Read Part 1 here where I break down your Product Name + Tagline + Big Promise.
Read Part 2 here where I delve in to Guarantees/Refund Policies + YOUR ethical stance on these plus Testimonials.
Read Part 3 here where I break why using Scarcity or Urgency to make your clients buy NOW rather than "next week" is som important.
Read Part 4 here where I help you craft your Introduction and your version of the "Promised Land" without being dull.
Read Part 5 here where I help you craft your FAQ and get rid of the people who are a bad, bad fit & will drag you down!
Today is the final part and there's some tough stuff - but you should already have thrashed out the answers mentally and over the last few steps of creation so it shouldn't be that bad. If you'd STARTED with this bit, it could really have led to you thinking "wtf am I gonna say?" and then you get stuck.
But look at how far you've come already - nearly an entire sales page and now we just need to take care of 2 more bits.
Crafting the Benefits Section For Your Sales Page
OK, so you've already introduced the problem, shown empathy and shown that you know the transformation is tough - but that you've figured it out and you can help.
So now is the time to describe the results (benefits) and this can be as simple as - if you're a weight-loss coach for example:
"You'll learn how to STOP EATING AT THE REFRIGERATOR so you can stop feeling OUT OF CONTROL WITH FOOD . This is perfect for WOMEN WHO ARE RUSHED OFF THEIR FEET WITH CHILDCARE & WORK who want to create a HEALTHY & SUSTAINABLE RELATIONSHIP WITH FOOD so you can FINALLY LOSE THOSE 10LBS AND SHOW YOUR DAUGHTERS HOW TO LOVE THEIR BODIES."
Where I've written in caps - this is where you can emphasis the points of what you're offering and what the end point or transformation is going to be and I've called out the specific woman this is perfect for.
So if she's sitting there feeling out of control with her eating, knowing she's not nourishing her body or respecting it the way she should and is feeling basically "burned out" with food and is worried about the impact of disordered eating upon her children... then she's reading and nodding and saying "yep, yep, oh God, yep"!
That is - they work with you, they stop eating standing up with the fridge door open, they learn how to manage their food better, lose a few lbs and more importantly - show their children what a healthy relationship with food looks like.
Although that does pull on the "guilt factors" a little in terms of "eek, if I don't do this I'm gonna trash my children" - listen up mothers - we're ALL trashing our children, day-in, day-out! I got told off this morning for asking my youngest to wear a coat... it's snowing! 🙄😂
Within this section you can use some really powerful words which lead to your potential client feeling stronger about the issue before they've even started with you - great to have motivated + enthusiastic clients right!?
What I mean by powerful words (verbs), are words you'll often see on sales pages, on commercials or any type of media which is selling something - for example if you look at one of my sales pages I'll often use words such as JUMPSTART, KICKSTART, MASTER, etc. All of these lend to both an element of control + genuine & tangible transformation.
Crafting the Features Section For Your Sales Page
The features are the nuts & bones of how you're going to be delivering the solution.
This could be a digital download/self-study course/weekly group coaching/1:1 work/consultancy/whatever - the point is, you're going to give an overview of how it is your brilliance is going to be delivered... but WITHOUT saying "we're going to jump on a Zoom call every Tuesday night at 8pm PST".
That's too much detail and people aren't really interested in the actual ins & outs (you could always pop that in the FAQ and say you work to a PST timetable for example) - and unfortunately if you "blind them with science", then you're giving them an easy "out" if they think "oooh, Tuesday evenings are difficult because I'm always watching [X] on AMC!". 😉
Right! You've done it! If you've followed this series of 6 blogs then you will now have all the tools to create your own sales and you can hit that PUBLISH button!
And... you're probably gonna be reading that sales page as you prepare dinner for your family and be thinking "wtf? typo, typo, typo, that doesn't make sense, I could've written that better".
Screenshot any areas you feel are "wrong" or could do with improvement and email them to your work address to deal with next time you log on.
Don't you dare pull the plug on the page. Nobody gets it perfect right away and it will always be a work in progress - but you have to start and you can tweak a word every single day for a month - doesn't matter. Point is, you need to hit publish and start making sales!
If you'd rather I do it for you - then you can work with me here: ROCK SOLID SALES SYSTEM