When your sales page isn’t converting the way you need it to, it doesn’t just hurt your bottom line – it can cripple your confidence as a writer and make you doubt your future as a marketer.
On top of that, the frustration of having to rewrite underperforming copy can make copywriting seem like a tedious chore instead of the enjoyable exercise in persuasion it’s meant to be.
Fortunately, there are simple (but powerful) ways to write highly effective copy the first time – copy that gets readers emotionally invested and ready to click that “Add to Cart” button.
Read the next few paragraphs, and you’ll have a step-by-step, can’t miss foundation that will make your next sales letter a whole lot easier to write.
1. Get in touch with the pain your reader brings to the table
Features aren’t what sell your product – solution-oriented benefits are. You know, the kind of things that say “That thing that’s keeping you up at night? This will fix it.” Before you even begin to try and impress your readers with how incredible your offer is, you’ve got to establish situational relevance with them.
You absolutely must get yourself in tune with the pain points that are bringing them to a buying decision. Why are they searching for the kind of thing you’re writing about? What’s holding them back, causing them stress, or making them break out into a cold sweat?
Take the time to step into your future customer’s shoes and get a sense of what they’re feeling. What are the most important pain points that they care about, the ones that make them say “If only this could be taken care of, I’d buy that solution in a heartbeat?”
Then you can begin framing your product not as “impressive,” but as “the thing that makes their pain go away.”
2. Understand their frustration with “so far” and “out there.”
Chances are, your reader has tried to find a solution on their own. They may have tried everything and seen no meaningful result – or worse yet, they could have seen their efforts blow up in their face. This is the “so far” element you have to look into (and if you’ve already stepped into your customer’s shoes, you’ll probably have an idea of how this could play out).
This is your chance to think about how your product or service can work for them, even if they’ve failed “so far.” Consider how you’re going to position what you’re selling as a way to make sure those mistakes don’t happen in the past. This time, it’s different. Why? It’s your job to figure that out and express it.
The same goes for the “out there.” Your customers may be feeling frustrated that others have it easier in terms of having this problem solved, because other people are smarter, or more established, or naturally have the deck stacked in their favor. There’s a lot of “if only I had what they have …” thinking going on in your customer’s head, and if you can demonstrate how your offer closes the gap, then you’re halfway to the sale.
3. Step them into their “Dream Situation”
Once your reader understands that your offering might just be what helps them get away from their pain and frustration, it’s time to take them a step further. Envision what your customer’s perfect outcome would look like as they use your product or service. What problems go away? What new opportunities appear? What changes happen in their life?
People don’t buy products – they buy outcomes. Look closely at the outcomes that your offer can produce for your customers and help them see themselves there. Phrases like “Imagine if …” and “Just think of when …” contain powerful words.
Let them taste their future, and craft your sentences in such a way that they can immerse themselves in the feeling of being there. When you do this part right, you’ve helped them vividly see how your solution can move them away from pain and frustration and toward their desired outcome.
4. Close the deal with an “Ideal Solution”
By this time your reader is excited at the prospect of making their outcome happen – and now’s your chance to position your product as a slam-dunk solution. This is where you bring the features of your offer into play, stepping them through the specifics of why what you’re offering is perfectly suited to helping them achieve that desired outcome.
Maybe it’s the format you’re delivering it in – audio, video and PDFs are a great way to guarantee hitting the top learning modalities customers want. Maybe there’s one-on-one consulting tied into the offer, or a Third Tribe-style online community … or maybe it’s all of this.
Since your customer’s shoes are still on, think about how your he or she would view the ideal delivery method of your solution. Ask yourself what would make it easier for a customer to tap into the power of your offer, and then make sure it’s worked into your product or service.
Once you’ve done that, all that’s left is communicating just how well-suited your offer is to easing their pain, ending their frustration, and helping them finally get closer to their dream situation.
Use these four steps to make your next sales letter much more powerful
There’s no denying the power of a solid headline and a killer set of opening paragraphs. But the source of that power comes from these four elements – wrap them into the headlines and teaser text at the beginning of your sales letter, and your chances of having readers stick with you to the end go through the roof.
Need proof? No you don’t – because I worked these four steps into the introduction of this very post … and you’re still here.
The question is, where will these four steps take you next. Take a moment in the comments to share which of these points resonated with you the most, and how you can use them to make your next offer more enticing than ever.
About the Author: Dave Navarro is a product launch manager who can’t wait for you to join the 7,000+ people using his free workbooks in the Launch Coach Library (a crowd favorite in the Third Tribe forums).