Hi, this is Eddys Velasquez and today I’m going to talk to you about how I eventually find the bulls-eye for making a sales page work —even if my first approach doesn’t work.
The #1 Key: It’s about finding the right sales argument.
…or series of arguments linked in a specific order to create a strong belief & conviction in the reader that buying your solution is the next best step for them.
It’s similar to how a lawyer would make their case in front of a jury to get them to get them on their side.
If this is true, then this is true, which makes this true, which then makes this true, and so on.
Btw, have you ever watched the show, “Bull”?
So anyway…
As much as I would love to say that I have magic fingers and that I just sit down and write gold on a page that gets people to buy, that’s just not the case.
The “control” sales page that’s been working on cold traffic for my golf business for several years was put together in one all-nighter, but the truth is that most of the thinking (and even some of the writing) had already been done months before in micro-sized pieces.
Here’s how:
One of the first things we launched to the existing golf customers was a recurring revenue membership for everyone who wanted ongoing workouts after completing our front-end program.
I launched this membership via an email series.
So I listed out all the reasons why a golfer would want to receive the ongoing workouts.
Each email then covered ONE specific reason why they should join.
This allowed me to think deeply about each reason and “make a case” for that reason in each email.
I sent about 8-12 emails like this and we enrolled a handful of new members into our recurring revenue membership.
But that was just the cherry on top because the TRUE value of that launch was the insight gained into which reasons resonated the most.
Which reasons got the most engagement.
Which reasons got the most sales.
And even more importantly, in what order.
I realized that if that series worked for selling a recurring revenue program then it would work even better for selling a one-time purchase (which are way easier to sell).
So that’s what I did. I compiled all of those emails into one long-form sales page with transitions in between each. I added my offer at the bottom. And then we launched on cold traffic.
That sales page is now responsible for over 23,500+ buyers and still getting new buyers every day.
Here’s the takeaway…
1 – Start writing daily(ish) emails to your list.
2 – Every now and then launch new products or re-launch existing products to your list via an email series.
3 – List out the top 8-12 reasons why your audience should buy your product. Then write one email for each reason “making a case” for why that reason is true and how it affects their life.
4 – On a recurring basis, go back and look at which emails worked the best. Which reasons resonated the most with people and then look at the context in which that email was placed. What messages came before it, which ones after it, etc.
5 – Then take your best performing emails and put them together into one sales page that covers the top reasons why people should buy your product.
It takes some time to gather this insight and to figure out which arguments need to be placed where, but once you figure it out, you’ll have put together a sales page that’s already been PROVEN to work.
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If you’ve already been sending an email newsletter then you already have lots of data to work with.
Go back and see which promotions worked the best.
What was your message? How did you make your case?
Now go put that series of winning arguments in a sales letter!
-Eddys Velasquez
P.S. If you’re a CEO or business owner who wants consistent daily revenue, you know you need a sales page that works on cold traffic…
But when I absolutely, positively need to produce RESULTS (“magic”) in almost any business, here’s the #1 play I run that doesn’t rely on great sales or copy skills…
