content: recent publications

I’ve written a lot of sales pages over the years, and there are a lot of things that seem like good ideas to write — that aren’t. To put it plainly, it’s easy to make well-meaning mistakes that cost you sales when you’re writing your copy. Here are the major lessons I’ve learned after writing hundreds of sales pages that you can implement to make your copy better.Lack of specificity waters down your message and its effectiveness. Everyone tries to write one sales page to every prospect they want to talk to, but you should write multiple sales pages to talk to multiple prospects. If you want to multiply your sales conversions, drilling down into specificity is the secret sauce. For example, how often have you seen (or used), phrases like, If you’re a coach, consultant, entrepreneur, or thought leader…? Well, that’s how you know you’ve already lost them before they got into your copy. Plastering identities like this across a sales page is like taking out a billboard that tries to get everyone’s attention instead of the right person’s attention. Next, you have to identify their situation.

As an entrepreneur, the heart of your business lies in your email marketing efforts. Sixty-four percent of small businesses use email marketing to reach their customers. Each year this percent will grow because email marketing can turn a fledgling business into the leader of the pack.