My audience
Your audience’s needs are what define your daily work, so get to know them.

Value Proposition
Think of this value proposition as your elevator pitch. How do you succinctly describe what you are selling?

My (product/service) helps (niched audience) to (do this action) by (what your product service does)



"My WEDDING CAKE COURSE helps ASPIRING PASTRY CHEFS to LEARN THE BASICS OF DECORATING WEDDING CAKES by TEACHING HOW THE PROS USE EDIBLE AND NON-EDIBLE DECORATIONS."
Having this statement in your backpocket will be your northstar as your write your sales page. When you have a question or are confused about whether your copy is aligning with your mission, you can check back in with your value proposition.

Price​

DESIGN
Step 4: Create a thoughtful designGreat design is all about building trust and guiding your reader along an experience. When creating your sales page you want to draw the reader down the page by creating interest and value.
So what all goes on sales page? That’s the first question, right?
The elements of a sales page include:

• Headline/Header section- This is where you can put a hero image and a strong, compelling headline and a subtitle.
• High-quality images- Images not only help illustrate your product, they also help to break up copy in as your reader scrolls. Imagery can include:
  • Header
  • Mockups
  • Charts and graphs
  • Video
• Body copy- This is the description of your sales page and where you get down to the details of your product.
• Testimonials/ Social proof- This increases your credibility with new members of your audience.
• FAQ section- Don’t let any skepticism sit around in your audience’s mind. Tackle any questions you foresee them having right away on your sales page.
• Pricing details- Make sure to CLEARLY state your pricing details on your sales page. No one is going to buy something before they know how it will affect their bank account.
• Call to Action (CTA) buttons- These need to be prominent on your page. After all, the main point of the sales page is to get your reader to click these CTA buttons.

Now that we know all the elements of a solid sales page, let’s discuss how to design them in a way that increases your conversion rate.
Images/VideosImages and videos are incredibly important to your sales page design. Not only do they break up the copy, they direct their reader to the most important areas of the page.
Think about it. If you’re looking at a webpage (heck, even this page), where did your eyes go for first? Even as a writer, my eyes always go to the pretty pictures.
Your images and videos also can add to your like, know, trust factor with your audience. Copy doesn’t always connect with each person, so having these types of elements can help you connect with all types of people.
Videos in particular (whether they are testimonial, information, FAQs, etc) will increase you conversion rates. In fact, 84% of consumer have made purchases after watching a video. Seeing a product or service in action is great way to put your audience in the driver’s seat and make them feel more connected to you and your business.
Make it responsiveThe internet doesn’t exist solely on computer screens these days. You have to think about where and how your audience takes in information (another reason why Step 1 is so important).

To make sure you’re checking all those boxes, you need to design your sales page (or use a template that is) responsive. That means it will resize to fit the medium it is being viewed on.
Because whether your sales page is seen on a phone screen, tablet, or computer monitor, you need it to still look coherent, in line, and well-thought out.
Mix it upBecause our brain pays attention to patterns and ignores repetition, it’s important to mix up the elements of your sales page. Here are some super simple ways to do this:

• Alternate images with text
• Add in subheads
• Don’t be afraid of white space
• Add background color to blocks of copy
• Use bullet points

Adding in these elements will keep your page feeling fresh and take out the intimidation for those skimmers to run through your copy easier.
Speaking of copy….

COPY
​
Step 4: Write captivating copyAfter you’ve designed your sales pages (at least a simple wireframe of it), you can get down to your copy needs. Knowing what you want your sales page to look like first will help you know what kind of copy you need, where you need to put it, and how long it should be.
So let’s talk about length first.
Length of your sales pageThere’s no wrong answer to the question, “Should my sales page be long-form or short-form?” But here are some ways to come up with your own specific answer:
Think about your audience.
Historically, what works for your audience? Are your readers skimmers, video watchers, novel experts? Finding this information out in Step 1 should make your answer here very clear.
How detailed do you want to be?
A pro of having a longer page is you can go in depth on things like answering customer objections, explaining your product, or telling your story. But if that’s not your style, a shorter page filled with bulleted points about your features, a video, and maybe a short FAQ section will be just what you need.
When it comes down to it, the length of your page should be as much as you need it to be to convey your point.
HeadlinesYou could say your headline is the most important part of your sales page.
It’s the part that makes a reader stop and think, “Hey, I might be interested in this.” In fact, on average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest. That means, you’ve got to write an exciting, informative, and intriguing headline to get someone to read your whole sales page.
Here are a few tips for writing your best sales page headlines:
Keep it short
Your headline should be quick and to the point (10 words tops). But don’t forget you have your subhead to go into more detail if you need.
Fill it with keywords
Remember the importance of SEO. If you want more than just your readers to find out about you, you need to be working on your organic search even on your sales pages.
Write a lot of versions
I’m talking 25-30 variations. That may seem like a lot, but as you write more and more, you’ll find that your versions are getting better as you go. And everything you’ve written in that exercise can be used as one-liners to pull into the rest of your sales page.
Body copyThis is the description of your sales page and where you get down to the details of your product.
Here are some things to think about while writing your body copy:
Focus on benefits over features
While the details of your product are important to spell out, they are not what sells your product. What sells are the benefits your customer will experience because of your product.
For example, let’s say you’re selling an online course about budgeting. Your sales page can say that your course includes 3 modules filled with videos, worksheets, and a quiz and that’s true and important for your potential customer to know. But that’s not really exciting or attention grabbing, right?
But when you talk about how the students of your course have saved up for vacations with their family or cut their debt down to $0 in just a year, that gets a new reader interested.
When you can put a potential customer in a state of mind where they can see themselves living the benefits of using your product, you’ll be much more likely to increase your conversions.
Write like you’re speaking to a friend
Keep it casual. Think about a friend you have that would be helped by your product and write your sales page like you’re talking to that friend.
Don’t be dramatic, salesy, formal, or impersonal. Be empathic, talk to them directly (ie- say “you”, and “your”), and tell stories. The more you can make your reader feel comfortable with you, the faster they will trust what you have to say.
Make it scannable
Sales pages shouldn’t be a novel. Most people who look at your sales page will want to be able to skim over the content quickly to see if it’s something they’d be interested.
Here’s a quick list of ways to make your sales page copy scannable:

• Incorporate lists- usually with bullet points
• Keep paragraphs under 4 lines.
• Add in subheadings for every 2-3 paragraphs
• Add in quotes from customers

More info
​https://convertkit.com/sales-page

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BONUS: Mujeres de la Luna Package!
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