Bonus Lessons

5 Sales Page Mistakes to Stop Making

Think of it as your virtual salesperson. Now – does yours come off like a concierge – you know, the type of salesperson who remembers your shoe size, that last year you wanted that one particular shade of nude, and that she should always show you a pair of knee high boots?

Or maybe your sales page feels more like like a caricature of a used car salesman. The type you see in movies with an outdated tweed suit, slicked back hair, and the refusal to take no for an answer.

Who are you now, and who do you want to be?

Whether you’re selling a book, a class, a service or an experience (if only experience rhymed with class!), there are simple ways you can make viewers more comfortable with your sales page.

Inconsistent Copy

Does this sound like techy-schmecky jargon to you? Think of it as a broken mix-match.

You want to use the same terms continuously about your product so that it’s recognizable and familiar to your viewers. If you have a graphic pulling people to your sales page (a call to action), studies show that using the same headline or phrase on both makes people more likely to stay interested.

Make it harder for people to get confused. Be really clear about what people are getting, where they’re going, and where you want them to go. People don’t know unless you tell them!

All Features, No Benefits 

What you’re offering is different from why someone needs it. Spell it out.

Features are good (and necessary). Of course everyone wants to know what they’re getting. But every product solves a need (even if it’s something like lessening boredom or helping them escape life momentarily).

How does every feature help solve a problem for your buyer? You don’t have to explain to people that you’re showing them the benefit, but let them know why their life will be improved by having this.

Example:
Feature: Learn 5 common sales page mistakes.

Feature + Benefit: Increase your sales by learning these 5 sales page mistakes. What you don’t know is costing your business, after all!

Make it harder for people to get confused. Be really clear about what people are getting, where they’re going, and where you want them to go. People don’t know unless you tell them!

Not Directing Your Readers 

So they’ve hit the bottom of your sales page. Now what?

Think about the last infomercial you watched on TV. What did it end with? A reminder of the dropped price, how long the sale lasts, and an urging to buy now? Most likely. There’s a reason why people keep doing it – it works.

Before you panic, you don’t have to sound like a cheesy infomercial. (You can if you like. I won’t stop you.) What you do need to remember is to end with a strong closer. Remind people what you want them to do and why they should.

Not Creating a Lasting Memory 

That is – come in strong. Is the headline of your page memorable?

Does it do any of the following?
Use an action word?
Explain the problem your product solves – clearly?
Use keywords your customer would be searching for?

Your headline is essentially a promise to potential customers on what benefits they’re going to get – and incentive to keep reading.

But KJ, I sell nontraditional products. Or I sell novels – I can’t use a headline.

Nonsense. Fiddlesticks. Rubbish. You just have to get creative. Write fiction? Use part of a quote from the book – one that will appeal to your target audience, touching on the specific reasons they read.

Inconsistent Voice + Tone – Not Sounding Like You 

This might be the biggest mistake ever.

Say I’m a regular fan of yours. I read all your blogs. I subscribe to your newsletter. I chat to you on social media. It’s safe to say I know how you usually talk and I relate to it. How you relay information is why I keep coming back. What happens if I get to your sales page and I don’t recognize the voice?

I don’t connect. I don’t read it all. I don’t buy. Which means you’ve wasted your time and energy.

Use what your momma gave you. There could be 100 people selling things that are similar to you. Your voice is what makes yours unique. Don’t turn your back on that.