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The Definition of Sales Page


As you’ll see in the content marketing section, throughout your blog, you shouldn’t talk about yourself or the product/service you sell.

That’s because people aren’t interested… they only care about why they should choose you over your competitors.

However, there’s one page on your blog where you must talk about the benefits of your product/service and allow interested people to buy it: this page is the Sales Page.

Several years ago, before the internet, when paper Sales Pages were used, they would consist of dozens and dozens of pages.

Without software such as AWeber, ClickFunnels, and educational content on blogs and YouTube, this sales letter had to include all the necessary elements to immediately convince a person to purchase the product, along with stories, discounts, purchasing education, and so forth.

It was a long paper letter divided into different sections, each strategically designed to sell the reader the next section.

It began with the story of the company and how they came up with the unique idea to stand out from their competitors.

Then they explained the benefits of the product/service, offered a discount, scarcity, and many other things that unfortunately the infamous business scammers still teach today.

Today, the Sales Page is still constructed in sections, but for instance, you no longer need to include your story, which used to be one of the primary components of the old model, because you can narrate it through blog posts and videos.

It’s not smart anymore to use the “Limited offer for 30 days: only 20 spots left then access closes forever!” because a year from now, you can still read this phrase on the sales page, and credibility is lost.

In this blog post, I’ll precisely explain how to build your sales page using a new, more professional, effective, ethical, and much less deceptive model compared to the old one.


Introduction to Sales Page Blocks


As mentioned earlier, a Sales Page is made up of blocks.

Each one contains a headline, a text, and a call to action – which most of the time is urging the reader to buy the product or service you’re offering.

Now, I’ll explain how to create this Sales Page.

But if you want a visual example, I’ll show you one from someone who’s built an economic empire through Sales Pages: ClickFunnels.

As you can see, their sales page is divided into blocks with text and images, always ending with a call to action.

In their case, it’s a free trial of their service.

We offer our free trial or lead magnet through the Landing Page, so in the Sales Page, we’ll be selling the product.

Now, I’ll explain how to compose the blocks and how many to create; just remember to always end each block with your call to action.

Here’s a step-by-step process to create your Sales Page:



Block 1: Headline and Intro


The first block to present is the headline.

The purpose of the headline is to grab attention and persuade potential customers to read the rest of the text.

It should address the following questions:

  • “Why should I buy your product?”
  • “How can your product improve my life?”

Don’t be afraid to provide detailed content: include all the essential elements and make the headline as long as necessary.

Here’s how to structure the headline:

  • Begin with a question about the problem: “Is back pain killing you?”
  • Produce an immediate psychological benefit by following the question you have just written: “Here’s how [PRODUCT] can relieve your back pain naturally and without side effects!”

Subheadline

Include some significant benefits for your target customer immediately below the headline:

“Even if you have [LIMITING FEATURE], you can experience positive results in [SHORT BUT REALISTIC TIME].”

At this point, it’s very helpful to repeat the slogan I explained how to build.

Product Image

Visually showcase the product with a photo or a drawing.

Introduction

Right after showcasing the product or service you are selling with an image, it’s a good practice to write a few introductory lines to immediately persuade potential customers.

The best product introductions speak directly and personally to the ideal buyer.

When we sell our own products, it’s natural to get excited about presenting the various features and functionalities.

We live and breathe our work, our website, and our products.

But what is the feature that distinguishes and truly makes your product unique?

What is your differentiating idea?

Here’s an introduction to a soap I found on Shopify while searching for an example to show you:

“Sometimes the scent of seasonal soap is all we need to feel the holiday spirit. Our all-natural soaps, available in a range of fragrances for every festive occasion, will leave your hands velvety, clean, and ready to be slipped into a pair of soft and elegant gloves. After all, it’s Christmas: pamper yourselves.”

This introduction by Method Home suggests that the advantage of their soap lies not only in the fact that it will make your hands soft and clean but that their product will actually bring the holiday spirit, making the Christmas season merrier and more enjoyable.

Think about the benefit offered by each feature of your items.

In what way do your products make customers happier, healthier, or more productive?

What problems, mistakes, and hassles are solved by your product?

Don’t just sell a product; sell an experience.


You will need to use the bullet point technique as we saw on the Landing Page, structured like this: feature + benefit 1 + benefit 2:

“Why does [PRODUCT/SERVICE] work so well? Because of:
β€’ [FEATURE 1], you will get [BENEFIT 1], allowing you to [BENEFIT 1]
β€’ [FEATURE 2], you will get [BENEFIT 2], allowing you to [BENEFIT 2] […]”

For example:

“Why does Roomba’s robot vacuum work so well? Because of:
β€’ Its advanced sensors, which provide accurate mapping of your space, allowing you to efficiently and thoroughly clean your floors
β€’ Its automatic recharging capability, ensuring continuous cleaning without interruptions, keeping your home constantly clean with minimal effort
β€’ Its compatibility with voice assistants like Amazon Alexa and Google Assistant, giving you easy control of your Roomba with just your voice, allowing you to clean your home without even lifting a finger”

Don’t laugh too much; I know my examples are terrible.

My only concern is to ensure you understand the concept.


Block 2: Who Is Your Product/Service For?


In the second block, you should clearly outline your ideal target customers and demonstrate how your product solves their specific problems.

Here’s a generic example that you can adapt for your product:

“[PRODUCT NAME] is specifically designed for [YOUR TARGET CUSTOMER], for example:
β€’ [TARGET 1]: If you are [TARGET 1], you know how challenging it can be to [SPECIFIC PROBLEM]. With [PRODUCT NAME], you can [BENEFIT 1] and [BENEFIT 2], allowing you to achieve [DESIRED OUTCOME]
β€’ [TARGET 2]: For those working in [SPECIFIC INDUSTRY OR SECTOR], you understand the importance of [CRUCIAL ASPECT OF YOUR PRODUCT]. [PRODUCT NAME] will help you with [BENEFIT 3] and [BENEFIT 4], enabling you to achieve [DESIRED OUTCOME] easily and stress-free.”

Remember to personalize this example based on your product and ideal customers, highlighting the specific problems your product solves and the benefits it offers.


Block 3: Product Details


Provide a concise technical description of the product.

List the complete technical specifications, followed by a short paragraph explaining the significance of each specification.

Always avoid using technical terms, even if you believe your clients should know their meaning.

Instead, communicate as if you were speaking to a child.

This is one of the fundamental rules of persuasive writing.

For those selling physical products, in addition to the list of benefits, you can also list the contents of the box that customers will receive.


Block 4: Testimonials


In this block, you should showcase the top ten testimonials you have received.

After the tenth testimonial, write:

“For any additional testimonials, please refer to the dedicated page on my blog.”

I recommend avoiding the inclusion of a direct link to the testimonials page on the blog.

The primary purpose of this Sales Page is to encourage people to make a purchase without distracting them by redirecting to read all the testimonials.

Remember to update this section regularly, replacing the reviews every time you receive a better one.


From Block 5 Onward


The four blocks you’ve just created are more than enough for the effectiveness of your Sales Page.

However, if you feel there are additional blocks that could enhance the effectiveness of this page, don’t worry: starting from the fifth block, you can add all the essential elements to convince the customer to purchase the product, in addition to those in the first four (which are mandatory).

This is a page that can be infinitely long, as the potential customer always has the opportunity to buy, because each block ends with a call to action.

Feel free to update the Sales Page at any time by adding more blocks according to your needs.

Remember to follow this format for each block:

  • Block headline
  • Text/bullets point/images
  • Call to action (CTA)

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