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Writing a Sales Page: Step 4: The "Selling Story"


Neville

selling story

Alrighty then, we're now into the part of our Sales Page where we are writing out real copy. The first section listed in our Skeleton Outline is:

[Personal story how the product helped]

In this stage of the process I don't know WHERE this section will go on our final sales page, we just need to write it out first, and then we'll "fit it in" somewhere (giggity).

So we need to tell people a personal story how copywriting affected my business.

Well we're in luck, because when I first discovered what "copywriting" was around 2009, I was running a good sized rave company called HouseOfRave (sold it in 2011 so don't ask me questions about it's current state).

Below I am going to tell the story, including screenshots....however I'm gonna add my ghetto ass stick figures to the mix just to make it more interesting:


 


So that's how I'm writing my own personal story!

It's not too short.

It's not too long.

It demonstrates I've used copywriting myself.

It demonstrates copywriting could help their business too.

It does this all in a fun way.

 

So far in this experiment about writing a sales page we've:

  • Step 1.) Made a Skeleton Outline for our sales page.
  • Step 2.) Figured out what we're selling.
  • Step 3.) Got 20+ "Bold Statements" made for our main headline.
  • Step 4.) Written out a "Personal Story" section.

If we smash all those sections together it looks like this inside a Google Doc (which is where I always start writing a sales page):

Google Docs

Hopefully you're enjoying and learning watching this gradual process of sales page being put together. By the end of this we'll have a fully written, fully designed, and fully trackable sales page that's accepting orders!

signature-neville.png

P.S. What questions do you currently have about writing sales pages? Ask them below:

 


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Guest Kareen

Posted

Slowly seeing how this will become a sales page very cool process.

Do you have length recommendations for this?

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Guest Remco

Posted

Hi Nev,

I usually don't respond to blog articles but ever since I started following you, since way back when, you have been consistently providing me with so much value in your emails, articles and videos. So today I wanna show my appreciation. Thanks! Your stuff really have helped me become a better copywriter.

Cheers!

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Guest Kaptain Mirza

Posted

I can sell lipsticks to hippos with this kind of sales-science.

But only if I could get all the steps in one place - are you going to post that link where we can our hands on..?

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Guest Neville Medhora

Posted

Sure am Mirza, I'll be compiling all of this at the end.

However just blasting ALL of these steps out in one post would result in some 10,000+ word behemoth that most people wouldn't read, so splitting it up is easier to consume :-)

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Guest Neville Medhora

Posted

Why thank you Remco!

I figured sales pages are consistently the biggest & baddest thing marketing people are afraid of so I'd break them down to be friendlier.

Glad to have been a big help, and hope to continue :)

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Guest Neville Medhora

Posted

Originally THIS post was Step 3, but I split up the "Figure out what you're selling" and "Write 20+ headlines" step into two different steps.

If you click the regular blog, you'll see all the steps in reverse chronological order:

https://copywritingcourse.com/blog/

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Guest Neville Medhora

Posted

Hey Kareen, I'll be doing an entire post on the length of sales pages towards the end of this experiment.

You'll see how when it all comes together, "length" is not really a factor.

We'll even test the final page with real world analytics to see how it performs, and I'll share some of the non-confidential findings such as heatmaps, page read time, and scroll maps!

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Guest Mariana Grespan

Posted

Omg! I can't believe you actually reply to all the comments and e-mails you receive! Well, I never leave comments anywhere, but after reading it I felt like it! Thank you for sharing these amazing tips with us!!
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Guest Neville Medhora

Posted

Yup, I go through pretty much all of them and respond! Thanks for making my site the first you left a comment on :-P
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thanks for this! why did you decide to use a k in your business name?
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Guest Julie Spears

Posted

I love reading your stuff Neville! I have had my blog going strong for about a month and a half now. And I'm still working on getting through the Sugarman book. (I have tiny people who demand my attention)

All that I am learning has really helped with my blog. When I manage to get people to the blog they tell me they LOVE it!

So thanks for being awesome! Maybe I'll make money with all this knowledge someday.

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Guest Mukul

Posted

Gradually perceiving how this will end up being a business page extremely cool process.

Do you have length proposals for this?

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Guest Neville Medhora

Posted

I was in bed with your mom late one night and it was her idea.
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Guest Neville Medhora

Posted

That's awesome Julie, keep it up and keep going and see where it takes you!

I ran NevBlog just for fun for YEARS before it ever made a dime. Doing it for fun and the love of it will keep you going.

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Guest Neville Medhora

Posted

Hey Mukul, you'll see it all come together soon (all we have to do is smash all the sections together).

The length is irrelevant in the beginning.

We'll do some tracking analysis once it's done, and then we'll modify the length if needed, but for now "Length" is not even something we're taking into consideration.

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Guest Neville Medhora

Posted

Julie, you've won a shirt!

Sending you an email :)

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Guest Julie Spears

Posted

Now Neville you don’t have to bribe me to be your friend. ;-)

PS

Sweet! I love shirts! And winning stuff!

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Guest Writing a Sales Page: Step 5: Summary of What They Get :: Kopywriting Kourse

Posted

[…] Previous comment winners are: Dejan, Gerard, Britt, and Julie. Ya’ll are all getting shirts […]
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Guest Tricia

Posted

So it's really the story that hooks people and takes them down the slippery slope... and before they know it they're like —"I actually read all that!?" So the headline is the Attention-grabber, knowing what you're selling makes it easy to stay on point and actually nail your target, and the story develops an interest in the what's-what that keeps them reading.

I've seen a lot of copy without a single image...is it an absolute no, or is there some secret to image placement that doesn't disrupt the flow?

Thanks for all this amazing info, really simplifies everything...and stick-figure land makes it fun!

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