The sales copy formula that works

Yes, there is a proven formula for developing successful sales page copy. This approach is used by the most well-known and highly-paid copywriters. And it's something you can learn, to create your own captivating and results-oriented marketing content that works hard for you.

Know this: an ineffective sales page can only deliver mediocre results, at best. A compelling sales page can generate millions of dollars in sales. Yes, words have that much power. Professional copywriters follow an effective time-tested formula, and I want to share it with you because once you know the method, you can follow it again and again for dependable results.

Introduction

When you have a solid concept, and you have confirmed there is a market for it (this is determined before you invest much time, money or effort), the next step is to write copy for your sales page. Your sales page functions as your first impression, leading visitors to make a purchase.

Key Elements of the Sales Copy Formula

Intro headline
This addresses your ideal customers, e.g. Attention: Working Moms, For the Home-based Entrepreneur, To Teen Girls Ages 13-15, etc.
Main Headline
This is the first item people read. Make sure it is compelling and grabs their attention immediately. I suggest brainstorming 50-100 versions before making a final choice. You can also choose two of the best and conduct an initial market test to see which one draws better results, e.g. 9 Essential, Hard-earned Entrepreneurial Lessons You Won't Learn In Business School.
Sub headline
This is a more descriptive version of your main headline. Reword your headline using different words and more details. Avoid duplicating words. Focus on results or what buyers will experience after purchasing your products or service, e.g. Harvard Cannot Teach You in 8 Years What I'll Show You in 54 Pages.
Establish the situation your product or service provides
(Some call this "the problem," but as a conscious entrepreneur I suggest using language that positions you as someone who is genuinely committed to service, not the "end-all, be-all answer" or "panacea") This can be accomplished quite effectively by using positive language to address issues that are common to your audience.
Establish your credibility
What qualifies you to offer this product or services? What makes you an authority? An expert? Life experience? Diplomas? Certifications? Endorsements by well-known names? Include anything and everything that will support your credibility.
Emphasize additional situations that are common to your audience
The more examples you give about how your product or service can be used, the wider the appeal. It's your job to "spell it out" so readers understand the range of circumstances in which your offerings will benefit them.
Explain why your product or service stands out from similar products/services
Highlight the benefits and be specific. Benefits are what readers want to know. Avoid bashing other companies or using company names. This only reflects poorly on you and leaves a less-than-impressive impression. It's easy enough to state the wonders of your company's offerings without causing damage to others.
Provide as many benefits as possible; the more, the better
This is yet another opportunity to feature the benefits to readers. Use different language and convey benefits from multiple perspectives. This allows readers to see themselves in at least one of your scenarios and relate.
Introduce the price (and some detail about why you've chosen it, if appropriate)
This is the perfect place to tell a little story or compare your offerings to other offers to indicate value. Again, avoid using company names. Stories add a personal feeling to your content, but make them brief. Readers always want you to get to the part when you're speaking personally and directly to them and how your products or services will benefit them. If you keep in mind what you as a consumer yourself want to hear when you're reading sales copy, it's much easier to write to your audience.
Additional Bonuses
Bonuses are not required, but consumers LOVE anything you throw in that's free, so think of something that costs you nothing and throw it into the mix, e.g. guest article, meditation audio, downloadable assessment, free online consultation (this would be automated so you're not investing additional time), etc.
Guarantee
Guarantees are not required, but they do increase sales, so it's worth your consideration to have one. If you do, include the specific timeframe and method, to ensure mutual understanding of your guarantee policy.
Call-to-action
This is where you ask the reader to do something, e.g. "Click here to get your free newsletter subscription," "Purchase now by hitting the link below," etc. It should be only one, specific thing you're asking the visitor to do; confusing copy and too many options overwhelms them and they quickly move on without making the purchase.
The Closing
This is where you make your last compelling impression. The closing is a summation of the previous content and, in different language, provides another, but "softer," call-to-action.
PS's
Based on statistics, this is the second-most read item of any sales letter (after the main headline) and it should briefly recap why someone should take action. It should contain a hyperlink based on the call-to-action, to make it easy for scanners who are ready to buy NOW. Feel free to have more than one PS; these show up as PPS, PPPS, PPPPS, etc.


With an easy-to-follow system, writing copy that gets the attention of your audience is no longer a mystery, but a skill you can learn, with practice.