There are now powerful tools to create really great landing pages. I’ll discuss a few in moment, but tools alone will not get you the riches you desire. Because as you will see, we’ve had all sorts of tools in the past, but many of us have failed to make them work for us.
First, we had websites, and everyone thought “If we build it, they’ll come.” But did they? Probably not. And if they did, did you sell anything? Probably not. I’m pessimistic because the vast majority of online business don’t make any money from their websites—just like that they don’t make any money from their business cards. Business cards are handy tools, but they won’t make you any money.
And just like having a business card, a website won’t make you any money even if you do put more thought into it than your business card. Very few websites actually have a strategy to convert visitors to buyers of your products and services.
Now, the new trend is to have a dynamic sales funnel. This is seen as the Holy Grail of making money online. And many companies are jumping on this trend to sell their goods and services.
And there are even companies who’ve streamlined the whole sales funnel for you with easy to use drag-n-drop tools. Here four of the big heavy hitters in this space
These are all great “tools” but they are just tools. They will only get you as far as your website has done if you don’t have this one powerful element as part of your sales funnel and landing pages. I know what you’re thinking, but this one powerful element is not what you’re thinking, and I will explain briefly.
All these tools come at a price. Many are $50 to $80 a month. And if that’s too much for you, you can get a handy plugin for WordPress that supposedly solves all your problems once “they come.” This plugin is Insta Builder, and you can get it for just $70—no monthly fees required.
But they problem here—as I will elaborate on later—is not the tool and how cheaply you can get one. They problem is being seduced by the relatively inexpensive way in which you can supposedly solve your online marketing woes. And you have to figure, if all these tools are so cheap and wonderful, why isn’t everyone doing it.
Well, they are!
And as I said before, businesses fall into the trap of “If we build it, they will come.” Just like a website, these sales landing pages won’t do that much better. Actually, they will do better but since everyone who is intelligent has a landing pages to sell their product, the general buying public has gotten wise to their intelligent trickery.
But if any landing page is missing this one important ingredient, then no matter how flashy or clever your landing page is, it won’t do you any good—even if you use the latest tools like Unbounce or Drip.
And no, I’m not talking about getting more traffic. Of course, if you sent a billion people to your landing page, you just might one doo-hickey.
What I’m talking here is good old fashioned sales copywriting . If you don’t have good sales copywriting, then your sales pages or sales funnel will fail.
Here are some standard formulas you need to be aware of when it comes to good copywriting:
- Get attention
- Identify the problem
- Provide the solution
- Present your credentials
- Show the benefits
- Give social proof
- Make your offer
- Inject scarcity
- Give a guarantee
- Call to action
And there are many other formulas you can use in your copywriting, such as:
- Pain or Problem
- Story/ Solution
Or another one:
- Open with a shocking statement
- State the problem
- Agitate the problem
- Make it even worse
- Introduce a solution
- Credibility—why should they listen to you
- Show exactly what they get
- Reasons to Act Now
- The Close
But just knowing formulas isn’t going to work. You have to really know the essence of real sales copywriting. You have to study Claude Hopkins, David Ogilvy, Gary Halbert, Eugene Schwartz and countless others. And that takes a considerable amount of time.
If you have a direct marketing business and you have a great product, you do need to bootstrap your business, and tools like Unbounce, Leadpages, Instapage, ClickFunnels are great, but the real power comes from sales copywriting. Pick up a few books and nail down some of the basics.
Better yet, focus on your business and hire someone to write your sales copy for you.
Ash Waechter is a direct response copywriter who helps small businesses sell more products and services online. He also writes SEO copy for attracting readers from around the web.