How To Set Up and Write Copy For Your Sales Funnel (part one)
If you are struggling to get leads for your business and converting followers into paying clients, it’s time to set up a sales funnel! But, wait…what’s a sales funnel?
Glad you asked! Let’s dive into it and explore why it is important, the different types of sales funnels, and how to write copy for your sales funnel, so you can turn more leads into sales on your offers.
What is a Sales Funnel?
A sales funnel is the roadmap for your ideal human’s journey from the first point of contact to the point of purchase. It takes them through the “Know, Like, and Trust” factor and the three uber important stages of any good funnel – awareness, engagement, and purchase.
It can be anything from a series of landing or sales pages, nurture emails, or even paid ads that lead your ideal human down the path of getting to know you, feast on the massive value you provide, and eventually trip over their credit card to buy what you’re selling.
The job of the sales funnel is also to lead your ideal humans up your “value ladder” – from your free offer to your intro offer to the highest way they can work with you or buy from you.
What’s the Purpose of a Sales Funnel?
The purpose of a sales funnel is to take your ideal human through the three key stages of awareness, engagement, and purchase. Here’s what you need to know about these stages:
?Awareness: Your ideal humans start to learn about you and your brand and the products or services that you offer.
?Engagement: Your ideal humans become interested in your product or service and start to consider whether or not it’s a good fit for them.
?Purchase: Your ideal humans are now ga-ga over you and they make a purchase and become actual customers or clients.
The Different Types of Sales Funnels
Now that you know the purpose of a sales funnel, let’s talk about the different types of sales funnels you can create for your business.
The most common types of sales funnels are:
Lead Magnet Funnel: This type of funnel involves offering a lead magnet, such as an e-book or a free mini course, in exchange for your ideal human’s email address. Once you have their email address, you can start nurturing the relationship by providing them with your valuable content straigh to their inbox.
Tripwire Funnel: A tripwire funnel involves offering a low-priced, introductory offer. The goal is to convert them into bigger ticket buyers by showing them the value of your product or service. FYI – we don’t skimp here. We bring a bite-sized solution that leaves them wanting more!
Webinar Funnel: A webinar funnel involves offering a free webinar that provides value, focusing on solving an immediate problem. At the end of the webinar, you can make a pitch for your next-level or high-ticket product or service.
Product Launch Funnel: A product launch funnel involves building excitement around a new product or service. You can use email sequences, webinars, and social media to create buzz and anticipation.
How to Write Effective Copy for Each Stage of the Sales Funnel
Awareness Stage: At this stage, the customer is aware of the problem they have but is not aware of the solutions available. The goal of the copy at this stage is to create awareness of the problem and to position your business as an authority in the industry.
Here are some tips for writing copy for the awareness stage:
? A Compelling Hook: At the awareness stage, your ideal humans are just discovering their problem and may not even know about your product or service.
? Focus on Educating and Building Trust: The awareness stage is not the time to make a hard sell. Instead, focus on educating them about their problem and how your product or service can help solve it.
? Use Clear and Simple Language: When crafting copy at the awareness stage, it’s essential to avoid jargon and technical terms that may confuse or overwhelm your ideal humans.
Interest Stageof Your Sales Funnel:
At this stage, the customer is aware of the solutions available to them and is actively seeking more information. The goal of the copy at this stage is to generate interest in your product or service.
Here are some tips for writing copy for the interest stage:
? Use persuasive headlines that highlight the benefits of your product or service.
? Use customer testimonials to establish trust.
? Use clear and concise language to explain how your product or service works.
Decision Stage of Your Sales Funnel:
At this stage, the customer is ready to make a decision and is probably considering different options. The goal of your copy at this stage is to persuade the customer to choose your product or service over your competitors, because YOU are the obvious choice.
At this stage, it’s important to provide them with all the information they need to feel confident in their choice. Your copy should focus on highlighting the unique benefits and features of your product or service and
The goal is to show them how your product has helped others like them, and hat you stand behind your product.
Here are some tips for writing copy for the decision stage:
? Highlight Features + Benefits: Highlight the key features that differentiate your product from others and explain why it’s important to them and why it’s the best option.
? Social Proof: This could be in the form of testimonials from satisfied customers, case studies that demonstrate the effectiveness of your product, or statistics that show the success rate of your service.
? Use Urgency and Scarcity: BUT….don’t create fake urgency. If you’re offering 50 spots in a course, say that. If the BUY NOW bonus expires at midnight on the 25th, stick to it.
Action Stage of Your Sales Funnel:
At this stage, your ideal human is ready to make a purchase. The goal of the copy at this stage is to facilitate the purchase process and to make it as easy as possible for them to buy.
Here are some tips for writing copy for the action stage:
? Use clear and concise language to guide the customer through the purchase process.
? Use trust signals, such as security badges and guarantees, to reduce anxiety.
? Use thank you pages to confirm the purchase and to provide additional information about your business.
? Make your CTA’s (calls-to-action) Easy to find and relevant to your offer.
You’re gonna need a Sales Page too!
First and foremost, it’s important to understand the purpose of the sales page within the overall sales funnel.
Typically, a sales page is the last step in a series of touchpoints that your ideal human has with your brand before making a purchase.
Because of this, the copywriting on the sales page should be focused on closing the deal and converting the casual looker into a buyer.
When it comes to creating copy for a sales page in a sales funnel, there are several key elements to consider in order to create a compelling and effective message that resonates with your people and ultimately drives conversions.
Your copy on any sales page must be persuasive, engaging, and informative.
It should clearly articulate the benefits of your product or service and address any potential objections or concerns someone may have. Additionally, the copy should be written in a way that speaks directly to the needs and desires of your target audience, using language and messaging that resonates with them and is familiar to them. i.e. use their words.
Throughout the copywriting process, it’s important to keep the needs and preferences of your ideal humans in mind. This means getting to know their pain points, motivations, and purchasing behaviors, and using this information to inform the messaging and tone of the copy.
In addition to the copy itself, other elements of the sales page can also have a significant impact on its effectiveness.
These include:
? The layout and design of the page.
? The use of social proof like testimonials or reviews.
? Including a FAQ and a strong guarantee or refund policy.
Crafting Copy That Is Benefit-driven and Converts
You must know your target audience
Before writing a single word, it’s crucial to understand your ideal humans. What are their pain points and what motivates them to make a purchase? This knowledge will enable you to create copy that resonates with them and guides them towards a decision to buy from you.
Create headlines that stop scrolling
Your headline is the first thing people see, so make it count. Craft a benefit-driven headline that speaks to your target audience’s needs and desires. Aim for 6-10 words for optimal scanning, especially on mobile devices. Use subheadings or bullet points to expand on the idea while making your copy more scannable.
Highlight benefits, not features
When writing sales copy, focus on the benefits of your product or service, rather than its features. How will it improve your target audience’s life or solve their problems? Emphasize these benefits throughout your copy.
Leverage social proof
Social proof is a powerful persuasion tool. Include testimonials, reviews, or case studies that demonstrate the power and value of your offers.
Create the right calls to action
Your call to action (CTA) is the action you want people to take, such as “Buy Now” or “Sign Up.” Make sure your CTA is prominent and compelling, and use language that not only encourages them to take action but is also relevant to your offer. If the goal is to get them to buy, you wouldn’t use the phrase “Learn More”, for example.
Optimize for search engines
To ensure your sales page ranks well in search engine results, optimize it for SEO. This includes using relevant keywords in your copy, meta tags, and image alt tags. Alt tags are important from a UX standpoint to accomodate humans who are visually impaired.
Ultimately the key to creating effective copy for a sales page…
…in a sales funnel is to understand your audience, craft a compelling message that speaks to their needs and desired outcomes, and provide a clear and compelling Call to Action.
More importantly, when you create a sales funnel with copywriting that prioritizes your ideal human’s goals and desires, you will create a sales page that not only drives results but also strengthens the overall relationship between your brand and your ideal humans.
In Part Two, which you can find here, I’ll go over why you need a sales funnel, creating lead magnets and copywriting for your email sequences.
