Let us put ourselves in context. We are an aspiring young copywriter who works in an advertising agency (I love to imagine my job). We need to write a newsletter sales page to get the most readers to pick up the product. How to create an effective argument in one page and 500 words? This is what we will see in this article…
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Here is the animal.
An old fashioned sales page (how beautiful).
visual structure
The first thing you might notice is the visual design of the page.
If we were to draw a diagram, it would look like this:
3 parts.
Very different.
1. Hook
We bow down to Chance to stop and listen intently to what we have to say to her as if we were sticking a gun to her temple.
2. Sales Pitch
It’s fairly simple where we’re going to place our sales pitch (via a very specific structure that you can re-implement in your activity. We’ll analyze the structure later).
3. Note
This is where the customer will do what you ask them to do, fill out a voucher for the product here.
Now, we’re going to scan our marketer to better understand this page, and see how it can inspire you with your action today.
Part One: Title
As we can see, the title here takes up a lot of space in the structure of our sales page.
This represents 40% of the page (not counting the vouchers that take up space).
The title is the one that visually takes up the most space.
Either on this site that we have paid for in the newspaper, we decide to invest 40% of our budget for 10% of the words.
what does this mean ?
Quite simply what you’re going to put in the title is the most important !!
You shouldn’t be content to do it by feel, and even less to begin with (you can draft of course)…
Conceive!
It’s like you’re in a shooting range.
You have a cartridge. And if you hit, I’ll offer you 5 million euros, I know money doesn’t buy happiness, but I think that for this amount, you try to shoot at least one cartridge.
And above all, I think you will take your time to shoot.
You will focus, controlling your breathing so as not to tremble as accurately as possible to maximize your chances of success.
So you’re not going to shoot in 2 seconds unless you’re a guy who’s been doing this for 10 years and is used to it.
There it is.
Take your time on the title.
These are the most important words you will write.
It’s the one that will impress your prospects (I’m not even talking about the image, if any, or even your ads. In short, that’s another topic. Hmm. .. a good article on ‘somewhere else, tell me’ if you’re interested).
And in the war of meditation, as we are today, it is important to know how to make good titles, not footnotes…
(Obviously, creating good content is important I’ll tell you about that in another article here)
The highlight here is that the copywriter did his job well (we can appreciate that, as it proves that the boy or girl was a pro).
Why ?
Because he did what half doesn’t:
This is subtitles (T2)
We look at the difference between a title and a subtitle by visual differences: here, the font size and the fact that the title (T1) is in bold.
So there, you’re going to tell me: “Maxens, what’s the point of making subtitles?” Do I have to do this on my sales pages? ,
Minute Butterfly, we’re coming.
Do you have to subtitle at all?
No.
Other than that, you don’t have to do anything. But if you master the art of making good subtitles, you’ll clearly have a bigger impact (and you know the consequences…).
Who is the subtitle for?
Subtitles allow you to add more elements to the title so that your reader’s heart will be happy (and it will be read by a lot more people than the rest of your page, so you increase your chances of having a greater impact. And your persuade the customer).
right here: “Make yourself the body of a man who is really a man, ,
We arouse Chance’s curiosity, as he doesn’t know the solution for a perfect body, and end up bragging about showing off his bibi like the guy in the picture.
To learn more and try to see the reaction of this Apollo body, we are obliged to read the logic and therefore to move on to step 2 (and all this, naturally, that is the difference between a good seller and a makes the difference. Rug Dealer).
The extra point here is that the copywriters didn’t stop there.
He added urgency to the subtitle to ensure that the reader read the argument quickly.
“Before Easter or you won’t pay anything.”
Either he should try to use the warranty at least before Easter (for us, it’s the same thing. We want our customer to buy our products now).
2) writing
On this page, you can easily see 4 blocks (Ah yes, when you write your sales page, you have to see it as the blocks that you write. I share with you the structure which is used I write my sales pages here if that can help you).
It’s a lot more exciting.
And easier…
… we don’t tell ourselves that we have to write a page and 2000 words at once! (See more)
1. Round One
1.1 We paint the canvas
Simply put, we put the context back.
The goal here is to make sure that our ideal prospect is reading us (if you want to improve your knowledge of your ideal customer, you can read this article).
Like the copywriters did. This allows us to “join the discussion” that your prospect has already started in his head, which is what he tells himself.
“If you thought…”
1.2. direct declaration
A little special, and we’re not used to seeing it (even if it works well).
The copywriter decides to announce the solution from the very beginning!
But sad beware!
Note that here, we only name the solution. We are not asking that person to buy in or do anything to begin an emotional ascent by taking our client to heaven or a situation where they no longer have problems with their muscles, and they are ultimately proud of their bodies. can do. In short, we drive him towards what he wants to achieve.
We are talking about profit.
“Men will envy you”
“Women Will Love It”
And furthermore, we add the proof of what we declare, because yes, we are not deceivers.
We prove that what we say is true.
“It’s Scientifically Proven”
2- Imagine …
There’s magic…
Pouf you started the emotional lift there you take it 7I Sky.
You make her a dream
, to imagine ,
You don’t just declare benefits, you say what he sees, what he feels.
What will he be able to do after reaching this point?
What will he be able to achieve?
What could he touch!
(Here, we explicitly tell you that you will be able to measure the results thanks to the “mirrors”, which means you (and obviously others!! will see it) and to “calculate the results” To keep flexible, and that we can’t cheat.
Note the warranty’s subtle declaration a bit “push” for my taste, “proof in just 2 weeks”.
3- Your Product Announcement (Part 3)
Now that you’ve salted your prospect, pretty clearly, that you’ve got them waiting, it’s time to sit down to dinner.
And you present him the menu (I don’t know what I have with culinary metaphors, but I think it lends itself well).
If we take out our marketer’s scan, we see some evidence and credibility with the use of scientific jargon and a list of many athletes, hence the universe’s Mister Super Muscle and nearly 2 million amateur users…
To be honest, gentlemen… what are you waiting for…
Plus, if you don’t want to wait any longer, that’s fine, because we come to the next step.
4- hand hold
You tell exactly what the prospect should do. This saves him time to think about it and makes it much easier for him to “mail the voucher today to get the voucher”.
We remind you what he will get and especially what he does not want to receive, because it gets him drunk here ,
“Without Commitment and No Direct Sellers”
And guaranteed with an emergency dose:
“If there is no result before Easter”
(So ​​be sure you’ll get results before Easter today!)
“Let us off the bullworker if we don’t owe anything”
(There, it’s downright too strong).
Why ?
Because very few people will actually make bullworkers.
Plus, we can add and complicate shipping terms (return in original cardboard package, and in good condition, eg a photo of you making a couscous tagine A4 size…).
Jokes aside, this is an important concept in persuasion, and one that will deter smart people who just want to take advantage of the offer.
On the web, you can do this easily.
Let me explain To grow your email list, you may decide to do it for free (nothing against it). YOU PROVIDE YOUR BEST TRAINING/PRODUCT/COACHING CD Format, And You State That The Person Will Be Invoiced After Only 30 Days To Give Time To See Your Gadget And Apply It.
Otherwise, she can return the thing (with conditions, of course).
But the mere fact of returning bothers people, and we prefer to let ourselves be debited instead of bothering to go to the post office… (so CD format and not digital).
In short, I was a bit scrappy at the end (as always so that real people still have some nuggets, you never know what might turn out…)
Anyhow, if you’re interested to see how I write and my outlines I use every time I have to write a sales page for Queen Elizabeth, you can take a look here.