Hi, I’m Laura, welcome to my blog. I help business-builders write their own web copy, blog posts, marketing emails and social media content. Get hands-on help from me when you become a Worditude VIP. And get a guided tour through my best free resources here.

In this week’s video I talk about a common copywriting error I see on sales pages and what you should do instead.

Don’t want to watch the video (below)? Here’s the highlights.

See-Saw - aka Teeter-Totter = play equipment commonly found in children’s parks, consisting of a long plank/pole, balanced over a pivot point, with a seat at each end.

Sales copy = anything written to persuade the reader to take a particular action at the end. In this video/post I talk about sales pages, but this tip equally applies to emails and soical media updates.

Common marketing advice tells business owners to touch on their prospect’s pain points and the promise of what the offer will deliver. I know that this advice is widely used, and commonly employed because at least once a week I see a sales page that follows this format:

> You’ve got this problem
> But you’d like it to be this way
> But it’s not because of this
> If only you could have this outcome
> But you’re stuck here….you get the idea….

In theory this sales page opener is touching on both the pain and the promise. But it’s not doing it in a very reader-friendly way.

Our brains process the written word by making predictions about what the writer is trying to communicate.

Our brains DO NOT enjoy sudden changes of direction at all.

When you open a sales page with a series of bullet points knocking the reader from pain to promise to pain to promise it’s disorientating - like being bounced up and down on a see-saw.

The reader struggles to gather momentum or make progress down the page, making it more likely they’ll bounce, and less likely they’ll stick around to read about your fabulous offer.

The Secret To Sales Page Readability

Instead of plonking your reader on a see-saw and jumping them up and down - imagine your sales page is a slide.

Stack your pain points one after another (3-5 is perfect, you want to show you understand, not beat them into a deep depression)…..these are like the steps on the ladder to the top of the slide.

Then you introduce a neutral point, the platform - you state WHAT your offer is.

And now it’s time to get into the features and benefits.

The change in direction was introduced gently, and now the focus on features and benefits helps your reader build momentum until they’re ready to click on a call-to-action button.

So the next time you need to write sales copy, think slide, not see-saw……like this…..

Free remedy for your copywriting and content marketing emergencies

Are you struggling with:
♦ Writing the words for your website?
♦ Knowing what to publish on your business blog?
♦ Launching something new?
♦ Emailing your subscribers something helpful (or anything at all really)?
♦ Developing your writing with confidence and style?

Or any combo of the above? You and just about every other business-builder I’ve spoken to.

To bring you back from the brink of content writing despair, I’ve bundled all my best FREE resources in one place.

Delve into the Online Content First Aid Kit to get help with these common marketing dilemmas.

You could really help me out here

If you think your solitary single solo social share doesn’t matter to me - think again.

Every little share encourages me to create more free marketing articles, makes my heart warm and fuzzy, and helps more entrepreneurs to discover this resource.

Thank you so much for reading this post, and your share will seriously help me (and other business-builders) out.

You can:
- Pin it! (I even made a pretty pin for you!)
- Share or leave a comment on this Facebook post
- Share it to your favorite blog + biz Facebook group
- Tweet it!

It won’t take more than 10 seconds of your time. The share buttons are right here.

Thank you so much,

L

Share on Pinterest

Sales Page Copywriting Tips For Entrepreneurs

Share on Facebook

Sales Page Copywriting Tips For Entrepreneurs

Need more help writing the words for your website, blog, social media, and marketing emails?

Come and join me in the free Write With Worditude Facebook group & sign yourself up to my regular email newsletter.

Never Miss Good Stuff

Get Worditude wisdom, freebies, news and mildly amusing anecdotes delivered to your inbox on a semi-regular basis.

Powered by ConvertKit
You've already signed up for updates from Worditude. Aren't you magnificent! Did you know I've got a free Facebook Group? Come and join your fellow business-builders learning to wrangle words here: https://www.facebook.com/groups/worditude/ And for F-R-E-E help finding the right words for your website, take my FREE course (did I mention it was free?): https://worditude.thinkific.com/courses/create-core-messages