A few months ago, I was struggling with writing a sales page for an upcoming program launch, so I showed my draft to my copywriting mentor and asked his advice.
He scanned the page for about 20 seconds, then said:
“You need more proof. This page should be full of stories and case studies about how your approach works. You need to show the real results people get from using this product.”
I argued that adding more case studies would take up a lot of room on the page. He laughed.
“When I write my own sales pages, highlighting the proof is the most important part,” he said. “If I can show people I can get results, the rest of the copy is almost superfluous.”
I know his advice was a bit of an oversimplification — other elements of copywriting still matter, of course — but now I see better conversions on my sales pages because I implement my mentor’s advice on a regular basis.