.
Writing a selling argument that can make the sale independent of you is harder.
Here’s the thing:
A high-converting sales page is powered by an understanding of how buyers behave and what makes them behave in a certain way.
In the absence of that understanding, no matter what you produce, it will fall flat on its face.
Your page may look soul-smashing, the call to action may look like bright, shiny hot buttons but it will not sell your stuff!
Here are my top 3 most powerful insights to share with you to help you make your selling argument 100% more effective.
Tattoo these on your armpit, engrave it on your heart- and you will never struggle to sell your offer.
#1: Quit writing for the army: Relate to the struggles of one soldier
The brutal truth about sales messages that make products massive hits is:
They are not written for everyone but for that one ideal client who will be willing to swipe her card even before she finishes reading.
Targeting ambitious moms? Speak to an ambitious mom’s desire of attaining freedom from the clutches of a mediocre, domestic life to build a successful business. All this, while perfectly managing her kids and without losing her sanity and peace of mind.
Helping career women over age 30 find a date? Speak to that one woman’s unspoken need of knowing how to differentiate a commitment phobic guy from a serious one. Talk to her innate fears of not being able to read the subtle signs of a commitment phobic man and wasting months, sometimes.
Helping moms who’re struggling to convince their 5-year-olds to participate in sports? Speak to a mom’s desire of seeing her son bend it like Beckham on the school playground even though he is giving her a hard time and refusing to go for the practice sessions.
Here’s how Ramit Sethi talks about the struggles of not getting responded to emails:
He starts by asking a pertinent question using ‘twisting the knife’ hook. He is targeting professionals, struggling to write emails that get results. He speaks to their pain point of ‘not knowing’ how to reach out to busy people and get the response.
Notice how he isn’t speaking to an army here!
When you relate to one person’s unspoken needs, fears, and desires, you resonate with a group of people who resemble that one person. (Lesson learned the hard way!)
#2: Stop trying to hard sell the features: Sell the true benefits that matter
Let’s face it:
People don’t want to shed a few kilos and reduce a few inches around their bellies. They want to be able to fit into those slim-fit jeans from college or wear that beautiful size 10 dress on a date.
They want their husbands to do a double take and not want to take eyes off them or their wives to compliment them and post their pictures on Instagram.
There’s a higher level motivation attached to all those results. You want a good copy for your business because you want to attract more clients and cash.
People choose a $2000 watch over an ordinary one, not because the former works better or shows time more clearly. But because it elevates their status and makes them feel good about them. It resonates with their innermost desires.
You want to wear a $5000 suit to the conference, not because of the fabric but because you know clothes have an impact on how the world sees you.
There is a higher level motivation of your buyers, behind buying your program too.
Are you putting those into the spotlight or are you only talking about the features of your program?
For example, if your product teaches newbies how to cook food, you’d sell more by promising them the transformation- ‘from struggling through a recipe to coming home and whipping up something nice in minutes!’
Rather than talking about how you can beat the master chefs of the world by cooking Macarons and Baked Alaska. These are great credentials for impressing someone but won’t inspire people to grab their wallets.
So, focus on the benefits that they truly care about instead of impressing them with features, specs, and credentials that don’t even matter.
#3: Close your selling argument with a bang: This is sparta!
There will be fence-sitters in your audience who’d be having a hard time making the decision.
Your closing has to be powerful, not for your convinced prospects who will grab their wallet any minute but for those who’re tightfisted, despite reading through a strong selling argument.
This group of fence-sitters hasn’t out rightly rejected your product, it has spoken to them at some level but the light bulb is yet to go on in their mind.
A frail ending can cause them to hop off your page without making the decision, even though, your sales page was stellar and kept them engaged.
Here are some potent ways to jostle them into action and make sure they don’t leave without deciding:
- Talk about a really desirable bonus that can get them to say a resounding yes. The bonus should be so powerful that it should do the selling on its own.
- Talk about the two roads that diverge in a wood – Emphasize upon what it will mean to make the investment today v/s walk away without making the choice. For example, Ash Ambridge from SixAppealProcess.com ends with her powerful quote jostling people into action
- Persuade with urgency – Got limited spots? Talk about how this could be their only chance to get access to your product and that they should grab it while they still can. Give a specific deadline.
- Share a compelling testimonial – Feature that one testimonial at the end which is truly convincing and can tip people’s mental needle in favor of a sale. In the Ramit Sethi’s example we discussed above, he closes the argument on a powerful testimonial like this:
- Trigger fear of missing out – Use your closing lines to make them imagine what life without your product would be like. For example, ‘If you don’t like how you look in the mirror today, imagine what you will see a year from now.’
- Share a fool-proof guarantee or a 100% refund that makes the investment completely risk-free and skyrockets their confidence in your offering. Most importantly it shows that you value the relationship more than the money and you’re in it for the long haul.
A strong knock-out is important for a sales page that’s conceived to sell.
Yes, your prospect is the best judge but he’s also a natural procrastinator.
Take matters in your hands and close the selling argument on a high note so that if he leaves without buying- he should have a hard time sleeping that night. *Wink*
What do you think about your selling argument? Is it going the extra mile to make an impact or are you struggling to make bold claims and promise transformations?
I would love to talk to you about many other things that make a selling argument strong and compelling but that’s for another time. For this article, do take a moment and let me know which of the above points resonated most with you.
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