Things just work better when there is a process.
Socks or pants first? You probably do it the same way when you prepare for a new day. It works for you.
Preparing to write a sales page is a process.
We asked our Crazy Egg Marketing Experts the first thing they do when preparing to write a sales page.
Here’s what works for them:
I answer these initial questions when drafting a landing page:
– What is the call-to-action?
– What content (copywriting, images, video) would influence Competitive, Methodical, Spontaneous, and Humanistic decision-making types to complete that action?
(More info on personality profiles for decision making: http://j.mp/persuasivewriting101)
~ Angie Shottmuller, Interactive Artisan
Market research. Both on the product/service being offered as well as the prospects being targeted. Without fail, the more juicy tidbits I dig up during the market research process, the better the copy.
~ Adam Kreitman, Words That Click
Identify target audience(s) and the scenarios they are in. If you are building a new sales page you need to know this before you write one word or call to action.
A couple of valuable tools to help with this:
1. Questionnaires – for gathering insights if this is not your business
2. Question Research – Quora, Linkedin, Yahoo Answers and Wordtracker (they have a question research tool) are a few that will help you identify questions your audience is asking.
~ Aaron Stevens, Moosylvania
Hire a copywriter. I’m fortunate to work with some very talented writers like Heather Lloyd Martin and Jeff Sexton, a Senior Fellow at Conversion Sciences.
These people know how to tee-up a page with a strong headline and sub-head. They then know how to use storytelling, metaphor, symbolism, color, and images to draw the reader into and through a buying process.
I am a good writer with tens of thousands of hours under my belt. I am not talented enough to do what these guys do, though.
~Brian Massey, Conversion Sciences
I look at my product or offer through the eyes of my best customer. Everything I write will be tailored to what they want to see and what they need most. Diligent research will only get you so far. Playing to emotions or telling a story will only get you so far.
The rest is envisioning your offer as if your number one customer is reading it right now and nodding their head approvingly. When you focus on them, instead of yourself, you’ll probably get a completely different perspective on the things that are important!
~ Sherice Jacob, iElectrify
I don’t write sales pages. I write articles that make a difference.
The first thing I do is write the title. Everything flows from that. (Then, I usually go back and rewrite the title, because I gain clarity about what I’m writing about as I write.)
~Jeff Goins, Writer
I research the product or service that is being sold and the target audience. What’s being offered is the most important aspect of it all.
If you don’t fully understand why it’s beneficial, why people would buy it, or what problem it solves, you’ve got a bigger issues than fixing up the sales page will handle.
~Naomi Niles, ShiftFWD
Research the product or service thoroughly and then combine a cheat sheet of benefits, features and facts regarding the product or service. From there it’s relatively easy to construct the sales page, riffing off of the information you already have in front of you.
~ Cori Padgett, Big Girl Branding
The first thing I like to do when writing a new sales page is to get into the mind of the potential buyer. What problem is it that they are trying to solve? Selling on benefits rarely works, but selling by solving a problem always works. I get into that mindset and the copy always seems to work better.
~ Will Hanke, Where Is My Business?
The first thing I do is picture who I’m writing to. I try to imagine an ideal client and write the content to that person. In all of my writing, I do my best to have a conversation with the reader. The same is true on a sales page, and my goal is to have a conversation with customers.
~ Joseph Putnam, Blog Tweaks
The first thing I do when preparing a new sales page is ask questions about the product such as what would be the product’s one sentence elevator pitch, what are its most unique features over anything else in the market, and what specific results would someone get using that product. If you can answer those question about a product, then you can convert the reader.
~Kristi Hines, Kikolani
What about you? What is the first thing you do when preparing to write a sales page?