MBA2011 7 Sales Page Must Haves

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Hey, welcome to the Hundred Dollar MBA show where it's our business to help your business every single day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014. And in today's lesson you will learn seven sales page must haves. Your sales page is where your potential customer decides to buy. So it's essential that you get the fundamentals right, that you get these must haves on your sales page. Now your sales page could be the page where people go by your course, your training. It could be for your next launch. It could be the homepage of your website. It could be. It's basically the page where you describe the product that you offer and offer it. I'm a huge student of great sales copy and crafting a page that converts because if your sales page can convert just a few percent higher than it is right now, that can mean potentially thousands, tens of thousands of extra dollars every single month. So in today's lesson I'm going to drill down what are the seven must haves, the things you cannot neglect on your sales pages. So let's get into it. Let's get down to Business looking for.

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Alright, let's jump right into it. Let's start with the first of the seven must haves on any sales page. And this is really important. It's actually the most important part of the page. And you probably haven't really nailed it if you're not seeing good conversions on your page. And it's very simple. It's your opening headline. It's the first words at the top of the page. This is the first thing anybody on your website is going to read, whether it's on a computer, on a tablet, on a phone. It's at the top of the page. So it's the first impression. I cannot tell you how many clients I've worked with, how many students I've helped with their sites with their pages. And their opening headline absolutely stinks. It makes no sense. It doesn't tell me anything. It doesn't evoke anything inside me. In fact, it leaves me confused. Your opening headline is what's going to grab the attention of your actual potential customer. Now, the reason why the opening headline is so important is because the whole point of a sales page is not simply to get them to buy. I want them to buy. But there's a few things I need them to do before they get to the point where they click buy now. Okay, okay. The whole point of the opening headline is to get them to scroll down the page, is to get them past that first line, to the second line, to the third line, to the next piece of content, to the image, to the testimonial, to the whatever, is to get them moving down the page. Because the more they move down the page, the more they're going to learn about my product or service, the more likely they're going to buy. So my whole goal with the opening headline is to get them curious, to get them wanting to get them interested. So they keep moving down the page. And little side hint, guess what? The job of the next sentence after the headline is is to get them moving down the page, the next sentence, and the next sentence and the next, you know, section of the website. The point here I'm making is too many people over complicate their headline and forget that the opening headline's job is to just get their attention and get them interested, to keep scrolling. So my advice to people that are just like, well, what do I write here is stop trying to be too cute. Stop trying to be over complicated. Stop trying to cram everything you know about your product, your service, what you do, your clients, right in one sentence. One of my favorite opening headlines on a sales page are from my friends Jason and Caroline Zook, who run run a online business coaching program called Wandering Aimfully. And the headline is an unboring business coaching program. Immediately, I'm hooked. Okay, this sounds fun. This sounds interesting. Tell me more. Okay. It's short, it's sweet. It describes what they do, business coaching. And the thing that gets me reading more is that they say it's unboring. What's this unboring business coaching program? I'm interested. This is what I mean. One of our early sales pages that we use for webinar Ninja, our webinar software was run webinars that don't suck. It's funny. It gets their attention, it gets them wondering, what are webinars that don't suck? How do they do this? You need to spend some time working on that opening headline to get them to keep scrolling, to get them interested, to get them curious about, hey, these people seem interesting. What is this all about? Number two, a lot of sales pages really focus on the product itself, the features, the benefits, what's included, really. They focus on the solution, and that's good and all. And you're going to do that. Okay? But before you do that, you need to describe the problem. Okay? You need to describe the problem you solve with your solution, with your product. Why? Because when I as a buyer can see that you understand my pain, understand the problems I'm going through, I subconsciously believe you can help me. You have the solution because you have empathy. You understand, you get it. By the way, this is not revolutionary. If you ever watch an infomercial, they always start with the problem. They say, don't you hate it when this happens? And they show you the black and white video of somebody fumbling in the kitchen with some appliance. They describe the problem and you're like, yeah, that's me. I do that all the time. And they really drill it home. They make you feel the problem, the pain that you experience, and it's almost comical, but it gets you tapped in on, man, this is a problem I need to solve. Because if you don't talk about the problem, it doesn't seem urgent enough to come up with a solution. If I just talk about solutions, like here, this is a great product because it's going to allow you to do this, this, this, and this. And you're like, well, I'm not sure if I really want to do that. But if I spend time talking about the problem that. That I'm solving, you start to realize, yeah, that's actually something that I don't like. That's actually pretty annoying. That's actually really painful. This is why you should spend time on your sales page soon at the top, soon as you're getting started, to describe the problem you're solving. I'm gonna give you another example. If you have ever gone to a doctor or a physiotherapist or a dentist or whatever it is, and you went to them with a pain, you said, hey, my back hurts, or I'm struggling with xyz, or I have a toothache, the doctor is going to spend some time describing what the problem is. Hey, this is the problem you're experiencing. You're feeling this type of pain. This might be happening. You might have loss of sleep, loss of appetite. And the whole time he or she is describing this problem, you're like, yep, that's me. Yes, that's me. This person's reading my mind. And then they go into detail. This is kind of happening because your tooth is hurting because your nerve is exposed to these elements. And it usually happens when you have cold drinks. Yeah, you're right. It does happen when I have cold drinks. The next question you naturally have in your head is, okay, what do I do about this? How do I solve this? You're not thinking about, let me go to another dentist. This dentist or this doctor or this chiropractor gets me. This is why describing the problem is so important on your sales page. The third must have you guessed it, Immediately after problem, we talk about the solution. Now, too many people, when they talk about the solution, when they offer their product or service, they really just offer the details. The nitty gritty. They don't really talk about results. Now, when I say results, I'm not talking about before and after pictures. Not just yet. But what I mean by results is, what does this mean for me? What does this mean for my life? What does it mean for my future? So instead of me saying in my Automated webinar course, I'm going to show you how you can get new leads. That doesn't really tell me everything I need to know. Yeah, that sounds good. New leads, great. But it's a little bit, I would say, not rooted in reality. So one technique is to say, so you can. This phrase is so powerful. With my automated webinar course, I'm going to show you how to get new leads so you can turn them into customers and more revenue for your business. In my snowboarding course, I'm going to show you how to choose the right equipment so you can avoid injury. With my software, I'm going to show you how you can create a webinar within minutes so you can spend more time with your friends and family and enjoy the fruits of your labor. See what that does? So you can root sit in reality shows them. This is why you want this solution. The solution is going to allow you to do this. So you need to showcase your solution in that way. All right, the fourth must have on your sales pages is proof. You need proof that what you're saying actually is real, that this will actually work for them. And this can come in different forms. This could be social proof. This could be testimonials. This could be people that are authorities or tastemakers in your industry endorsing you as a person or endorsing your product. This could be before and after picture. This could be simply proof that it worked for you. But people need to see this so they can believe, hey, I can do it too. This is really important because by this point in the sales page, they are now convinced you understand their problem, that you have a solution that's going to impact their life. But now they have to have confidence that this will work for them. Whether it's a physical product or a course or software. They need to just feel like, okay, this is going to work. This could be ratings and reviews on Google. This could be screenshots of the chat messages that you get during your webinars that say, hey, love this session. Any form of proof will be helpful. If you're new to business and you have no past track record or success stories, no problem. Did you ever work a job before? If you did, just go to your past boss, go to your past coworkers and ask them, hey, can you write me a few lines about what it's like to work with me? That's a testimonial. Omar's professional. Omar is of his word. He is always on time. I loved working with Omar. He was a lot of fun and super helpful. When Omar was in charge of the department, he improved sales by x percent. These work because it's just saying that other people are vouching for you, that you do good things, that you can get results. Must have number five, ease of implementation. Now they're curious about you. They know you understand the problem, understand them. They are convinced that your solution can improve their life. They see proof that it has worked for other people, it should work for them now they need to understand that whatever they're buying, whatever result they're buying it for, implementing the actions to get that result is not impossible, that it's doable for them. So you need to show them, hey, I'm going to walk you step by step in my course. I'm going to show you with free tutorials and 247 support how to use my software with my consulting package. We have a 15 minute onboarding call to make sure you are totally clear on what you need to do to get the results you want. You got to show them what happens as soon as they buy to ease their, you know, nervousness that oh my God, what if I can't do it? No, you can do it. You can implement this because I'm going to make it easy for you. I'm going to walk you by the hand. This is why a lot of people say if you can do this, then you can do that. Like some people if they're trying to describe an easy to use software. If you can write an email, then you can use this software. Or a lot of people that are selling courses say, hey, if you survived high school, this course is going to be a breeze because it's fun, it's exciting and I walk you step by step and there's never an opportunity for you to get lost. There's a chance for you to ask questions and get back on track. Ease of implementation must have number six. This is huge, guys. And there's so many people that don't do this. One call to action, your sales page has one goal is to sell is to get the visitor to buy your course. So that's the only call to action they should see on the page. Okay? Stop sending them elsewhere, stop telling them to follow you on Twitter and Facebook and Instagram where they can get lost over there in social media and never come back to your sales page. Everything should go back to buy now. Everything should go back to get started. Everything should go back to grab this offer. This is all they need to do. This is the only next step that they should be allowed to do on your sales page. Now, this is your homepage. You have a header navigation. What I love to do with our websites is I have our header. As they scroll, the header navigation disappears and they get lost in the content and all the calls to action, which is one call to action by on all down the page. Now if they happen to scroll back up, that's when my menu up top reappears. And this is a really good strategy just in case they want to go back or go another page and just kind of give some flexibility. It's not a total squeeze page, quote unquote, where they can't go anywhere. But at least when they're scrolling down, they're not distracted by other menu items. One call to action. Do not distract them. Get them to do the next step, which is to buy your product.

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Let'S go to must have number seven for your sales page and then we'll recap and I'll give my final piece of advice. When it comes to this topic, the last piece that you must have on all your sales pages is you need to make sure that your page is mobile friendly. Last time I checked this statistic, over 60% of all Internet traffic is mobile based. That means more people are visiting your sales page on a mobile device than a computer. And this is only going up. Okay, now when I say mobile friendly, I'm not just talking about that it works on a mobile device, that it doesn't just totally get crushed and look horrible. Yes, it has to be responsive and it has to look good on that smaller screen resolution. But you need to just check everything the way it looks on a mobile device. Because some things can look weird. Text can be cut off, especially if it's on an image. You need to make sure that videos play. You got to make sure your buy now button works, that it loads fast on mobile. It's got to look and feel just as good, if not better on a mobile device because chances are they will be checking you out on mobile. Think about it. When people give word of mouth marketing when they share a product or service, it's usually another person talking to you. And as soon as they say to you you're not on your computer, you're right in front of them. So you just open up your phone and you look up that site, they find you, they see your sales page on their mobile device. Now, included in this must have of making sure it looks brilliant on mobile is if you have videos on the sales page. And I recommend you should have a sales video on your sales page because a lot of people like to consume information via video over text. Make sure your video has captioning because not everybody's going to put the volume up on their mobile device. They might not have their headphones, it might be in public. But there's a reason why all these really fancy videos on Instagram have captions. Because people can consume the video even with the volume down. They can read as the images and as the video goes on. So you should caption all your videos that you have on your sales pages. Now, if you're wondering, how do I do this, is this a headache? There's a great app that we use called Headliner where you can just literally upload your video. It will use AI to automatically caption your video and it's about 95% accurate. So you just got to read through the captioning, the transcript basically and you make any corrections that are needed, a couple of corrections, you hit save, you export it. Now you have a captioned video. It's pretty brilliant. There you have it, guys. Let's recap the seven must haves on your sales page. Number one, an impactful headline. That gets me curious, that gets me to keep scrolling down. Number two, describing the problem in detail. Number three, showcasing your solution rooted in results in real life. Use the phrase so you can learn X, so you can do Y. Number four, proof. You got to show that this works, whether it's testimonials, whether it's reviews, whether it's case studies. Show proof. Five, ease of implementation. They gotta see that if they sign up, they, they can do this easily. Number six, one call to action. And number seven, make sure that page is mobile friendly, looking brilliant and you caption your videos. That wraps up today's lesson. Those are the seven sales page must haves. Go ahead and do an audit on your sales pages right now with these seven tips. Make sure you pass all seven tests. If not, get to work on fixing them. And I actually advise you to take a look at your conversion rate of the page. Now, an easy way to do this is just look at your Google Analytics or whatever your analytics tool is. See how many visitors you get on that page a month, how many customers you get. This is very basic. This is not, you know, the best way to show conversion, but it's a stat that you can use as a baseline and then you can use that rate. So say, for example, you get a hundred visitors to that page a month and and you get two customers a month. Your conversion rate is 2%. Make these changes and next month take a look at your traffic. Take a look at your conversions. Let's say you get the same hundred visitors, but now you get four customers. Now your conversion rate's up to 4%. We only manage what we can measure. So let's make sure we measure. That wraps up today's episode. Thanks so much for listening to the $100 MBA show. If you love it, you hear hit subscribe so you don't miss an episode. And why don't you leave us a rating and review on your favorite podcast app. We would love to hear what you think of the show. Before I go, I want to leave you with this Business is not about doing one thing and everything's starting to fall place or you get a windfall of customers or all of a sudden you have more customers than you can handle. It's about doing these little things that incrementally get you closer and closer to the success you're trying to have. I know. I've been doing business for 20 years and it's not. It's never that one thing that turns it all around. It's these little tweaks and changes and improvements that help the business move forward. Thanks so much for listening and I'll check you in tomorrow's episode. Freeride Friday. I'll see you then. Take care.

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