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What Are The Most Important Elements To A Sales Page?

by tooleyweed
22 replies
I have spent the last year recording and producing music to walk to to help myself lose weight and get fit. I have about 12 CD's organized at different walking speeds and I have decided to market it.

I am pretty good at website creation but I am unsure of my sales page. I don't want it to be overly hyped but instead help the customer understand that my products are not gimmicks but good solid tools for fitness and/or weight-loss. I would love any critiques, suggestions and pointers I can get. Please feel free to have a look and give suggestions. Thanks

walkitoffme.com/country-power-walk/

P.S. I have been contemplating creating a 15 minute Power Walk as a give away.
#elements #important #page #sales #sales page
  • Profile picture of the author James Druman
    The most important elements to a sales pages are...

    ...emotions.
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  • Profile picture of the author Brent Stangel
    What Are The Most Important Elements To A Sales Page?
    Conveying benefits and building trust.
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    • Profile picture of the author The Niche Man
      Note: You'll get a more detailed and professional answer if you ask this question and request a critique - by going to the ... Copywriting Section.
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    • Profile picture of the author Memetics
      Originally Posted by Brent Stangel View Post

      Conveying benefits and building trust.
      Nearly a standard ASIA model.

      Attention
      Suspension
      Insertion
      Activation

      First the headline to grab Attention. Triggers the brain's "Reticular activating system"

      How Your Brain Controls Your Attention - For Dummies

      Then Suspension, this is the suspension of the brain's critical factor (conscious mind) to a point where it's not attenuating any emotional input you're receiving from the copy, and allows the emotions to jostle about with the mind's decision making system. (all decisions are made in the emotional mind)


      Three methods you've chosen here....

      "Opening sentence" this creates flow (the sales funnel) and the mind likes flow because flow is safe; flow means nothing to worry about, nothing to analyse, the mind loves the pattern recognition aspect of flow because that's how it works from a neurological standpoint.

      And "story" of course, stories do a great job of calming the critical factor because your conscious mind realises it's a story so it can disassociate from what the story is saying. The unconscious mind however cannot.

      "Proof" of course is the "proof of the pudding", the proof back rationalises the data hitting your unconscious mind as "pre-approved" and safe to enter.

      Next we have "Insertion", the insertion of emotions of course, they're the heavy mob of the brain and run the decision making show.

      And last and not least (in fact most important) Activation, in other words: the conversion.
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  • Profile picture of the author stoltingmediagroup
    Looks like the DIVI theme with some customized CSS ?

    The image on the top of your page suits your project,
    however I'm on the fence about the white font color on the right,
    Even though I'm not sure that any other color would make it easier to read.

    Can't put my finger on it, but maybe it's the size? (try make it larger perhaps?)
    or possibly the font itself is making it hard to read as well.
    It's covering a very colorful image, and that sometimes is a problem to read
    without having to make the brain work. My brain doesn't like to have to work
    when being sold to.

    The page itself is very informative when it comes to explaining the product in detail and its benefits,
    and I can see that you chose to not add any hype to your pitch.
    This may or may not work in your favor.

    I wonder if an audience that is in the market for walking motivation, is an audience
    that may need a little bit more motivation (requiring a little more hype / pep talk)
    in order for them to click that buy now button?

    I know you mentioned that you don't want your page overly hyped,
    but you may still benefit from a more Attention Grabbing Headline,
    and a sub headline right at the top, leading into your sales pitch.

    Overall, it's not a bad presentation as your pages contain enough information to make your case,
    however, you could try laying out some of your text differently across the page,
    and work on the text sizes, colors, v.s backgrounds, etc.
    I think it needs to be more "in your face". Right now it looks a little newspaper article ish.

    Regarding:

    I have been contemplating creating a 15 minute Power Walk as a give away.
    For this type of product,
    I would personally like to see an audio player with snippets of the music before I paid for this.
    And yes, do offer a music sample to download, but make them opt in to your mailing list to get it.

    Finally, a product like this, in my opinion, screams for a video pitch
    with some motivational narration and audio. (your music).
    Eventually you could think about adding that.

    + You'd be surprised how much information, text, site clutter and colors you can wrap up nicely
    into a video, and then make the page itself a little easier to process on the eyes and brain.

    Hope this helps...
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    • Profile picture of the author Enfusia
      The button that says "Give Me Your Money"

      In reality; the headline and hook.

      If your headline doesn't tell them they are in the right place and give them a promise as to why they are hear they will leave.

      If your hook (some call it sub head) doesn't tell them why they should keep reading, they won't.

      If these don't interest them and they hit the back button all the copy below them means nothing.

      Patrick
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    • Profile picture of the author tooleyweed
      Wow, you are right on. That white text on the right has been a pain in my side since day one. I have tried every color combination and text shadow configuration in the world--or so it seems.

      I think I am going to make it black drop a white background behind the text and set its opacity at about 0.6

      After reading your advice, I am going to make another sales page and do some A B testing even though I think I already know which will do better since the reason I asked this question was because I had serious doubts about the page as it is.
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  • Profile picture of the author Xochitl Shat
    There are many tools that most important for a sale page. Here is some element for you:
    * Your Offer
    * Writing great headlines
    * Product Description
    * Details that foster rapport and credibility and so on,
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  • Profile picture of the author Tony M
    First off, Arnold made some really great points in regards to having a video.

    Also, try to format the text so it's easier to read. I've noticed that a ton of marketers
    out there are using similar themes because they "look" nicer, but the problem is that
    it sometimes slows the reader down. And that's the last thing you want to happen.

    I'm actually your target market for this. I do crossfit and walk anywhere from 5-7 miles
    per day (after a nasty doctors visit a few months back).

    I think one of the biggest questions to answer is "Why should I pay to listen to your music when
    I already have music on my phone - either bought, downloaded, or use apps like Pandora?"

    "Walking to music increases your calorie burn, reduces fatigue, enhances your enjoyment and regulates your workout. " -- If you can point to some legitimate sources that prove this, then you
    have yourself a nice ol' hook that you can use for your copy. I would even add more proof in regards
    to the fact the walking burns more calories than running and it's easier on the knees (possibly show
    some xrays comparing a runners knee to a walkers knee).

    One more thing: Show exactly what some of these exercises are. Even after reading your sales page
    and home page, I still don't understand what you're selling... music + fitness routine?

    You need to explain it as if you were talking to a 7 year old.

    --Tony
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    • Profile picture of the author tooleyweed
      Thanks for the awesome advice. In fact after reading all of the advice I received here, I am going to start from scratch with a new sales page. Probably a video sales page. Any thoughts on a video sales page vs. a video and text combination sales page?
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  • Profile picture of the author Tony M
    Here's a simple little headline that I jotted down really quickly.
    It's not the best but maybe you can get some ideas from it and run with it.
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    • Profile picture of the author tooleyweed
      For some reason the headline which I asume was an image, didn't display on my computer. Only the dreaded broken image link appeared
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      • Profile picture of the author Tony M
        Originally Posted by tooleyweed View Post

        For some reason the headline which I asume was an image, didn't display on my computer. Only the dreaded broken image link appeared
        Sorry about that. Here was the headline...

        ----------------------------------------------------------------------------------------------------------------------------------------------------

        URGENT: As reported in Times Magazine
        and Runner’s World Magazine...

        The Problem
        with Walking

        ...the astonishing new discovery that may change
        the way you walk and how you lose weight.

        ----------------------------------------------------------------------------------------------------------------------------------------------------
        As I mentioned earlier, you can tweak it and modify it, but I'm sure
        you get the general idea.

        Now, as for going with video vs video and text. I would say use video and text.

        Take a look at some of the Men's Health products over at http://www.menshealth.com/

        They have excellent sales letter/videos pages. If you need an example, let me
        know and I'll send you a quick link.

        --Tony
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        • Profile picture of the author tooleyweed
          I am going to tweak this headline to fit my specifics and then superimpose on a newspaper graphic and use that until I get my video done.

          Can't thank you and everyone else here enough!
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  • Profile picture of the author sethczerepak
    Originally Posted by tooleyweed View Post

    I have spent the last year recording and producing music to walk to to help myself lose weight and get fit. I have about 12 CD's organized at different walking speeds and I have decided to market it.

    I am pretty good at website creation but I am unsure of my sales page. I don't want it to be overly hyped but instead help the customer understand that my products are not gimmicks but good solid tools for fitness and/or weight-loss. I would love any critiques, suggestions and pointers I can get. Please feel free to have a look and give suggestions. Thanks

    walkitoffme.com/country-power-walk/

    P.S. I have been contemplating creating a 15 minute Power Walk as a give away.
    Some good stuff in this post

    http://www.warriorforum.com/copywrit...-critique.html
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  • Profile picture of the author chillheart
    Is this Wagenheim 2.0?


    tooleyweed,

    The most important elements to a sales page...

    Are the elements that come before a word of copy is written.

    Like, for example, figuring out if there is or isn't a market for what you're selling.

    Check out this thread and notice some similarities: http://www.warriorforum.com/copywrit...er-shreds.html

    Don't just spend 15 minutes in a keyword tool and think you're one sales letter away from shaking hands with Buffet.

    The zillion dollar question is: Do people actually want this?

    * * *

    Another important element is factoring in competition.

    How can you compete with wireless radio stations?

    How can you compete with someone's favorite band(s)?

    How can you compete with professionally produced beats from A-list musicians?

    * * *

    Overall... (and I'm not trying to be Danny Downer)

    What you have right now is virtually unmarketable.

    The concept might sell okay if your name was Oprah.

    But as it stands...

    You'd be better off making sales as an affiliate for Pandora, iTunes or whoever.



    P.S. Please see Jack Gordon's post in the aforementioned link.
    Essentially, you are setting yourself up to compete with your prospect's favorite artists, like (from the NYT article) the Black Eyed Peas, the Go-Gos, Rihanna, Glenn Frey, Green Day, ABBA, Metallica, LL Cool J, etc.

    I don't care how good your techno beats are, I guarantee you that you can't compete with that. Especially at the prices you are looking to charge.

    If there is a product here, it is probably the playlists themselves (along with an affiliate account to itunes, amazon, play store, etc.) Do the research and set up premium playlists in every musical genre that will inspire people, then sell that as your product, maybe with some custom techno as a bonus item.
    P.P.S. Just had a closer read. What are you even selling? Music, workout plans, or both?
    ...studies showed that People who listened to music while walking...
    ...a set of enjoyable walking workouts that is great for...
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    • Profile picture of the author tooleyweed
      It is obvious to me now that I need do clarify exactly what the product is. Believe me, I want honest hard hitting critiques. The product is a graduated walking fitness program that will have a written guide and a graduated program of audio guided power walks.

      The idea will be for people to be able to load the workout onto their device and go. No play lists to make no tempos to try to match, and audio cues for the boosted intervals.

      Again thanks
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  • Profile picture of the author RickDuris
    You really could do with a full critique by someone qualified.

    You have significant problems with the product, your marketing strategy, your offer as well as your website and copy.

    As well meaning as the posters are, pointing out the more glaring issues won't be enough to overcome.

    I can see you're ambitious, you're an action taker and you're really trying to help people. I hate to see sincere people like that spin their wheels needlessly.

    You may want to consider hitting up a few people privately who have given you really good coaching on this thread and see how they can help you.

    - Rick Duris
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    • Profile picture of the author tooleyweed
      Thanks, I will take your advice. I visited your site so I realize you are not taking clients at this point, but after reading all of the posts I realize i am not ready for prime-time. I believe in the product I have created but I think it needs more definition.

      I have been using it myself for a year and so have about 50 other people so from their feed back I thought it was ready. As it turns out that giving something away and convincing people to buy it are two totally different things.
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  • Profile picture of the author Xav
    Life and death in the Headline. Just getting the headline right is half the battle.
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  • Profile picture of the author Slade556
    I'd say the most important elements are a combination between grabbing people's attention and building trust at the same time. You'd have to do a lot of testing though, to see what works best.
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