In your business, the idea of selling may be a bit off-putting because we have become accustomed to “selling” equalling pushy, over the top, and sort of spam-like behaviour, whether written or verbal.

I think of this as being ‘salesy’ and the problem is it can be easy to come across as salesy in your sales copy.

A sales page is essentially a dedicated sales “letter” where you speak about one product or offering. If you were to look up the definition of “to sell” you will see that it is defined as the act of persuading someone of the merits of something.

I really believe that your words can make you money and you can successfully sell yourself, your services, your courses, your products without having to resort to pushy tactics – it’s just a matter of taking some time to really think about what you need to say to your ideal clients to get them interested in your offering.

Here are 3 things you need to include on your sales page if you want to see more conversions and exceed your income goals, without being salesy.

• Say what the offering is

I’m not talking about simply saying what it is you’re selling on the page.

ou need to speak about your offering in detail. You need to explain what it is, what it includes, and really detail each inclusion, each aspect, each part, and lay it out so that the potential customer or client can understand exactly what this offering is so that they can decide if it is something they are interested in. 

• Make it clear who it is for

Before you can really sell anything, you need to have a clear understanding of who you are selling to. You need to have some understanding of what their life is like now and what they want it to be like in order to speak to the sort of things that will persuade them of this. 

You don’t want someone to purchase something that isn’t right for them. If people feel confused about if a course/product/program really is for them, then they’ll be more likely to think “oh I dont know, i’ll just leave it just now”. You want to leave them with no doubt that this offering is for them so that you retain their attention right up until they purchase.

• Speak about why/how it is going to help them

We are in the business of changing lives and making dreams come true – even if your role is just one small piece of the bigger puzzle of them achieving their dream, it is still an important role.

You need to focus on the way in which this offering is going to change their live, make it better, help them avoid what they want to avoid and help them achieve what they want to achieve. 

Explain the benefits of the offering to your ideal client or customer. And explain these benefits in a way that relates to this overall, big ambition, goal or dream. 

If you can do these three things as part of writing your sales copy, then you’ll really be on your way to getting your ideal customer or client closer to the point of purchase.

For even more detail on these 3 things and how to write your sales copy in a way that will increase your conversions, listen to Episode 21 of The Copy Coach podcast.