PLAYBOOK: SHAPE UP YOUR STORIES IN SIXTY SECONDS
LONG-FORM SALES PAGE
A long-form sales page is your ace in the hole for turning skeptical visitors into customers. It’s a detailed, well-structured piece of content that takes potential clients on a grand tour—building trust, addressing their concerns, and leaving no doubt about the value you offer.
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THE GOAL
Capture attention, overcome objections, and drive results with a long-form sales page that nails customer needs and outlines your added value. The goal is to guide potential customers through a comprehensive experience that builds trust and leads to conversion.
THE STRATEGY
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DO
Focus on the problem and solution—Start by tackling the problem your audience faces and show how your product or service solves it. Clearly define the pain points and position your offering as the perfect remedy.
Build trust—Use testimonials, case studies, and solid data to establish credibility and reassure potential customers. Trust is key in long-form content, so reinforce it at every step.
Highlight benefits over features—While features are important, emphasize the benefits your customer will experience. Show how their life or business will improve after using your product or service.
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DON't
Don't rush the reader—Take your time to build a compelling story. The length of a long-form sales page allows you to address every concern and explain things thoroughly. Patience in storytelling can lead to a stronger connection.
Don't neglect the call to action—Make sure your CTA is clear, persuasive, and placed at key points throughout the page. Repeated, strategically placed CTAs keep the desired action top of mind.
Don't ignore the power of subheadings—Use subheadings to guide the reader through the page. They make the content more scannable and help maintain engagement.
THE Creative Essentials
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DO
Engage with storytelling—Create a narrative that emotionally connects with the reader. Show how your product or service can transform their situation, making it relatable and compelling.
Personalize the content—Tailor your messaging to different segments of your audience, speaking directly to their specific needs or desires. Personalized content resonates more deeply with readers.
Use visuals—Break up the text with images, infographics, or videos to keep the reader engaged and make complex information easier to understand. Visuals can reinforce your message and make the page more dynamic.
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DON'T
Don't overwhelm with information—Detail is important, but clarity is key. Keep the content well-organized and easy to follow. Avoid walls of text by using bullet points, numbered lists, and clear paragraphs.
Don't forget to address objections—Use the space to preemptively answer questions or concerns that might hold back a purchase. Addressing objections head-on can reduce hesitation and build confidence in your offering.
Don't neglect mobile optimization—Ensure your long-form sales page is just as compelling and easy to navigate on mobile devices. A significant portion of your audience will access it via mobile, so make sure it performs well across all platforms.
Capture attention, overcome objections, and drive results with a long-form sales page that nails customer needs and outlines your added value.