We’ve talked about why sales pages are such a great project for copywriters and how to write them so that they’re exceptionally effective.

Here we dive into tactics for helping to you sell sales page projects to clients or, more specifically, how to sell yourself as the ideal writer for a client’s sales page project.

The thing about sales pages is that, unlike most other copywriting projects, they’re entirely contingent on your client’s timeline. In fact, you may not even know that a client could use a sales page until they let you know.

Why? Well, solopreneurs usually come up with programs and build them, and then hire a copywriter to create the sales page (and, often, sales emails) before the program has been launched. Which means that you won’t know about it until a client tells you about it.

That said, though, if you want to offer sales pages as part of your key services, publicizing that on your portfolio site and any Facebook groups that you’re a part of is key to helping clients find you to work with.

Once you’re talking with a potential client about a sales page, though, there are a couple of key points that can help you make the sale.

1. Mention Any Experience You Have Writing Sales Pages

This includes experience writing sales pages as spec pieces. After all, strategy is strategy! Planning out the various sections of a sales page and come up with how to be most persuasive and evocative is useful no matter whose sales page you’re writing.

2. Talk About Your Client’s Numbers

It’s helpful to talk with your potential sales page client about their numbers. After all, $1,500 for a sales page might initially create a little bit of sticker shock for a client. But once you talk about the price of their program and their ideal sales page numbers, things are put into perspective.

For example, if the sales page is for a $997 product and they’re hoping to sell 50 of them (or $49,850 in total), that $1,500 for a professional sales page to help get them there suddenly seems very reasonable.

Another thing about numbers: Clients may ask about the results of your project, which you should keep track of if you have access to them. Here we look at copywriting numbers, or copywriting metrics, and why they are important to you.

3. Ask Preparatory Questions

An excellent way to help sell a potential client is to start asking them some of the preparatory questions you’ll ask them to actually write the sales page. Knowing which questions to ask helps demonstrate your expertise, and the pre-sale period is the ideal time for them to recognize that expertise.

These questions can be questions you’d ask to write the creative brief, as well as any questions you’d ask to properly price the project. You need details for pricing the project anyway, so you’re essentially getting a head start while also showing your client all the strategy that’s going into you writing the project.

4. Talk About What Goes Into Writing a Sales Page

And, finally, be sure to talk through all of the elements involved in a sales page, your process for writing it, and what kind of a schedule you anticipate for the project. Remember, your client is not a copywriting professional and may not have ever worked with a copywriter before. The more you can make the process transparent and help him or her understand exactly what will happen and when, the more they’ll feel comfortable putting their faith in you to write the sales page.

Your Turn

What other questions do you have about how to sell a sales page project to a client? Let us know in the comments below!

The post How to Sell a Sales Page Project appeared first on Filthy Rich Writer.

As we’ve established, sales pages are great projects for copywriters. Sales pages generally require plenty of copy, and, since they directly help your clients make money, they’re very valuable to those clients. Once your client hires you for a sales page project, it’s time to deliver a page with wildly effective copy that helps convert customers.

Now, it should go without saying, but this project (like every other) needs to start with a creative brief. No questions asked.

A great sales page includes everything that a potential customer needs to know to make a purchase decision. Which means there are a lot of possible elements in them:

• The overview (the benefit and introducing the concepts)
• About the company/owner
• The details of the offer
• Any bonuses included with the purchase
• Results
• Testimonials
• Case studies
• FAQs
• Who it’s for and who it’s not for
• Pricing
• Guarantee (if there is one)
• And lots more

Today, though, we’re going to focus in on three elements that help make a sales page especially effective—three elements that help the perfect target audience identify themselves, identify that the product or service is right for them, and make the decision to purchase.

And, of course, the more people that purchase, the more thrilled your client will be! So, let’s dig into those three elements.

1. The Customer Transformation

You already know the importance of emphasizing the benefit to consumer when you’re writing copy.

But I want you to take it even one step further. Because people don’t really want to buy a product or service. What customers want to buy is a transformation. They want their lives to be different, and they want this product or service to make their lives different.

And, as the copywriter, it’s up to you to tell them how that’s going to happen. It’s you’re job to show them what the full transformation can—and will—look like if they purchase. How is their life going to change? The more detail you can put into this—the more you can make the potential customer really see themselves after the transformation—the more effective your copy will be.

For example, let’s look at a mini-van that has a truck that opens when you wiggle your foot underneath the back bumper. The benefit of that is you can juggle groceries, kids, and more—without dropping any of it. You can, and should, dig deeper into that. The benefit of this feature is that it makes life easier. It’s a vehicle that keeps up with your busy lifestyle.

The transformation helps the customer envision their life with the product or service. In this case, with this minivan, they’re acing work, life, and parenting. Their life is smoother. There’s a level of ease to the day-to-day tasks that have to get done. Heck, errands are even enjoyable thanks to a vehicle that has thought of their needs.

2. Your Client’s Goals for Purchasers’ Success

This is an opportunity for your client to really connect with their potential customers.

There are a lot of programs/products that can’t guarantee a specific outcome. For example, a business marketing program can teach people the tactics to market themselves, but those people still have to take actions. The person selling that program can’t guarantee specific results like “double your business!” since that’s contingent on how the customer carries out the program. If the customer doesn’t do anything, that’s certainly not the program’s fault!

But if your client has a goal for what will happen for the clients who purchase, you can write about that. In the example above, you could write (from your client’s point of view): “My goal for you is to double your business.” And then really detail the vision your client has for their customers’ successes.

This can help customers understand the possibilities as well as really get a feel for how important the customer success is to your client. It creates an immediate connection between them and that helps make it easier for a customer to purchase.

3. Facing Objections Head-On

Any time someone is thinking of buying something, justifications for not purchasing—or “objections”—are going to pop into their head. Some of the most common ones are concerns about price, concerns that it won’t work for them, and concerns that they won’t use it (when applicable). You may be able to come up with additional objections based on the product or service itself.

One of the most effective ways to help people overcome these objections is to address them head-on. Giving voice to objections—maybe even before the potential customer has a chance to—diffuses their power.

Instead of being scared of objections, you can embrace them and help potential customers understand why they’re not really a reason at all not to purchase.

You should also carefully mine the testimonials for anything that addresses these objections directly. Ones that start out with “I was so afraid to invest but…” or “I was scared it wouldn’t work for me…” or things like that are GOLD. You can also have your client get new testimonials with the prompt “What would you tell someone who’s considering investing in this?”

Your Turn

Which of these elements feels most powerful to you? And why? Let us know in the comments below.

The post How to Write a Sales Page That’ll Make Your Client Ecstatic appeared first on Filthy Rich Writer.

I know I don’t have to tell you that better copy makes a website more effective. If the copy is better, visitors to that site will be more likely to interact, more likely to do what the website’s owner wants them to do.

But not all copywriting projects are created equal. Some copywriting projects are ones that are a higher priority than others for clients. And there’s one copywriting project in particular that is one of the highest priority projects for clients, which is why it’s an effective one to pitch to prospective clients.

Why Certain Copywriting Projects Are Easier Sells Than Others

But it’s not always easy to draw a straight line between new, more effective copy and more sales. A better-written homepage or a better-written About Us page is going to improve the business, but they may not immediately increase the business’s income.

Which means that it’s easier for a client to put off improving them. When a client comes to you for new web copy, more often than not, they’ll tell you that they’ve been meaning to get around to this project for a while.

It’s not a priority to them because they can’t directly connect it to revenue. Which means that the project with you is not going to be a high priority until a fire is lit under them to take care of it. And you may not be able to control this.

Before I go on, let me be very clear: Website pages and all other kinds of copy projects are still very important and still very much worthwhile to offer as services. Clients need them and you should be offering them.

But there’s one kind of project that’s naturally more urgent to clients, that’s naturally more of a priority, and that directly impacts a customer’s revenue. Which, in turn, means that it’s easy to make it clear just how valuable you writing that project is.

What am I talking about? Sales pages.

Why Sales Pages Sell Themselves

Sales pages are the landing pages your clients use to sell their big-ticket products or services. They convey the benefit to consumer (of course!) but they also cover a huge range of other things—pain points, features, testimonials, about the creator/company, who the product/service is and isn’t for, guarantees, case studies, FAQs, ideal outcomes, risks of not purchasing, and so on and so on.

A sales page conveys everything someone needs to know in order to decide to make a purchase. Which, of course, can make them long—which, in turn, means they’ve got a lot of copy.

And what’s better is that it’s not hard to draw a direct correlation between a better sales page and increased sales. The money a client puts into getting a sales page written will come back to them exponentially in sales.

Sales pages are large, lucrative projects that many clients know they need done well and are also ready and willing to pay well for.

How to Pitch a Sales Page Project

Now, Comprehensive Copywriting Academy students know there’s an entire masterclass on pitching clients. So, we’re just going to cover a few highlights here.

(Not in the CCA? Find out more about the CCA here >>)

Typically, you identify a client you’d like to work with, pinpoint a project you think would add value to their business, and send a pitch, making the benefit to your prospective client clear.

But the tricky thing about sales pages is they’re usually dependent on your client’s timeline. Usually, a solopreneur comes up with a program or offer and then looks for a copywriter to hire to write the sales page. So, it’s harder for you, as the copywriter, to know the program needs a sales page if it’s not even out in the world yet!

So, if you want to write these pages, connecting with entrepreneurs in Facebook groups is a great way to advertise your sales page writing services.

Once you know a client needs a sales page, use these four tactics to land the project >>

How to Write an Effective Sales Page

Again, CCA students, you have an entire course on writing effective sales pages. These are big projects and there’s no way to cover it all in a single blog post (hence the course!). But it’s important to remember a few key things.

There are many possible directions you can take a sales page. And your client may have a lot of information they want to cram onto the page.

It’s your job as a copywriter to determine the most important pieces of information that need to get included on the page. And ruthlessly cut anything that doesn’t support the objective. (A creative brief is extremely important to every project, and a sales page is no exception.)

Most copywriters focus on too many of the functional elements: pricing, features, FAQs. And these are certainly all important.

But too often they overlook the big picture. What is the client going to get if they make this purchase? What is the real deep benefit? If you’re working on a sales page (or plan to!), take a look at this post for three keys to writing a wildly effective sales page >>

Lastly, how do you determine if the sales page is effective? Numbers help. Here we look at copywriting numbers, or copywriting metrics, and why they are important to you >>

Read More: Other Copywriting Projects

As a copywriter, you’ll be given a variety of projects. Here are some other projects you’ll likely be assigned:

• Why Landing Pages Are the Perfect First Copywriting Projects
• Writing Proof of Concept Copy Projects
• Writing Subject Lines for Solopreneurs
• 4 Steps to Write a Wildly Effective About Us Page

Your Turn

Do sales page projects interest you as a copywriter? Why or why not? Let us know in the comments below

The post The Copywriting Project That Sells Itself to Your Customers appeared first on Filthy Rich Writer.