Sales Page Copywriting Template & Formula - Part 2

In the first article of this two-parter, I have covered some of the key secrets that top copywriters use to entice, persuade, and ultimately seduce people into converting into customers. Read on to learn more details about the 13-Steps Structure of a Sales Page that works.

Step 1: Attention

The first part of this winning A.I.D.A. formula is ‘ATTENTION’. That is... we must GRAB our prospect’s undivided attention with a great top banner/headline.

This can consist of three main elements: The Attention Grabber, the headline, and the Sub-Heading.

In each of these, you must be VERY specific about whom you’re talking to. It’s the only way to snap someone out of their zombie default mode.

Let’s break it down real quick. Have a look at the image below...

1. As you can see, #1 is the ATTENTION Grabber. People who need to build sales funnels see that this could be their solution.
2. Then it goes into #2, a Value-Based Headline. It's a bold and simple promise that stirs the pain points and emotions of their customer's goals. They know their customers simply want to "Convert Visitors into Leads and then Customers". That's powerful value.
3. Finally, #3 in a winning top banner/headline is the Sub-Heading. As you can see from the sample above, the sub-heading explains in more detail the HOW of the main promise and even overcomes a possible objection ("Without having to hire or rely on a tech team!").

This is a classic sales page headline. And it's written by arguably one of the best sales and copywriters on the Internet, Russell Brunson. So, it gives you an overview of the necessary elements... which clearly work!

Now it’s your turn to put your ideas down on paper...

Step 2: Interest! Your Story!

Interest is the next part of A.I.D.A. and this is the real core of your sales page. It has a number of elements built in to create the required interest. It includes your story, the benefits, the reviews and testimonials, and the qualifiers.

To effectively build interest in your product or service, you need to pull your prospect into a story.

You have to tell them how your product changed your life or your customer’s life. It’s a ‘rags to riches’ story... so start with the rags (the problem!), and slowly build up to the riches (the solution!).

You should really poke at the pain points here. So for instance, if you're selling software that helps with client management, you want to go into detail about how EVERYTHING was out of sorts at one time... you were drowning in the chaos... nothing was streamlined or organized, etc... you couldn’t focus on sales and growing your company... etc., etc.

These are your prospect’s pain points. So tease these out and agitate them in your story. This builds interest. The more they can relate to your situation, and the more they TRUST that you’ve walked a mile in their shoes, the closer you are to a sale.

The story is by far the most important element in the INTEREST section of the sales page... so take extra care writing yours.

Write down your must-read STORY. And remember to tug on your reader's emotions throughout...

Step 3: Benefits

Also included in the INTEREST portion of the winning copywriting formula are:

List out the transformative benefits that will get your prospect drooling over your offer. Each one of these benefits should offer a solution to a pain point. So that might look like this...

Write down the BENEFITS of your product/service. Keep it short and sweet... but make it powerful.

Step 4: Testimonials

Testimonials are critical to winning a sale. People need to see that your product or service has solved the exact same problem for others just like them. This is social proof. And it matters. You know what testimonials look like by now. But here are some of the more powerful examples...

Always try to show an image of the person to make it personal and real.

And showing the reviews directly from the channel they were published on gives it that additional credibility and authenticity. So if you have amazon, Facebook, Instagram, or Yelp reviews, etc., screenshots or integrations of those reviews can be a good way to show positivity...

If you want to really boost the power of your testimonials you can also do the following...

1. Show Video Testimonials! The power of video makes it real, so if you can get your customers to get on film then you'll see a huge boost in your page conversions. It doesn't have to be overproduced either. A simple phone video will work.
2. Before & AfterTransformations: Whenever possible, SHOW don’t tell. Sales are made on the transformational results you can make. So if you can show the before and after results you'll boost sales. This works well for weight loss or anything that can be measured and illustrated such as business growth and financials etc.

Write down any TESTIMONIALS you might have...

Step 5: Qualifier

The last element in the INTEREST section of the formula is ‘calling out the perfect customer’ or qualifying them.

Call Out the Ideal Customer/Avatar...You need to include a section that specifically identifies your perfect customer... so that the reader knows that you are,

• Talking directly to them,
• Offering a solution that will fix their problem, and
• Serious about their well-being and success.

That could look something like this...

Write down exactly who your product/service is for...

Step 6: Desire

It’s time to build that desire for your product or service. In this section, you’ll want to talk about the ‘WHAT’, the ‘HOW’, and the ‘WHY’.

All the while positioning your offer as not just A solution... but the solution.

These elements include:

• What’s Included
• How It's Unique
• The Guarantee
• The Price (there are ways to make the customer desire the price)
• And Building Credibility

To get started building DESIRE, you should list what your customers will receive with their purchase.

You’ll want to make it look good and feel good for them. So include product images and attach a benefit to each and every item.

Step 7: What's Included?

Go ahead and list what’s Included in your offer... and don’t forget to attach at least ONE benefit... preferably multiple.

Step 8: What Makes it Unique?

Then you should list out all the ways your offer is UNIQUE. This will allow you to put your product above the competition.

Write down 5-7 reasons why your product/service is especially unique...

Step 9: The Guarantee

People are fearful of buying. Especially a high ticket item. So you should ease their fears by offering a GUARANTEE that pretty much seals the deal.

In this section, promise something to your prospect that eliminates ALL of the risks for them.

This could be a 30-day, 60-day, or 90-day 100% money-back guarantee.

This promise should come from deep within. They should be able to feel your authenticity and honesty.

You are SO confident in your offer, that you’re willing to put it all on the line. Your product or service WILL transform them forever.

Write down your BIG BOLD guarantee that your prospect just CAN’T say no to...

Step 10: Add More Credibility

At this point you are close to the end of the sales page, so you want to remind your reader why you should be trusted and have the authority and expertise to sell whatever it is you’re selling.

Go over this carefully, and then write down all the reasons why your prospects should trust YOU and buy from YOU.

It’s important to include things like degrees, certifications, and titles. And also list any media appearances or notable interviews.

Think of this section as a brief and WAY more personal resume. You are not just anyone trying to sling a product or service... you’re THE LEADING EXPERT on what you’re selling.

Communicate this effectively and you’re almost guaranteed to increase conversations.

Write out a short bio with the reasons you are CREDIBLE and should be viewed as an expert on your offering...

Step 11: The Price

Next up is Price. While this might seem counterintuitive, your price is the main selling point... if you position it right.

So study the image below. See how they built up the value of the program to ‘Over $999!’, a tactic called ‘price anchoring’.

There’s usually a catch to this offer in that you add a scarcity offer to the price so they act there and then, otherwise missing out.

See what price anchor and offer you can create. The more you include in the product offer, the more value you can give it and thus a bigger discount. So stack up what they’ll be getting in the offer so it looks like a must-buy.

Step 12: Call to Action

The moment the above 11 steps lead to... the call to action.

This is where you’ll find out how effective your sales page really is. This is where you’ll be measuring the conversions and continuously optimizing the page to improve things.

If you stick to this winning formula/structure covered in this document then you’ll stand a much better chance to convert visitors into paying customers.

But... your call to action must be specific and to-the-point.

It’s the BIG ASK. Tell your prospect EXACTLY what you want from them. Ask them for the sale! And then get out of the way!

Step 13: FAQs

For good measure... include an FAQ section at the VERY bottom of your sales page.

This section is cleverly disguised as an ‘info booth’... which it technically is... but it’s SO much more.

This is the perfect opportunity to eliminate ALL doubt and handle objections. So for each and every question you answer, just spin it to showcase your product or service as the very solution to solving the problem.

So for example... if you’re selling a webinar on ‘How to Fly’, you might ask: “I’ve never flown before, will I get lost and fall behind in the webinar?” If you’ve never flown before, you’re in the RIGHT place.

My webinar was specifically designed for beginner-to-intermediate-level flying people. So you will learn the foundations and be the best flying human in no time at all!

Do you see that? It’s the oldest (and most effective) copywriting/sales trick in the book to overcome objections and reinforce that you’re product or service is the right choice.

Bonus Tip 1: Sprinkly Ellipses...

Sprinkle ellipses (...) generously throughout your sales page. But don’t just throw them anywhere, rather place them where you naturally trail into the following thought.

This quickens the pace of your sales letter... making your reader feel like they’re on some sort of a rollercoaster!

I mean think about it...

A sentence (like the one above) that ends in an ellipsis just COMPELS you to read the next sentence.

Ellipses are incredibly addictive... and they just work.

Bonus Tip 2: Mystery...

Use a healthy dose of ‘Mystery’ and ‘Intrigue’ wherever and whenever you can.

Set your reader up to learn something secret or special, but don’t reveal it right away. Just hand them the thread and pull them along.

Keep the tension... but don’t let it break! Once you get to the big reveal, the payoff is huge!

Use mystery to keep your reader hanging on your every word. (Studies have shown that when a copywriter includes the word ‘mystery’ in a headline, more people read the full story).

Next Steps

This resource prompts you with questions about your product and customers so you can place them on your sales pages. As I mentioned in the first part of this series, it is essential that you understand your customers on a deep level before you begin to build out your sales copy.

To help you with this, I can provide the questionnaires and frameworks. This will ensure you understand your customers on the deepest level possible. And to ensure you can be hyper-targeted in your marketing campaigns to maximize conversions and profits.

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Best Regards,

Safwan Rahman, Growth Marketer