A great sales page tells a story. The protagonist is the reader. The story starts with where they are today. They have a problem and it’s causing them a lot of pain. That pain isn’t going away until they solve their problem.
Then they meet someone on your page, a guide who has been there before. They look and sound like the reader, just further along the journey. They’ve experienced the same problem, the same pain. Then they found a solution to that problem, your product. Like you are now, they were sceptical at first and there were all sorts of reasons why they doubted it would solve the problem.
But, despite the scepticism, they decided to give your product a go. It worked, and now their problem is solved. Life is now fantastic and, without this problem they experienced, they can thrive. You, the protagonist, can now thrive too.
The story now moves from the guide back to the protagonist. They address the risk, the concern that this solution might not work. The sales page presents features or offers that address the risk. It reiterates how painful the problem currently is and how great life would be without it. You can try the solution, our product, with zero exposure to risk.
A good story engages a reader, particularly when he can see himself as the protagonist. The key to a good sales page is to identify the protagonist. A bland character, one diluted in an attempt to cover multiple audiences, doesn’t work. You need to know your protagonist to create an engaging story for that person.
Once you know the person, you can use language that they would use to describe their problem. Social media, blogs and forums help you tap into what your audience says and how they say it. Their language is openly available online. When you describe a problem as the protagonist would, he has the sensation that you know him intimately. That’s persuasive.
Once you’ve laid the story’s foundations, you need to introduce the guide. The guide is a person that is very much like your protagonist. If you’re selling services to marketers working in large organisations, the guide should be a marketer from a large organisation. This helps add credibility and allows the reader to relate to the guide.
The guide, either in video or written format, will explain the problems they faced and how debilitating it was to do their job. This reinforces that they understand the reader’s predicament. Then they explain how they were introduced to your product. They were sceptical at first, just as the reader is at this moment, but they tried the product and it solved their problem. Now, as the guide, having completed the journey, they can describe how wonderful life is to be rid of the problem.
The whole way through this narrative, the story is told from the perspective of the reader and the moment that they are in now. But, it gives them a glimpse into a new future with your product in it.
When you end with the guarantee that removes any risk from trying the product, you make it easier to say ‘yes’ than ‘no’. That could be a money back guarantee or a trial.
The aim is to craft a story that takes the reader from the top of the page to the bottom, with the final action to complete their details and order the product or register an enquiry.
Most sales pages lead to nothing
Most sales pages don’t lead to a sale because little thought is put behind the reader they’re created for. They tend to layout features and facts that support their product, together with multiple action points (clicks to view different pages). If you don’t identify your reader is and create a narrative that draws them down the page to one desired action, they won’t take the desired action.
Other sales pages are too broad. When you target multiple reader groups with the same page, can’t build a custom narrative. If you have different customer groups, you need different sales pages for each.