Today I am going to teach you how to write a simple sales copy. I will also share with you my 11-point framework, and take you through the steps on how to write copy for your sales page. The purpose of a sales page is to spell out what the exact offer is in order to inspire a client to buy. If you want to learn effective copywriting and apply it to your own sales page, this is for you.
Write Effective And Persuasive Sales Copy For Your Page
The Opt-In Page
Before anything else, let’s talk about the opt-in page. This is one of the first things that you have to create for your funnel. Your opt-in page gives away your free gift.
I’ll illustrate how this works. Let’s say somebody was coming through my seminar funnel. For instance, they encounter my content through Facebook or LinkedIn. They click on it, and then they find themselves on my opt-in page. Here, I offer my free gift, which is usually a downloadable PDF. So now they’re faced with a decision of whether to opt-in or not.
Eventually, they decide to opt-in. They input their email address to download the content I’m offering for free. As they wait for the confirmation that it has arrived in their inbox, they are splashed through my sales page.
Step #1: Acknowledge The Previous Action
So now that we’re on the sales page, let’s talk about the first step in writing a sales copy. To give you a clear illustration, I will be referring to my own sales page for the Book More Stages product as an example.
At the top of my sales page, I have an acknowledgment message. First, I say, “Your free training will be in your inbox shortly.” This is a generic message that will go well with any content you might have as a free gift.
And then I address the potential client by saying, “As a valued subscriber…” This is phrased because once they give their email address, the potential client already becomes one of my subscribers.
After that I say, “I’d like to do something special for you, so here’s an offer with a huge discount!” Notice what I’m doing here. I am acknowledging that the client just took an action. The welcome message itself was the acknowledgment.
The first step in writing a simple sales copy is to acknowledge the previous action. And because the customer is expecting to receive my free gift, I assured them that they will get it. But now my sales page is making an offer. As the customer scrolls down, they should be able to see the kind of offer I have.
This is actually the Product to Millions funnel. Potential customers opt-in for a free gift, and then they are redirected to an offer. But now you are going to learn how to write a copy for the sales page that makes the offer.
Step #2: Introduce The New Offer
— Ted McGrath (@ted_mcgrath) October 22, 2017
After you acknowledge the previous action, the next thing to do is to introduce the new offer or promise. Going back to our example earlier, my welcome message says, “…so here’s an offer with a huge discount!” Here, I’m actually introducing the new offer or the actual promise.
In this case, my new offer is “The Book More Stages Blueprint” for speakers and aspiring speakers. I introduced this through an actual headline. It is a new offer with a promise. So I also put in the promise of this offer: “Discover how to book more stages with ease in 30 days or less so you can build a lucrative speaking career and pack your live events. All while impacting humanity.”
This new offer is actually related to the free gift I offered, which is “The Six Figure Seminar Map.” Because after my clients find out how to put on six-figure seminars, they need to learn how to book more stages. I also made sure to mention who the new offer is for through my headline.
Having the acknowledgment and the introduction of the new offer are super important. They are both critical to creating a great sales page.
Are Sales Videos Necessary?
In my sales page, I have included a sales video that potential clients can watch. But for this purpose, a sales video is actually not necessary. You could still have an entire sales page that sells the product even without it.
But I have one here because I’ve found out that having a sales video actually increases conversions. This is probably because most people tend to prefer a visual presentation. Nonetheless, you can still rock your sales page even without a video.
Step #3: Identify The Target Market
After my sales video, I talk to my potential customer. I do this by identifying who they are: “There’s a Superstar Speaker in the world today, and it’s you.”
It is important to know and identify who your target market is. As an entrepreneur, this will allow you to craft a specific sales message. On the other hand, it will also allow potential customers to figure out if your offer is for them.
Notice in the Book More Stages sales page that I enumerated the characteristics of the “new kind of speaker.” That’s also what I want you to do on your own sales page. Specify who the product is for and describe the characteristics of your ideal client.
But it’s up to you if you want to include this in your copy. I say start simple. Create some bullet points on who your offer is for.
Step #4: Highlight The Problem
The next thing to do is to talk about the problem. After describing my target customer, I kind of repeat the offer: “Today, a newly-released edition of “The Book More Stages Blueprint” has arrived…” I also specified the inclusions in the Blueprint (it’s up to you if you want to go into this detail).
After this, I created a letter-like copy that’s addressed to my target market (“Dear Coach, Speaker, and Expert”). I begin by asking them questions about the kind of speaking career they want. And then, I start highlighting each problem:
- “No more sitting around and waiting for people to discover you” — As a speaker, I remember that when I first started out I also worried about this. I was like, “I’m sitting around. It’s as if I’m the best-kept secret of my field. I’m waiting for people to discover me.”
- “No more hoping that one day you can become a speaker” — When I was 22 years old, I wanted to start speaking. I didn’t make a real career out of it until 10 years later.
- “No more backing off from speaking or selling from the stage” — Before, even when I got offers or opportunities to speak, I doubted myself because I lacked confidence.
Connect With Your Target Market
In my letter, I started off with questions like “Do you want this?” and “Would you like this?” And then I went through some problems that speakers normally deal with.
Remember that potential customers who come to your sales page don’t have it all together. The person who’s reading your sales copy wants to be assured that you understand what their problems are. They also want to know that you can identify with them.
Now, going back to our sales page example. After highlighting the problem, I talk about the results that my customers can get.
Step #5: Share Your Story
Speaking my truth and sharing my story gave me the ultimate freedom. pic.twitter.com/MMoBqpwc13
— Ted McGrath (@ted_mcgrath) October 23, 2017
While I talk about the results, you’ll see on my sales page that I also go into my personal story a little bit. I talk about my first seminar experience, where I got 27 people in the room and sold nothing. And then I share my second seminar where I made six figures in one weekend. Then I reveal, “Do you know how I filled my second seminar with 80 people? By speaking on other people’s stages.”
What I’m doing here is talking about booking more stages. This is the primary offer. Earlier I highlighted the three general problems. And now I’m reinforcing the problem with my own story.
Step #6: Talk About The Possibilities
After sharing my story and how speaking of other people’s stages helped me, I talk about the possibilities. My sales copy says, “But none of this is possible if you don’t get booked on stages now. You need to know it’s entirely realistic and possible to get booked on stages less than 30 days from now.”
So I present the problem to my potential customers, but I also gave them a solution. I can help them get booked on stages. As you can see, my entire letter-like sales copy only consists of the following: the problem, my story, and the results.
- How Much Of Your Personal Story Should You Share?
You could go more in-depth into your personal story. And later you’ll see, further into the “Book More Stages”, sales copy, I share more about myself. This is because I want my copy to come off as personal.
I tell my potential customers about myself because they want to know the person behind the product.
Step #7: Introduce The Three Big Benefits
The next thing I’ll go into is the three big benefits. At this point, my potential customers have read the headline, seen the problem, and read a bit about my personal story. So now they want me to get into it.
They’re asking, “Okay, what am I going to get in “The Book More Stages Blueprint”, that you’re offering?” There are three big benefits to this, with sub-benefits underneath them.
I tell you, if you’re new to this space and you don’t know anything about writing copy, that’s fine. I have no formal training in writing copy either, but this funnel itself brings in 4,000 leads a month. Not bad for a guy who’s never taken a copywriting course. I just understand how to write. I’ve observed how other people do it, and I got the hang of it. You can do the same thing, too.
Going back, here’s how I present my three big benefits: “You need 3 simple tools to succeed in getting booked and making offers.” I phrase them as “tools,” but they’re basically three big things that will help my clients get booked on stages. Remember, that’s the promise.
- Big Benefit #1: Learn How To Book Local And National Stages
Tool (that is, benefit) number one is a three-step formula for booking local and national stages. Do you notice where we are now in the big picture? I am actually already telling potential customers what’s included in “The Book More Stages Blueprint.”
Side note: it’s good to include some images in your sales page as well. Most people like visuals, so that’s something you can take note of.
- Sub-benefit #1
As mentioned earlier, I share more about myself in the sales copy. Potential customers will be privy to my most embarrassing speaking experience. As well as my purpose for pursuing the career I now have.
I use my story to drum up the sub-benefits of the first tool. And then I enumerate what they’ll learn from Tool #1:
- Find and book stages in your local area
- Make free offers from the stage
- Develop relationships with speakers
- Pack your live events by speaking on other people’s stages
- Get booked on international stages
- Fill a seminar room with 100 people every weekend
- Action Points
Now what I want you to do is to write down your product’s first benefit or tool. After that, write down its sub-benefits. You can follow the pattern I just showed you.
The formula is the same for the other two big benefits. So you only need to get a hang of this to be able to form your three big benefits.
- The Importance of Your Story
I think adding your personal story in your sales copy is important. In my Message to Millions course, I talk all about how your story is your message to millions. In fact, I have my own one-man theater show on my life story. Here, I play 15 different characters on stage.
The importance I give to my story is reflected in my sales copy. You can see that I relate it to the product I am selling. This is my way of letting potential customers know that I understand their situation. I’ve been through the same challenges, and I’ve found a solution. Now I am sharing it with them.
- Telling Your Story: Begin With A Call
A great story begins with a call. If you’re going to craft a story for your sales copy, start with the call. Again, let’s take my Book More Stages sales copy as an example.
I began with, “When I was 22 years old I spoke in front of a room full of CPA’s, and completely bombed.” I call readers into the story with the fact that I spoke in front of CPA’s.
- Telling Your Story: Into The Pit
Then I bring readers down into the pit. Every story or hero’s journey has a call. And then they go down into the pit where they hit rock bottom. It leaves the audience wondering how the hero is going to pick themselves up again.
My story’s pit is when I suddenly had a full-body sweat on stage and almost passed out. I thought I would never get on another stage again.
Bringing your clients into your story’s pit is sharing your vulnerability with them. If you’re going to tell a story, you have to be vulnerable with your audience. Personally, I think this makes a big difference in my copy.
And then I continue the story: “I thought money and fame would bring me meaning. Until I discovered that the greatest meaning comes from helping others create meaningful lives.” That’s when I got out of the pit.
- Telling Your Story: The Breakthrough
The breakthrough is this: I became a speaker. Every great story has a breakthrough, and mine happened when I decided to become a speaker.
My story might be similar to what a lot of my clients are going through. By sharing my experiences, I’m showing them that I am also human. I also went into the pit, but I had a breakthrough. And now, I have not only found my life’s meaning. I also have a multi-million dollar speaking business.
After the breakthrough, I show the results to my potential clients.
- The Elements of A Personal Story
You might also be thinking about integrating your life story within your sales copy. In that case, you must take note of the elements that your personal story should have:
- A call
- The Pit
- The search — In my story, this happened when I sought money and fame, thinking they would fulfill me. But I eventually realized that they will never do so
- Results — For me, this is my multi-million dollar speaking business
- Present Truthful Results
Earlier, I talked about my first seminar, which I bombed. Then I had my second seminar where I earned six figures in one weekend. Those are real results.
When you present your results, of course, you want them to be great. But be realistic. Remember that you have to be truthful with your results. This part is important in the sales copy because people want to see them.
Not all results are related to money. It really depends on what you’re offering or selling. The result could be feeling good. It could also be becoming more fulfilled, having a better relationship with your family, or losing weight. It varies from one offer to another.
- Integrate Your Personal Story
Again, the personal story is essential to build your credibility and create your vulnerability to the customer. You can see from my example how easy it is to integrate within your sales copy. Particularly within the big benefits.
By doing this, you are showing your customers that you are a real person. They would get to know you. And they will know that your products are effective.
- Big Benefit #2: The Presentation Formula
Before we get to the second benefit, I’d like to remind you to not let all this copywriting fool you. It’s really simple. You figure out what your three big benefits are. And then break each one down to create the sub-benefits.
So going back, my second tool in “The Book More Stages Blueprint” is the presentation formula. With this, I teach my clients how to captivate their audience with connection and authenticity.
People ask me all the time how I make high-end offers from the stage. It’s true — I actually make $200,000 offers from the stage, and people buy it. One word: presentation.
I have developed the most comprehensive presentation formula in the business. And one of the most important aspects of masterful presentation is the story.
- Sub-benefit #2
In the presentation formula, I will help my clients create their brand story. I will also help them create their personal story. Aside from those, I will show them how to utilize client case stories for their presentation.
And it’s not just their story I’m going to help them with. My clients will also learn how to find their message, and create great content.
As you can see, we are still following the framework. There are three big benefits, and then expounded sub-benefits. It’s up to you to fill out the content, but this is the structure you can follow.
- Big Benefit #3: Learn Fundamental Sales Skills
Now we go to the third tool. Through “The Book More Stages Blueprint,” my customers will learn fundamental sales skills. I will share my selling techniques with them. And they can use these for their offline and online marketing.
- Sub-benefit #3
Here, I go in-depth into the specific sales skills my customers will learn. They are the following:
- How to regularly inspire 30% of the room
- How to make three powerful calls to action
- The secret to supreme confidence while making your offer
There you go. Those are the three big benefits, or tools, and their sub-benefits. The structure remains the same for all three points, so it’s easy to follow.
Step #8: Include Client Case Stories
— Ted McGrath (@ted_mcgrath) October 23, 2017
If you’ll notice on my sales page, my offer and pricing pop up strategically. Sometimes after the three big benefits, people are ready to purchase the product. But what if they’re not yet ready, or they want to learn more?
Well, then we go to the next part of writing a great sales page: the case stories of client results.
I’ve already shared my story and how the Book More Stages program worked for me. Now potential customers want to know who else are getting results. This is where my clients’ stories come in.
I call them “case stories” because they’re not exactly testimonials. They’re real stories of people’s lives, and that’s important to know.
- The Headline And Client Case Stories
To introduce my client case stories, I start off with a headline: “Meet my clients who have six- and seven-figure speaking businesses. And some of them were petrified to sell from the stage.”
You’ll be able to see in my sales page that I have photos of my clients, along with a quote from them. You can also watch videos of my clients where they share their stories.
I’d say two to three case stories are sufficient for a sales page.
- What If You Don’t Have Real Results From Clients Yet?
If you are new to this business, or you don’t have a lot of clients yet, don’t let it stop you. You can ask somebody credible to give a testimony on your character. Or ask a client who’s currently undergoing your program to share their journey so far.
You don’t have to focus on results per se. You can have a character testimonial instead. And you can get those from credible people who have worked with you in the past.
Step #9: Establish The Program’s Value
Next, we’re going to build on the value of the program. There is actually a difference between value and price. The price is the amount of the program. But its value is what it’s worth in somebody’s life.
For Brandon, one of my clients, my Book More Stages program contributed a lot more than $47 of value into his life. Putting in perspective what the value of something is on your sales page is really important. This is more effective than just going, “So here’s the price.”
If you’re observant, you will see that I’ve already started establishing my program’s value through my client stories. They’ve not only made a fortune but more importantly, they’ve made an impact. They are sharing their voice and living their dream. They’re getting paid to serve and packing their own live events.
This is a cool thing because you’re illustrating the value beyond money. People do things because they want to make an impact. So you should put in the value of what your program really means to somebody’s life. And the real impact it’s going to make for them.
- Make The Call To Action
After I talk about the value, I make my call to action: “Is there a more noble profession in the world than becoming a speaker who changes people’s lives? I don’t believe there is, but I do believe in you. I believe it’s your time.”
And then I go into the price of “The Book More Stages Blueprint.” I make the price contrast by saying that the program has a $497 value. But now I am offering it for a simple one-time payment of $47.
Again, I summarize everything the customer is going to get from the program. This is the same as the three big benefits we’ve discussed earlier.
- The Cost Of Inaction
I do guarantee the COI or the cost of inaction. If the person doesn’t take an action, it could cost them a fortune. They may never have an opportunity to get paid. It could cost them their health and well-being. Because they might get stuck on a restrictive office work schedule.
Letting my offer go could also cost them their life’s purpose. They might not be able to maximize the impact they can make. So I go on to my call to action by saying, “Don’t let the cost set in. Make the investment in Book More Stages today.”
I like describing the cost of inaction because its legitimate and valid. If people don’t take action, they’re going to miss out. They’re going to miss their dream and the life they deserve.
Let’s get passionate about this. We’re not just creating some sales page. We’re crafting somebody’s life and inspiration. So you have to stand for their transformation.
Step #10: The Guarantee
Of course, we have the guarantee. If clients are not happy with our service, they have 30 days to get their money back.
After that, we offer the product purchase again, making sure that the price is indicated. And then, that’s it. That is the end of the actual sales page.
Step #11: Bonus Content and FAQs
Another thing you can add to your sales page is a bonus content. I didn’t do this for my $47 product, but I do it for my $97 product.
You can also add in, frequently asked questions (FAQs). It can be placed right after the last product purchase offer. Providing FAQs is pretty much a way to overcome objections that clients might have. You do this by anticipating their queries and giving them answers and solutions.
That is how you write an effective and persuasive sales copy. Don’t be fooled by its length — this is actually all very simple once you understand it and apply it. The great thing about this 11-point framework is that it doesn’t change. You can apply this sales copy template for all the sales pages you’ll ever write. I hope this serves you.
Among the 11-point framework, which do you think is the most challenging to apply? Share your thoughts with me in the comments section below!