Once you have created an internet sales page that works, then you have a template you can use again and again, customizing the basic formula to any product in your line. The key is to be sure to include all the elements of an effective sales page, and use a 'formula' that has been tested and is known to work.

If you are hiring a copy writer or writing the copy yourself, here is a checklist of the essential elements to help you organize and plan your next internet sales page.

Headlines: There can be up to three parts to the headline. First, there is the pre-headline, which is a note to attract your target market, letting them know you have something for them in particular. Second, is the main headline, which describes the big benefit of whatever you're offering. The main headline should be in large font, and nothing elsewhere on the page should be larger or distract from it. Third, is a post-headline, which is only necessary if you need to clarify or elaborate upon the main
headline.

Introduction: The first few sentences of the letter should grab the visitor's interest at an emotional level. The introduction draws the visitor further into the copy, allowing you to make a presentation of your product and offer. To appeal to the emotions, show the reader the benefits of your product or service by describing how they will feel or how their life will improve once they own and use the product.

Your Credibility: This is especially important on-line, and needs to come early in the letter. Some of the ways you can build credibility include testimonials about real results, that include the full name of the person giving the testimonial. Also, use specific numbers rather than approximations in your copy overall. If you have expertise and credentials related to the product, say so. When applicable, explain product test results. Quote favorable reviews from newspapers or magazines. And give your contact information with an address. This proves you are real. Don't worry that someone will show up on your doorstep, and if someone calls you, that's good. You learn from contact with clients.

Benefits of the product or service: Using bullet format, because bullets are easy to scan, itemize all the benefits (not the features). Put them in order of priority. It is better to have too many than too few because it often takes just a single benefit to inspire a prospect to purchase, but every prospect has their unique hot button.

Specifications and features: Tell exactly what the product is. Give details about what the buyer is getting.

Bonuses. Always include something extra, and make sure it has value - that it could be something people would order the product just to get the bonus. Tell the specific dollar value so you can use that information in the value build-up, or close.

Value build-up: Be explicit about the reasons the price of the product is a good value. Make comparisons to other similar products that are more expensive with less gained. Offer a guarantee if at all possible. Anticipate and counter objections. Create a sense of scarcity. That is to say, give a deadline, explain why they need to act now, and keep your deadline real. Help the visitor feel the pain of not ordering~ exactly what won't change or get better unless they have your product.

Ordering: Make this absurdly easy. Assume the visitor has never ordered on-line, and give clear step-by step instructions and several options of how to purchase. Offer a secure on-line credit card page, Pay Pal, call to order, or how to send a check, (it is rare that anyone ever actually does this). And remember, ask for the order! Write, "Order Now."

Post Script: This is a summary of your sales page, a one- paragraph sales page in effect. Include a reiteration of the highlights, and ask one last time for the order.

After reviewing this list, find good examples by doing a little online research. You wouldn't ever copy another sales page, of course. Simply look for inspiring examples, and then say it in your own way.

About the Author:

Loren Beckert is Marketing Director at ClickTracs Advertising Service a company that specializes in delivering highly targeted traffic to internet businesses. For additional articles and resources to promote your online business, visit www.ClickTracs.com

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