“Discipline is the mother of success.” — Aeschylus We all have our own writing habits, and you’ll develop your own. The one that saves me the most time when I want to write quickly and effectively is the Super Structure. It was taught to me by my mentor, my web marketing professor (who used to write advertising campaigns for Dior and Céline back in the day). And I’ve been using and refining it ever since. I really like the image of a runner in a race: during a race, the athlete must follow a specific course for their time to be recorded. A sales page works the same way: you have to guide your reader from the starting line — the headline — to the finish line — the call to action. So here are the 17 blocks that make up the Super Structure. The Super Structure: 17 text blocks for writing the perfect sales page You’ll find detailed explanations of all the blocks in my future posts, so subscribe and turn on notifications so you don’t miss a thing! Block 1. The killer headline: the hook that grabs the reader’s attention. Block 2. The promise that makes readers want to read the rest. Block 3. The knife in the wound, because pain sells better than comfort. Block 4. Your story, which allows readers to relate to you and helps you establish credibility. Block 5. The usual solutions that don’t work, to discredit the competition. Block 6. Reframing: a shift in perspective that will help you sell your offer. Block 7. The ideal vision, to help the prospect imagine their future with your offer. Block 8. Presenting your revolutionary offer — your new method — to pull a rabbit out of the hat. Block 9. The bullet-point list, because customers buy the benefits of the product, not just its features. Block 10. Putting the offer into perspective, to set the stage for the price announcement. Block 12. Scarcity marketing, to reinforce the product’s desirability. Block 13. The price announcement: probably the hardest part. Block 14. The presentation of bonuses, to reinforce the perceived value of the offer. Block 15. Customer testimonials — social proof to remind them that your offer delivers results. Block 16. The call to action, to wrap up your page on a high note (limited availability, guaranteed urgency, €1 trial, secure payment, payment plans, step-by-step instructions, etc.). Block 17. The P.S.: one last piece of information, one final objection, the announcement of the first chapter… Do you absolutely have to follow the Super Structure? I like to think of the Super Structure as a game of Jenga, with 17 blocks that fit together securely, stacked one on top of the other, and form a solid framework for your sales page. However, you can remove certain blocks without risking the “giant with feet of clay” syndrome. Among the mandatory blocks, you should keep the headline, the promises, the pain points, the benefits, the customer testimonials, the product presentation, and the CTA. Depending on the price of your offer and its complexity, you may decide to skip the storytelling, blocks 5 and 6 (false solutions and reframing), putting the price into perspective, repulsion marketing, bonuses, and the P.S. at the bottom of the page. Can you move the text blocks within the superstructure? When it comes to the positioning of the blocks, you can certainly run tests and move them around. There was a time when I created many sales pages with a two-column layout: the left column was dedicated to the sales copy, and the right column to customer testimonials. I even tested the same text with the customer testimonial block integrated into the body copy — that version achieved a higher conversion rate, so that’s the one I kept. One of the most dynamic sections of text is the price announcement: some of my clients test sales pages that open directly to the crossed-out price and the new price, to emphasize a sense of urgency and the value of the deal. Others don’t hesitate to repeat the buy button three or four times on the same page. For subscription products, for example, since the commitment is longer-term and generally more expensive, wait until you’ve really “hooked” your customer before revealing your price. Once again: test it out! Only the scientific truth of the numbers will help you establish the sales page structure that’s optimized for your audience. You’ll sometimes see sales pages where the benefits section is repeated, and sometimes the customer testimonial section is split into two parts. You have the pieces of the puzzle: it’s up to you to put them together however you see fit… as long as your prospect makes it to the CTA and takes the action you want them to take. - Hi! I’m Alexis, a former marketing manager at a champagne house. I’ve developed expertise in understanding the human brain and its reactions to marketing campaigns. My goal is to help you improve your new customer acquisition using simple techniques you can apply starting today. I post 3 to 4 times a week, so feel free to subscribe and turn on notifications so you never stop learning — and get more customers! See you soon! Alexis.   submitted by   /u/No_Computer_1247 [link]   [comments]