Today, I want to dive deep into a commonly asked question I get. And that question is, “What sections should I be including on my sales page?”
This can be a tricky question to answer because, like most things in copy and business, it depends!
The sections you need will depend on things like who you’re selling to, where your traffic to your sales page is coming from, how much trust you’ve established with the reader, and so on.
Let’s get into this topic and explore the 3 key things to be taken into consideration if you want to write a sales page that actually converts.
True or false? If an offer is lower in price, it’s easier to sell
Before we jump into everything, I want to address one huge wake up call I had when it comes to the type of offer you’re selling. And I’m sure when I share this, you’ll have most likely believed this at one point or maybe currently believe it too.
There’s this common belief that if your offer is lower in price, it’s easier to sell. Unfortunately, it’s not true! In fact, I’ve found that it’s just as hard to sell a low-ticket offer as it is a high-ticket offer.
Let’s just put that into perspective for a second –
Selling is a conversation between you and the customer. So, when you’re selling a $47 offer to 100 people, you’ll then have 100 different conversations to make those sales. When you sell a $3000 offer to just 3 people, that’s only 3 different conversations.
I believe it’s important to get that idea out of the way and move past that misconception because the pricing has nothing to do with the ease of selling.
The importance of your sales messaging
Whether you’re selling a high or low ticket offer, it’s important to understand that each buyer will have various motivations to buy. And with that, the messaging behind these different offers needs to be very different.
The sales messaging needed to sell a $47 one-time offer versus a $47 monthly subscription offer will be very different, even though they have the same initial price point.
When you’re targeting similar buyers with your different offers, it’s still important to cater to what messaging that buyer needs.
To uncover the right messaging for your offers, here are 3 things to take into consideration:
- Be clear about the problem your offer solves. Your different offers shouldn’t solve the exact same problem. If they do, you may have difficulty selling them because buyers won’t be able to differentiate between which offer is right for them.
- Identify the different transformations your offers will deliver. For example, your lower priced offer would probably result in a quick win for your reader, while a monthly subscription would be an ongoing transformation that’ll be delivered over time.
When you bring both of those above points together, the third thing you need to consider is your buyer’s motivations. Since the problems being solved and the transformations your offers deliver are different, the reasons your buyer has for purchasing them will also be different. We have to make sure we’re speaking to them in different ways that reflect their motivations.
The reason for a sales page
When we’re trying to identify what sections to include in our sales page, we should think about why we create sales pages in the first place.
The real reason for a sales page is to create a central location of information for a potential buyer, right? We want to have our sales page either replace sales calls completely, or at a minimum give our buyers the information they need to come informed, empowered, and prepared for those sales calls.
Regardless of whether it’s replacing or informing a sales call, your sales page is where you’re having that initial conversation with your buyer. So, it’s your job to pre-empt those questions, assume you know what those questions will be, and make sure you’ve answered them on your sales page.
When you approach it this way, it’ll become really obvious that the sections on your sales page will vary depending on what you’re actually selling. (This is also why I created individual sales page templates for The Copy Template Shop. The way you sell a mini-offer will be very different from the way you sell a membership.)
Addressing questions for different types of offers
Think about the first time you bought a $27 or $47 offer, probably from a Facebook ad. I call them mini-offers, some people call them tiny offers, but they’re also commonly called low-ticket offers because they usually belong in an LTO or SLO funnel (a self-liquidating offer funnel).
Usually, these are being sold to first-time buyers. A lot of the traffic is coming in from Facebook ads or from some other source where the buyer hasn’t had a huge amount of time to get to know the seller.
If you put yourself in the shoes of this buyer, what would be the biggest question you’d want answered? Probably, “Can I trust this person” and/or “Can I trust that this product works?” This means you’ll need a lot of trust-building sections on your sales page, especially social proof.
When it comes to selling a membership, on the other hand, you need sections on your sales page that clearly show the reader the step-by-step journey you’re taking them on, how that journey is going to get them results, and what kind of ongoing benefit it provides — whether that’s ongoing access to you, ongoing support from a community, or new content being dripped out.
For today’s coffee break, let’s talk about a section you can introduce into any type of sales page that will help you clearly communicate the positioning of your offer and convince your readers to buy it rather than invest in something else.
This section is the offer differentiator. This section will look different depending on what you’re selling, but today I simply want you to make sure each of your sales pages has a clear offer differentiator.
This section is basically emphasizing why your offer is different from anything else the buyer has purchased or thought about purchasing before. Dive deep into why the offer you’ve created is unique. Once you can clearly communicate this in your sales page, the conversations you have with potential buyers will change in such a positive way.
3 Things to Take Into Consideration if You Want to Write a Sales Page That Converts: The Bottomline
It can be challenging at first to determine what to include on your sales page. But remember, one of the biggest factors to take into consideration before you do anything else is to determine what kind of offer you’re actually selling.
By analyzing what you’re selling, you can gather the next steps and put together a more impactful sales page that’ll answer everything your potential buyer will need to know before saying yes.
I hope these tips help you when it comes to writing a sales page that converts! Be sure to save this post and come back whenever you find yourself unsure on what to include on your sales page.
Thank you for reading!
If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! See you back here in the next post — and remember, I’m rooting for you, always.
For more information about the blog, or other ways you can work with me, check out: www.megantaylor.co
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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