In today’s post, we’ll explore a sales page section that’s frequently overlooked during the copywriting process: the section where you present your offer and its specific features.
When I use the term “offer”, I’m referring to whatever it is that you’re selling — though keep in mind that there is a lot more that goes into an actual offer, such as the messaging and positioning you use to sell it.
I often see people neglect this feature section of their sales page, usually because it’s considered to be the “easiest” part of the sales page copywriting process. But if this section of your sales page isn’t done correctly, you’re missing out on a huge opportunity to make more sales and effectively communicate why your reader needs your offer.
Let’s explore why the feature section is so important, and how you can use it to properly communicate your offer with your reader.
Why you can’t just present your offer as a list of features
Most of the time when we sit down to write our sales page, we already have a clear understanding of what our offer is and the specific features it includes. This can make us think that presenting the offer will be a simple process.
But while the features section of your sales page can be the easiest one to write, you shouldn’t just list out all of the features your offer has without going into detail.
Your offer presentation shouldn’t be like an ingredients list. If it is, you’re doing yourself a huge disservice. Instead, we want to communicate all of the love and effort that you’ve put into creating your offer! Your reader should know these details.
You’ll naturally make more sales if you can clearly communicate to the reader what they’ll get when investing in your offer and, most importantly, why it should matter to them. Help them see that your offer has created the solution to their problem.
When you just list out the features without going in-depth, this doesn’t give them any indication of how the offer will deliver the transformation they’re looking for. This is when your sales pitch will fall flat.
What will happen if you overlook this section?
When you don’t give this presentation section the attention it deserves, two things will happen:
– You’ll attract people who don’t care about the deliverables and only care about the transformation. Of course, we want our buyers to care about the transformation. At the end of the day, the results they get are the most important part of your offer. However, it’s also important that your buyers understand the necessary work to achieve that transformation.
If you don’t do a good job of explaining the tangible aspects of your offer, you’re failing to communicate the expectations. This could lead to you having a large number of buyers who might be unwilling to do what is needed to get to the transformation — simply because they weren’t aware of the work involved.
This is all a byproduct of you not being clear about the work they need to do to get there. We can’t just simply sell to people based solely on the transformation. We need to be transparent about the work and effort involved to achieve this transformation.
– You could lose buyers. There is a huge group of people that need to know exactly what your offer entails and the process to get to the desired transformation before they’ll click “buy.” If you don’t provide details they’re seeking, chances are that they’ll leave your sales page and shop elsewhere.
When we’re thinking about a high or low ticket offer we want to keep in mind how price-conscious our buyers are. Regardless of what we’re selling, there’s people in the audience who want to compare what they’re getting and the value of that to the price they’re paying. Be sure to give them enough information so they can weigh that decision.
What is the value of your offer?
The key to making your offer presentation section effective is to give enough details to show your audience the true value of your offer. This is one of the most common mistakes people make when they write a sales page: they don’t communicate the value of the features within their offer.
One of the easiest ways to fix this mistake is to stop focusing on the what and start talking about the why. Once you can identify why you’ve designed your offer the way you have, you can then communicate why each feature is important to the transformation.
You created this offer for a purpose and you have specific intentions for whatever you’re selling. So be sure to communicate all of that to your reader on the sales page. They can’t read your mind when it comes to understanding your offer’s value.
Talk about why you decided to include each feature, how it facilitates the transformation, etc.
We have to stop assuming the readers know the answers to these questions. Make sure to break it down for them even if it seems obvious to you. Your audience needs to see what they’re getting into before they buy.
For today’s coffee break exercise, I want you to pull up the sales page for the offer you’re currently trying to sell and scroll down to the features section.
For every feature that you have listed, I want you to ask yourself why you chose to include this specific feature and what transformation it’s going to provide your audience. Once you have the answer, add it to your description.
One of the easiest ways to add this into your description is by using the phrase “so that you can” at the end of each feature. For example, you might say “In module 1, you’ll learn all about how to reframe your limiting beliefs so that you can go after your goals with more confidence.”
This simple change to your sales copy will make a huge difference when it comes to landing sales.
How to Effectively Present Your Offers on Your Sales Page to Increase Conversions: The Bottomline
If you’re overlooking the features section of your sales copy, I hope that this post brought a lot of guidance and action steps you can take to utilize it most effectively.
If you can give your audience more detail and information about why and how your offer will directly benefit them, you will be able to increase your conversion rates.
A large majority of readers need to know what they’re getting into when they go to buy and they need to know the value of the offer they’re investing in. So, don’t leave it up to the reader to try and decipher. Take control of the value your offer provides and communicate that to your audience.
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.
You can grab the Membership Sales Page Copy Template here!
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.
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