One of my clients emphatically states: EVERY WEB PAGE IS A SALES PAGE. And I agree. Even the pages that don't look like sales pages…these MUST be sales pages.
Here’s where the marriage between content and sales strategy is so vital. People buy for two reasons.
- Solve a problem.
- Emotional reasons backed by logic.
These two are often related.
Try to organize all your content around one of these two—depending on your marketing strategy. For example, if you solve a problem like tires being too expensive, show plenty of case studies where you help people save money on tires. And then you can show people buying other tires—tires that are more expensive but ‘make sense’ to the buyer based on logic.
And spread this content around…in the blog…social media…your email or printed newsletter. And, of course, the case studies on your website.
Here’s where a direct response copywriter becomes important. A direct response copywriter wakes up in the morning thinking, ‘sell…sell…sell…’ So, when you hire a direct response copywriter to create content, the content will be oriented around sales—either direct or generating a lead.
That’s because every page is a sales page…at least in my world.
Even when writing content, I'm using a standard copywriting technique like AIDA (attention, interest, desire, action). And there's always a call to action, always a next step. The Holy Grail of content is not awards or nice comments...but ACTION!