#2. Problem & Solution

Of course, the entire purpose of your sales page is to persuade your audience to purchase a product that addresses their problem. Therefore, you must be quite clear about what that is.

Unfortunately, as humans, our natural tendency is to prioritize pleasure over avoiding suffering. This implies that when acting in our most natural form, we react more quickly to problems than to solutions.

As a result, the sales page needs to tackle your prospect’s issue, or what I like to refer to as the annoying status quo, right away.

Your text should elicit an emotional reaction, but take cautious not to aggravate the situation.

You want people to feel comfortable, understood, and heard by reading your material; you don’t want them to feel alienated, misunderstood, or attacked.

Because of this, you should clearly and concisely state ONE fundamental issue in your content before offering your potent remedy or the “great promise” you want to make to your audience.

Specificity is really important in this situation. Nobody will accept that you have a solution that solves every problem imaginable. Consider how your answer is the “BIG EASY BUTTON” that your client has been seeking.

It is crucial to note that the product is not yet the solution, at least not yet.

The only thing that should be the answer at this stage on your sales page is the unique method, strategy, discovery, or instrument that can resolve your prospects’ issue.

Remember that before people purchase your offering, whether it be coaching, mentorship, assistance, or professional services, they must FIRST believe in the answer.

Now that a plausible answer has been offered, you wish to change course into…

#3. The Offer

This is where you describe your particular product, which is that solution, as the greatest, quickest, simplest, or easiest means to fulfill the lofty goal you just mentioned. Here is where your USP, or unique selling proposition, should be crystal clear and succinct.

You should also add the value breakdown and all the other left-brain components of your product here:

• What it is
• How it works
• Where to get it
• When to expect it
• How much it costs

The most crucial thing to keep in mind in this part is that your offer should always be worth more than the asking price.

The bigger the difference between value and price, the more compelling your offer will be.

In order to boost the attraction of the offer and, consequently, the conversion rate, you frequently see campaigns that make use of bonuses, price contrast, or discounts.

Alright. All of the left brain activities have now been completed. It’s time to talk about…

#4. Indoctrination

In essence, this is what appears after the headline. It’s the build-up before you actually start selling anything on your sales page, the lead-in section.

This copy is crucial since it’s at this point that your reader judges whether or not you’re speaking to THEM directly. And certainly, much like the headline, it can be the most challenging and time-consuming to write.

However, it’s worthwhile to spend the time doing it correctly since when done correctly, it may have a MASSIVE influence on your conversion rate.

Your indoctrination should “indoctrinate” your readers with information about who you are, why they should care, and why they should pay attention to you. This is where you validate, enlighten, and empathize with your reader; you can do this by:

this by presenting a tale, providing statistics and data, or sketching a future scenario…

The second conversion trigger is speaking to your prospects’ present needs and anxieties, which is, of course, the most crucial thing.

#5. Juicy Benefits

Here, you can go into greater detail about all the incredible things your product or service accomplishes in addition to the significant promise you already made.

It is insufficient to merely demonstrate what they will receive. A prospect who feels they must have it completely alters the dynamic.

By outlining the precise and relatable benefits that the product can offer, you respond to this query in sales writing.

Also keep in mind that features are NOT benefits.

Benefits show desirable outcomes that address REAL problem points, whereas features show what a product HAS or IS.

A FEATURE can be “batteries included,” for instance.

A happier child on Christmas morning would be the comparable BENEFIT.

Currently, it can be quite challenging to translate features into benefits, especially when writing for your own good or service. It requires practice.

At the end of this video, you may download a FREE feature-to-benefit converter if you need help extracting some juicy benefits from your features.

Next, you want to confirm that you’re including…

#6. Social Proof & Authority

Consumers frequently question whether a brand is the RIGHT business or individual for them.

A customer’s decision to purchase from you is greatly influenced by their level of trust in you.

Therefore, it’s crucial that a sales page conveys social proof and authority through customer reviews, social media statistics, press coverage, credentials, expertise, and any other aspects that lend credibility.

I prefer to have authority communicated as much as possible throughout the language; it shouldn’t just be tacked onto a specific portion of the salespage.

#9. Call-to-Action

The call-to-action, or CTA, must be powerful, whether it’s a single button or a multi-tiered order section.

The prospect should be able to figure out exactly where to click and how to purchase the product in less than a second.

Your CTA should be direct and easy to understand. For illustration:

• “Order Now”
• “Get Instant Access”
• “Enroll Now”

Having a single, strong call to action is the most crucial copywriting rule.

Even so, it can come up more than once.

For instance, if your sales page is longer, you should probably place your call-to-action button two or three times throughout the material. Additionally, if a user scrolls all the way to the bottom of your page, a CTA should always be the last thing they see.