How to write your sales page

How to write copy that sells your products and services

The balance of creative storytelling and sales

I thought I should preface this post by explaining my own background. If you’re new here (or even if you’re not) you probably don’t know what I studied. First, I studied English literature and philosophy. There were a few writing classes in the mix (and a lot of essays). Next, I studied marketing and public relations. See where this is going?

At the time, I chose subjects that interested me. I didn’t realize how this combination would pay off in helping me weave together storytelling and marketing strategies for creative businesses trying to connect with clients online.

Something to note…

This post is by no means a complete guide. It’s only an outline of the first few steps to get you started. I will be extending this post to become part of a series (and an expanded piece of content—for those of you interested!).

Now, time for my SparkNotes version of how to write your services pages. Grab your coffees because there is a lot of information here!

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By now you should know a few things:

A few other resources that will be helpful to read first:

You need to know who you are selling to and why you’re the best person to solve their problem before you start writing your services pages. If you haven’t read those blog posts yet, I encourage you to backtrack a bit to at least scan them. Otherwise we won’t be starting from the same place!

What makes you unique?

My process starts with a traditional marketing practice. What are the features of your product/service? List these.

Next, pick the most important ones. Choose 3-4 features that make your product/service unique.

Now the problem is that most people stop here. They list the features of their product or service and leave it at that. This is a selfish way to think and it isn't any good for your marketing strategy!

I’ve said a few times in previous blog and social media posts that your copy isn’t about you when you are a brand or business. It’s about the details that make you the best person to solve your buyer’s problem.

How will your buyer benefit?

Your copy should be about your customer. Refer to the ideal audience that you outlined after reading my previous blog post. Figure out which features they would want to know in order of importance. If you want them to buy, you will have to transform each feature into a corresponding benefit for them.

Essentially, how will the features of your product/service make their lives better? How will they benefit from buying? Sometimes you need to be really obvious with these things. Lay it out simple and sweet.

Storytelling sells

I don’t stop here though. I think that sales copy that stops here reads really tacky. It’s sort of condescending in how salesy it is. I add my creative twist to everything. Now it’s time to weave a little storytelling throughout your sales copy.

In your about and homepage, you should have told your audience a bit about you what makes you the best person for their job. What problem do you have the expertise to solve? What facts did you outline here? Do they align with a larger theme?

For example, I wrote copy for a custom kitchen design company that wanted to serve families specifically. They wanted to be accessible to the average family, rather than reserved for only high-class (although they had experience there as well).

I strung together the themes of accessible quality and family. I carried the friendly language and the imagery of families around their kitchen tables through every page. Their homepage reads: "Your kitchen is the heart of your home... Come on over. Let's work together."

This continues through each page, including their products, services, and extra tidbits that make them special. Their about page mentioned that the owners were a family themselves. Their products are high quality, practices are sustainable, and they care about your family. They welcomed questions.

The goal is to elicit an emotional response in potential buyers through storytelling. Something subtle. We feel connected to people and brands when we notice similarities to our own narratives. By playing up the warm, welcoming, family feel, this business connects with other families.

Does this make sense?

When writing the services pages, I continued these themes. By combining the benefits of their products and services with the storytelling we began earlier on in their copy, the final product flows. Cohesive and concise storytelling creates connection. Buying is an emotional response. Tell a story and people will listen.

Language and tone

I wrote a blog post a while ago about setting the tone with your copy. Basically, you need to use language that is appropriate for your reader. It needs to be accessible, interesting, and concise all at once. Keep this in mind when writing your features, benefits, unique selling points, and ultimately, your story!

To be continued…

There is so much more to this that it’s impossible to summarize in a single blog post. We haven’t talked about the length of your copy, your titles and subtitles, formatting best practices for digital copy, testimonials, calls to action—all that fun stuff that should be included in your sales pages.

It’s difficult to outline this in a single blog post, but I thought this top layer was a good place to start. Please let me know if you have any questions, need more details or clarifications! Leave a comment below or send me an email. As always, I'm here to chat.

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