Write Web sales pages the easy way – solve problems

by Angela on June 5, 2007

Caples

John Caples’ piano ad

Web sales pages (also called sales letters) are fun to write. Here’s an example of a Web sales page for my copywriting ebook/ course.

You can write these pages in many different ways. I like to use the “problem/ solution” approach. Basically, you work out who the purchasers are, and what problem the item solves. That takes a little thought and research, but once you’ve done that, the rest of the copy almost writes itself.

Problem/ solution copy is also called predicament copy. The most famous example of predicament copy is John Caples’ wonderful “They Laughed When I Sat Down At The Piano But When I Started to Play!” ad above.

What problem does the gizmo solve?

“What problem does the gizmo solve?” is the first question I ask my client, close followed by “what response do you want?”

Once you know what the problem is, you’re free to be creative – as long as the copy remains believable. If the situation you create for the problem part of the copy is not believable, your copy won’t succeed.

[tags]Web copy, sales copy, sales pages[/tags]

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