Many of the solo professionals whom I coach are people who offer
services. They're coaches, consultants, creatives. And many of them are
also beginning to sell information products on their Web sites. They're
smart to offer a lower-priced alternative to hiring them, and to sell a
product that can gain them passive income.
But here's the problem:
I see many of them trying to sell their e-book, tutorial, etc. on a
regular Web page. They list a paragraph about the info-product and give
the price, and they expect a slew of sales.
Wrong.
You need a special sales page that has a "slippery slope" sales letter.
Remember
that game Chutes & Ladders? If you landed on a space that had a
chute on it, you just went down, Baby. No turning back. That's how your
sales letter should be - a "slippery slope" that pulls in the reader
because it's so compelling and interesting.
Here's a basic outline
of the 13 elements you want to include. To see an example of them all
in action, visit MY own sales page at [http://www.boostbizezine.com].
1. Limit your navigation.
The
visitor should not be distracted by links that take her to your bio,
other products, etc. The idea is to keep her on this page, reading your
copy and leading her to order. So on this page, only have navigation
that relates to the product (e.g. FAQs, 0rder n0w).
2. Give a powerful headline.
Your
headline can make or break your sales. If it's not compelling, your
visitor will click away. Here's an easy headline formula: "How to
_________ So You Can ____________." Make sure the 2nd part gives a big
benefit, for example, "double your business" or "gain peace of mind."
3. Discuss the problem the prospect has, or incorporate your own story.
Marketers
call this "pushing the 'ouch' button." First discuss the problem or
pain that the reader has, and then lead in to how your product will
solve it. Or share your own failure-to-success story that the reader can
empathize with.
4. Tell us who you are.
If I'm going to buy
your stuff, I'd like to know why you're qualified to write about this
topic. Give me the feeling that you've learned a lot about this topic
and want to share it with me.
Even add a picture of yourself and
an audio greeting, like I did. These help the reader instantly feel like
she knows you better, increasing the "trust factor." And people buy
from those they feel they know, like, and trust!
5. Use bullets like mini headlines.
Lay
out everything I'll get from your product. Don't just list your table
of contents verbatim! Turn each point into an exciting secret. For
example, suppose your e-book features 5 tips on how to save money on
groceries. That bullet could read, "Revealed: 5 ways you can save
hundreds of dollars on your monthly grocery bill."
6. List plenty of testimonials.
Show
your prospects they won't be the first to buy. It's more effective to
weave-in testimonials throughout your sales letter than to have a
separate section for them. Give each person's full name and Web address,
and for extra power, post their photo and an audio testimonial as well.
7. Tell us why your product is such a great value.
How
does the price of your product compare if I hired you one-on-one? For
example, your manual is a great value at $49 if an hour consultation
with you would run me $250.
8. Throw in a few great bonuses.
Offer
special bonuses (preferably created by you) that are so good you could
sell them alone if you wanted to. It could be a list of resources, a
collection of articles, extra tips on a certain subject, or a free
consu1tation.
9. Give an unconditional guarantee.
This puts
your prospect at ease, giving her no reason to NOT buy. A few turkeys
will take advantage of your generosity, but the amount of sales you GAIN
from this strategy dramatically outweighs the risk.
10. Request immediate action by having a limited time offer.
Some
sales pages use trick scripts to make it seem like the offer always
ends on that day at midnight, but I find these insulting. If you really
will be raising your price soon (and you always should be), list the
exact date and stick to it. Otherwise just say it's an introductory,
limited-time offer.
11. Make it ABSURDLY CLEAR what to do next.
Nothing
bothers me more than when I'm at a Web site, I have my credit card
ready, and I can't find the $%#@& order link! Make your order
process idiot-proof. Example: "Cl1ck below to 0rder n0w on our secure
server." Also sprinkle in order links throughout your page -- some
people will be ready to buy before they get to the bottom.
12. Make one last plea.
In
your P.S., right after your signature, emphasize that I should act now.
For example, "Don't miss out on this great 0pportunity. Remember, you
can buy n0w and change your mind at anytime."
13. Don't forget your contact information!
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