When prospective customers land on your website, the odds are they have never heard of whatever you are promoting. But by the time they finish reading your web copy, you want them to be wondering how they ever lived without it.
Creating desire for your product can be accomplished in a number of ways. The most common is to show that your product is the permanent solution to an aggravating problem that your customer is having.
For example, if you original info product is an audio series on techniques to stop smoking, you want to frame your sales page so that your product is the fastest, easiest and most effective way to permanently stop smoking.
The Pre-Sold Customer
There’s a secret that car salesman know that they don’t often share with lay people: People don’t walk into a car showroom because they don’t want to buy a car. In almost every case, they are there because they already have made the decision to buy a car and have the money or credit to buy it. Usually, they also would prefer to drive off in their new car as quickly as possible.
The same concept holds true when prospective customers land on your website. It’s as if they are walking into your showroom. They haven’t arrived there because they found your page randomly. They are there because they want to buy products like yours.
So as the author of your sales page, your job is simply to get them to do what they already want to do in the first place.
The quickest way to push somebody to making a buy decision is to appeal to their emotions. Use standard sales techniques such as storytelling, social proof, scarcity and others to pull on the readers’ heartstrings and encourage them to take the action that you want: To buy your product as quickly as possible.
How to Describe Your Product
When you describe whatever you are promoting on your website, you don’t want to waste a lot of time on details unless they progress the emotional story that you are selling.
Your prospective customers probably already are familiar with whatever it is you are promoting. So they don’t need to know that your eBook is 425 pages long, or that your video series comes in five 12-minute episodes, and so on.
Any descriptive words you use to promote your products need to be there for a reason: To push your customers to making a buy decision.
Features vs Benefits
Most customers aren’t interested in what your product is. What they really want to know is what it will do to make their lives better.
So rather than focusing on detailed features of your products, what you want to highlight to your readers is the benefits they will receive if they purchase your product.
For example, if you are promoting a course on how to convert your home to solar power, your readers are less interested in how many panels you will need or what the final electrical output is going to be.
What they really want to know is that once they get your product they will have more independence, they can save huge sums of money, they are saving the planet by reducing their carbon footprint, and so on.
In other words, features tell but benefits sell!
Power of Reverse Psychology
Another very effective sales technique is using reverse psychology to motivate your readers into wanting your product even more.
This is when you tell them – usually toward the end of your sale letter – that they may not be the right customer for your product. For example, if you are promoting a guide to how to improve your love life, toward the end of your sales letter, suggest that if your readers aren’t ready to make an emotional connection with another person or are afraid of committing to a loving relationship, then they probably aren’t the right person for your product.
This puts your reader on the defensive because, of course, those are exactly the benefits they want. Otherwise they wouldn’t be considering your product. Sometimes this can motivate them into making buy decision just to prove you wrong.