7 Sales Page Elements that Connect, Resonate & Convert

Despite the numerous "sales page templates" want us to believe, there's no one-size-fits-all way to write a sales page.

To get people to buy from you, your sales page needs to build trust. You want your readers to feel connected to you and resonate with your message.

To do so, it's essential that your unique message and personality come through, and that you tailor the content to your "relationship" with the target audience.

1. Start with a POV

We’re tired of generic stuff. Clients want to know that you’ve something different and unique to offer before they’d give you the time of the day to read your sales page.

Pique their curiosity by making a bold statement.

Don’t be afraid to be controversial.

2. Give Value and Connect the Dots

Instead of talking about what you’re selling, GIVE them insights into why they’re having the challenges they’re having.

Sometimes it may not be obvious to your readers that your products or services are the solution to their problems. If you don’t bridge the gap, they’re not going to understand why they need your stuff.

That bridging the gap bit is about educating your readers, and providing value. This builds trust that is essential to conversion.

3. Connect with Their Identity

How would your ideal clients identify themselves in relation to your products and services?

How do they need to perceive themselves, before they would purchase from you? How can you inspire that identity?

4. Communicate a Benefit-Focused Process

When you talk about your process, it’s not about you.

It’s the art of talking about the “what you do and how you do it” in a way that’s not navel-gazing.

How do you explain your process so it’s relevant to your ideal clients?

5. Empathize with Their Frustrations

What are the frustration people encounter when they work with your competition?

When your readers see that you understand what hasn’t worked for them, you build another layer of trust.

This also sets you up to talk about why your program or service is different, so they won’t encounter the some negative experience.

6. Handle Reluctance to Take the Next Step

What would make a potential client be reluctant to take the next step and respond to your CTA?

If you want them to get on the phone with you, would it be wasting 45 minutes listening to a sales pitch? Being sold to in a pushy way? Being churned through another one of those enrollment conversation scripts and at the end, presented with a “fast action discount” that translates into “if you don’t whip out your credit card now you’re a loser?”

7. Add a Meaningful p.s.

We know the power of p.s., because people like to scroll to the end or flip to the last page to read the ending.

Conventional sales page wisdom is to reiterate the main benefits and/or bonuses in the program.

If you want to take it one step further, how can you add a personal touch, e.g. sharing a story, to illustrate why your potential clients need your products or services, while building a deeper relationship with them?