I spent a good chunk of my day working on The Renegade Musician as well as the sales page for Elite Players: Newsletter.
And just like that, my excitement and enthusiasm for the project returns.
Sales pages are no small ordeal, it turns out, especially if you want to do them right (which usually means preparing a video, multiple photos and graphics, and copy). But the creative aspect of it is a lot of fun.
I nearly completed the sales page today. I'm still planning to add an FAQ section, but I finished all but one essential graphic. I will probably start sharing it out early, especially if I manage to polish it off tomorrow.
At this point, I don't have a video for the sales page, but I'm thinking about adding one later, if it even turns out that we need one.
I never start from scratch when it comes to something like sales pages, and the one I'm modelling has copy that I find emphasizes one thing above all else... clarity.
Sure, there are a few catchy one-liners in there, but nothing "bleeding neck." Most of it is just spelling out, in detail, what the visitor gets when they buy.
It's so funny how marketers tell you to do one thing (agitate the prospect's pain) and you find them doing something else entirely (telling the user all the bonuses they're going to get when they buy).
It's like high school all over. I remember my English teacher who repeatedly said not to summarize the short story when writing an essay about it. But my friend, who never reinvented the wheel, and merely summarized the stories, always got at least 70%. Meanwhile, I kept getting barely above passing grades.
Finally, I learned my lesson, and on my final English exam essay, I summarized the story while adding my own thoughts, opinions, and speculations on what the story meant. I got 100%.
Marketers might tell you to spell out, in gory detail, the nightmare the prospect can't wake up from. But when you catch them doing something else, you realize it's not always about that.
I remember landing on a vocal coach's website not too long ago, and I read some of the copy, thinking to myself, "this is really painful after a while." Not painful as in "I've got to solve this problem NOW by buying his product," painful as in "this is what it looks like when someone's trying a little too hard to sell."
Basically, when it comes to copywriting, a) summarizing and clarifying what the prospect gets will take you 70% of the way, and b) personal touches will probably take you the rest of the way.
I've looked at a bunch of formulas, like AIDA and 6 + 1. The problem is that you don't really see people using them.
Not too long ago I bought a book from a marketer who swears that "facts tell, story sell" sold me on his trilogy not by telling me stories, but by telling me how much of a no-brainer the offer was, and what I'd be getting in bonuses if I bought today.
Clarity tends to trump fancy messaging. Fancy messaging is giving people too much credit, namely that they read. Most people don't. Most only skim. If you're going to make them read, make it fun.
As always, experiment broadly. Different things work at different times for different reasons. But I can say from experience that repeatedly agitating the pain hasn't gotten me many sales.
Above all, don't be boring. That will get you nowhere with selling.
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