Persuasive Sales Page
Lesson 47 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Persuasive Sales Page
Lesson 47 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
47. Persuasive Sales Page
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Persuasive Sales Page
Now creating a persuasive sales page with persuasive copy for your brand can be game changing for any business. Now, there are tons of examples of incredible sales pages out there. And I'm going to actually arrange some videos I think in the near future to follow this particular video just to give some examples of some incredible sales pages that I personally find really inspiring. Now, ultimately, a sales page is the bridge between your potential customers and your company. You basically need to persuade them to buy the thing that you're offering them your product or service, whatever you have to offer them to provide a solution to that problem. Now, there are a few key things that you should do when you are looking to develop a persuasive sales page and a sales page can be done very quickly, very easily, but you need to know what you're doing. So in this lesson, I want to cover some of the main things that I see that really help a sales page to be effective to actually persuade a cus...
tomer to buy something. And then I would like to just go over some pros and cons just to give you a little bit of an insight in regards to, you know, what I generally see in regards to what happens when a sales page goes wrong. Now, the first thing that's super important is knowing your audience, I've already mentioned this a million times before, but I'll say it one more time. You have to use your target audience slide, which is earlier on in your brand guidelines, you need to use that, You need to fill that out. Because if you're doing all of these tactics without actually understanding your customer, you're going to be potentially speaking to no one and that's not a good thing. Now, the next step, once you actually understand who your target audience is, is to write compelling headlines. So in regards to compelling headlines, we always read the headline first before we even consider reading the text below it. So the headlines are super important. Now headline should be short snappy and should capture our attention. It should focus on a benefit or something that makes us seem like we would be stupid if we did not read on and the picture beside it should also complement the actual headline. So for example, if we go on Tesla's website and it has a picture of a car that's going super fast, you probably have a headline on there talking about speed, ok. So they both have to kind of be married and sort of dance with each other. Now, once you have all of your headlines in place. Obviously, the rest of the text should flow after that and it should be in relation to the actual headline. But then you need to make sure that your value proposition is super clear. So make sure that you're talking about the benefits, the features and make sure that you tell them why they should choose you over your competition. Another tip is to make sure that you have super engaging, copy the text on your sales page is your salesperson? Ok. So you want to make sure they are as articulate as possible that they know the product upside down and sideways. And you are also showcasing your product or service in the best light. So make sure you double check the copy or even hire someone who is a great copywriter to help you. Now, obviously, I've already discussed visuals and media. So make sure that every single image and every single video on your website is rate and it looks and feels credible in it's on brand. But then once we have those key things in place, now we can move on to the interesting stuff. So if you remember a little bit earlier on in the course, if you actually watch that lesson, social proof is one of the most important aspects to any website, especially a sales page because we want to actually showcase that the thing that we're selling works or can solve a problem. And the best way to do that is to actually have some sort of social proof to show that it's done the same thing. It's actually helped people with this particular problem and it's solved it multiple times before and everyone is happy with it. So once you have your social proof, the next thing that you need to add is a call to action. So every sales page should have at least one call to action. And in fact, you shouldn't have any more than two call to actions. And the only two call to actions that you should have on a persuasive sales page is to buy or to contact us to learn more. Those are the only two things that you should have on nothing else. Now, it goes without saying that every single sales page should be responsive because most of the customers who actually shop online these days will not use a desktop, they'll use a mobile phone. So we need to make sure that your website looks just as good on desktop as it does on mobile, which is pretty self explanatory anyway. And it's pretty basic, but I just thought I'd mention it and lastly scarcity, urgency and guarantee. So adding these three to your persuasive sales page is going to put the client or customer at rest and they're going to ultimately feel like they can order with complete peace of mind that they don't have to worry about you scamming them or running away with their money and never giving them what they expect. You can really drive a lot into your conversion rate and really improve it by simply just adding things like bonuses, guarantees to put your client's mind at ease and also obviously building trust with things like lifetime warranties and stuff like that. Now, obviously, there are a lot of pros and cons to actually following that structure and making sure that each of those elements are in your persuasive sales page. Now, one is obviously the conversion rate is going to be significantly better. You're also going to be able to build trust more and you are also going to be able to grow your company a lot faster. However, there are some cons as well, like for example, if you try to overdo it with scarcity or psychological tricks, then you could be seen as a little bit more scammy and spammy, which obviously isn't nice and it's also a massive investment to obviously create a sales page, which is really effective, you know, you can do it well, but you know, to get a really great sales page, you really need to invest the time and energy into it. Now, the likes of Apple and Shopify have incredible sales pages. Apple's product pages are literally amazing, like they're literally probably the best out there on the market at the moment and also Shopify with their home page. It just gets all the information across in a nice, easy to digest way and it really helps you to sign up and start your free trial, which is obviously exactly what Shopify wants. Now, in regards to cost, I would say that doing that, persuasive sales page, it depends on your experience. So, if you've got no experience whatsoever on any of those things that I've just mentioned, it's probably going to be quite costly. I would say, you know, it probably would cost anywhere between, you know, a couple of $100 to maybe, you know, like a couple of 1000. You know, I personally, you saw websites for like five K with a really strong landing page, which is obviously comes with a guarantee of getting conversions and getting a result. But that would ultimately be around anywhere between two and nine in regards to cost. It depends on how much experience you have in regards to landing pages in regards to time to set up. It does take a little bit of time. It depends if you do it yourself or if you get someone else to do it, but I probably say about four or five, it does take a lot of time. But once you have it set up, the maintenance isn't that hard. You would probably say it's about a seven in regards to scoring simply because you can do some testing and adjust things using the Hot Jar software to see what's doing well and what's not doing well. But overall in regards to Roi has to be a 10, has to be a 10. You get so much benefit from a well designed landing page which is going to sell for you. It's like having an employee as a salesperson that knows exactly how to talk to customers every single time and converts like, you know, two or three customers out of 10 people that come onto the website, which is, you know, obviously fantastic. So it depends on your product. It depends on your market. It depends on obviously what you're offering, how much you're selling it for, et cetera, et cetera. A well designed persuasive landing page or sales page is always going to serve you. Well, trust me. So anyway, just wanted to say I really appreciate you. Thank you so much for dedicating so much time to this course. And I look forward to seeing you in the next lesson.
Class Materials
Bonus Materials