Hi George,
Daniel Scocco here, and this is the Daily Blog Tips newsletter.
Last week I talked about why you should focus on benefits and
not on features when trying to sell something.
Apart from the benefits, though, there are many other sections
that are vital for an effective sales page, they are:
1. Benefits
As I already explained, benefits sell, not features. And since
benefits are what your customer is looking for you should always
start the sales pitch with them.
2. Story
This is the only item which I think is optional, and its use depend
on the type of product you are selling. For instance, if you are
selling an ebook about weight-loss it would be very effective to
include your own weight-loss journey, as this generates empathy and
credibility. If you are selling computer spare parts, on the other
hand, telling stories wouldn't necessary help you.
3. Features
Even if features don't sell, sooner or later on your sales pitch
you'll need to mention them, after all the customer wants to know
exactly what he's getting for his money. The clearer you can make
this section, the better.
4. Testimonials
People don't believe sales pages, they believe other people, and
that's why testimonials are so powerful. Needless to say you should
use real people/customers here, and the more descriptive you can be
about the testimonials (e.g., who are those people, what are their
names, etc) the better.
5. Money Back Guarantee
In my opinion pretty much all products that are sold online should
have a money back guarantee. That's because the customer can't
examine the product before buying it (like he would with a pair of
shoes on a store, for instance), and because since most products
are digital in nature returning them won't generate any cost. Apart
from giving more security for your potential buyers a money back
guarantee will also ensure that you will only have satisfied
customers around.
6. Questions and Answers
You might not want to display a huge section of questions and
answers on the sales page itself, but you should at least have a
link to your FAQ (frequently asked questions). This section is very
useful because it allows you to remove doubts and concerns of your
potential customers.
7. Call to Action
This is where you will encourage the customer to take action.
Usually it involves the information about the price and a big "Buy
Now" or "Add to Cart" button. Sometimes your call to action might
be different though. For instance, you might ask the customer to
input his email address to send him some free stuff before you give
him a chance to buy the product itself.
On future emails I'll expand on each of these sections, so stay
tuned!
Talk to you next week,
Daniel Scocco
http://www.dailyblogtips.com
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2972 Columbia St. Suite # 8161 - Torrance, CA 90503 - US
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