New Sales Page Copywriting Sales Page Worksheet What are you selling? Identify 3 pain points your customer is experiencing. Identify 3 big frustrations your customer is experiencing. Identify 3 parts of your customer’s “Dream Situation.” Identify 3 parts of your customer’s “Ideal Solution.” Describe the tone and attitude you’re going to use within your sales letter. Write a simple, 3-10 sentence introduction that explains who you are and what important things your reader should know about you to create a sense of credibility (who you are/what you’ve done) and anticipation (what results they’ll get with your stuff). Write a simple, 3-10 sentence block that explains the reason why you’re making this offer. Create 5 headlines that establish immediate relevance (and a promise). Ask yourself which one of these variations makes you want to read more. Don’t overthink it – you can always adhust it again later. Write a simple, 3-10 sentence opening block that lays out the benefits people are going to get if they keep reading this sales page. The Core Components Of Your Offer This is what your customers are getting. Core Component 1: Core Component 2: Core Component 3: Core Component 4: Core Component 5: Core Component 6: Core Component 7: Attention Grabbing Subheaders Create attention-grabbing subheaders that will get people to pay attention to your offer as they scroll down. Attention Grabbing Subheader 1 Attention Grabbing Subheader 2 Attention Grabbing Subheader 3 Attention Grabbing Subheader 4 Attention Grabbing Subheader 5 Attention Grabbing Subheader 6 Attention Grabbing Subheader 7 Benefit-Driven Bullet Points For each offer component, write some brief text that describes what benefits they’re getting and how it benefits them. Core Component 1 Core Component 2 Core Component 3 Core Component 4 Core Component 5 Core Component 6 Core Component 7 Close The Deal Write a simple close that reminds the reader what benefits they’re going to experience with your product and ask them to buy. Write a simple, 3-5 sentence P.S. that reminds them why they want your offer (what problem they’re wanting to solve) and why your offer is such a great deal. Do you want this emailed somewhere special? Yes, please Where to? You ready? Submit Assessment Sales Page Grader Website to Grade Offer Clarity • A clear, “tightly-written” headline, and subheadline that answers ‘What is it?’ and ‘What does it do for me?’ • The promise made in the headline is expanded upon in the subsequent content • Headline is compelling without being misleading or hypey. • Headline needs to be “tightened” or only answers one of the key questions. • Headline isn’t as compelling as it could be or is somewhat hypey or misleading. • Headline is “wordy” or far too short to completely communicate the promise. • Headline is not compelling or is hypey or misleading. • Elements of the promise made in the headline are not delivered upon in the subsequent content • Headline is weak or completely misleading and/or hypey. Scent • The copy and promises of the ad (or referring source) is articulated on the page. • The images from the ad (or referring) are shown on the landing page. • The design of the landing page is consistent with the ad (or referring source). • The copy and promises of the ad (or referring source) are somewhat articulated on the page. • The design of the landing page is somewhat consistent with the ad (or referring source). • The copy and promises of the ad (or referring source) are somewhat articulated on the page. • The design of the landing page is somewhat consistent with the ad (or referring source). • The copy and promises of the ad (or referring source) are not articulated on the page. • The images from the ad (or referring) not on the landing page. • The design of the landing page is not consistent with the ad (or referring source). Relevance • The offer is something the target audience wants/needs. • The offerarticulartion is personalized for the specific target market. • The offer is something the target audience wants/needs. • The offer is articulated for an individual audience (many-to-one) • The offer is something the target audience might wants/needs. • The offer isn’t articulated for the audience but is a feature list. • The offer isn’t something the target market wants/needs. • The offer is poorly articulated to any audience. Visualization • The product or service is depicted via authentic imagery or video. • The product’s or service’s features are depicted by authentic imagery or video. • The product or service is depicted via stock imagery or video. • The product’s or service’s features are depicted by bulleted lists. • The offer is something the target audience might wants/needs. • The offer isn’t articulated for the audience but is a feature list. • The offer isn’t something the target market wants/needs. • The offer is poorly articulated to any audience. Form / CTA Visible Form • The form is immediately visible. • The form is not immediately visible. Appropriate number of fields • The number of form fields is appropriate for the offer, e.g., high commitment offers have longer forms & lower commitment offers have shorter form fields. • There are no ‘optional’ fields. • The number of form fields is disproportionate to the offer, e.g., high commitment offers have longer forms & lower commitment offers have shorter form fields. Compelling Form Headline • A clear, “tightly-written” headline, and subheadline that answers ‘What is it?’ and ‘What does it do for me?’ • The promise made in the headline is expanded upon in the subsequent content • Headline is compelling without being misleading or hypey. • Headline needs to be “tightened” or only answers one of the key questions. • Headline isn’t as compelling as it could be or is somewhat hypey or misleading. • Headline is “wordy” or far too short to completely communicate the promise. • Headline is not compelling or is hypey or misleading. • Elements of the promise made in the headline are not delivered upon in the subsequent content • Headline is weak or completely misleading and/or hypey. Visible & Noticeable CTA • The CTA is visible. • The CTA stands out. • The CTA is reiterated throughout the page. • The CTA is descriptive, e.g., not ’Submit’ • All 4 of the 4 CTA criteria are met. • Only 3 of the 4 CTA criteria are met. • Only 2 of the 4 CTA criteria are met. • Only 1 of the 4 CTA criteria are met. Trust Professional Design • Layout is smooth and revolves around a single idea. • Fonts are consistent • Images are authentic • The page flow is intuitive to the user. • Layout is smooth and revolves around a single idea. • Too many font types, sizes, and colors. • Imagery is unprofessional or inauthentic. • The page flow is intuitive to the user. • The page has trust icons. • Trust icons are not appropriate for the page context. • There are ‘old school’ hyperbolic trust claims, e.g. ‘Risk Free’ • There are no trust icons Template • Your page uses testimonials. • Your testimonials are not anonymous. • You testimonials include a name, photo, job title, and place of business. • Your page uses testimonials. • Your testimonials are not anonymous. • You testimonials don’t include all of the following: name, photo, job title, and place of business. • Your page uses testimonials. • Your testimonials are anonymous. • You testimonials don’t include any of the following: name, photo, job title, and place of business. • The page has no testimonials. Clear Privacy Policies • There is a visible privacy policy. • There is no ‘cute’ copy for your privacy policy information. • The privacy policy is in proximity to your CTA. • There is a visible privacy policy. • There is ‘cute’ copy for your privacy policy information. • The privacy policy is in proximity to your CTA. • There is a visible privacy policy. • There is ‘cute’ copy for your privacy policy information. • The privacy policy is not near your CTA. • The page has no privacy policy. Visual Hierarchy Using Visual Queues To Highilight Key Areas • The page and design guide the eye to high priority sections. • The page and design conflict with your high priority page sections. Page Design Fits A Singular Theme • The fonts, colors, imagery, and copy compliment each other. • The fonts, colors, imagery, and copy compete with one another as a ‘frankenpage’. Supporting Imagery • The supporting imagery, e.g., features, product use, etc… does not compete with your CTA. • The supporting imagery, e.g., features, product use, etc… does not break the page theme. • The supporting imagery, e.g., features, product use, etc… does compete with your CTA. • The supporting imagery, e.g., features, product use, etc… does not break the page theme. • The supporting imagery, e.g., features, product use, etc…, competes with your CTA. • The supporting imagery, e.g., features, product use, etc…, does break the page theme. • The page doesn’t use supporting imagery and relies on the hero shot.
