5 Big Mistakes You’re (Probably) Making On Your Sales Page

Writing your own sales page copy can certainly feel daunting, especially if you “hate writing,” or “don’t know how or what to write.” But when you learn how to write copy that is persuasive and helps your reader take action right away, you can grow your business with EASE. 

A successful launch or sold-out product only happens when you master the art of writing your sales page! I promise it’s not as bad as it sounds. And to break it down for you, I decided to go over the 5 biggest mistakes you’re (probably) making on your sales page and how to fix them so you can press publish with confidence. 

Mistake #1: You didn’t do your market research

You may THINK you already know your audience, but do you really?

The first thing I notice when people are launching a program, course, or mastermind is that they’re not actually doing any market research. They feel they already know their audience’s pain points without doing any research to actually talk to their audience.

There’s always a successful way to let your audience know they need what you’re offering BUT you have to know how to speak to them. 

The secret to uncovering this lies in your market research. 

So, how do we fix this?

Well, we need to create an ideal client avatar. Start noticing what stage they are at in business, their pain points, their wants/needs, their successes, and more. 

These are going to be the things that help you start writing better copy on your sales page because you know EXACTLY who you’re talking to. 

Make sure you pick ONE person to speak to. Not ten, not three, not two. ONE.

Having your market research handy will also help you if you find yourself staring at a blank Google doc a lot wondering what to say.

Mistake #2 – You didn’t focus on your headline 

It’s actually pretty simple. If your headline isn’t OMG AMAZING – you’re going to lose your audience

Headlines are SOOO important for your sales page, especially for the people who skim through the copy Yep, those people are real and you need to make sure you’re capturing their attention immediately.

You need a headline that grabs the attention of your reader, gives them context, and evokes emotion – all in one go. Ultimately, you want people to FEEL something.

But the headline or your program shouldn’t be the name of your offer unless it’s WILDLY direct. 

If you do choose to use the name of your offer, you should also include an insanely powerful subheadline that includes the benefits of your offer and allows them to see the transformation.

Here’s a powerful headline example:

The Clarity Course

Build a profitable brand that grows your business simply by being yourself online.

The secret to a booked out business is clarity. No hard-selling required. 

When you write your headline, think about what transformation people will get when they join your program/course. What is the bold promise? What will people get when they implement your offer? What does life look like? This transformation should always be at the front of your mind as you write your headline.

Mistake #3 – You’re speaking to multiple people on ONE sales page

Sometimes when we’re writing our own copy, we tend to get caught up in the details. This is exactly why doing your own type of questionnaire and course planning with the details laid out is insanely important.

For those of you who don’t know, I also teach Pinterest. I have a course and when it came out, I was marketing it to people who were Pinterest managers (or aspiring Pinterest managers) and also towards people who wanted to learn how to manage Pinterest to grow their businesses– two completely different demographics and I got a TON of questions.

This is a hard no, but I was too caught up in what I was creating and offering, I overlooked it when I launched.

When you do not narrow your offer down to one specific audience, it won’t sell.

You have to speak to one person.

This goes back to your market research and nailing down your Ideal Client Avatar – NOT your Ideal Client Avatar(S). 

Mistake #4 – You’re speaking more about the features than the transformation

Do you need to include what the buyer will get when they sign up for your program? Of course. They want to know how many calls and what kind of support there is as they navigate through your offer, but that information won’t make them click “purchase.”

What you really need your sales page to do is talk about the benefits or transformation they will experience after working with you.

People don’t care as much about how many templates are included as they care about how those templates will make writing their launch emails so much easier.

What sounds more appealing?

• “12 launch email templates” OR

• “Launch email templates that will save you HOURS each launch and will never leave you wondering what to write.”

The question to ask yourself throughout the process of writing your sales page is:

How does my offer positively change my client’’ lives?

Everything you write needs to be with your client’s benefit in mind.

If you find yourself writing out straight facts, come back to this question and think about if these facts will help them purchase your offer. 

Will writing that they’ll get 2 calls a month help them buy? Or do you need to get more specific and clarify that on those 2 monthly calls they’ll learn how to feel Lizzo-level confidence when they publish a sales page with the tips you’re going to teach?

Do you see how you’re selling the transformation here?

Mistake #5 – There’s no urgency or reason to act now

Urgency increases conversions. End of story. Not really – but telling someone they can only get something for a limited time increases that feeling of FOMO (fear of missing out) and inspires people to make a purchase.

Create urgency or scarcity on your sales page to encourage readers to whip out their cards and submit payment immediately.  

Incorporating urgency or scarcity into your sales page gives people a reason to temporarily forget their objections and get your offer while it’s HOT. No more, “I need to think about it,” or “I’d rather shop around.”

Cause let’s face it. Those folks ain’t comin’ back.

You see this all the time on TV. I hate to use infomercials as an example, but they are a solid example of this sales tactic. 

Think about it. How many times have you heard, “This is a limited-time offer, so call now!” “The first 20 callers will receive a FREE ____,” “Don’t wait! There are only a few left in stock!”

You know, deep down, that a majority of people JUMP on these offers.

So as you write your sales page, make sure customers know they could miss out if they don’t make a purchase right away. 

Here are a few ways to do that:

• Tell readers your offer is limited to the first [x number] people who sign up.

• Let them know your offer is available (or available for a certain price) until [date]. 

• Include a countdown timer—“This offer is only available for the next 20 minutes”

• Offer a bonus incentive.

By avoiding these 5 mistakes, you are on your way to writing a sales page that kicks ASS and converts like wildfire. Once you understand what to look for and avoid, you can start mastering the art of writing sales copy and you’ll have the knowledge and skillset to rinse + repeat launch after launch.