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Sales Pitching| Article #52 : THE SALES PITCH – SALES PAGE COPY

If you just finished reading the previous article on email sales copy, you can pretty much throw out what you read as far as how sales copy applies to sales pages. This is a whole different animal that requires a whole different approach.

For one thing, you don't know how people are even going to get to your sales page. Sure, they may have found it through your email sales copy, but they may have also found it through somebody else's, or a search engine, traffic exchange, safelist, message board or a number of other things. So the sales page can't assume anything. It has to have every item in place and just so.

As I said in the article on honesty in advertising, most of the best converting sales pages pretty much have the same flow and form. So really, if you have the time, all you have to do is go to the top sales pages at the Clickbank marketplace and read them. You will notice a very distinct pattern. Sure, there are some subtle differences, but for the most part, they pretty much all have the same format. That's why they call them sales page templates, and there are even companies that sell them. Just plug in your text and graphics and you're done.

So what is the basic format of a sales page template?

Header - This is usually what you will see at the top of the page. The header is some kind of graphic which normally goes across the top of the web page, The dimensions of the header vary from page to page but your typical header is about 700 pixels wide by 150 pixels from top to bottom. Take a look at some of these headers and you can see that most are professionally done. I'll get more into how to do this yourself in later articles. The header, for the most part, gives the name of the package or product.

The Hook - I call this next part the hook because it's equivalent to the subject in your email, even though it's not the first thing people see. But it is the one part that really grabs the viewer by the throat. Some people even include the hook in the header. This kills two birds with one stone. My mentor, Juan Walker had a dynamite header for his first Internet marketing product. It went like this.

"How We Banked $27,293.17 In Only 30 Days From Home"

Oddly enough, even though this sounds like the typical hype that I can't stand, back in the day when they released this header, they actually did bank that much in 30 days. They did it through another program, which made it so that they were able to make this claim legitimately. Most people though would not be able to make such claims on their first product. Anyway, this is the hook, and there are all kinds of them.

From this point, the order of the following items can change slightly, but for the most part, this is what you are going to find.

Introduction - This is where the sales copy makes it's opening pitch. It might ask you questions like, "Are you tired of..." or might even start with "I was working a 9 to 5..." etc. Each person has their own style and these introductions are going to vary. But ultimately they are all going to end up with, "But then I discovered..." and they go into their little spiel of what they discovered and how they made so much from this discovery.

Testimonials - This is where most sales pages go right into the, "Want to see the results from real people? Read what these folks have to say." From this point they will list a number of testimonials. Some are text, some text and audio and some are text, audio and video. Yes, some of these testimonials get very technical. Usually there will be at least 3 or 4 of these testimonials. In some cases you may see a page full of testimonials. Some of these pages really go all out.

Bullet points - Sometimes this comes before the proof. It really doesn't matter the order. The bullet points basically point out what you will get in the package. It discusses each item in brief detail without really giving away anything that would make it so that the person doesn't have to buy the package.

For example, these are a few bullet points you might see.

"Learn how to beat Google Adwords by one simple technique"

"Learn how to turn worthless FFA sites into a gold mine."

And so on.

You want your bullet points to be short and to the point. They have to hit the viewer right between the eyes with each point so that they're insides are saying "I have to buy this thing."

Proof - This is where they usually put up screen prints of their income, either from Clickbank or PayPal or wherever they get their money from. Sadly, with today's technology, these screen prints are easily faked. Still, this is the common practice as consumers want to see proof because of all the scams that have been perpetrated over the years.

Bonuses - This is where the creator of the product says that if you get my product today you'll get...And they list all the bonuses that you will get. Usually there are at least 5 or 6 of these. You would think that if the product was that good, they wouldn't have to give all this stuff away. But again, it's a case of where people need to feel that they are getting a lot for very little money.

Final Pitch - This is where they sum things up and tell you that you can get all of this for just $xx.xx. Usually by this time, after reading all the proof and seeing all the testimonials and reading what is actually included in the product, when they see the actual price, their jaw drops to the floor. I mean they're practically giving this stuff away. Under that they give the terms of the purchase such as, how you can get it, what the PC requirements are, etc. Then they show the buy button with a "Click Here To Purchase" or something similar.

Sometimes after all this, they'll include a PS and a PPS reminding us that this offer is only good for X number of days or whatever they want to remind the buyer about.

And that's it. That's pretty much the shell of a sales page copy. My suggestion to you is to go to Clickbank right now and look through some of them. You'll see exactly what I am talking about.

Sales page copy...It's a real art.

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