How to Write a Sales Page that Reads Like a Sacred Invitation

guest-kate-erlenbusch
 

You know the feeling. I certainly do.

It’s visceral. And you likely tingle with excitement.

Reading a personal, elegantly expressed invitation takes you from fascination to feeling understood to the finale effortlessly. You know exactly what you’re required to do. And you can’t wait to do it. Invitations like this elicit immediate RSVP’s of the “Yes, oh yes please!” variety.

Contrast this with the dread you feel upon reading a standard “salesy” sales page.
You may feel:

  • Kicked in the gut (too many pain points hit at once).
  • Smacked in the face (your shame, fears and embarrassing problems are conveyed like a crude neon sign).
  • Defensive (like, how dare they assume they know you better than you know yourself. The arrogance!).

Ironically, we tend to use the word ‘salesy’ to describe sales page that don’t work (therefore don’t sell).

Because when sales pages are working — like they’re supposed too — they’ll feel like a sacred invitation to the person you most want to work with (aka right person, ideal client, dream peep).

I’m sure you relate to reading sales page that work like sacred invitations. I’m more sure that you’ve read plenty that don’t.

But when it comes to writing your sales page, how does this help you?

How do you craft a sales page that sounds more like a sacred invitation to your ideal client?

I have a few ideas that have worked when writing for my own clients. Many of whom happen to be coaches.

As a coach, especially, your coaching sales page must read as a sacred invitation. Because, frankly, whether you think of it this way or not, your work is sacred.

Coaching relationships are transformational, deeply personal and revelatory.

How could guiding a person through the process of self-actualization be anything other than sacred work?

Now let it be said that copywriting, especially long-form sales page, are not easy to write.
If you find writing your sales page difficult, firstly: you’re not alone. And secondly, this is not necessarily a sign that you’re doing it all wrong.

As a professional writer I couldn’t agree more with Nathaniel Hawthorne’s sentiment:

“Easy reading is damn hard writing.”

So, I’m not going to patronize you with a just-add-water formula for writing a sacred invitation.

Instead, I’ve got something better: 4 Essential Elements to Elevate Your Sales Page To Sacred Invitation
 

Pre- Writing Work // “You’re Speaking My Language”

A sacred invitation is one that speaks intimately to your reader. Recognize that your right person / ideal client doesn’t necessarily conceptualize things the way you do. We can all get lost in our own professional jargon. We’re often hypnotized by the dominant discourse in our field, that we forget to use plain language.

Many coaches who are struggling with writing their sales page for their own coaching offer make the mistake of skipping the necessary preparation.

What’s just as, if not more, important than the actual writing of the sales page, is the pre-work you do getting down to your ideal client’s desires, pain points, fears, problems and the language they’re using to describe their reality.

CONFESSION: I used to believe that I was somehow *cheating* if I asked my prospects direct questions and kept records of their responses. For an intuitive, crystal-ball gazing, goddess-oracle-card pulling copywriter, I felt I should just *channel* it all. By god(dess) I was hard on myself. Recording the language that your right people are actually using is so important. Don’t dismiss this. It’s as important as using keywords for SEO.

TAKE ACTION: Start an excel spreadsheet and record answers to key questions that relate to your clients’ (or prospects’) problems, desires, concerns, fears. You’ll be amazed at how much easier it is to write your sales page as a sacred invitation. Because when you speak someone’s language, you’re speaking to their soul.
 

Couch Problems Within Desires

Other than the difference in tone, what do you notice about these examples?

EXAMPLE 1: “Your sales page sucks, and you’re losing potential clients by the minute.”

EXAMPLE 2: “You’re aching to write the kind of sales page that people say yes to — but you have no idea what you’re doing wrong or even where to start.

The first example smacks the reader in the face with a problem. It will likely make your reader feel like crap (hardly inspired to act). The second example leads with desire, then follows this with the problem that is holding them back.

Oh, and for the record…

Injecting “personality” into your sales copy is different to injecting aggression and shaming your potential clients.

When I read overtly aggressive sales copy that basically opens with “Your {fill in the blank} is boring/crap/useless” + tries to make you feel like the biggest loser who can’t cope without whatever is being sold….I feel physically sick. My guess is, you do too.

Back to the examples. When you lead with desire, then follow with a barrier or problem to attaining this desire, it’s way more considered and ultimately more powerful.

Here’s why:

I have a hunch (supported by fact), that the kind of people who are drawn to working with coaches are looking to expand, and are likely more conscious (about themselves and other people), that evoking fear without referencing desires turns them off.

TAKE ACTION: In your opening “teaser” paragraphs (the initial part where you define what your right person is struggling with) look for opportunities to encase these problems within their overarching desires. This helps a potential client feel inspired to work with you, rather than a basket-case who (possibly) feels insulted.
 

Invitations Offer Clear Instructions

How can you say ‘yes’ to a life-changing event when you don’t know location, date and what the hell you’re supposed to wear, bring and do when you get there?

Let it be said: Soul Seekers Love Structure.

In your effort to infuse your sacred invitation (sales page) with soul, don’t neglect the details.
You still need the nuts + bolts to be crystal clear. And ideally, beautifully designed on the page.

When your right person lands on your sales page they need clear sign-posts and unambiguous instruction that leads to a “yes, please.”

Also, while we’re running with the invitation theme, remember your testimonials are key. Think of them as happy guests who have been to your event and are welcoming your new client into the exclusive experience. It doesn’t matter that you’ve got a 1:1 offer… knowing that other people have experienced what your prospect wants to makes all the difference.

TAKE ACTION: Use unambiguous sub-headings such as:

  • What’s Included
  • How it Works
  • Who it’s for/Who it’s not for
  • FAQ
  • Next Steps

And if you can give these sub-heading a personal flourish (without losing clarity) all the better.
 

The Humble Close

You know what I love?

When a friend says: “Kate, I would absolutely love you to be there, but if this feels like a no or you decide it’s not the right time, that’s totally fine too. We’re still friends.”

What I don’t appreciate is feeling pressured or guilt-tripped or manipulated. Not by my friends. Not by my family. And not via a sales letter.

I’m guessing you feel the same.

What I love to see on sales letters that are really sacred invitations (because that’s what we’re aiming for, right?) is a humble close.

Sometimes, out of desperation or because we fear we haven’t conveyed all of the awesome benefits in the rest of the sales letter, we push a little too hard on our prospective client’s fear of missing out or….. fear of something bad happening if they don’t click Buy Now.

What’s even more persuasive is to ease off a bit at this stage.

If you’ve highlighted all of the benefits, conveyed the features, handled objections and provided evidence (in the form of testimonials or your personal success story) of your amazing coaching offer, the final close is an invitation with a humble ‘if this isn’t right for you, no worries” comment. This not only builds trust, but also increases desire (who wouldn’t want to deal with someone so reasonable, genuine and nice?) and stops you from looking needy and desperate (because you’re not).

Finally…

Wouldn’t you rather work with a client who, to paraphrase Ralph Waldo Emmerson, would rather be led by their dreams than pushed by their problems?

That’s the way you transform your coaching clients.

And that’s, ultimately, the way you transform your sales letter into a sacred invitation.

 
Kate Erlenbusch is a writer, teacher and the force behind Word Love, a digital copywriting service and virtual playspace for creatives, coaches and big-hearted business owners who want to sell and serve with soul. When Kate’s not searching for the right words she’s searching for her car keys, or the meaning of last night’s dream. Download Kate’s free eBook 7 Cheeky Secrets of Writing that Sells & Serves at wordlovebykate.com.