Long-form sales pages continue to be an integral part of the conversion process. Marketers understand that short, succinct sales copy is often not enough to persuade the customer to buy.

It’s not just the quantity of your content that matters. The most important aspect of sales copy comes down to how the content is organized.

If your content has no structure, then nobody is going to want to read it. This article will explain how to write sales copy that generates maximum conversions.

Write From the Customer’s Perspective

This is arguably the most overlooked skill in marketing. When writing a sales page, you need to put yourself in the shoes of your ideal customer. Do your due diligence and figure out how your customer thinks and what they ultimately need. Before you start writing, answer these questions:

  1. What is the primary goal of your customer?
  2. What obstacles are preventing them from reaching this goal?
  3. What are the frustrations they encounter when pursuing this goal?
  4. How would their life change if they were able to achieve this goal?

Although you are positioned as the expert, you need to answer these questions before you start writing your sales letter. If you haven’t done your research, then you can’t speak to the core benefits that your reader is looking to glean. To write persuasive copy that converts, you need to understand how to best serve your audience.

Headline

The headline is the important aspect of your sales page. If your headline doesn’t captivate your reader, then it won’t matter how good your body is. Here are some proven tips that you can use to create better headlines that command attention:

  1. Write your headlines with font that’s big and bold.
  2. Use succinct language that speaks to the specific benefits and desires of your reader.
  3. Use specific numbers and data in your headlines.
  4. Create headlines that are clear and concise to your reader. If they are confused about your copy, then you need to re-write it.
  5. Refrain from using your brand name in the headline. Remember, your sales copy is about your customer, not you!

These five techniques will help increase the response rates on your sales pages. Always take the time to test different headlines in your copy. A basic headline modification can make a profound difference in your conversions.

Sub-headline

Every compelling headline is followed by a sub-headline. The sub-headline’s purpose is to expand on the tantalizing benefits of the initial headline.

Often times, your readers will skim through your sales page and just read the sub-headlines. In general, you want to follow similar principles when creating your sub-headlines. Focus on the interests and benefits of your readers and avoid using ambiguous language.

The sub-headline should include slightly smaller font than the headline. They should make complement one another and make sense as a whole, and be positioned within close proximity of each other.

Body Copy

You’ve hooked your reader with your headlines, and now it’s time to explain why they should buy from you. Your body copy should expand on your headline and identify the underlying problem.

Introduce The Problem

If you want to create landing page offers that convert, you need to understand the needs and frustrations of your audience. Introduce the main problem in a way to which your customer can relate. Instead of excessively highlighting their emotional pain points, demonstrate that you are aware of the problems with which they’re dealing.

When your reader thinks you are on the same side as them, it will create an element of trust. As they continue to read your body copy, they will perceive you as a credible source and possibly a friend. If they can relate to your story, they might actually trust that you have the solution to their problem.

Overcoming Objections

Once you have identified the major problem, you need to address the objections of your customer. Why should they buy from you? How is your product going to solve their problem? Why should they buy your product today? Why should they trust you? Whether it’s consciously or subconsciously, these are just some of the questions that your reader will be pondering.

Your body copy should address the concerns in your customer’s head. Make it abundantly clear that what they are doing isn’t working for them. If you want them to consider your offer, you need to discredit their current mindset.

Often times, this entails a comparative analysis with your competitors. Make an extensive list of the unique features that distinguish your product from your competition. This will reinforce the fact that you are on their side and can offer them something unique.

The Solution

Now that you’ve introduced the problem and addressed their objections, it’s time to talk about the solution. This is where you will want to expand on how you ultimately discovered what works. Talk about the amount of time, effort, and energy you had to expend on your journey. Emphasize the amount of pain that your customer will endure if they feel compelled to figure this out on their own time.

After telling your story, you’ll want to highlight the different features of your offer. Remember – your customer doesn’t care about your product. Instead, they are looking to consume digestible content that will provide fast results. Talk about the overall ease-of-use of your product. Point out how different their life will be when they get their hands on what you have to offer.

Social Proof

Your customer might think that your product works, but they need to believe it will work for them. Mention your own credentials, and explain that you’re a credible source that can be trusted. Then, showcase as many testimonials as you possibly can.

Call To Action

Don’t assume that your prospect is going to automatically take the next step. If they have read this far, you need to provide an explicit call to action (see an example on this landing page analysis) for them to purchase your product.

Give clear, step-by-step instructions on how to access your product. Make it so simple and straightforward that a 10-year-old would understand what to do next.

Justify your price point by valuing each module and bonus that’s included in your product. Make your customer aware that your competition may be charging more than you. This will only enhance the perceived value of your offer.

The last step for your call-to-action is to remove all the risk from your customer. Give them a strong guarantee and be transparent about your refund policy. For general best practices, offer a 60-90 day money-back guarantee on your sales page.

This formula has proven to be effective with both long-form sales pages and video sales pages. I can (almost) guarantee that the five steps above will help you write powerful, compelling sales copy that really converts.

Have other strategies that you use in your sales copy? Leave a comment or feedback and start a conversation.