Last time, we talked about how to begin writing your sales page. Today, we’re discussing what to do next – which I call, the brain dump.
Often, this is the step that many entrepreneurs skip. They try to go from research to draft, to done all in one day. That is a recipe for serious frustration (I’ve been there!). Putting a couple steps in between makes the whole process much, much easier.
So after you have done some research to figure out what your audience is struggling with and their common questions, you’re ready to move to the next phase.
Get Out Your Notebook and Make Some Coffee!
You’ll want to set aside a couple hours to do this – two and a half would be good. Schedule one hour, then take a thirty minute break (take a walk, stretch, do something that gets you away from your desk or writing place), then another hour.
Before we start, though, I want you to know one VERY important thing. You may not be able to answer all of these questions, and for some of them, you may only have some bullets, ideas, or maybe one sentence. That is okay. You are just starting the process! Try to be as detailed as you can, but you can always come back later (and we will).
Here’s what you’ll be writing in your notebook:
- What problem is your product solving? How does this feel for your customer? What are they going through? What have they tried?
- What is your promise? What is your solution to the customer’s problems?
- Why are you qualified to help them?
- List out ALL of the features of your product. What does your product do? Describe your product/class/book/etc. Is it a 4 week course delivered by webinar with question and answer calls plus worksheets?
- List out the benefits of those features. How are those features you listed beneficial for your customer? How do they make your customer feel? For example, if one of your features is well organized recordings of your classes, the benefit could be that they don’t have to worry about falling behind, the classes are all recorded and immediately uploaded. They can eliminate the anxiety that comes with purchasing something and not being able to use it. People are interested in what your product will DO for them.
- Write out exactly what your offer is. What exactly does your customer receive when they purchase your product? What bonuses are you giving? How much is it? How will it be delivered? What is your guarantee?
- Do you have proof? Write down any testimonials, and list photos, statistics, your (or the product’s) track record, etc.
- Do you have a guarantee? What is it? Howexactly will they get a refund if they want it?
- Exactly what should the reader DO to act on your offer? Click the “buy button”? Call a number? Then what? Will they be forwarded to Paypal?
Once you have answered these questions, it will be obvious where you need to spend more time. If you’re missing key items (like a guarantee or proof), you’ll need those before you move to the next step.
If you get stuck, a swipe file comes in extremely handy to get your ideas flowing.
After you’ve answered all the questions, put them away and let it all marinate for a bit. We’ll come back to them later.
Which step of the sales page brain dump is hardest for you? Have any questions? Let me know in the comments below!
PS – Want some help with your sales page? We have several sales page services for you.