It’s not enough to have an amazing product to sell… While creating a fantastic original product is fundamental to making money online, it’s difficult to get anywhere without actually selling potential customers on that product. In order to do this, a powerful sales page is not only helpful—it is critical! I’ve spent years perfecting the art of creating a sales page that gets my customers’ attention, and gets them to not only click, but buy whatever it is that I’m trying to sell them. Along the way, I’ve found some excellent tools that have made the process of creating a sales page that much easier, and far more streamlined. I’m going to go over those tools in a moment… Before I do, though, I want to explain what a sales page is, and stress the importance of having an outstanding sales page to ensure the maximum amount of sales possible. Trust me…I wouldn’t be where I am today without knowing how to put together a sales page that gets customers excited, and makes it irresistible for them to click on the offer… I’m getting ahead of myself… Before I go over the tools that can make anyone a pro at creating professional, enticing sales pages, I want to explain what sales pages are in the first place…
What Are Sales Pages?
Sales pages are a fundamental tool for internet marketing. Without them, selling an online product is extraordinarily difficult—if not next to impossible… Customers need to be sold on something—even if they’ve been pre-sold well enough to be excited for the product. Let’s say I have a newsletter, and in that newsletter I suggest a customer checks out a product that I think will change their lives. Once they click a link, they get to a basic checkout page… Unless the customer really needs the product that I am selling, they aren’t going to simply type in their credit card information and click the “purchase” button. Instead, they are going to need to be further sold. Customers can change their mind quickly. They also may be questioning whether a product is right for them or not. This is where sales pages come into play… Once I presell a customer via email, I will send them to a sales page—not a checkout page. There I will have a pitch waiting that takes them from being curious about the product, to feeling like they absolutely need that product in order to improve their lives. The sales page is where the real pitch is made. This is where a customer is drawn in, and all of their concerns are laid to rest. Sales pages also excite the customer, and confirm their decision to purchase whatever it is that is being sold. If I am selling an eBook on how to train a dog, for instance, my sales page will convince them that my system is the absolute easiest and best way for them to train their dog to be obedient, friendly and loyal. By the time I finish my pitch, they’ll already be reaching for their wallet!
Selling the Offer
One a customer gets to a sales page, they need to be sold. There are actually a few different ways to do this… Which method will really depend on the offer. I know that, personally, I use a mix of these different sales methods to sell a variety of different products. It’s also important to consider the costs of these different sales methods. Some are going to be more expensive than others. Here are 3 sales methods that can be used on a sales page to get a customer excited, and essentially close the sale…
1. VSL (Video Sales Letter)
A VSL (Video Sales Letter) is a sales method that involves having a video on the sales page for the customer to watch to get them even more excited about the product that is being sold. These are very popular, and extremely effective—if they are well-produced. A VSL can be long or short depending on the product and the pitch. However long they are, they are intended to get the customer’s attention, and build up their excitement exponentially until they are so excited that they can’t help but purchase the product. These videos often cannot be paused or skipped—encouraging the customer to stick around to the end of the video. The video will generally tell a story, and take the customer through an emotional journey that hits all of their pain points. At the end of the video is the final pitch, and the call-to-action. I love VSLs because they are visually appealing, and they are easy for a customer to take in. Instead of reading or taking any action, they simply watch the video until they are ready to click. Keep in mind that there is an art to writing a VSL. Because of this, it’s important to be an amazing copywriter, or to hire a copywriter that can write a persuasive and engaging script. If the product being sold is something that lends well to visuals, a VSL is an excellent choice. Going with the dog training example from earlier, if you are selling an eBook on dog training, the video can show the journey of an unruly dog that eventually becomes well-trained. VSLs are a great tool for mid-ticket offers, such as offers between $97 and $700.
2. WSL (Written Sales Letter)
A WSL (Written Sales Letter) is another excellent sales method that involves text instead of video to sell a product. These are often used for products that are a little lower in price. Keep in mind with a WSL that the customer must be engaged throughout the entire letter to buy. Because of this, excellent copy must be used. The customer needs to want to keep reading, and the letter needs to build up their excitement until they are ready to click the “BUY NOW,” button at the end. The WSL should target the intended audience in a way that speaks directly to them. If the ad campaign is going the way it is supposed to, there should be plenty of great leads that match the product that is being sold. The WSL is simply closing the deal. I personally use WSLs for products that range anywhere from $1 to $97. Although I can write my own copy, some people may want to hire a copywriter, or take advantage of the training that we provide at Lurn. We’ve successfully taught many entrepreneurs how to write amazing sales copy, for both VSLs and WSLs. DON’T try to write a WSL if you don’t know what you’re doing. You’ll end up wasting time, and wasting great leads that may have purchased the product with better copy. Instead, hire someone, or take courses (like the ones we provide at Lurn) that help to ensure the best copy possible.
The last sales method that can be used to sell a product or service is a webinar. A webinar is a seminar that is done online with a smaller audience. These seminars are LIVE, and are often two or three hours long. Webinars are particularly useful for high-ticket items, as they allow marketers to directly connect with their audience in order to sell their product. Because of this direct connection, I would suggest keeping a webinar relatively small. It’s important that each customer feels engaged, and like they are part of something private and special. Personally, I like to use webinars to sell products that are at least $700. This is because I know that a webinar is going to take time out of my day, and I want only the most qualified people on the call. Part of signing people up for a webinar is driving highly qualified traffic, which may involve spending a little more money on advertising. Still, these customers will be more likely to buy, making it worth the cost. A great way to boost sales during a webinar is to retarget customers that have already purchased in the past. These warm customers will already know whom it is that they are purchasing from, and will be much more likely to purchase a higher ticket item (since they’ve already purchased a lower ticket item before). Even for a webinar, a great sales page is needed with engaging copy. Still, in this situation, the purpose of the sales page is to get them to the webinar—instead of selling them directly.
Sales Pages Are Right for ANY Kind of Business
Sales pages aren’t just for eBooks and courses. Anything can be sold through a sales page, in just about any niche imaginable. Whether they are physical or digital, a sales page can help to pre-sell any variety of products. I’ve helped clients to set up sales pages for their eCommerce businesses, and I’ve helped clients to set up sales pages for their online courses. I’ve also helped others to sell—and personally sold—products in a variety of niches, including:
- Pet Training
- Digital Publishing
- And more
No matter what your business is, and no matter what you sell, your business can benefit from a sales pages.
Tools to Create Your Sales Page
Now that I’ve gone over why sales pages are so important, it’s time to take a look at a few different tools that can be used to build a beautiful and streamlined sales page, easily. These tools can help to create sales pages for any business in any niche, and they are so easy to use that most people can create a page in no time. I want to start with one of my favorite resources, that I recommend very highly…
ClickFunnels is an industry standard when it comes to creating sales pages. This is because it’s efficient, reliable and easy to use. With only a few clicks, ClickFunnels users are able to set up a beautiful sales page that draws customers in, and keeps their attention. On top of that, ClickFunnels makes it extraordinarily simple to set up a full funnel. This means a customer is taken all the way through the sales funnel with one powerful resource. It’s incredible how streamlined the process is. With ClickFunnels, there is also an incredible amount of customization. Making changes to the page is simple and intuitive, allowing for full customization without a huge learning curve. On top of all of this, ClickFunnels makes split testing a breeze. Split testing is extremely important for any sales page. Even with excellent copy, there may be some small changes that can significantly boost sales. Because of this, it’s important to be able to split test, and track the results. ClickFunnels allows you to run multiple sales pages simultaneously, allowing a user to see which pages are performing better. From there, more adjustments can be made until the user creates the perfect sales page. The only real downside to ClickFunnels is the cost. The basic package costs $97 per month, and includes: 20 funnels, 100 pages, 3 domains and more. For a beginner, this is perfect. I know that, personally, this isn’t enough for me. That’s why I opt for the Etison Suite. With this package, ClickFunnels users have unlimited access, and can build as many funnels and pages as they’d like. Since I am always running a variety of campaigns, this is the right package for me. Still, I understand that a lot of people are on a budget and—frankly—don’t need the full suite. Still, cost is a factor to consider, and for people on a budget, ClickFunnels may not be the right choice. For those that can afford it, though, ClickFunnels is one of the best page builders in the industry and—trust me—it is worth the money!
InstaBuilder is a fantastic page builder that has innovative drag and drop technology, that allows page builders to put together an amazing sales page with relative ease. Although InstaBuilder takes a little work to get the hang of, it’s worth investing the time. A lot of the learning curve comes from the sheer amount of customizable options that InstaBuilder gives its users. Users can add:
- Facebook Comments
- And So Much More
Users can even ad surveys that lead up to their sales page! InstaBuilder also has analytics and even SEO tools…allowing users to get the most of their sales page. On top of being able to create an excellent sales page, InstaBuilder also allows users to string together the perfect sales funnel—with both up and downsells. One of the major advantages that InstaBuilder has over ClickFunnels is how inexpensive it is. The starting price for InstaBuilder is a one-time fee of just $77! The other two options are also one-time fees of $97 for their “unlimited license” plan, and $197 for their “developer license” plan. InstaBuilder gives you a LOT for your dollar.
ProfitBuilder is another excellent sales page builder that allows for an incredible amount of customization at a low cost. There are also a variety of templates available to build an amazing page in vey little time. ProfitBuilder takes pride in their…
- site integration,
- fast load times,
- drag and drop layout
- and simple funnel building.
You can also easily create an eCommerce store. Like with other page builders, ProfitBuilder allows you to track your success, as well as do A/B testing on different pages. One of the biggest advantages that profitBuilder has over its competition is the price. Their most expensive plan that includes 50 personal sites is only a one-time payment of $67.67. That’s absolutely incredible for the amount of value that you get.
Next, there is OptimizePress. OptimizePress allows users to build a variety of different pages—including sales pages—in a simple and intuitive way. They offer over 30 templates, allowing your to find a page that works well for your needs without having to design it from scratch. You can also create membership portals with OptimizePress, which is another bonus. OptimizePress is affordable, with the lowest-priced plan being $97, and the highest-price plan being $297. These are both one-time payments. While OptimizePress is more expensive than other options, it does have a pretty large array of features that help to justify the cost.
Divi Builder by Elegant Themes
Another very simple and streamlined page builder is the Divi Builder by Elegant Themes. Divi Builder has a large selection of customizable themes that all look very professional and sleek. There are even elegant eCommerce store themes that are available—allowing you to set up a fantastic looking eCommerce store with ease. By joining Elegant Themes, users also have access to their opt-in page builder, and more. There are two payment options that you can choose from: A yearly payment of $89 per year, or a lifetime payment of just $249. Make Sure to Have Sales Pages for Your Products and Services! There are many different resources that can be used to build a sales page, but no matter which one you choose, it’s important for you to understand the necessity of having a sales page to boost your sales. These pages help to sell your product in an automated way, so that you don’t have to be out there constantly hustling. Instead, you can run effective ads that drive traffic to your sales pages, which in turn convert customers and make you money. If you would like some help with driving traffic, building a sales page and/or writing the copy for your page, let us know. Lurn has amazing training courses designed to teach you everything that you need to know about creating high-converting copy on a stunning sales page, that is sure to increase your conversion. We’ll also help you to write compelling ads that will land your customers on your sales page in the first place! Increase your sales and make more money with the help of powerful sales pages.