Copywriting: 7 Essential Ingredients Every Sales Page Needs

Words have immense power – they can hurt or heal, they can build or ruin and they can save or kill. Just like words can achieve so many things in this world, they can also help you sell a product or a service.

That’s exactly what a sales page is about.

Though there are multiple factors that play a key role in making a product or a service saleable in the market, it’s the sales page which immediately compels people to buy. Copywriting experts know fully well about all those ingredients which make up a great sales copy. While there are different styles in which a sales copy can be written, the key ingredients always remain the same.

Given below are seven essential ingredients that go into the creation of a sales page which converts people (or prospects) quickly.

#1. Headline

Whether or not you’ve created a sales copy for your own product yet, you must have come across sales copies of other companies on the web. When you land on a sales page, what’s the first thing that catches your attention? Yes, it’s the headline, the most important ingredient which constitutes a sales copy.

There can’t be a sales page without a headline because the headline is that one big idea or the main message which tells readers whether they should stop – or leave.

While writing the headline, you should –

> Follow the ‘Rule of One’ (one big idea, one core message etc)
> Stir the reader’s attention, immediately
> Have a good idea about your target market

Since the headline of a sales copy has to instantly attract the reader (and not let them go away), you should choose its words carefully.

#2. Opening Paragraph

Next to the headline is the opening paragraph. After you are successful at grabbing the reader’s attention with a killer headline, the next step is to tell them something specific which makes them strongly believe that the remaining part (and every word that follows) of the sales copy is worth their time.

While the headline of the sales copy makes readers curious about the offer, the opening paragraph explains the offer with specificity.

The main job of the opening paragraph is to make readers feel confident that they are in the right place. It should make readers jump and say – ‘That’s exactly the offer I have been looking for’. So, the opening paragraph should give clarity on what the product really is and why the reader can’t live without it.

#3. Story

“After nourishment, shelter, and companionship, stories are the thing we need most in the world,” ~ Philip Pullman.

Humans simply can’t do without stories. When it comes to putting together a great sales copy, storytelling is an ingredient you can never leave out. You should tell a compelling story which relates to the development of the product or how the product is changing people’s lives for the better.

Storytelling is the part where you connect with the reader on an emotional level. As the reader goes through the story, which is really well-told, they begin seeing the picture and feeling the problem on a deeper level.

That’s where the reader gets more involved – and their brain changes.

If you plan to make a strong impact with this part in your sales copy, you should make sure your stories are personal and emotionally compelling – not just a long list of facts and figures. Storytelling is a unique talent. Many copywriters are natural storytellers. If you aren’t one, you should definitely have a closer look at some of the most successful sales pages and learn how storytelling has been done.

#4. Mini-Headlines

A successful sales copy makes reading a pleasure for readers. That’s why you need lots of mini-headlines in your copy. To keep the reader going through the sales copy, you should keep on enticing them with mini-headlines or subheads one after another. But the subheads have to be meaningful. You can’t fill out your sales page with subheads just because they enhance reading. Every subhead should be used to explain one idea or one benefit that is in the interest of the reader.

#5. Testimonials

Before readers decide to hit that ‘Buy Now’ or ‘Get Access’ button, they pass through a state of worry. By featuring a couple of client testimonials on your sales page, you can relieve that feeling of anxiety.

But testimonials have to choose carefully.

A good testimonial –

> Talks about specific product benefits
> Uses a descriptive and authentic language
> Shares measurable results

While using testimonials on your sales page, you should remember not to bundle them all together. Instead, you should spread the testimonials throughout the copy – as per specific requirements. If you have a client testimonial which talks about a key benefit of your product, you should place it right after you mention that benefit in the sales copy. When there are too many testimonials in one place, readers are more likely to skip many of them rather than reading each one.

For a stronger influence, also include the name of the client, a photo of the client, name of the business and the location along with each testimonial that you choose to feature in your sales copy.

#6. Satisfaction Guarantee

People are prone to scams on the internet. To create a risk-free environment for readers (or prospects) to make a decision, you should give them some kind of guarantee. You should make them feel safe.

What if a buyer doesn’t like the product when it finally reaches their doorstep or once they have downloaded it (if it’s a digital product)? Will your company take the product back and return their money?

Offer buyers a 30-day or a 60-day money back guarantee to remove doubts. Also, provide a hassle-free refund so that you don’t hurt your company’s image.

#7. Call to Action

The main purpose of writing a sales copy is to sell. So, you need a solid call to action which asks the prospect to buy your product or service. A solid call to action is that which is explicit, short and specific.

You have invested a lot of effort into writing the sales copy. If you don’t ask your readers to take the action step that you want them to take, all your efforts will be wasted. Remind your readers of the benefits they’ll get by purchasing your product or service – and then ask them to actually buy it.

Your product might not be as great as one of those that Apple or Google creates. But your sales page can be. By using all these important copywriting ingredients in your copy – one after another – and writing with passion while focusing on the reader, you’ll definitely create a sales page that’s high converting.