A reader sent me a complaint recently about a ‘ho hum’ sales page she’d visited that I’d sent her to. I thought these comments were really interesting and worth posting about. Perhaps you can relate?

She wrote:

“… this sales letter turns me off -- too-large type, Lead Paragraph With Every Word Capitalized, hyperbolic language, yawn -- but maybe I've just read one too many of this style of marketing page lately. Of course, results are what really counts, so maybe it will produce a great response from others.”

We’re coming to the end of launch season – a time in which infopreneurs like me debut new info products endlessly. And so we’re all watching and waiting to see what works and what doesn’t

And man … does the marketplace seem more crowded than ever! So I’m really interested when I read about someone’s sales page fatigue. How many folks share that? What DOES get you excited on a sales page?

I love Andy Wibbels’ take with his own sales pages. Each product is packaged not as a corny little box with a cheesy looking cover, but as a spray bottle, a sponge package, a detergent bottle – the cloaking of household products. That, alone, gets my attention. And then the sales page is a model of economy in itself.

Check his sales page for the recently launched Keyword Essentials (which I signed up, by the way – just couldn’t resist.)

This is fresh, different, exciting. What gets you interested on a sales page? And what makes you stop, yawn and click away?

Comments

[Cynthia]

You're right! Andy's page is fabulous! I was tempted to purchase as well but I'm in the middle of another comprehensive training and don't have the time.

So, what do I like about this one? The humor--right at the beginning. The simple way he states the facts without saying it 5 times. No oversell but there is still a sell (telling me that 4 classes for over $300 is a really great deal is a sell--I'm not saying it's not worth it, just that there are tons of classes for a lot less--are they as good? Who knows?)

Anyway, it's good! What don't I like about sales pages? You can pretty much tell by what I said I like about Andy's. I don't like all the red and capitalization. I hate it when they tell me why I should buy something 10 different times and have a page that is a mile long and don't tell me the cost until I get all the way to the bottom or, worse, don't tell me until I click on a link.

I think it's possible I've missed out on some very good products because of the sales page.

There's more but I don't want to write interminably. This definitely gives you the general idea.

[Havi Brooks]

"Sales page fatigue" -- absolutely. Good point.

The sales trick most likely to get me to click away is teasers.

If I have to search up and down for a price or even click to another page in order to get to it, this marketer sticks in my mind as someone I'll never purchase anything from. Making people jump through hoops is the fastest way to collect shopping cart fatalities.

What I do appreciate is a clean design and upfront copy.

Oh, and typos make me think that the writer hasn't invested in his/her product enough to proofread the copy, but that's probably just a personal quirk of a spelling fanatic who has also made an error or two in her life ....

Thanks for the reminder to innovate!