I could keep listing all the containers that make for a money-making sales page but I won’t because none of that matters (seriously) if your sales page is void of this one crucial thing…
Most sales page outlines are marketer driven versus buyer driven.
Think about that for a minute…
Virtually every sales page outline is constructed to feature the offer, the company and/or the marketer.
The only real “appearance” the buyer makes is when discussing pain points and painting a future life picture. But once you’ve listed 1-3 points of pain, and featured 1-3 “imagine if” scenarios, where else does your buyer feel seen and heard on the page?
It’s why so many tiny businesses get hung up writing copy - no one is teaching you how to relate everything you write back to your buyer in a meaningful non-salesy way.
What if headlines were easier to generate when they’re framed in story?
What if benefit bullets were easier to write when they tell part of a longer tale?
What if instead of talking about pain points like a radio ad from the 50’s you wrote conversationally and went beyond pain and to the root of your peoples real problems?
And one more what if…
What if you designed your entire brand around story but not just your story, your buyers story?
You can you know.
It requires a shift in mindset from that of just another marketer to that of trusted ally.
Here’s how you do that:
Every one of the steps I’ve outlined above is focused on the buyer, their story and their journey. And, it just so happens that each step is crucial to developing a brand and marketing (including sales pages) that is inclusive, empathetic and stands for something more than fanfare.
Develop your brand around these five principles and you’ll not only have a stand out brand, you’ll have a brand that gets inside people…inside their heads, inside their hearts - and because your sales pages will read like a personal letter from a trusted friend - inside their wallets.
If we were lounging side-by-side at the Catskills, we’d bond over fruity drinks with pink umbrellas and then exchange emails on the back of a ring stained coaster. (HOW FAB IS THAT?!)
THE BAD NEWS? We’re all out of coasters. The good news? We can still become email pen-pals. Yay! My email is email@example.com. What’s yours?
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