You have done all the right things. You created a great product. You created a great sales letter.  You wrote articles, wrote PR releases, wrote forum comments, created your blog and posted everyday, targeted your niche and drove targeted traffic to your site. 

Your visitors are interested in your product. They are intrigued by your headline, and read through your sales letter.  They become more and more convinced that they need your product.  They reach the end of your great sales letter and are right on the edge, ready to buy but then after a few seconds they click away.  What happened?

You had them.  You had them right where you wanted them. They read your whole sales letter. It did what you wanted it to, it had them ready to buy.  They clicked away instead.  They clicked away for one simple reason…

You forgot to tell them to buy now. 

You forgot to tell them what to do at the end of your sales letter.  The customer was ready to buy, but no one told him what to do next.  One of the most important parts of any sales training is learning the most basic and fundamental rule of salesmanship: Ask for the sale!

Your sales page leads your prospective buyer through stages of salesmanship.  First curiosity is created.  This is what motivates them to start to read.  Then as you explain the reasons that the product is necessary, you get agreement, as the customer starts nodding his head thinking, yes, thats exactly what happens to me.

Then you create distress, your prospective buyer realizes how bad this thing is that happens to him.  Then you create need as you explain how this product will solve his problem.  Then you create want, as you tell him all the wonderful things that will happen if he uses the product.

At each step you are directing your prospective buyer through a pre programmed pattern of behavior.  The visitor is following your lead all the way through. At the end of the letter he is in the state of want, he wants the product but your visitor is waiting for you to tell him what to do. 

YOU MUST TELL YOUR VISITOR THAT HE HAS TO BUY NOW - AND HE CAN BUY NOW BY PRESSING THIS BUTTON NOW.

It’s seems almost silly, but it is absolutely true.  If you don’t ask for the sale, no matter how much you have convinced the buyer to buy, he won’t buy unless you tell him to.

This is where a big prominent pay button that screams to the visitor:

CLICK ME NOW TO BUY THIS PRODUCT! creates the final push.

This is the final step to closing the sale. Tell the customer to buy and then reinforce it with an outstanding pay button that leaves no doubt as to what the customer must do.

This stand out pay button is another example of how graphics can enhance your sales page.  Don’t just slap a make shift pay button or standard CLICK HERE button into your page.  Click here does not tell the visitor to buy.  Use a button that tells the customer that he has to buy now.  Make the button prominent enough so that it leaves no doubt in the customer’s mind. 

It should be a clear and simple for the prospective customer to know exactly what he has to do.  Some Webmasters use graphical arrows highlighting the button as an added measure ensuring the customer knows what to do. 

Remember, always ask for the sale and make sure your pay button does the same.

Tag: Internet Marketing