We’re still in the thick of a pandemic that has greatly reduced your options to attract new customers. Networking events continue to be canceled or postponed. But you’ve got to do something to keep the sales engine running, right? Enter the sales page. In our previous blogs, we discussed how you can put together an irresistible offer that can serve as the foundation for this page. Now that you’ve come up with one, let’s have a look at the final question: How to create a persuasive sales page?

One sales page, four sections: the secret to success

To publish a powerful sales page, make sure it has four sections that cover the TIPS framework* (Tempt, Influence, Persuade, Sell) created by master copywriter Andy Maslen. We’ll discuss them briefly in this blog, explaining how each section can achieve a specific goal by using a certain type of content.

1. Tempt

First things first: once you’ve lured a visitor to your sales page, you want them to stay there. So, spark their curiosity on top of the page. Address your visitor’s most pressing needs or pain points and create a relevant headline that implies some huge benefit or a solution to their problem. Demonstrate your experience and authority on the subject matter, including a number of clear USPs. Make sure your visitor feels compelled – no, obliged – to read on.

2. Influence

In section one, you’ve made a promise to your visitor. First, you need to deliver on it. But then what? Well, don’t revert to lists of benefits. Tell a story that draws your visitor deeper into your world. A story they can identify with. By creating a sense of recognition, you build trust. And that’s a prerequisite for selling your product or service.

3. Persuade

All right. Now you can talk about benefits. Show your visitor what their life would look like if they accepted your offer. Mention the advantages as well as the result. You can include a list, but make sure your bullet points rock: each should be unforgettable and wow your visitor. Tell them what they’ll miss out on if they pass. And if you’ve got testimonials, use them!

4. Sell

Be to the point. Show your visitor why they should take action right away – for example, by creating a sense of urgency or implying scarcity. Temporary discounts can work wonders. To take away any potential objections the visitor might still have at this point, you can publish a FAQ section, a warranty report, guarantees, or (more) testimonials. And always make sure there’s a call to action at the bottom of your sales page!

Would you like to get more advice on growing your business? Our expert, Youri Kuper, saves a couple of slots every month to discuss growth with business owners and other business builders at Microsoft partner companies. If you need to lay out some clear next steps, schedule your session with Youri now.