The End of Your Sales Page
Just as the opening act of your sales page introduced prospects to your product or service and captured their attention on an emotional level, the closing act must also take your prospects and move them through to a completed sale. You’ve spent the entire sales page emphasizing the benefits, features, value, and so forth; now it’s time to close things out with a really compelling summary and a final request for the sale.
The best and most effective approach is to use a summary-type tactic. Review the sales page and pick out the most powerful information to put in the closing act summary. Ask yourself the following questions:
- What are the two to four features that are most likely to entice a prospect to make a purchase?
- What are the two to four benefits that are most likely to connect emotionally with a prospect and entice him/her to make a purchase?
- What is the value of this product or service to the prospect?
- What is it that makes this product or service such a good deal?
Write down your answers to these questions because they are the things to touch upon in the closing act. While some people find this part very easy because they’re just taking existing material and tweaking it a little bit, most people struggle with this because they find it really hard to pick out just those pieces of information that are most important to include in this section. The tendency is to include way too much in this section, rather than emphasizing just the most important things
Remember too that an end of your sales page, of course, includes an effective request to the prospect that asks them to make a purchase. It’s not about making them feel guilty or forcing them into buying from you, but rather, it’s more about reviewing the emotional highlights of the product or service and respectfully asking them to take action.
Some Internet sales page developers tend to pay the majority of their attention to the body of the sales page, then skim over or put half- hearted efforts into creating the closing act. This is a mistake that can end up costing you sales and profits. Of course, the body of the sales page deserves the bulk of the attention since it is the real “meat” of your Internet marketing, but that does not at all diminish the importance of giving just as much attention to the ending section.
The end of your sales page last thing your prospects see and read, so do everything you can to create a favorable (and lasting) last impression.
Formatting Your Sales Page
The words and ideas you present on your Internet sales page are important, but just as important are how they look to the reader on the screen. In other words, the way you format your content has as much (and maybe even more) to do with your overall sales success as any other element we’ve discussed here.
Formatting your sales page for success is a combination of creativity and structure. The very best sales pages pay equal attention to these two items, making sure they work together and balance each other out in combination.
Let’s start with creativity. This is the aspect of your sales page that has to do with being imaginative and interesting with aspects such as the:
- Font style, size, color
- Bullet point styles
- Regular, bold, italics, underline
- Page alignment
Mix Them Up
There are literally thousands of different combinations you could create by combining these things in different ways. Take, for instance, your main headline. What font should you use? How big should it be? What color should it be? Where should it be positioned on the page? Where should a graphic, picture, or logo be placed? Play around with different colors and combinations, but don’t rush into a final decision.
Come up with a couple of different options and then put it aside for a day or two; when you come back to it, you’ll be surprised at the perspective you have gained and the things you’ll notice about the sales page.
Structure is also important to a successful sales page. Once you have picked a set of fonts, colors, graphics, and the like, be sure to use them in a consistent structure throughout the page. For instance, if you decide to use Arial Bold font in the color blue for a section heading, then use that same combination for all of the section headings on the page. This kind of consistency gives the prospect a sense of continuity while they’re reading and also provides a visual prompt or clue that they are beginning a new section of the page.
There is no such thing as the single perfect format for an Internet sales page. It will take some time and some effort on your part to figure out what works best for your product or service!