3 Reasons You NEED a Sales Page for Your Signature Offer (even if you think you don't)
“For a coaching offer over $5000, would you expect a sales page?”
A woman I’m connected with on Facebook recently asked this question, which caught my eye — and got over 100 comments.
Before I dive into the topic here, I’m curious… What’s your gut answer?
As a customer, would you expect a sales page for an offer over $5,000?
Do you sell your $5,000+ offer without a sales page?
Or do you have a sales page (or at least a landing page) for every little offer you make your people?
Make a note of your initial reaction, and then leave a comment below once you’ve read what follows…
Here’s the question that set off this discussion, and a few of the first responses:
I was really intrigued by the comments that people made on this thread, their explanations, and, as a conversion copywriter and funnel strategist, what I see as the flaws in their reasoning when it comes to why some people think they DON’T need a sales page to sell high-end coaching offers.
Two caveats before I dig in!
#1: Of course, there are no rules for what you HAVE to do in your online business.
It’s your business, and you can run it how you want to. That’s one of my favourite parts of being an entrepreneur.
But if maximizing conversions from your paid offers is one of your goals – as a conversion copywriter, it’s always one of mine – then these “principles” apply.
#2: While the thread I’m addressing in this post was about a 1:1 coaching offer in particular, the same copywriting concepts that I go into below apply no matter what you’re selling, even though the design of your funnel may change.
As you can see from just the first 5 replies, commenters were split over whether or not a sales page is necessary. But as the thread got more and more replies, a clear bias emerged…
In total, 17 people commented yes, they would expect a sales page, while more than double that, 39 people, commented no, either that they wouldn’t expect a sales page or that a sales page isn’t necessary to sell a 5k offer.
Some gave qualified yeses or nos, based on the offer or the audience (I didn’t count those answers towards my tally unless it was clear they felt strongly one way or the other.
Now, I believe that the ambiguity of what people answering “No” were arguing for accounts for a large part of why people were so confident giving that answer.
And I think that the original poster’s question, which was addressed to buyers, got somewhat hijacked by other coaches, who aren’t exactly her target audience, which is something you’ve always got to watch out for when conducting market research.
Here are some of the most common reasons people gave when they answered “no” (that you don’t need a sales page to sell a coaching package over $5,000):
When I buy, it’s not because of the sales page
I scroll to the bottom of long sales pages anyway
I need to get people on a call to see if it’s a fit
Sales pages don’t close my leads, I do
You should do what feels good to you
Your people don’t care
Testimonials are the most important thing
I can’t use a sales page because I’m selling personalized 1:1 coaching
For my first million dollar year, I had nothing
It’s about showing up in front of your audience
I find most sales pages endless and irritating
I know I wanna buy from the vibe, not the sales page
Now, I can wholeheartedly agree with some of the points listed above:
→ If you have a solid offer and you’re dialled into what your audience wants from you, you should 100% be able to sell it without a sales page, e.g. on a 1:1 sales call or by launching to your list and sending them straight to a checkout page
→ Your success definitely does depend on you showing up in front of your audience, being consistent in your efforts, and creating amazing results for the people you work with.
Not least of all so that you can showcase fantastic testimonials because, ultimately, proven results are one of your most powerful assets.
→ Some people will be ready and eager to buy without a sales page: they’re the ones who, when you do have a sales page, are scrolling, scrolling, scrolling to the bottom looking for the
“Buy now” button.
But still, the question that I have to ask is:
If you’re trying to maximize conversions, to help as many people as possible, are you satisfied with neglecting the people who aren’t ready to buy without one?
Here’s my comment on the post:
Obviously, the people who commented on this post are referring to their own experiences, either as customers or as coaches and service providers, so they’re not WRONG by any stretch.
But as someone who studies the messages that people need to hear (and how they need to hear them) in order to feel ready to buy, I did notice a few things that were being left out of this conversation.
Different people process information in different ways
Do you prefer to learn something new by reading about it in a book, listening to a podcast, watching a YouTube video, or trying it out yourself?
Would you rather read a blog post or watch a webinar?
Be able to ask questions during a live Q&A session, or go over a thorough FAQ section with a fine-toothed comb?
Among your audience, the answers to these questions will vary from person to person.
(And just because someone prefers to read doesn’t mean they’re “not your ICA”.)
The one thing that’s true of each of your ideal clients is that everyone needs to be convinced that your offer is right for them before they buy.
…And for some of your people, a long-form sales page is the best way you can do that.
The different ways that people process information has been linked to our variety of different personality types, which among other things, determine how we make decisions.
The DiSC personality concept (created by William Moulton Marston, who also created Wonder Woman) separates people into four different types based on where they fall on a continuum from Outgoing to Reserved, and Task-oriented to People-oriented.
You get your results after taking a quiz, which’ll tell you whether you’re a D, I, S, or C type. (More comprehensive analyses further divide each category by 3, for a total of 12 different types.)
These four types are labelled:
Dominant = Outgoing + Task-oriented
Inspiring = Outgoing + People-oriented
Supportive = Reserved + People-oriented
Cautious = Reserved + Task-oriented
(Curious about this? You can find out more about DiSC profiles here.)
Grab The Sales Page Power Hour to get your hands on:
My RCA Sales Page Flow (incl. a Google doc template that makes it easier than ever to make my flow your own)
My system for repurposing your sales page content— without sacrificing freshness or platform relevance
A pre-publication sales page checklist that covers your copy, your design & your tech (and so much more!).
So how does this relate to whether or not you need a sales page?
Your personality type affects more than just how you act at a dinner party or when you end up in conflict situations. Different personality types having different buying styles.
D-type people know what they want, quickly.
They’re the ones most likely to say, “Gimme the bottom line, upfront.” So they want the sales process to be quick and the info they’re given to be limited to essentials.
I-type people (who, along with Ds, are the more outgoing types according to the DiSC criteria) are focused on people, connections, and feelings.
They don’t need a lot of information to make a good decision; they’re optimistic and like to move quickly.
In contrast, S-type people love to be able to double check what’s included in your offer.
They may visit your sales page multiple times (or hop on multiple calls) in order to check in with their partner or other family members because they’re looking for support and don’t want to disappoint those close to them.
Finally, C-type people are detail-oriented and cautious.
They want to see information that supports the claims you’re making so that they can be confident they’re making the right choice.
This could mean extra benefits on your page, case studies, proof of your expertise, endorsements from well-known figures—anything you have that can reduce the risk of signing up to work with you.
Do you need to know the difference between these types?
If you’re satisfied with where your business is today, no.
But if you’re hoping to scale, or you want to make sure that you’re catering to as many potential customers as possible, in order to maximize the number of people you can get on a call or in your programs…
Then you want to have sales copy that appeals to each of these different groups.
So what else were those saying a sales page is unnecessary forgetting?
2. Whether or not you need a long-form sales page… depends on who you’re selling to
Here’s another comment that reflects a general mood on that thread:
The practice of showing up consistently is SO important.
But in terms of closing the sale, whether or not it’s “about the sales page” depends on your audience and the kind of funnel you’re talking about.
If you’re selling your $5,000+ coaching program or signature service to your warm audience of Facebook friends, who’ve been following you for awhile, watched your weekly lives, who maybe also read your newsletters and have downloaded a freebie or two (or five)…
You can absolutely sell to them without a sales page (though I still argue you might sell more with one— remember the C’s!).
Because those people are ready to buy.
They’re aware that they have a problem, aware that you can solve it, have solved it for others, and they’re aware of your skills and your expertise. They’re more or less waiting for you to make them an offer they can’t refuse, and when you do, it’s as easy as getting them on a sales call (or giving them a way to pay).
You’ve probably heard marketers refer to prospective buyers as cold, warm, or hot leads before (whether or not you like the idea).
But in copywriting, we use another concept to think about the messages your readers need to hear from you in order to be ready to buy: Eugene Schwartz’s Stages of Awareness:
Unaware →
Pain or Problem Aware →
Solution Aware →
Product Aware →
Most Aware
This image – borrowed from the Copy Hackers post “How long should your pages be” – provides a handy visual:
In that post, the OG conversion copywriter, Joanna Wiebe explains that:
How long your page is depends, in large part, on how much arguing you need to do to win your audience (i.e., the specific traffic to X page) to your side at this exact moment.
That is, how many stages of awareness you need to move them through before they’re ready to buy.
Need an example of each stage?
>> If your audience doesn’t even know they have a problem, they’re considered Unaware.
Unaware audiences are the hardest to sell to because you have to educate them about their pain and why it needs solving.
This is an unlikely scenario for coaches to be in, but might be the case, e.g., if you’re launching a digital course on a niche topic like homesteading.
>> If they feel a pain, or are aware of their problem, but don’t yet know how to solve it, they’re Pain Aware.
Using the productivity coach example, your Pain Aware prospect may feel like they never have enough time to finish their To Do list, they might look around them wondering how their peers or colleagues get so much done, or they might be overwhelmed by deadlines, but they haven’t started looking for or considering solutions yet.
>> If your reader is considering different solutions for their problem, e.g. working with a productivity coach, downloading another productivity app, reading another book on productivity, or hypnotherapy, they’re Solution Aware.
>> Someone who’s decided on a type of solution, e.g., that working with a productivity coach is definitely the right choice for them, would be considered Product Aware.
They’re just looking to be convinced that you (or one of your competitors) are the right coach for their specific problem.
>> Finally, the person who’s already decided that you’re the one they want to work with, given the right opportunity, is considered Most Aware.
Like an avid Apple-fan waiting for Black Friday, these are the potential buyers who already know about you, your vibe, and what’s included in your offers—who are just waiting for the right moment or pitch to finally reach out and book a call.
Most Aware prospects need the least convincing to buy, though making the decision safe and giving them reasons to act now can still help you close the sale.
So each of your prospective clients are a specific personality type, and they’re all at different stages of awareness…
What does that mean for you?
Copywriters use the concept of your reader’s Stage of Awareness to figure out what your prospect needs to hear before they’ll be ready to buy.
Specifically, someone who is Pain Aware will need to know:
That you understand her problem (and that it’s urgent enough to need solving)
That, of all possible solutions to her problem, yours will get her the outcomes she’s looking for
That you’re the best option: your program addresses all of her needs and you’ve got experience solving exactly her problem
That now is the right time to act
Whereas someone who’s already Product Aware “just” needs to feel confident that your offer is the right choice for her, and that it’s time to act now.
This quick summary has made moving your prospects from Pain Aware to Most Aware sound simple…
And taking people through the last stages can be easy, with or without a sales page, if you’ve been nurturing them for weeks with content, contact, and free value.
For example, I invested in Amy Porterfield’s Digital Course Academy after watching exactly 0 of her webinars and reading maaaybe 10% of her sales page.
Why tell you this in a post about how you DO need a sales page?
First of all, Amy did have a looong sales page (a stunner, I might add).
But she’d also been pre-launching her course with relevant content for two months before she even started selling.
And not only was this the second time this course was launching, but she’s a HUGE name, with dozens and dozens of varied success stories.
Allll of those factors impact the State of Awareness of your potential buyers.
Similarly, the first time I spent more than $5K on my business, and the first time I worked with a coach, there wasn’t a sales page either… just a sales call.
But it did take 2 calls, more than a year apart, plus a steady stream of valuable content by email in between to convince me to book again.
If I’d been able to click to a sales page about that offer anytime it crossed my mind, might I have booked a call sooner?
Possibly—I’m a C after all.
As discussed above, the concept of Stages of Awareness helps copywriters know which messages to put on the page.
If your prospects are Product Aware or Most Aware, you can get away with having a shorter page because you don’t have to convince them of as much.
So why are most sales pages soooo effing long?
Well, first of all, your sales page often is often visited by people in various stages, from Pain Aware to Most Aware…
And since the first task of any copy is to meet readers where they are…
3. Your sales page needs to start at the top
(That is, talking to someone who’s Pain Aware.)
Because every person who’s even considering your offer (whether you have a sales page or not) needs a reason to take action today…
Because change is hard, and inertia is easy.
And when you take them back to their problem, you can walk them through:
What that problem looks like…
How it shows up in their day to day and how it impacts their life
What not solving that problem is costing them
How other solutions don’t manage to solve it completely
The benefits of your way of doing things
Who you are and why they can trust you
Who you’ve solved this problem for before
Exactly what your solution entails
Why this is an amazing deal that they need to grab now
The juiciest benefits you can deliver and what the results of your results will be.
(And, yup, that’s a rough outline of your sales page right there!)
Sales pages aren’t just long in the hopes that they’ll bore you into clicking a button…
They’re long because they take your reader through a series of shifts in:
how they think about their problem
what they believe about the best ways to solve it, and
what they know about you, your experience and who you’ve helped before (which can help them believe change is possible for them as well.
To make sure that your page will meet the needs of each of the DISC personality types – and that you’re not pissing off your Most Aware prospects with the length of your page – here are a couple of techniques you can use:
>> Button Up to Give People Multiple Chances to Buy
Based on just how hot some of your visitors might be, include buttons at various points on your page so that they can jump straight to the offer details and your CTA.
If you’re launching an offer as well-known as Marie Forleo’s B-school, for example, you might put that button right in the hero section.
If your audience is a bit less familiar with it/you, I’d recommend placing your first CTA right after you’ve addressed their problem and why it’s worth them solving now.
>> Use Crossheads to Stop Scrollers in their Tracks
Your long-form sales page should not – I repeat, NOT – be one long piece of text.
Even your most interested prospects are likely to scan your copy for the messages that are most relevant to them.
It doesn’t matter that not everyone will read everything on your page. What matters is that you make an impact when you can by using effective crossheads. (Those big, bold sub-headlines you’ll notice sticking out to you as you progress down a well-designed sales page.)
>> Change up your tone and use images to keep it engaging
You know by now that your audience is full of different personality types, who need different amounts of information and different types of information to be ready to buy.
The C-type people in your audience will appreciate the depth of the info you’re providing on a long-form sales page.
Your D people will appreciate you letting them—
And both your I- and your S-type people will love it if you give them some personal details to relate to, draw connections to your real life, and add a bit of storytelling (plus gifs + images to help you communicate those emotions).
So—can you sell a $5k+ coaching package without a sales page?
Sure.
But you might be ignoring the needs of some of your potential buyers: those S and C-type people who’d love to see the details laid out in front of them before they commit.
If your audience knows you, loves you, trusts you, it’ll be even easier - you’re not moving them through as many stages of awareness - but you’ll still need to give them a reason to act now.
Oh, and if you want to vet the people who participate in your programs to make sure it’s a good fit…
You might still want a sales page to help you book those calls…
So that when you DO get your people on the phone with you, they’ve already gone through the shifts that will help them believe:
You can help
They can do it
The time for change is now
Convinced you need a sales page, but not sure where to start?