Sales Page that Converts Standard – Derek Halpern

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DID YOU KNOW A WEB PAGE LIKE THIS IS THE “SECRET SAUCE” BEHIND MY MULTI-MILLION DOLLAR ONLINE BUSINESS??

Yes. A page like this. With a big headline. A compelling opening paragraph. And a story to share. That's how I built my business from scratch into a multi-million dollar business.

And I'd like to show you how you can create a page like this for your business.

…even if you're not a writer.

(As a matter of fact, if you're a "writer," you might even be at a disadvantage. Writers get fancy. But fancy doesn't sell).

…even if you're not good at selling.

And I'll prove to you that it can work for almost any type of online business.

But first, as you know, these pages are called sales pages. And no matter what you sell online, a page like this is necessary to persuade people to buy your products and services.

Big companies use them to introduce their new products and services:

Small businesses who sell online courses, coaching, consulting, and other services use them too:

And if you look around, you'll see different types of businesses who use sales pages to persuade people to buy.

Personally, I've seen people use sales pages to sell anything from an e-book, to a speech, to a hand-made leather bag, to an online course, to a piece of software…

And a whole lot more.

So, I feel confident sharing this with you:

No matter what you sell, you NEED a sales page.

Hi, I'm Derek Halpern, the founder of Social Triggers…

Most people don't know that I spent the last 10 years neurotically studying the world’s best sales pages, some of which dated back to more than 100 years ago (back when companies use to send them through snail mail!).

And let me tell you: developing this skill paid off…

Over the last 5 years, I grew my business exponentially.

Here's a screenshot:

Well…

Almost every single sale was made by a sales page.

I've created sales pages that were short and "more visual." I've created sales pages that were long. Sometimes, they were only shared after a "product launch." Other times, the sales pages were up and running 24/7.

And I used these sales pages to sell my own online courses and software products. I even used a sales page to sell something as an affiliate.

But how was I able to consistently grow my business, year after year, while maintaining healthy profit margins?

Let me share a quick story…

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How A Short Sales Page Helped MeEarn $6.90 For Every Sales Page Visit (The grand total? $172,560 generated)

I had just created a new online course, and I sold it for anywhere from $99 to $199 depending on which option people bought.

So, I put together a short sales page to sell it…

And let me tell you, this sales page was HORRIBLE looking.

The design was plain…

My writing was just okay…

And I kid you not, after I introduced myself, I actually had a BROKEN IMAGE of my headshot for the longest time.

Here's a screenshot of the top of the page:

But while a lot of things were VERY WRONG with this sales page, I still ran it. And it worked.

WHY?

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I knew the psychology behind how to put together a page like this that would persuade people to buy.

So, I left everything as is, and I began driving traffic to it. I ended up getting 25,671 people in total – and that traffic made $172,560 in revenue.

Think about that for one second…

• It was a plain, single column page, with nothing other than plain black text
• It had a BROKEN image right near the top of the page.
• It only took me about a day to put together

But since I knew the psychology behind how to create a Sales Page that Converts, including the exact order to put everything in (and why), it was a highly profitable sales page.

At first, I thought, "it's time to buy a big gold watch!" Because, that's what people who run online businesses do, right? Buy expensive watches, drive fancy cars, and "work from the beach."

But then common sense kicked in…

I mean, I was excited. Who wouldn't be?

Nothing feels better than releasing a new product or service and seeing people actually buy the thing.

Especially when you know how it feels when you ask people to buy something and they don't buy it. Almost no one politely says "No thank you." And getting cursed out is more common than I could have ever imagined.

"But what if I can't generate that many visitors?"

I have great news: I never said I got all those people to the page all over the course of a few days…

You don't need traffic today…

You see, one of the BIG BENEFITS of creating a great, high-converting sales page is this:

You can create a sales page once and you can keep using it over and over and over again.

And that's exactly what I did.

Take a look at the traffic break down over time right here:

As you can see, I put this page together back in December 2013, and I kept using that same page all the way through January 2015.

I didn't generate that traffic all at once…

I did it slowly, over time.

But step 1 was this: create a sales page, and then step 2 was this: drive traffic to that sales page.

Just imagine how great that feels for a second…

You have a product or service to sell…

You have a sales page that persuades people to buy it…

And then all you have to do is sit back and relax. You don't have to worry about "selling" anything.

You can focus on what you're good at, whether it's teaching, doing, creating, or affiliating.

And the sales page does all the "work" to sell it.

Which leads me to…

When you have a Sales Page that Converts, you can TEST different ways to drive traffic.

At first I wasn't sure about the "best way" to generate traffic for this specific product…

…So I tested everything over the course of 14 months:

• I ran the typical "product launch," where I sent some content, and then followed up by "opening" and "closing" my sales page.
• I ran webinars – sometimes automated webinars and other times live webinars – and then after the webinar, I sent people to my sales page.
• I bought paid advertising – sometimes through Facebook, other times through other places like Google – and I sent these people to my sales page.
• I guest posted on other blogs and pointed people back at my website, and my website prominently displayed my sales page.

I truly tried it all…

I saw what worked – and what didn't work. And I could see it with my own eyes because I could see whether people were actually buying what I was selling!

And that's when I had the big realization:

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This is one of the BEST things you can invest your time in learning how to do…

I know that's a bold claim, but if you want to start – and grow – an online business, you'll have to do a lot of work. And one of the secrets to success is finding the things that have the "biggest return" on your time investment

Well…

This specific sales page took me about a day to put together. And that day's work helped me generate $172,560 over the next 14 months.

I mean, yes, other work went into generating those sales – like the different "tests" I did on traffic – but once the page was done, the page was done.

It's no wonder that the world's best sales page copywriters charge $10,000 or $25,000 PLUS residual commissions on each sale a sales page makes.

(Yes, there are people who sell "sales page copywriting" for less than a few thousand dollars, but they often aren't worth it… I know someone who paid about a grand for a sales page and they hated it. They couldn't even publish it).

But if you learn how to do it yourself, you can do some work today, tomorrow, and the next day… and you can benefit from that same work for years.

I have 5 core products for my business Social Triggers. Each product has its own sales page. And I only ever wrote that sales page once.

• I wrote one sales page back in 2012, and I keep using almost the same version of that page today in 2016.
• I wrote another sales page back in December 2013, and I used it all the way up until January 2015.
• I wrote another sales page back in August 2014, and I still use that page today.
• And I use another sales page that I wrote in September 2014 that I still use today.

And this isn't an isolated incident…

In the world of "sales page copywriting," this practice is known as "creating a control." And that essentially means this: you create a page, and whether it converts good or bad, that's your "baseline."

Then, if you want to IMPROVE your sales, you can write a new sales page to test against your control… and see if your new sales page beats it. If it doesn't, you leave the control in place, and keep moving forward.

But I never did that…

You see, once I created a Sales Page that was good enough – meaning, it converted to my standards, I left it alone.

And this furthered my belief:

Sales Pages = Money

You saw it with your own two eyes. Creating a Sales Page that Converts is a great way to invest your time…

But how do you create one?

Well…

The 3 Big Secrets Behind A Sales Page that Converts

People think they need headline formulas, web design hacks, and big bold colors to make more sales from their sales pages…

WRONG.

This tactical minutia will keep you busy, but it won't help you get paid.

In reality, only three things matter…

Secret #1: There are 3 types of customers, and you must learn how to speak to each of them.

If you want to create a high-converting sales page, you need to know who you're talking to – and exactly how to talk to them.

I'll prove it.

There are 3 types of people who may buy what you sell. They are called: The Informed, The Afflicted, And The Oblivious.

What's the difference between these three people?

• The Informed are people who are "highly" aware of you, your product, and their problems. They know about several other products that solve their problem, and they need to know which one to buy and why.
• The Afflicted are aware that they have a problem in their life, and they want to solve it right now. They're just not sure how.
• The Oblivious are people who may have a problem in their life, but they don't even see it as a problem. They see it as "life." So they aren't looking for a fix right now because they don't know something is broken.

How do you apply this to your sales page?

Let's say you sell an online course about Yoga. And the main thing you focus on is alleviating back pain through Yoga.

How would you talk to each specific customer? What type of headline would you create? Try to come up with one now…

For The Informed, I'd use a headline like this:

Introducing This Yoga Course: How Vinyasa Yoga Helps You Alleviate Back Pain

For The Afflicted, I'd use a headline like this:

How This Simple Stretching Routine Helps You Alleviate Backpain

For The Oblivious, I'd use a headline like this:

They say back pain is something you deal with…
…But wait til you hear how I got rid of those nasty aches for good

Why?

• If you were talking to "The Informed," they know Yoga can alleviate back pain. The problem is, they don't know what specific type of Yoga works best… which is why I'd lead with a specific style.
• If you were talking to "The Afflicted," they know they have back pain and that they want to get rid of it, but they don't know Yoga can help. So, instead of scaring them away with Yoga – which is jargon to them – you call it a "stretching routine."
• If you were talking to "The Oblivious, they have back pain but they never even thought about how to get rid of it. Which is why I'd address that in the headline and use one of those "shocking" type stories.

See how that works?

Now what if I told you I had a simple, repeatable strategy to help you figure out who you're talking to, exactly how to appeal to them, and more spefically: the exact words to use to get their attention to persuade them to buy?

Just imagine how good it would feel…

You send someone to your sales page, and they send you a quick message: "I read your sales page. It seemed like you were talking directly to me!" And then they buy your product or service… no questions asked. That would be great, right?

I've got good news: I'll show you how inside my new training course Sales Page that Converts.

You see, depending on who you're talking to, it changes the way you put together your entire sales page, including: your testimonials, your opening paragraph, your stories, your offer, your guarantee, and more…

…and I'll show you how to do it. Even if you're not a writer. But more on the training program in just a second.

For now:

Secret #2: A Sales Page that Converts helps your customer make a decision… comfortably… without fear…

When people spend money, it's painful. Seriously. It's proven by science. When people spend money, the pain part of their brain gets activated.

And that's why, when you're selling your product or service, your goal is to minimize that pain as much as possible.

The problem is, most people make it MORE painful by accident.

As an example, every time I go to a web designer's page, I see their "Contact us for a quote page."

And it looks something like this:

What's the problem? The red arrow is pointing to it.

When you ask people their budget, you may have good intentions, but how does it make people feel?

Yes, you want to see how much they want to spend to see if a) you can help them and b) to try and create a custom package that fits within their budget.

But to the customer it looks like this: "Oh, great. They want to know my budget so they can see the absolute most I'm willing to spend… and then charge me that!"

And believe me. That's exactly what they think.

Do you make an innocent mistake that may be scaring away customers?

If you ever felt like you should have sold more of something, there's a good chance you scared people away by mistake.

Maybe you sent a proposal and the client disappeared, and you never heard from them again.

Maybe you emailed someone a link to your "buy now" page, and they too disappeared.

Either way, I'll show you how to spot these mistakes – and how to avoid them – inside my new program Sales Page that Converts. But first…

The last secret.

Secret #3: A Sales Page that Converts is a conversation

I can't stress this enough. People think sales pages are all about hype and bombastic claims.

But the truth is, a sales page is just a conversation with someone who's thinking about buying your product or service… without you actually having that conversation…

In my experience, most people rely on one-on-one conversations to generate their sales…

Maybe they do one-on-one discovery calls. Or maybe they interact with people over email. But the problem is: NONE OF THIS SCALES.

And that's why when I started Social Triggers, I started with sales pages. I didn't want to get too comfortable doing something I knew would never allow me to grow my business past a certain point.

>Plus, the sales page replaces that tedious one-on-one work.

I mean, think about this page you're reading right here right now. If you're reading these words right now, it might even sound like I'm talking to you directly. Is that an accident?

Of course not.

How can you create something like this for YOUR product or service?

The prevailing advice sounds a little like this: "Just create your sales page as if you were talking to one person!"

And on the surface, that's good advice.

But HOW?

And what if you have many different types of customers? Do you create a different sales page for every type of customer?

Of course not.

But you should learn how the flow of the conversation works, and that's why I broke everything down into what I call "The 5 Building Blocks of A Sales Page that Converts."

(This is something that I cover inside Module 3 of Sales Page that Converts).

If you follow each building block, the "conversation" can happen naturally.

And that's all there is to it.

Now that you know the "secret" behind a sales page that converts, you're likely wondering…

"How Can I Get A Sales  Page that Converts?"

The way I see it, you only have 3 options…

Option #1: “Should I figure it out myself?”

If you want to create a sales page on your own, there are a lot of resources available on the web.

But here’s the problem with this route: the advice I see about “creating high-converting sales pages” is an absolute joke.

As an example, I see people telling you to change button colors, tweak headlines, change your domain name, start split testing, and other tactical nonsense…

Newsflash: No one "little" thing will turn a bad sales page into a good sales page.

So what else can you do?

Option #2: “Should I just hire an expert sales page writer?”

And you know what? You can hire an expert sales page writer, BUT there’s a HUGE caveat…

If you want someone to hire someone an expert to write your sales page, it can run you at least $25,000 PLUS residual payments over time.

That can get real expensive real quick.

Now, you can find someone who offers to write your sales page for less, and hey, sometimes you may even find a “diamond in the rough” who does a great job…

…but in my experience, you get what you pay for. If you see someone who’s offering to write you a sales page for $500 or $1000 or even $2000, I’m willing to bet they’ll write you a bad sales page.

How do I know?

The world’s best sales pages – the ones that a prospect reads and thinks, “OMG! It’s like you’re reading my mind!” and then buys from – take a lot of work.

If someone is offering to do a sales page for that little money, it’s a disaster waiting to happen. They won’t try to write in your voice, and they won’t think about the unique fears specific to YOUR industry.

Instead, they’ll follow some general sales formula, and hope it works for you. If it doesn’t work, they’ll blame you, and they’ll move on to the next client.

Does that sound like a good experience?

Heck no.

And that leads me to the last option…

Option #3: You should invest in a comprehensive training that shows you exactly what to do, how to do it, and more.

I’ve always loved online courses. Why? Because they often represent years of hard work condensed into a simple to follow step-by-step plan…

…and that’s exactly what my brand new online course Sales Page that Converts is all about. It’s an end-to-end training that will walk you through how to create high-converting sales pages that turn prospects into customers.

And you can get this course at a fraction of the price of a professional sales page writer.

"But What If I'm Not Good At Selling?"

The good news is this: no one is born great at selling. It's a skill you learn. And when you're talking about selling through a sales page specifically, it can be as easy as following a simple step-by-step formula.

Will you have the BEST sales page on Earth? You could. Of course. But even if you don't, you don't need your sales page "to be the best."

I mean, I showed you one of my early sales pages. It was plain. The writing was okay. And I had a broken image link!

But What If I'm Not Good At Writing?

You have nothing to worry about either.

As a matter of fact, it's probably better that you're not a writer. Writers like to get fancy. And fancy does not convert.

Plus, as the copywriting legend Eugene Schwartz once said: the best sales pages aren't written… they are assembled.

What did he mean by that?

Well…

People think creating a sales page is about being creative. And sure, a little creativity helps, but what's more important than that is just assembling all the necessary building blocks of a persuasive sales page…

And that's why I'm happy to introduce you to…

Introducing Sales Page That Converts

Sales Pages that Converts is the step-by-step training course that will show you how to create high-converting sales pages.

…even if you’re not a writer.

…even if you’re not good at “selling.”

And you’ll see how to do it, in your own voice, without compromising your integrity, and your customers will appreciate you for it.

And Here’s Exactly How It Works:

Over the course of 5 weeks, I’ll walk you through everything you need to know about creating a “Sales Page that Converts,” including:

• The exact structure your sales page should follow (including how long it should be – and why)
• How to create a sales page that can work for all types of customers (and yes, that includes B2B, B2C, affluent customers, and regular people too).
• And if you’ve already got a sales page, I'll show you how you can make it better.

Plus, I’ll share the advanced sales page techniques that you can use to command premium prices, differentiate yourself from your competition, and of course, build an online business that generates ongoing revenue whether you sell your products and services as a “launch” or “evergreen.”

If You Have A Question… 

You’re One Email Away From An Answer

When you join Sales Page that Converts, you’ll get 90 days of email-only access to our “sales page coaches.” Since the course is just a month long, we threw in an extra 2 months just in case you get stuck and need some help.

So, imagine writing in to our support question with a specific question like this:

And then getting a response back as specific as this:

Of course, you can ask any question you may have about creating a Sales Page that Converts. And the coaches will be there to provide specific recommendations for you.

Imagine the value of this opportunity…

If you were to hire a sales page copywriting coach, they could run you as much as $500 (or more) per hour. And here, you’re getting email-only access to our Sales Page Copy Coaches as part of your membership to Sales Page that Converts.

Why You Need A Sales Page That Converts Is Clear

You can create a sales page once – and you can use it over and over and over again (as long as it keeps working).

Remember my personal case study I shared with you? The one where I showed you how I made a sales page and I used it for 14 months?

Sometimes I used this sales page for a product launch… other times I used it for an evergreen sale… and other times I just linked to it from a blog post. And the page kept working.

Now imagine how great that would feel… imagine if you spent a few days putting together a sales page… and then you were able to benefit from that sales page for 14 months or longer.

Is there a better way to invest your time?

And believe me. It feels pretty good. I should know. I built my business off of the backs of just 5 sales pages, and once I created them once, I barely changed them.

Module 1: The Psychology of An Effective Sales Page

• Why most sales pages don't convert… and the one thing you must do BEFORE you write a single line of copy (if you want to spare yourself the disappointment of your sales page falling flat).
• Do you feel overwhelmed when you think about writing a sales page? Then you’ll love the “CAR Formula:” my simple 3 step process that makes writing sales pages surprisingly manageable.
• Why you DON’T need experience as a copywriter (or salesperson) to create a sales page that converts
• The "one ideal customer" myth BUSTED. Instead, I'll show you how to uncover the real problems, goals, and desires of your prospects. This way, you’ll make your sales page “connects” with more of your potential customers.
• The secret to making your sales page more intriguing(and more persuasive as a result)… without the hype or the sleaze.
• How to use your sales page to position your product when you face tough competition in a crowded market (I share 3 tactics, including "re-positioning" your competition)

Module 2: How to Craft Irresistible Sales Messages and Email List

• WARNING: People don't want to buy your sh*t. I'll tell you what they really want… (Hint: It's one of only six things.)
• How to put together an irresistible offer that will keep your prospects chomping at the bit to buy your products and services.
• The "Progression of Desires" technique that will help you connect your product or service to one of 6 universal desires.
• How to write customer-focused product and service descriptions.
• A detailed look at some of the most effective leads of all time – like the "tale of two men" – and why they are so powerful.
• When you're selling a cheap product, you can just stick a "Buy Now" button on your sales page and call it a day, right? WRONG. In Lesson 3 of Module 2, I'll explain why this never works. Plus, I share a little experiment to prove it to you.
• How to use your sales page to "screen" your visitors to convert the RIGHT customers for your business. Meaning: You’ll reduce complaints, refunds, and other headaches.

Module 3: The Building Blocks of Your Sales Page

• The 5 essential building blocks of a high-converting sales page.
• The proven Sales Page that Converts TEMPLATE (It's the next best thing to writing your sales page FOR you, that I can offer…). So, no more guesswork! I'll tell you what goes where, in which order, and why.
• Why the best sales pages aren't created out of thin air, but assembled, methodically, while following a step-by-step system.
• How to write a long-form sales page without feeling like you're just "filling space."
• The four basic ways to provide PROOF that your product works (even if you don't have testimonials yet)
• The "Wake Up Call" technique you can use to boost your conversions.

Module 4: Advanced Sales Page Tactics

• Everything you need to know about sales page design.Including the "Do's and Don'ts" you can steal from those spammy sales pages (while keeping the look of your sales page in line with your brand).
• Struggling to find your voice? I'll show you how to write in a way that's unmistakably YOU. I call it the "Just Write That!" method.
• When I read some sales pages, I want to bang my head against the wall. The product is good. The offer is good. But the copy is so lame, it literally almost bores me to tears. I want to make sure your copy is engaging. That's why I'll share my personal writing tips on how to fix boring copy.
• How to make your sales page 10x more readable (so a 4th grader could understand it).
• What to do if your sales page just isn’t converting… I’ll show you how to spot the problem and fix it.
• The #1 sales page conversion killer (please don’t make this mistake).

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