Let’s put this in context. We are a young ambitious copywriter working in an advertising agency (I love to imagine my work like that). We have to write a sales page in a newspaper to convince as many readers as possible to take the product. How do you build an impactful sales pitch in one page and 500 words? That’s what we’re going to see in this article…
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There’s the beast.
An old-fashioned sales page (how beautiful).
The visual structure
The first thing you notice is the visual design of the page.
If we were to make a diagram, it would look like this:
1. The catchphrase
We hook the prospect to stop and listen to what we have to say with absolute attention as if we were putting a gun to his head.
2. The sales pitch
This is simply where we will place our sales pitch (via a very specific structure that you can reapply in your business. We will analyse the structure later).
3. The note
That’s where the customer will do what you ask him to do, here filling out a product voucher.
Now, we’re going to put on our marketer scan to best decipher this page, and see how you can use it as inspiration for your business today.
The first part: The Title
As you can see, the Title here takes up a lot of space in the structure of our sales page.
It represents 40% of the page (not counting the voucher that takes up space).
The title is what takes up the most space visually.
Either on this site that we paid for in the newspaper, we decide to invest 40% of our budget for 10% of the words.
What does that mean?
Just that what you’re going to headline is the thing THE MOST IMPORTANT ONE !
You can’t just do it by feeling, let alone start with that (you can make a draft of course)…
It’s like you’re at the gun range.
You have a cartridge. And if you hit the bull’s-eye, I’ll offer you 5 million euros. I know money doesn’t make you happy, but I think for that amount you at least try to shoot a cartridge.
And most importantly, I think you’re gonna take your time pulling the trigger.
You will concentrate, control your breathing so that you don’t shake, and be as precise as possible to maximize your chances of success.
So you’re not gonna shoot in two seconds unless you’re a guy who’s been doing it for ten years and you’re used to it.
Now it’s the same.
Take your time on the title.
These are the most important words you’re going to write.
That’s what’s going to harpoon your prospects (I’m not even talking about the image, if there is one, or even your commercials. Anyway, that’s another subject. Humm… a good article by the way, tell me if you’re interested).
And in a war of attention as we are today, it is more than important to know how to make GOOD titles and not to make titles written with your feet…
(Of course, it’s important to make good contents I’ll tell you about it in another article here)
The specificity here is that the copywriter did his job well (we can applaud him, because it proves that the guy or the chick was pro).
Because he did what half of it doesn’t:
It’s the subtitle ( T2 )
The contrast between the title and the subtitle is noticeable by the visual difference: here, the font size and the fact that the title (T1) is in bold.
So now you’re going to say to me: “Maxence, what’s the point of making a subtitle? Do I have to do it on my sales pages? «
Hold on, butterfly, here we go.
Do you have to do subtitles?
Besides, you don’t have to do anything. But if you master the art of making good subtitles, you will obviously have more impact (and you know the consequence of that… 💸💸💸).
What’s the subtitle for?
The subtitle allows you to add more elements to the title in order to make your reader salivate (and it will be read by many more people than the rest of your page, so you increase your chances of having more impact and convincing your client).
Here: “Do you forge the body of a true man. »
We arouse the prospect’s curiosity, because he doesn’t know the solution to have a perfect body, and to finally brag about showing off his bibi like the guy in the photo.
To learn more and try to see the answer of this Apollo body, we MUST read the argument and then go to step 2 (and all this in a natural way, that’s what makes the difference between a good salesman and a carpet merchant).
The thing is, the copywriter didn’t stop there.
He added urgency in the subtitle to ensure that the reader will read the argument NOW.
“Before Easter or you’ll pay nothing. »
Either he has to take action at least before Easter to try to use the guarantee (for us, it’s the same thing. We want our customer to buy our products NOW).
2) Editorial staff
On this page, you can easily see 4 blocks (Ah yes, when you write your sales page, you should see it as blocks you write. I’ll share with you the structure I use when I write my sales pages here if it helps).
It’s much more exciting.
…you don’t think you have to write a page and 2,000 words at once! (see more)
1. Round 1
1.1 Painting the canvas
To put it simply, we’re putting it in context.
Here, the goal is to make sure that it is our ideal prospect who is reading us (if you want to improve your knowledge of your ideal customer, you can read this article).
Just like the copywriter did. This allows us to “join the discussion” that your prospect has already started in his head.
“If you thought…”
1.2. Direct announcement
A bit peculiar, and we’re not used to seeing that (even if it works well).
The copywriter decides to announce the solution right from the start!
But beware, wretch!
Please note that here, we are ONLY naming the solution. We are not asking the person to buy or do anything to start the emotional climb by taking our client by the hand to paradise or the situation where he no longer has his muscle problem, and he can finally be proud of his body. In short, we take him to what he wants to achieve.
We’re talking BENEFIT.
“Men will envy you”
“Women will love it.”
And on top of that, we add proof of what we’re advertising, because yes, we’re not charlatans.
We prove what we say is true.
“It’s been scientifically proven”
Now that’s magic…
Poof, you’ve started the emotional lift, now you’re taking it to the seventh.e heaven.
You’re making him dream.
« Imagine »
You don’t just announce the benefits, you say what he sees, what he feels.
What will he be able to do once he gets there?
What will he be able to achieve?
What he might be able to touch!
(Here, it’s clearly stated that you can measure the results thanks to the “mirrors” that imply that you (and of course the others!! will see it) and make it flexible for the “CALCULATION of results”, and that you can’t cheat.
One will note the subtle announcement of the guarantee a little too “push” for my taste, “proof in only 2 weeks”.
3- Advertising your product (part 3)
Now that you’ve made your prospect salivate very clearly, you’ve stalled him, it’s time to eat.
And you present him with the menu (I don’t know what’s wrong with culinary metaphors, but I think it’s quite appropriate).
If we take out our marketer scan, we notice evidence and credibility with the use of scientific jargon and the list of many athletes, so Mr. Super Muscle of the Universe and the 2 million or so amateur users?
Frankly, gentlemen… what are you waiting for…
Besides, if you don’t want to wait any longer, that’s fine, because we’re coming to the next step.
4- The grip by the hand
We say EXACTLY what the prospect has to do. This saves him or her from thinking and makes it much easier for him or her to “post the right one today to receive the right one”.
We remind him of what he’s going to get and especially what he doesn’t want to get, because he’s drunk here. :
“no strings attached and no lobbyist.”
And the guarantee with an emergency dose:
“If no result before Easter”
(So take today to get the guarantee that promises you’ll have results before Easter!)
“Send the bullworker back without owing us anything.”
(Now that’s just too loud).
Because few people are REALLY going to give the bullworker back.
In addition, we can add shipping conditions and make it complicated (send back in the original cardboard package, and in good condition, a photo of you making a couscous tagine A4 size for example …)
Joking aside, it’s an important concept in persuasion, and one that will deter smart-asses who simply want to take advantage of the offer.
On the web, you can easily do the same thing.
Let me explain. To increase your email list, you can decide to do it for free (nothing against that). You offer your best training /product/coaching CD format, and you say that the person will only be billed 30 days afterwards, just to give them time to look at your thing and apply it.
BUT, she can send the thing back (with conditions obviously).
But just sending it back clearly annoys people, and we’d rather let ourselves be debited than bother going to the post office… (hence the CD format and not the digital one).
Anyway, I spread myself a bit over the end (as usual so that the real ones still have a few nuggets, you never know what can come out…).
In any case, if you are interested in how I write and my plan that I use EVERY TIME I have to write a sales page for Queen Elizabeth, you can take a look at it here.