Top Eight Copywriting Tips for Creating Outstanding Sales Pages

When it comes to creating an outstanding sales page, you want the writing that appears on the page to pull the visitor in and immerse them into whatever the page is selling.

This could be your products, your services, or the mission of your company.

Excellent copywriting will reduce any risk that a potential customer may feel towards you, it will answer any questions up front, it will call us to act, and it will highlight the benefits of what you are selling.

Unfortunately, one of the most overlooked items of sales pages is the copywriting as most website developers or owners will tinker with the color, spend hours on their videos, and put up crisp and clear photographs, all without creating engaging text.

In this article, we will highlight eight tips that you can use to make your sales page go from decent to outstanding.

1. Be Clear and Concise: you want your writing to be clear and concise but you don’t want to “dumb” it down as this can have a negative impact on how you make your visitor feel about themselves. Instead, make sure to keep close to the point and do not over-explain or run off topic. Your goal here is to deliver the core concepts of your piece in such a way that it is understandable, easy to follow, and uses descriptive language that plays on your audience’s senses. Avoid run-on sentences where possible.

2. Research: you cannot just place any type of written content on your sales pages, rather, you have to be able to talk about what you have knowledge of. Writing that is not backed by research, expertise, and authenticity will be very clear to the reader. Make sure that you have a full and masterful understanding of your topic, your competitors, and your offering, first. Displaying your own knowledge of the subject matter is often one of the key factors that will determine whether or not a reader continues reading. If they continue reading, you are more likely to make a sale.

3. Eye-Catching Subject Lines: having a brilliant body paragraph does nothing for you if your subject line is bland, uninspiring, and easy to gloss over. Make sure that your headlines are eye-catching, intriguing, and play off as “hooks”, as this will grab the reader’s attention. There are many ways that you can accomplish this, but a few include starting with a simple question that highlights your audience’s problem, choosing to go with a list-style subject line that is quick to understand or create a comparison line between your product and your competitors’.

4. Find the Problem, Solve the Problem: if a reader decides on buying anything, the reasoning behind it will be to solve some sort of problem. It will be your job to identify what this problem might be and then subsequently solve it with your product or service. More often than not, the problem will have something to do with your reader’s fears, like a pest infestation or out of control debt, and thus offering a solution will require you to gain an in-depth understanding of your audience.

5. Speak Your Audience’s Language: in many cases, it is safer to use general terms to appeal to your audience rather than niche-branded terms unless your sales page is targeting a very specific audience that would have prior knowledge about your sales topic. By doing this, you help your audience relate to you and what you’re talking about which, in turn, encourages them to purchase from you.

6. Talk Like it’s a Conversation: it’s much more enjoyable to have a conversation than it is to listen to a sales pitch, as conversations are more relatable, they make your reader feel special, and they do not isolate the reader with technical jargon. When you act like you are talking to your best friend, you have a higher chance of converting leads.

7. Avoid Sounding Passive:  keeping to the present tense, making solid statements and talking with confidence, are all methods you can use to avoid sounding passive. When your copywriting uses passive voice, it assigns less responsibility to the action, meaning it has less power. You want to sound powerful.

8. Don’t Beat Around the Bush:  asking for the sale might seem too pushy but is, in fact, a necessary measure to take. Readers respond to transparency more than anything, so if what you want is for them to click a link, fill out a form or even just think a particular thought, make that want known. This is where you need to use call-to-action buttons, forms, and pop-ups that are aesthetically pleasing to look at and that enhance what you’ve just said.

Copywriting is not just for sales pages. The same principles can apply to your social media posts and emails, too. After all, copywriting is more than just what you say… it’s what you convey.  

If you want to master how to write effective copy, and 10 other crucial skillsets to stay ahead of the curve when it comes to What’s Working Now, join the EZMetrics Mastermind to gain access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

Selling Your Expertise

Each one of us has the ability to sell our expertise, but how do we do this? Throughout our lives, different events have occurred that shape us into the individuals that we are today. These experiences make us become more knowledgeable in a variety of topics.

Think of one topic that you excel in; this means that you know something that not everyone does. You have ability to teach and inspire others, best of all you can create your income while doing it!

You have untapped knowledge in your brain, you have the ability to vocalize your thoughts, now all you need is an audience. It is easy to get run down by pitching your amazing product to anyone that will listen if you’re constantly being rejected. Yes, you may get lucky and find someone that is willing to buy your product but, at what cost? Most speakers are pitching to the wrong audience.

Let’s think about this more…

If you are selling a self help motivational service, you would think you should pitch your service to struggling individuals that are not prospering financially. The reasoning behind this would be that your product will help encourage the individuals to make their goals become a reality. If you are thinking this way, you need to alter your way of thinking. You need to pitch to the wealthy and successful individuals. They have already made it, and they became successful by learning from others.

They made the decision to invest in themselves. The successful individuals will be more likely to buy your product because they have seen it work before in their lives. They are already convinced that self help is a good investment, and if you simply show them how your service will get them past the plateau they’re in so that they can up level their business, the sale is simple. You’re providing a solution who already values what you have to offer.

It is important that we change our way of thinking; we need to think logically on who will PURCHASE your product instead of who NEEDS your product. If you do your research and pitch to the right group of people you will begin to see your sales increase!

Why Honesty is the Most Important Intangible in Your Success


Honesty and integrity are by far the most important assets of an entrepreneur.
– Zig Ziglar

Have you ever noticed that being honest to others seems like a no-brainer, but we can justify being dishonest with ourselves without hesitation?  Honest about your knowledge of a certain subject, realistic about your competency with a particular job, or transparent enough to admit your mistakes.

Being honest exposes ourselves to the reality of what is going on around us.  It’s where the phrase “calling it like it is” comes from, and those who can be real with themselves and their business on a daily basis are bound for success. 

Here are some examples of why transparency is so valuable:

Develop Accountability

First and foremost, being honest with yourself and your business will develop personal accountability.  Personal accountability is the intangible you need to build your business from the inside out: if you pull all the strings of your business, then you have all the power to make it succeed. 

Zig Ziglar said, “You must manage yourself before you can lead someone else.” 

It strikes at the heart of what transparency brings to the table for your business.  Once you develop accountability within yourself you can begin encouraging the same standard in others.  Soon enough, your team will be full of honest and hard-working employees who call it like it is. 

You Learn About Yourself

Another great attribute of transparency is that you can learn how you react in stressful situations, when the chips are down and someone needs to take accountability.  Is it going to be you?  Maybe it should be in certain situations, but it could also be someone else who needs to step forward. 

Being open and honest makes it easier for you to see where things went wrong, and furthermore, what you can do to prevent it from happening again.  It also helps you get an idea of how much actual work it takes to execute a given project.

What about when things are going well? 

Success should be greeted with the same kind of ruthless honesty at play when times are tough.  A successful sales campaign deserves plenty of a rewards, congratulations, and analysis.  Part of being transparent is acknowledging the success of others, giving them the plaudits they deserve, and learning from others. 

All too often businesses see accountability as a way to explain away their mistakes.  It should be the other way around.  A culture of accountability within your business will strengthen teamwork, and teams need to stick together in the good times and the bad.

Gives You a Chance to Improve

Nothing helps you with personal self-development as much as making mistakes.  Everyone makes them, but it’s those who can learn from them that flourish in the world of business.  When you are honest about what you did (or did not) do, you have just taught yourself how to avoid making the same mistake in the future. 

It might be hiring someone without calling all of their references, or giving someone more responsibility because you don’t have the time.  If these decisions lead to problems down the road, at least you can rectify them and strengthen your operating procedure going forward.

Psychological Growth Will Produce Business Success

A lot of people start out in the business world with some naivety.  They may think they have what it takes to make a million in the first year of their business – but does it happen?  Usually not.

A vast majority of success stories come from people that have failed over and over again before finding a niche that works for them and succeeding.  Do these success stories look back in anger on their failed business ventures?  Absolutely not. 

Ask anyone in business about the trials and tribulations they faced in the early days and they will say it was the adversity they needed to learn about themselves and develop the character required to make a business that succeeds in the long-term.

Numbers Matter: How to Measure Your Social Media Campaigns

Measure Your Social Media Campaigns - EZMetrics

I’m a numbers guy. I’m such a numbers guy that it drives my wife crazy.

But here’s the thing: you need to be a numbers person, too.

If you’re spending money on advertising — and let’s not forget that time is money! — then you need to know if it’s working or not.

And the way you know that is, usually, by some sort of number.

Social media is a hot way to advertise, and with good reason.

You don’t always have to spend money on social media — we grew the Zig Ziglar Facebook page purely organically — but you can (and often, it makes sense).

If you have a budget, I’m a big fan of Facebook ads. (Which would be why I have a whole course on it…) They allow for targeting in a way that, quite frankly, makes every dollar well-spent.

Know why and what you’re measuring in a social media campaign

To be clear, I’m not a fan of numbers just for the sake of numbers.

You have to know why you’re measuring and what you’re measuring, because that’s how you find out what’s working.

And when you know what’s working, you can keep rocking it, tweaking it, and improving it so that you convert prospects into customers.

Two types of metrics for social media

We’re going to consider that there are two types of metrics for social media:

  • Ongoing metrics
  • Campaign metrics

Ongoing metrics are things you keep your eye on all the time: you want to understand the trends and activity from one point in time to another. You want to look at snapshots, but also at the bigger picture. This is something you check in on regularly and keep track of.

Campaign metrics are focused on a definite beginning and end. These numbers help you know whether your specific campaigns or outreaches are effective. You can look at these within the overall scope of things, and you can look at them individually.

Both types of metrics are critical: you should be looking at both and keeping track of both.

How to measure social media campaigns

Ask — and answer — these 5 questions to measure your social media campaigns. In fact, I’ve found it’s a good practice to revisit these on a regular basis.

1. What are your goals?

What do you want to accomplish and where can you best accomplish it?

Some goals might be:

  • To gain exposure
  • To sell products
  • To spread the word about something
  • To engage with customers or prospects
  • To share news and information

You may find that, due to limited energy or resources, that it’s best to pick one social media channel (i.e., Facebook or Instagram) and build that up before you attempt another channel.

2. What metrics matter for your goals?

What numbers tell you what people are doing and whether things are working?

Here are a few metrics to get you started:

  • What are people talking about? Your “conversation rate” helps you build relationships and helps you nurture leads, answer questions, and support current customers so that you have retention.
  • How many shares/retweets do you have? This “amplification rate” will tell you your reach and determine what kind of content to create and what channels to use.
  • How many likes/favorites do you get? This “applause rate” and it can tell you what your audience likes, which should inform your future decisions.

3. What tools will measure and capture the numbers?

Each social media platform has some built-in analytics, but there are also external tools that can help you. For example, Google Analytics should be installed and running on your website already.

You don’t have to spend anything on tools: if you’re starting in Facebook (and why wouldn’t you?), the analytics and insights are part of the dashboard. For more tools, do a quick search for free social media metrics tools.

4. What gets monitored and reported?

For some people, this is the hardest part. You have to sit back a bit, and at the same time, you have to watch and keep track.

You want to know how your numbers compare to what you expected. Are your conversions better or worse or right on target?

Take a look, too, at how often and what you’re reporting, even if it’s just to yourself.

You can help a good campaign go to great, and you can help a faltering campaign rebound, but only if you’re paying attention.

5. What needs changed?

The real power of the numbers is that they inform your decisions. You can change your tactics and consider if you’re missing something.

Maybe you’re not looking at the right thing. Maybe you see a trend that shows you an opportunity.

The next step

Social media can be a drain on your time and energy. It helps to understand the metrics that matter and adjusting your strategy in light of your numbers.