How to Structure, Write and Format an Effective Long Sales Page
A learn-by-doing course on long-form copywriting, especially for high-priced programs
To sell an event, information product, subscription program, class, tour or coaching program, you need a long sales page that lays out what the offering consists of and persuades the reader to buy. Your artfully chosen words on the screen (or on paper) do all the selling work.
In copywriting terms, this is one-step buying, or direct response. What you're selling is somewhat complicated to explain, and it might cost $100, $500 or as much as $10,000 or more. By the end of your presentation on the page, the reader needs to understand the offer clearly, know how they'll be better off from buying, and have all their questions, doubts and concerns put to rest.
In this practical online course, which is laser-focused on this type of marketing writing, you learn and implement the fundamentals of creating an effective long sales page. Hands-on practice comes from two homework assignments that get thoroughly discussed in the course videos.
Your learning tools also include explanations, checklists, analyses of student drafts, and written commentary on finished sales pages that can serve as models. At the conclusion of this course, you'll be able to write a polished, long sales page for yourself or for a client. And you'll know how to handle this monumental writing challenge again whenever you need to. You can refer to the worksheets, checklists and annotated examples in the course for years to come.
Describes when long sales pages are essential for selling, and why.
The supplementary sample letter from 1968 shows that techniques taught in this course were discovered and applied prior the Internet. They've lasted because they work.
Explains the structure, options and learn-by-doing format involved in this course.
A supplementary glossary of copywriting terms provides reference help if you need it.
Covers everything you need to do on any copywriting challenge before you write a word.
Get practice with these concepts by imagining you need to write a sales letter for a book on surviving disasters.
Explores the prewriting analysis needed for Assignment #1.
Improve your ability to understand the fundamentals of your sales page challenge.
Runs through the essential elements of any long sales page, one by one.
Know all the information you need to provide to the reader.
A supplementary resource explains how to write tempting bullet points.
Offers tips on the psychology of selling and on perceived value.
Improve your ability to motivate your reader.
Outlines how you should format your long sales page for maximum effectiveness.
Discusses headlines, subheads, sidebars and more.
Provides four annotated sales pages for different types of offerings - well worth your detailed study.
The examples feature a business manual, an information product, an online education program and a membership program.
Looks in detail at three different versions of the sales letter for Assignment #2.
You'll see there are many equally legitimate ways to approach the same assignment.
Marketing coach Marcia Yudkin is the author of 17 traditionally published books, including 6 Steps to Free Publicity, now in its third edition, and dozens of ebooks and multimedia courses. She has delivered commentaries on National Public Radio and been featured in the Wall St. Journal, Entrepreneur and scores of newspapers all over the world. Her unconventional yet practical marketing advice suits introverts and rebels who hate the "musts" nearly everyone spouts. (For instance, she does not blog.) She runs her information empire part of the year from Maui and the rest of the year from the woods of Western Massachusetts.