When planning a launch or selling new products to your list…

There is one last barrier standing between you and a stampede of your perfect clients…

A high-converting sales page.

A well-crafted sales page works while you sleep to convert prospects 24/7—365 days a year…

And is a powerful way to present your premium health offers!

If you offer higher-ticket $5,000 or $10,000 programs...

A long-form sales page acts as a skilled salesperson; qualifying your ideal prospects, answering their biggest objections, and providing insights into their problems.

So ask yourself, are you leveraging a high-converting sales page in your health business?

Or are you relying too much on “me, myself, and I” to convert your best prospects?

Well, you’re in luck, my friend, because in this article, we’re breaking down high-converting sales pages to get your best clients screaming “YES” to your offers!

But before we get into crafting an effective sales page for YOUR offer, we need to do the necessary prep work...

Two Critical Steps Before Writing Any Sales Page

Step 1: Research, Research, Research

This may sound counterintuitive, but you can’t write a sales page that is addressed to everyone.

You must speak directly to your target audience to get the highest conversions…

And that means spending the time to research three critical areas:

Your market;
Your product;
And your competition!

Tailoring your messaging to your market is the #1 way to boost conversions!

Because selling a fitness program to a 25-year-old woman living in the city requires a different language than selling to a 40-year-old mom of three.

You must know your audience inside and out… and how to speak about your product in a way that captivates them.

The only way to do that is by researching.

The Three Focus Points of Holistic Research

1.1 Understand Your Market’s Desires

As advertising legend Gene Schwartz puts it: Market desire is the hope, dreams, fears and desires that already exist in the hearts of millions of people.

To find your market’s desires, start by surveying your list and interviewing your past clients.

You can also go online and browse forums, Facebook groups, online communities, and review sites.

I’ve also found gold by reading the comments section on popular health sites.

PRO TIP: Search broadly in popular sites where people love to comment. For example, searching the word “stress” in the New York Times brought up an article with 477 comments:

Or, like I mentioned earlier, try searching Google using phrases.

For example, searching the phrase “can’t lose weight” led me to this post in a forum:

You can see how the person is very specific about both their problem and possible solutions they’ve tried.

Now, remember…

Understanding your prospect’s desire is step 1…

But your job is to channel and direct those already-existing desires onto a particular product or service.

That's why your product should be the next focus of your research.

1.2 Know Your Product’s Features

Your product research provides your endpoint. It steers your marketing message.

You're not selling a $5,000 coaching program; you are selling what this program achieves for your client...

It's not just losing 10 pounds, It's the confidence of showing up to a party wearing a new outfit.

It's not just about healing joint pain, it's the independence of running errands all day without a walking cane.

And it's not about making an extra $10K per month. It's the freedom and tranquility that you feel knowing that your needs are taken care of.

If you're interested in learning more about human behavioral psychology, you can check out the work of Ohio State Psychologist and Psychiatry Professor, Dr. Steven Reiss. His studies involved more than 6,000 people and Dr. Reiss proposed all human behavior is governed by 16 basic desires.

1.3 Investigate Your Competition

Finally, you end your copywriting research by studying your competition.

This is how you shape your unique selling proposition as it helps you decide what marketing angle to use in your headlines and lead body copy. This is super important especially if you're running Facebook ads...

…because capturing attention and keeping it is the name of the game in today's hyper-competitive markets.

Step 2: Make a Truly Irresistible Offer

Make 'em An Offer They Can't Refuse!

Hold up, not that kind of offer…

We're selling health coaching programs, supplement products, and healthcare services for goodness’ sake 😣

Your value proposition serves as the baseline why your clients should choose you over the other coaches who offer a similar weight loss program.

Connect the Dots So Your Offer Doesn’t Fall Flat

After mapping out what your ideal clients’ deepest desires are and listing product features from your research, start connecting the dots by asking a very important question:

What obstacles stand in my ideal client's way preventing them from achieving their desire?

If you're a nutrition coach: your ideal client may be super motivated and knowledgeable about diet protocols... but needs a strong community to hold them accountable…

If you're a sleep coach: your ideal client may not have the energy or desire to sit in front of their computer screen watching long videos, but would gladly lie on the couch and listen to audio recordings…

And if you're a fitness coach for men over 40: your ideal client may be a busy executive who has no problem staying accountable... but needs a detailed work plan to fit into their hectic schedules or an assistant to help them stay on track whenever they go on business travels—like this one from Tailored Coaching Method:

Map out their journey and offer solutions to conquer the obstacles that stand in their way.

Now it makes sense to offer a BONUS audio track...

A BONUS work plan, a BONUS 90-day grocery list,

A structured program delivered in a private Facebook group, weekly accountability calls, or special training to overcome anxiety and stress…

Or these BONUS training videos from Dynamic Runner when you join their 1-On-1 coaching.

A great offer solves your ideal client's frustrations, pains, and fears while complementing it with pricing, bonuses, or guarantees.

And because you've researched your competition, you have a good idea of what's working right now in the market!

That's how you craft irresistible offers, by serving your ideal client and making their journey more enjoyable, easier, and faster!

So after completing your research and making sure your offer is irresistible…

You’re ready to move on and start crafting your sales page!

Organizing a Persuasive Sales Page That Gets Your Client To Take Action

Alright, after all that research, you’re aching to write!

Not so fast.

First, you must remember the first rule of copywriting...

The purpose of copywriting is to persuade a reader to take action.

So how do you do this with words on a sales page?

After immersing yourself in your prospect’s world, researching your market, your product, and your competition…

And after designing an irresistible offer…

You start by laying out all your research and structuring your sales arguments, one idea at a time...

Build upon each new idea until it becomes crystal clear that YOU can help them achieve their desire.

5 Ingredients of a Winning Sales Page

1. A Headline with a unique promise or benefit.

Notice how The Tailored Coaching’s program doesn’t end with a cliché promise; they attract their ideal clients further by guaranteeing to avoid the rebound effect.

2. A lead that teases the root cause of the problem or offers a unique solution...

3. A personal story of discovery and the unique solution you've uncovered that has helped your clients or has helped you overcome a similar challenge...

People love hearing stories. You capture their attention and it makes you more trustworthy to them when you account for your journey. Observe the instant connection you felt upon reading the success story of Coach Monica of KetoMom Coaching:

4. An irresistible offer only you can make and presented in a simple-to-follow way...

Now who would pass up the opportunity to be their best self with Liza Strzoda’s coaching program?

5. A final close with bonuses and instructions on how to take the next step...

Each new line of copy must speak to logic and emotion.

And by taking your reader on a well-crafted journey, you can grab your ideal prospect's attention and never let go.

Handing Over the Pen to You

Sales pages can have a tremendous impact for your health business when done right.

In today’s ultra-competitive market, it takes more than just writing a sales page to sell your health offer, it needs to be great.

And the formula to crafting a sales page that seduces your ideal clients is simple and is in your hands already:

Identify and understand your market’s desire, your product’s features, and your competition by researching
Make an attractive offer by removing obstacles that hinder your ideal clients to achieve their goals
Organize all your data using the 5 Ingredients of a Winning Sales Page

Need Help with Your Sales Page?

I’m confident that I could help you get some clarity on your copywriting and marketing strategy pretty quickly.

No pressure, no sales tricks.

I love connecting with health and wellness professionals for short calls offering up my expertise to:

Build up my network
See if I can help anyone on a longer-term basis
To just get out there and serve (I’ve found that good things happen to people who put service first)

If you’re interested in having a chat, you can select a time that works for you by clicking the button below to book your call!

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