Today, we’re going to dive into tactics for helping to you sell sales page projects to clients or, more specifically, how to sell yourself as the ideal writer for a client’s sales page project.
The thing about sales pages is that, unlike most other copywriting projects, they’re entirely contingent on your client’s timeline. In fact, you may not even know that a client could use a sales page until they let you know.
Why? Well, solopreneurs usually come up with programs and build them, and then hire a copywriter to create the sales page (and, often, sales emails) before the program has been launched. Which means that you won’t know about it until a client tells you about it.
That said, though, if you want to offer sales pages as part of your key services, publicizing that on your portfolio site and any Facebook groups that you’re a part of is key to helping clients find you to work with.
Once you’re talking with a potential client about a sales page, though, there are a couple of key points that can help you make the sale.
First, be sure to mention any previous experience you have writing sales pages—including writing spec pieces. After all, strategy is strategy! Planning out the various sections of a sales page and come up with how to be most persuasive and evocative is useful no matter whose sales page you’re writing.
Second, it can be helpful to talk with your potential sales page client about their numbers. After all, $1,500 for a sales page might initially create a little bit of sticker shock for a client. But once you talk about the price of their program and their ideal sales page numbers, things are put into perspective. For example, if the sales page is for a $997 product and they’re hoping to sell 50 of them (or $49,850 in total), that $1,500 for a professional sales page to help get them there suddenly seems very reasonable.
Third, an excellent way to help sell a potential client is to start asking them some of the preparatory questions you’ll ask them to actually write the sales page. Knowing which questions to ask helps demonstrate your expertise, and the pre-sale period is the ideal time for them to recognize that expertise.
And, finally, be sure to talk through all of the elements involved in a sales page, your process for writing it, and what kind of a schedule you anticipate for the project. Remember, your client is not a copywriting professional and may not have ever worked with a copywriter before. The more you can make the process transparent and help him or her understand exactly what will happen and when, the more they’ll feel comfortable putting their faith in you to write the sales page.
Your turn! What other questions do you have about how to sell a sales page project to a client? Let us know in the comments below!