Do you remember that warm and fuzzy feeling every time you meet a charismatic person? They put your needs before their own. They looked you into the eye like you’re someone special. They care about you.
That’s exactly how you want your sales page on your website to present itself during your next launch.
From the sales pages I audit, there are two common things I see people screw up on. First, it’s not having enough clarity on their customers, pricing strategy, and wording. Second, it’s not assimilating with their customers’ culture and lingo.
We’re going to talk about the second one today, but these two common problems are more or less connected. You can’t have clarity on your sales page if you’re not assimilating with your customers. Establishing trust and rapport with your customers isn’t optional (it’s required) before they will ever hand over their hard-earned cash.
Writing a sales page, more or less, is not as hard as you think if you have interacted with your customers on their level. Because the point of a sales page isn’t to describe your product. (At least not at first.)
Then what’s it about?
It’s to have a conversation with your customers! If you will, try seeing your sales page as your sales rep on autopilot instead of just another page on your website.
Now understanding your ideal customer or target market sounds like the hardest thing in the world. I mean, who has the time to get to know the entire market? Of course, that’s not to say you have to understand every person who will ever buy your product. Phew, that’s impossible.
But before you ever sell anything or put any new product in front of anyone, you want to understand what they need first. One of the biggest objections you’ll meet in selling high ticket programs or software is people can’t understand why they need it. They simply can’t connect (and don’t care to) the dots unless you engage them in a conversation first.
Products and programs are only as good as they’re useful. And they’re only useful if people can understand how to use it. Usefulness is perceived, but you first have to walk people through it. Once they know you connect with them, then they begin to want your product.
And to connect with them, you have to use their language because that’s how people connect. They feel like you’re part of their culture. You know them. You have assimilated with them. And now they trust you.
Sometimes people ask me, how do you know what people want? If I’m having a face-to-face sales conversation, I can monitor the flow of the conversation with my intuition and observations. But in the online world, you can’t use your intuition to that kind of depth. But you can observe, pay attention, and sometimes really, it comes down to using your customer’s lingo…
So this is what we’re talking about today. Five techniques to help you write your sales page — and create your sales ninja.
#1 Ask feedback from your current customers.
If you’re in the service, coaching or online course business, you can employ this technique by sending your customers a survey for feedback. I’d keep the survey short and to the point so you don’t wear them out by bombarding them with too many questions.
I do this for my clients. I ask for feedback on each project. It’s most important to ask what’s the before and after of the project like so you can close any gaps you may have your sales page.
Here are a few questions,
- Why did you want to take this program or course? Or, why did you want to work with me? (This highlights how their life was like before they worked with you. Expect it to be not so pleasant otherwise, you won’t be needed.)
- Are you happy with the course, program, final project? What about it do you like best? (This is the aftermath you gave them. Expect them to say some wonderful stuff about you.)
Notice that these are only two questions, but if you ask every customer or client that comes through the door, you’ll have a ton of feedback. Some people may not respond and that’s okay. Those won’t be your ideal clients most of the time.
But remember, when you’re asking feedback to use for a sales page, do this immediately after the project ends. Why?
Because that’s when your customers and clients’ experience with you is at its peak. They remember every great thing you did for them and their experience is still vivid in their minds. If you ask a couple weeks later, the experience will have fazed out more or less, no matter how amazing it was.
What does this do for my sales page?
You are surveying the people who have already bought from you. They are proven customers who have real pains and desires in a program or service that you can offer.
Also, you can use these as your testimonials on your sales page. Or, you can use their “before” answers to flesh out your customer struggles. And use their “after” answers to highlight your customers’ desires.
#2 Use your customer’s lingo to describe their pains and desires.
Don’t try to sound smart by using industry jargon — unless you can confirm that your buyers only talk like that in real life. The reason for this is that even if you’re selling to high authority and executives, everyone is still a human at its core. It’s a human selling to a human — so your sales page and email sequences should reflect that kind of personality too.
When I started this blog, one of the biggest struggles people tell me is getting “traffic.” Yet I was always talking about “content marketing” — an industry buzzword. Sometimes when you’re facing your own industry, you are so proud of what you’re doing that you forget people outside of it doesn’t use it in their everyday lingo.
When you come to think about, it will make sense. If you sat down to dinner with your spouse to talk about your day, what are you more likely to say?
Cathy: “I did some content marketing for my business today. And nothing happened yet because it’s a long-term strategy. We will have to wait for the results.”
Dana: “OMG, my website traffic doubled today. Pinterest is absolutely amazing!”
Now, of course, you’re going to say something like Dana, right? It’s human language.
What Cathy said about content marketing makes it look like she just went to the doctor and possibly got diagnosed with cancer. And she’s waiting for the results… and it doesn’t sound hopeful at all.
But with Dana, it was simple and the average person without Internet marketing will probably understand it. Getting traffic to a website sounds pretty straightforward, but content marketing sounds like a chore.
What does this do for your sales page?
Use words and lingo that’s easy to understand and that you have heard your customer’s use. For example, let’s say you’re in the beauty niche. You’re selling a consultation program on how to use organic and healthy products.
Unless your customers are asking for “no parabens” products, avoid saying those terms. If you do, explain it. I know when I first heard that word, it was just another scientific piece of jargon that I had to stuff down my throat.
Saying that in human language would mean, “Do you want my complete guide to using non-paraben products, meaning there are no preservatives in your cosmetics? Can you imagine the same toxic villains creeping on your face like they do in your canned foods?”
#3 Lurk around on your competitor’s website to see what people ask for.
Look, you probably have opted in for your competitor’s freebie just to see what it was like. Was it better than yours? Was there anything else on it that you didn’t know?
I saw these three words on a sales page the other day, “Reset. Renew. Recharge.” And I swear, I saw these exact same words (probably in a different order) on another landing page a few weeks back.
And that’s not the kind of lurking I mean — to rip off the copy from someone else’s website.
Instead of copying someone else’s copy (no pun intended), you want to see what causes your competitor’s people to engage with them. What questions are they asking your competition?
Then go down this rabbit hole:
Go to your competitor’s blog >> Check a blog post that’s related to your product or service topic >> Scroll down to read the comments >> What desires do people have regarding your topic? >> What results do people want to achieve? >> Markdown the exact words.
Repeat these steps for a few more blog posts.
#4 Use Amazon reviews to guide you through your customer’s needs on the same topic.
You have a great product or service, but you want to find where you can fill in the gaps. For example, if people continue to complain that so-and-so’s product isn’t comprehensive enough, you want to make sure yours go deeper into the details that theirs missed.
Using Amazon marketplace, let’s say you were launching a coaching program in the manifesting and law of attraction niche. I searched “manifesting” on Amazon search bar and this book came up first: Manifesting: The Secret behind the Law of Attraction.
I immediately clicked down to customer reviews >> 1-star reviews >> top critical review. And it says this:
Let’s do an anatomy of this review. What did this reader not like about the book?
- There was no specific how-to to follow and listen to your heart
- It was a rehash of the same old stuff from other books so she didn’t learn anything new
Now you probably want to check a few other critical reviews before you decide what to put on your sales page. Just because one person said something doesn’t mean it’s “in-demand.” But if more than a handful of people chime in on the same things, then you’ll know what people really want.
When you’re writing your sales page and you want to empathize with your customer’s pain, you might say something like,
“Are you sick and tired of life coaches preaching about listening to your heart, but then don’t give you the exact steps to get there?”
This gives you the exact words to write your sales page. These are the people who need help desperately so you are going to target them. And when they land on your sales page, they’ll think: “Ah this is exactly what I’m looking for and the last book I read couldn’t give me that.”
#5 Describe your own pain when you went through it yourself.
Do you think people are more likely to trust the person who have always had it together or the person who has struggled with the same issues and came out stronger?
Of course, the latter right?
The first person gives us a sense that life is fixed. Unless you had that natural-born talent, you won’t be able to do something she did. But the second person gives us hope, that if you are willing to put in the work, you can see changes and shifts too.
Customers want to buy from people who have gone through a similar transformation because they know you understand their pain.
What can this do for your sales page?
Incorporate your own story into your sales page. It’s called storytelling or authentic marketing if you will. It lights up a bulb in people’s mind and gives them a sense of security that you two are rockin’ the same boat.
Now in certain niches, visual marketing can also play a role. For example, let’s say you’re in the fitness niche teaching pilates. Your customers look up to you not only for a healthy lifestyle but also to shed a few pounds after pregnancy. While telling your journey of losing 20 pounds can show results, before and after images will be even more powerful.
So this is it. This is how you spy on your customers like a ninja — to write a sales page they’ll buy from. You can love your product, build it, and have great content. But at the core, if you want something to sell, people have to realize they need it first. And people will realize they need it once you empathize and hash out their problems.
Back to you, what have worked for your sales pages?
Chat soon, Judy