The Body

[private].[/private]This is where products get sold. The body is a long stretch of scrolling and reading where you “tell the story,” build rapport, present a problem, reveal a solution, describe the product, sell the product, offer a guarantee, and close the deal.

Throughout the body of the sales page, while keeping your readers engaged, you’ll want to describe a common problem that likely is the reason they landed on your sales page.

Make sure they realize the severity of the problem and introduce your product as the solution. Once you’ve introduced your product and the sales page has made that transition from describing a problem, and then the “allelujah,” and then the describing of your product as the solution… it’s time to get into the nitty gritty of how your product solves the problem, what exactly is included, and this is where you sell the product.

Finish up the body of your sales page by including some bullet points, testimonials, a guarantee, and add a sense of urgency by describing some parameters such as a timeframe or limit to number of copies you plan on selling.

Don’t stress, we’ll cover bullet points, testimonials, and guarantees next in this same section.

Bullet Points
Bullet points are short, descriptive snippets of text that accurately describe specific benefits or features of your product.

Nearly every quality sales page you read will have bullet points in some form or another because they are an effective method of cutting through the B.S. and telling people exactly what they want and need to know in order to make an informed decision about buying your product.

You have to remember that people are busy and they don’t read in detail; they scan. Bullet points help them scan and get the information they need quickly so they feel they are not wasting their precious time.

Here are a few sample bullet points that “describe” the product:

* Over 45 pages of up-to-date instruction revealing exactly how to “xyz”

* New videos added every month as new strategies are tested and developed

* Podcasts with industry experts available for download after every “member’s only” conference call

Also, here are a few more examples of how bullet points can be used to describe the product AND arouse curiosity:

* Learn the 4 tactics every marketer must know in order to profitize every bit of traffic they have coming to their website

* The 8 fail-proof steps you must go through to make sure your product is ready for market

* The exact technique that will allow you to turn $11.43 worth of carefully selected advertising into mountains of priceless traffic to your website or blog

Do you get the idea of what a bullet point is and the many ways it can be used?

You will also often see some sort of graphical image beside each bullet point to draw the reader’s eyes in a bit. Some examples of graphical images that often accompany bullet points are asterisks, stars, and arrows.

Testimonials

Testimonials are one of the easiest ways to beef up the professionalism of your sales page.

Testimonials are one of the easiest ways to beef up the professionalism of your sales page.

A good testimonial should include a picture of the person leaving the testimonial, a short quote from the person describing what they thought about your product, and if possible audio testimonials are also prime.

Almost every good sales page includes several testimonials and they’re easier to get than you might think.

Once you start recruiting affiliates and joint venture partners just ask them for a testimonial and many of them will already know what to do…

There’s also a great tool you can use for automating the process of accepting testimonials.

If you’d like to see this tool in action leave a testimonial for ProFromGo:

Click >>Here<</url>>HERE<< to check out Audio Generator for yourself.

Guarantee

Guarantees are not completely necessary to ensure the success of your site or offer. However, offering a money back guarantee often times will increase conversion rates, put your customers at ease, and let them know that you stand behind your product.

I’ve launched several sites and products with AND without the guarantee. The only drawback to offering a money back guarantee is that there is an unethical group of people in internet marketing that we all affectionately refer to as “refund junkies” who will buy your product, download the goods, and ask for a refund.

All I can say is that it’s extremely frustrating. Rather than spending your time, energy, and focus on stopping the refund junkies simply ignore them for the most part and concentrate more on increasing your sales and conversions. Do not let them go completely un-addressed but don’t make them your mission in life either…

Offering a guarantee is simple to do and only takes a little bit of extra work on your part. Like many of the other topics covered in the copywriting section it will do you well to take a look at several other sales pages in your niches and see what types of guarantees your competitors are offering.

Writing up the guarantee itself only takes a few minutes and going through the process of manually issuing unsatisfied customers their refunds is not time consuming either.

Unhappy customers can wreak havoc on your business by talking negatively about you, your protocol, your products, etc. I have always kind of subscribed to the notion that negative publicity is better than none at all, but no one wants their name all over the “BBB” website or trashed in discussion forums.

By offering a guarantee you can avoid this by making even your unsatisfied customers happy by returning their money to them!