Your Website Has One Job – Closing the Sales Funnel.
Your website is your mansion, your piece of web real estate. People drop in, but do they just look around or do they buy? To sell to them, your mansion needs some great rooms. Rooms as unique as every client. Each room, or sales page, is their final stop at the end of an advertising campaign. So whether you pull them in through ads, Twitter, Facebook, Google, guest posts, community events, or walks with your dog, make sure they get a unique url – a sales page designed for them alone.
Tailor your landing pages to each customer type and your website sales conversions will soar.
Why? Because sales pages that sell match their customer’s desire.
Copywriting legend John Forde mapped sales to desire using six lead types – a strategy that made millions for his clients. In a nutshell, this is what they did.
The Offer – This First Lead Is The Easiest One You Will Ever Write
“Enjoy your Coffee by Adding Callie Creamer – Or Your Money Back”
The offer is meant for those customers that know you and have a history of buying your products. They are like the neighbor who is comfortable rummaging through your fridge. There is no need to be anything but direct. Sales are made to these folks the same way you would recommend creamer for their coffee – by making the offer.
Your copy will focus on proving your offer. It will show how your creamer will make morning coffee enjoyable and how it will improve the day. It will include testimonials from people who can verify your claims. And it will close with a guarantee that eliminates risk.
This customer already trusts you. Your goal is to show they are preferred over all others.
The Promise – The Lead for Friends of Friends
“Callie Creamer – If Only Cows Could Make it This Good”
When your customer doesn’t know you but knows about your product or service you have to work a little bit harder to make your sale. You aren’t the only option, but you’re in her top three. Businesses who sell to these clients are all about the promise.
Your lead needs to prove your credibility in an entertaining way. It may create images of pleasurable mornings and evenings that are better because of it. It might set-up humor by hearing from rejected cows. It will offer testimonials, comparisons, or the results of research. Finally, it will encourage the customer to try it out for herself.
The promise succeeds because the desire is already there. Your mission? To show why it is actually this product your customer desires.
The Solution – The Lead for People With a Problem
“Callie Creamer Fixes Crappy Coffee”
This customer doesn’t know you or what you can do for them. But they have a problem. Your lead copy needs to show empathy and how your product solves the problem.
Can’t tell your husband his coffee is terrible? Trying to give up expensive designer coffees?
You must show them what only you can do to get them out of their situation.
The lead still has everything good copy has – testimonials, the offer, the picture, proof, uniqueness, guarantees, and the push. But it solves a problem by focusing their desire on you.
The Secret – The Lead For Customers Without Problems
“Why Expert Coffee Drinkers Callizise Their Coffee Now”
Some customers don’t know you, your product, or have a problem. But they don’t like feeling left out. “How did they get that? What is their secret?” That is what they want to know. To reach this customer create mystery.
A lead about secrets does a slow reveal, dropping hints at what the headline was about. It courts the reader, offering just enough to make them read the next line until they find themselves at the submit button where they can get your coupon for Callie Creamer.
The Proclamation – For the Curious Customer
“I know a guy whose teeth got whiter by drinking coffee.”
Some customers are a hard sell. They don’t need you unless you can make them curious. Reach them by saying something provocative.
Then build your landing page with details, focusing on proof and testimonials until the prospect is willing to take a chance. Include guarantees to reduce risk until its clear that only a fool would not take a chance.
The Story – For the Customer That Doesn’t Want You
“Did you know Callie Creamer was an accidental discovery?”
There is a final customer out there; the one that doesn’t want your product. They actively resist it. To reach them you tell a story. It has to be a good one too because your job is to find out if there is a desire for your product and then make it burn.
You can’t create desire, but you can dig around to see if it’s there at all.
There is much more to say about crafting copy for each of these customers and many ways to entice them to stay with you while you say it. Copywriting isn’t an overnight skill and a 900 word article isn’t a complete cheat sheet.
But it’s a start. And with it you can see how you can increase sales.
If you’re a DIY kind of owner, study the greats. They have written extensively. But, if you’re short on time, you’re going to need to open your wallet. To a copywriter, response rate is everything. Boosting yours makes him look good. Look for track records and pay the writers who can show you their successes. Their copy will increase your sales and the fees they charge will more than justify the investment. Make your website sell for you.
Assuming, of course, your website is mansion quality.
Featured image from pshan on flickr