When you started your business, you probably didn’t plan to spend all of your energy on sales calls (unless you’re a sales coach, that is). Still, even if you’re brilliant at selling, sales takes time and energy, doesn’t it? And sometimes, just the idea of trying to persuade someone to buy can send your anxiety levels to the moon.
Wouldn’t it be cool if you had a way to warm up your prospects so they’re 75% sold before they even talk to you? Wouldn’t it be even cooler if you could pull in sales while you’re in the bathtub? Or on vacation?
The good news is, your website can do exactly that!… IF you have a well-crafted sales page.
The trouble is, when you’re working on a sales page or landing page, a lot of the same feelings might come up as when you do sales calls. Are you being too high-pressure or annoying? Are you overloading them with information? Have you crafted the most perfect words EVER to get that “yes” and those sweet dollar bills?
It’s okay, though—you don’t need to sweat all of that. To get your thoughts focused, start with these core points:
How Did They Find You?
One of the helpful things about a landing page is that you have more control over how your audience gets there. Unlike your homepage, landing pages are often tied to a specific offering or special, so make good use of that focus!
Ask yourself: did they get there through a paid ad? Or an email blast? Did they find you through a social media post after following you for a while? Consider how they got to your sales page, and what they already know about you and your offering. From there, you can fill them in on the details they don’t know.
Focus on Feelings.
It’s easy to get caught up in making sure the audience knows all the details of your offering, but that’s only part of the story. And, to your audience, that’s not even the most important part!
Getting your customers to connect to how their problem feels, and how they’ll feel after you solve it for them, is vital to getting that sale. That’s just as true on the web as it is on a call.
So, get your audience to connect with their feelings. How do they feel about their problem right now? How will it feel once you’ve solved their problem? What will their life be like after you’ve delivered your solution?
What’s the Experience?
Let me tell you a little story. Once, there was a website designer who wanted to connect with higher-ticket clients. A consultant convinced her they had the solution to her problem, so she took it! A few weeks and a semi-embarrassing amount of money later, she was told to just keep posting content about websites in Facebook groups (yuck!), and was no closer to a solution.
Yeah, that website designer was me. And yeah, that sucked. And, if I’d known that this offering was so contingent on spending time on Facebook, I wouldn’t have bought it.
Most of us have had the experience of buying something that turned out disappointing. And, modern people are more skeptical consumers than we were back in the snake oil days. If someone came to you and said, “This black box contains a solution to a problem you have!” you’d want to know what’s inside before you hand over that cash, right?
We’re not selling a mystery, here, so make sure to actually talk about the process or features of what you’re offering. You don’t have to give them every minute detail, though–the goal is to keep them interested without overwhelming them.
Spend some time thinking about your offering, and how to communicate it in a clear and concise way that ties back to their feelings. What experience are you taking them through? What changes will they see as you work together to solve their problem?
By thinking about these key points, not only can you make your landing pages more useful, they can also help you stay connected to a more genuine voice. After all, your audience’s feelings do matter, but they want to know how much you care, too.