Welcome to Part 2 of how to write your first sales page. No complex formulas. No fancy copywriting frameworks. Just the truth.
If you missed Part 1, check it out right here.
Now, back to our key questions. The answers to the following questions should make it into your sales page, regardless of what you’re selling. Let’s get into it.
What evidence do you have to show your solution works?
You need to give potential customers some proof that you’re great at what you do. Use testimonials from past or current customers (with their permission) in several spots on your sales page.
For example, we love this testimonial about We Should All Be Millionaires: The Club, from lawyer and entrepreneur, Rosezena Pierce-Williams: “I've been a Hello Seven client since Dec 2018. In Dec. 2018 I was at $250k. In 2019 I hit $500k. In 2020 we hit 1.6M. Join the damn Club.”
What do you want the person reading this page to DO?
Do you want them to buy your product or service right now? To book a discovery call with you? To sign up for your waitlist? Pick ONE action you need them to take. Then turn that into a button. And slap that button all over your page.
In our case, we want folks to do one thing: Join The Club.
How does your solution work, and how much will it cost?
These are the basic facts people need to know before they buy. How will it work? What do they have to commit to? How much will it cost, and are there payment options? Etc. Etc.
Follow our step-by-step success path — we clearly lay out the money moves you need to make, so you can roll up your sleeves, show up consistently, and be brave enough to put in the work.
If you follow our framework, you will stop spending so much of your time and energy thinking about all the ways you can divide your paycheck, and you will start earning more money.
The Club costs $295 a month, or a one-time payment of $2995 a year (save $545).
What questions do people often have before purchasing your product or service?
Turn these into an FAQ section at the bottom of the page.
For example, we’ve had a lot of folks ask if The Club is for women only, so we address that in the very first FAQ on our list: All gender identities are welcome here. It’s true that there are many women in The Club, but ultimately, we serve all members of marginalized communities. The important thing is that you love what we’re doing here and want to be in community with us.
Take your time to answer these questions thoughtfully and honestly, maybe as you sip some afternoon coffee or tea.
Get all your answers into a doc, and then play around. Sculpt. Smooth. Shape. Just make sure the answers to all these questions make it to your sales page.
So, now we’ve gone over WHAT you need to say.
But before you go, let’s talk about HOW you need to say it.
First off, my basic advice is this: write like your customers talk. The most convincing words on a page are the ones that customers use themselves.
If you’re not sure where to find those words, start by doing customer research. Read reviews, testimonials, social media posts, etc., to understand how your customers talk about their problem, its solution, and their transformation.
And of course, make sure your language is inclusive. If you’re not sure what that means, check out the Hello Seven Guide To Inclusive Language.
Lastly, avoid jargon. For example, in this article series, I could have talked about your “value proposition,” but instead I talked about problems and solutions. I could have talked about “social proof,” but instead I talked about evidence that you’re good at what you do. I could have talked about “CTA’s,” but instead I just asked you what you want your customer to do.
It’s very possible that you may know some or all of those terms… but why talk to you like a copywriter when I could just talk to you like a human?
At the end of the day, this is what I want you to remember as you write: you are just a person, talking to another person.
Take that approach when you write your first sales page. No jargon, no nonsense, just the compelling, convincing truth.
Elena LeFevre (she/her/hers)
Hello Seven Lead Copywriter
PS. What did you learn from this article series? Any light bulbs go off for you while reading? Let me know in the comments!