You are probably stumbled across a sales page. In the online marketing world, sales pages are used to convert leads into customers. In other words: listeners into fans that buy from you. For example, you land on a page where you can buy an ebook or subscribe to a monthly membership.
It’s a simple and hassle-free way to sell one product and drill down on its benefits. Nothing sleazy or sales-y here. Only a simple way for people to give you money for something valuable.
People love simple.
And the good news is: this works for musicians, too.
In 2019, people are used to sales pages. The good and the bad ones. And because they’re used to them, they don’t feel weird if you use them as well. So instead of linking people to your Bandcamp profile or homepage of your website, send them to a sales page. Be it in your mailing list, in your social media posts, in your Youtube videos, with paid ads, and wherever you want.
You can create a sales page for every product or service you offer. Starting from core products for new customers to advanced stuff for existing customers, there are plenty of opportunities.
But keep in mind: one sales page for one offer. Of course, you can add options to your offer, such as a monthly membership for $5, $15, or $30 with different perks. But keep it simple stupid and don’t overwhelm your potential customers.
To make it a win-win sales page scenario, I have outlined six ideas to implement in your sales page copy. When you follow them, you increase your chances to sell drastically.
- Make them curious. For example, aim for a nostalgic element to attract their attention.
- Tell them more about the benefits than the features. For example, buying a t-shirt will make them part of your fan family. If it’s 100% or 99% cotton is of secondary interest.
- Establish a connection. You are a creative artist, this is where you thrive. To quote Blair Warren, “People will do anything to those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
- Guide them to what to do next. For example, have a clear message in text and visual, and think about adding a video to your site because we humans process visual information so much faster.
- Stay congruent and avoid inconsistency. For example, everything has to look, sound and read the same so people don’t get distracted – or even leave your page.
- Keep your principles in mind. For example, be authentic and make sure to follow your core beliefs when writing, creating, and selling. If you feel weird, people will probably sense it. Find a solution that works best for you.
Here you have it. A clear strategy to create your next (or first) sales page for one of your products – be it a CD, a t-shirt, a membership, a private video chat, or else.