LEVEL 14 BLUEPRINT:

Writing Effective Sales Copy OK... wow that you've got a good range of products to offer... in a variety of formats... it's time to start turning that sales funnel you created in our Level 9 Challenge into reality. This is not the time or place for an extensive course on sales copy writing, so I'm going to make a few key points and, if you need more guidance, you can find some excellent copywriting resources here. The first thing is, don't worry if you're not a writer. Writing for the web is not the same as writing for the real world. It's much more informal and freewheeling. In fact, for sales copy it's best to adopt a conversational tone, as if you are talking or giving advice to your best friend. The more of your own personality you can inject into the copy, the better. You want your readers to feel that they can identify with you and trust you. This being said, however, proper spelling and grammar IS IMPORTANT. So, if these areas are not you strong suit, you might want someone to look over your copy before you post it to the web. The one thing you do not want to come off as is unprofessional. Another important point is to leave plenty of white space on the page. This just means to keep your paragraphs short. It also helps to keep your sentences relatively short and to use plenty of sub heads and bulleted lists. Also, be sure to add a P.S. Most folks, when they get to a sale page, scan the headline, the sub-heads and the P.S at the bottom of the page, and then, if they are intrigued, will go back and read through the page, so... pack your punches where they will do the most good!

Now on to the copy itself. One thing is critical for you to understand: People don't buy information products for the information they contain, they buy them for the BENEFITS they will receive by reading and/or using the product. Most people make a HUGE mistake when they write about their products. They focus on the FEATURES. They talk about how simple it is to use, how efficient and economical it is, how easy it is to learn... blah, blah, blah, blah... Who cares??? Sometimes they quote some tiresome facts like how much money THEY have made or how many others have succeeded and failed before them. Granted, some facts are interesting, like how their product differs from others that have come before it. But... even these facts aren't going to sway a hesitant prospect to hit the "BUY" button. Because they miss the point entirely. Facts and features focus on what a product does. It's BENEFITS that really matter. Because... Benefits focus on what a product does for the buyer. They target the all important: "It's all about me" factor. Most folks are looking for benefits that solve a problem or make their life better in some way. Here are some common ones:

Make Money Save Time Save Money Look Beautiful Look Younger Lose Weight Be Happier Be Healthier

Be More Respected Attract Men, Women Feel Better Live Longer Keep Children Safe Secure Retirement Be My Own Boss Work Less, Accomplish More

There are, of course, a host of others. But the the thing is -- BENEFITS are the driving force of your sales copy!!! So your goal is to list every possible advantage your potential customer might possibly derive from purchasing/reading your product. Once you have your benefits list, arrange the items in order of priority (for your target customer) and then start writing your

copy. You can use a bulleted list to highlight them, but your description really drives the point home. Remember, above all, potential buyers want to know, "what's in it for me?" A successful sales pitch appeals to their self interest. So always keep this in mind, what will your product do to help them... (fill in one of the benefits from the list above) Once you have come up with your list of BENEFITS, its time to write your headline. Important Things To Remember About Headlines: Your headline has one main objective: It has to "capture the eyeballs" of folks browsing the web and get them to STOP and stay on your page. It has to be an instant attention captivator or it is no good. Your headline should be provocative, to the point, should state or imply a compelling BENEFIT and should contain relevant keywords, for search purposes. See our appendix for a list of the Best Headlines Ever. Hopefully these suggestions have helped fuel your motivation and have given you ample incentive to meet today's challenge.

LEVEL 14 BLUEPRINT:

Creating Product Sales Pages

Are you In It to Win It? Task Begins in 3 – 2 – 1… STEP 1: To begin with, let's review your sales funnel strategy, so we know where we are headed with our site layout.

OK. It looks like you are going to need to create:

• 3 product sales pages (Lead Generator Reports and Ebook #1) • 1 upsell page (Ebook #2) • 3 downsell pages (Reports 1, 2 and 3) • 3 product delivery pages (Reports 4, 5 and 6)

Whew. Looks like its going to be a lot of work, but thanks to xSitePro's templates, you should be able to breeze through it in an afternoon. So let's get started... STEP 2: Open xSitePro and open up your current website project. Once you have your site open, click on the 'Web Pages' tab. Click on the 'Add Page' tab and create a new page called 'Products.' (This is the silo where all your products will reside.) For now, we are going to leave this page blank, but we'll come back to it later. STEP 3: You could create your product pages from scratch but in order to make things as simple as possible, I recommend that you use the ready made product page templates. So... click on 'Other' then 'Quick Pages' and then scroll down and open the 'Product' folder. You'll find a whole list of templates there. The one pictured below is the Smart template.

Or here's another special offer one...

Of course, you are going to want to change it up, regardless of which template you select. You'll be adding your product graphics and sales copy, but at least this gives you the basic framework within which to start. It's far better than just starting with a blank page and wondering... where do I go from here??? STEP 3: With xSitePro, the answer is simple. You just click on Step 2 and add in your Content. The product name, what you want to use for a Sub head, how much you want to charge etc... You don't have to do any thinking. It's all done for you. Upload your product image, write your product description (bearing in mind what we discussed in the strategy session of this blueprint). Spend the most time on your eBook sale pages, because you stand to make the most money from them. BUT... all of the pages are important. REMEMBER... you only need to create them once and, if you do a good job of it, they will sell for you for years to come.

PAY ATTENTION HERE: On your eBook Upsell Page: Once the page has been created, you want to go back in and add the words SPECIAL ONE TIME OFFER! Pay Close Attention Because This Opportunity Is Only Going To Be Available To You This One Time... (Or something to that effect). You can do additional editing to all your pages once you have created them, but using the template interface allows you to at least get your pages off to a good start. Don't forget to use bullet points when you are highlighting your product benefits. You can find a great designer wizard tool for these here:

Once you've finished filling in the content, simply click the tab to move on to Step 4.

STEP 4: Style. This step is pretty self explanatory. You simply select the colors, font and text size you want for your page. You want to keep things fairly consistent with your article pages. Your product and article pages don't have to be a perfect match, but they do have to appear like they belong on the same website and they have to share the same look and feel. It's always best to adhere to the KISS principle. Keep It Simple Stupid. The fewer text, fond and colors used, the better:-) Oh, and just so you know... you have lots and lots of different payment buttons to choose from. You don't have to just stick to the ones that are used in the templates. On the next page you will see a partial screen shot of the vast clip art library that is available to you in xSitePro.

STEP 5: Payment Processing. This is always the thing that stumps Newbies and it really is NO BIG DEAL. It used to be a HUGE deal. Back in the dark ages when I got started, I paid a fortune (literally) to get a merchant account, and I had to jump through all kinds of hoops to sell my products. I think it cost me more than I made. But nowadays, it costs you NOTHING to begin selling products online.

All you need to do is set up a regular account with PayPal and you are good to go. And since you have xSitePro, you don't even need to worry about any complicated html code, once again, it's all done for you! All you have to do is click on the little blue icon with the dollar sign in the top panel and click on the link for 'PayPal Button' in the drop down menu. What will open up is a blank interface that looks like this -- only without any products in it. If you click on the 'Add A New Product' button, it will take you to a page where you can sign up with PayPal, if you don't already have an account. (See graphic on next page).

Once you have created your PayPal account, all you have to do is insert your email address in the box above and you are ready to sell products! How easy and painless is that! Now, if you want to 'Add A New Product' and hook it up to your PayPal payment processor, the only thing it will ask you for is a product delivery page URL (or the page to redirect the customer to where he/she can access the product they purchased). STEP 6: We're going to be creating these "Thank You" pages in our next blueprint but, if you want to insert your buy buttons now, you can simply create blank 'Product Name' Thank You pages. (Click the 'Add New Page' tab and name the page after the product you are creating it for, followed by the words 'Thank You.') One thing while I'm thinking about it... about page naming. You might be wondering whether you should use upper or lower case letters for your page names. The answer is, it doesn't matter. Because back in Blueprint #8, you already set xSitePro to automatically convert all page names to lower case in the Web Site Settings, so that is one less thing you have to worry about.

STEP 8: OK, Once you have created your first product page, rinse and repeat for all of your products. Make sure you save them as sub pages in your under your main 'Products' page. I suggest you take the time to make a list of each product, Title, Sub head and main bullet points before you attack your product pages. STEP 9: Once you're done, you should have 10 product pages listed as sub-pages in your 'Products' folder directory. Now... we have to create a FUNNEL out of those pages. So... a prospect is first given the free report and then led on to the complimentary low cost report and then, while they still have their credit card in hand, presented with enticing Ebook #1 and so on and so forth...

Stick with me here, it isn't going to be that difficult:-) I've gone ahead and created sample pages and named them generically just for the purposes of illustration. The first thing you are going to do is make sure your pages are in the right order. You do this highlighting the page you want to move and clicking on the directional arrows to the right.

But the way I have the pages set up is the way you want them. (Of course, you will NOT use these names. You will use shortened versions of your product names, which will show up in your site's Navigation menu.) The reason I have put Reports 4, 5 and 6 ahead of Reports 1, 2 and 3 is because these 3 reports are going to be offered as downsells. Folks can still access them through your Nav menu, so you want to create sales pages, but in your Funnel you will be presenting to prospects AFTER they have already rejected your previous overtures, you are going to have to use what we call exit pops. Don't worry... its no big deal. Again, xSitePro has this little trick covered. But I think you have done more than enough for one day. STEP 10: I just want you to do one final thing. You know how we created the 'Products' page in STEP 1. I want you to return to it and type the word 'Products' at the top. Then move your mouse curser over to the left hand side of the page and right click. A list of options will open up. Towards the bottom you will see "Insert Links To All Sub Pages." Select Bulleted List, Links Only. Click and a page will open up allowing you to select the sub listing settings. Once you have done this, simply hit OK and you will see a bulleted listing token appear on the page.

From here on, any time you add a product to your site (assuming you put it in this directory), it will automatically be listed on this page. You can spice up this page by adding some Google Adsense or other affiliate links. Or... if you happen to have other related sites, by all means, be sure to link to them!

We Created Our Site to Help You Build Your Business To Be The Best It Can Be! http://www.WOWContentClub.com is the flagship site of WOW Enterprises Inc.  Where Vision and Value Go Hand in Hand with Information and Opportunity