Chantal Gerardy - Facebook Strategist

Creating a sales page and templating

Here is my advice on creating sales pages and templating.  

You shouldn’t even try to sell something online if you’ve never sold it before in person.

One of the recommendations is that you beta test. If you want to know what beta testing is there is a blog on the website about it but you.  In a nutshell, you go and test your offer on social media or your email lists.  This will help you to get some insights on your offer and get some insights as to whether or not someone’s actually going to buy it. 

The first item for your sales page is you’ve got to make sure that you have got a killer headline.  It is all about the headline and doing the keyword research is really important.  The reason we research is to get words that our customers use.   And it’s important that when we do research we do it with past clients, present clients and prospects because they’re all got different opinions.  

There are two types of headlines that you could use.  The one is to highlight a transformation.   The second one is exposing the end result. 

Once we’ve got that great headline on the first page you must also have your logo and possibly a sales video.  And it should have a photo of you, especially if you are the person involved in your business and your brand.  It could also mention something along the lines of where they are and where they’re going to but if you follow the process with the headlines that will help you.   

The next scroll down from the next page would be pain points and benefit bullets.  So this is the second section and you’d start with something that says ‘can you imagine’ or ‘does this sound familiar.  Then you’d have bullet points. You write all the struggle points, so when it comes to managing your marketing online you bullet point spending time, wasting time online,  no results in anything,  you see other people getting results but you just feel lost and hopeless.   Then for the benefit, you need to add bullet points that are all the benefits of working with you.  So for example you want to spend less time online because time is money,  you want to make sales with little with less effort, etc.  You’re talking about the outcome of them working with you so you’re going from pain to solution.

In your third section, you want to have an introduction to your offering,  some sort of promise that talks about who it is who you are and what you do.  So for your about us section rather than talking about you, you could consider using something ‘why me’ or ‘why you should do my program’. What we’re trying to do is get them interested in you.  This is where you can mention your qualifications,  your experience, and most importantly,  your point of difference.   You can do this in short paragraphs or you can do it in bullet points.  I like bullet points,  I think it’s easier to read.  You can also do a mix of text and bullets as well if you want to talk about some of your own values, like, why you are a coach or your values or your mission statements.  Share some of the success stories that you’ve had from people that you’ve worked with as well as some of your personal successes because it gets people to connect with you. 

The next section down is who is this for? and you could say ‘this is for people who don’t have a marketing budget’ or ‘ this is for people who manage their own marketing’ or ‘ this is for those who don’t have the money to outsource’.  It is important to mention who this is for so you’re getting a yes subliminally.  

Then you put your testimonials and with your testimonials, you can either have the screenshots because people can see that this is actual,  real results from people and they can see your names in it so they know that you haven’t done a dodgy.  You could also create something like a social media post where there’s literally just a statement like  ‘Mary made six figures in six months in six months by implementing the eight-week program’. So it’s you making a statement about her results and putting it on her picture. 

The next one down is what’s included in the investment. And this is where those infographics are really important, where, especially if you want them to choose option one or option two.  You want to make sure that if there’s a preferred option, you want to make sure that the preferred option is a lot more noticeable.  You need to include, obviously, the signup button, you want to make sure that your pricing or your graphic is very clear. And it’s not overly complicated. The simple way that people do it is with all the items down the left-hand side with ticks next to what this program includes. But also making sure that you show the value. So you might want to show if I’m giving you this, I’m giving you that, that you’ve got that bracket of the value of the item.  And then of course your payment options. So you know, again, the preferred payment option needs to be the biggest one. So for me, it’s always the pay upfront, you know, 10% discount, and save 10%. 

Then your second to last is your guarantee. So whether or not you have a guarantee or a refund policy.  Whatever you want to include, that’s up to you. And there are ways around that there is some language around that as well. So if you give me 100% commitment, and complete 100% of this program, I will give you a 100% refund.  But then you’ve got to prove that they didn’t give 100% commitment or didn’t do 100% of the program. So just be very clear, very careful on that.  And then you of course want to put any T’s and C’s or conditions that you may have on that. 

And the last one.   This is one of my favourite sorts of things. And I find that this is the page that a lot of people go to is the frequently asked questions. And I don’t know about you, but whenever I’m buying something I always go to the frequently asked questions. I in fact, even like reading through all the other stuff, I actually just want to look at the frequently asked questions. So these are some of the frequently asked questions that you could use is do I need this? And obviously, you’re going to write the answer. Who is this for? Will this help me? When does it start and end? What’s the schedule? How long will it take me? Can I talk to someone? What happens after I purchase so next steps?

How long? What’s the refund policy?  and even though you’ve got it somewhere else put it in there again? Can we work one on one? Payment Options? Is this right for me? Can I find more info? Is there more info elsewhere? Who is this for? 

So those are the frequently asked questions that you can include. And if you haven’t done them for your business, I encourage you to do them and stick them on your website anyway, because then you’ve got them. 

And that’s the copy. Mix it up from left to right images, make sure there’s branding consistency, you want to also ensure that there are headings subheadings. And then your written text is possibly a different font as well.

The links that should be on there should only be links that are bought now. So the sales page should never say book a call unless that’s part of your process. But if you want a sales page to convert, the payment links are the only thing that you want on there. So only things on that page that relate to that page. This is because you don’t want people clicking off of the sales page to your website, because then they get confused. And a confused mind buys nothing. You do not want additional links. So you definitely don’t want your website link in there. You don’t want you about your link in there, that you do not want them clicking through to YouTube onto your speaker’s page or podcasts or any other services. So you want to try to keep them there. Especially because previous to that we would have been marketing to them to get to there, which means you would have been talking specifically to that person. And the point of that sales page is to actually make money.

You want to make sure that your colours are consistent, and it’s got good contrast and people can read it easily. And you want to make sure that it evokes an emotional response. So again, use a lot of descriptive words, your buttons to buy should always be bright. Red apparently is the most popular. Apparently amongst men. They’ve done some sort of a survey and said that red is really good. I had a red button on my website and then I had a branding person say to me, but reds are not part of your colours. 

Make sure that it’s mobile-friendly, which is incredibly important. Break up the whitespace with the text and the headings. Using video can work or not work obviously if it’s got subtitles it’s a lot better.

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