Copywriting examples: 8 Techniques to Master About Pages & Sales Pages Conversions

There’s no other place your copywriting techniques need to persuade people to take action more than your About Page and your Sale Page.

The first one is the second most visited page of any website and it’s responsible to provide trust, relationship, and context. Powerful sales tools.

The second one is the place where all your marketing efforts will be paid-off.

Where the stream of all your content will lead to.

Today, we’re going to learn 9 copywriting techniques to master About Pages & Sales Pages conversions.

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Alright. Let’s start by learning copywriting techniques focused on Sales Pages conversions.

As we did before, we will use market case studies as the starting point to learn those techniques for practical examples.

Shaw we?

Copywriting Example 7 - Pat Flynn: Power-up Podcasting: A step-by-step course to launch a successful podcast that gets found and grows your online brand

What can we learn from this copywriting example?

Copywriting Technique #16: Clear CTA

The first and most important aspect of Sales Pages is a clear call-to-action.

To make it absolutely clear, let’s start by understand what you should not do there.

So, here are 3 things to avoid when writing CTAs.

1) Avoid the Paradox of Choice.

That’s the paradox of choosing nothing because there are too many choices.

Make Calls-to-Action to one single offer on your Sales Page.

2) Avoid the Specialist Syndrome.

That’s the syndrome of not telling people what to do because it looks obvious to you.

Be specific in your instructions and ask people to take action. Don’t assume anything.

3) Avoid the Bad Sales Complex.

That’s the complex of thinking that sales is something bad and end up adding fillers to make it somewhat smoother.

That will only increase friction to your Sales Page and decrease conversions as a consequence.

Making it hard for ready-to-buy clients that get to your Sales Page and are ready to convert? That is real danger.

Avoiding those basic mistakes will clear the path to create a clear Call-to-Action.

But now we have to ask ourselves:

What clarity means from a Sales Pitch standpoint?

Here it is: A clear Call-to-Action provides one method, one goal, and one outcome.

Let’s break this down using Pat Flynn’s Sales Pitch example:

• Method: “Step-by-step course.”
• Goal: “To launch a successful podcast.”
• Outcome: “That gets found and grows your online brand.”

Is that clear?

Copywriting Technique #17: Emotion over Reason

Purchasing is an emotional experience above all things. That means you must speak to people’s emotions instead of their reason.

You do that by inviting them into a story where they get from a point A to a point B through uour plan.

But here’s the catch.

There’s no direct pathway between point A and point B. If the was the case, people wouldn’t need help to reach their goals.

Here’s a simplistic but more realistic view:

• The point A is where they are now.
• The point B is where they want to be.
• The point C is a worse place they have to go before they can get to point B.

Why is it worse?

Because it’s the middle ground between their current set of abilities, aka comfort zone, and the future life they want.

It’s a place of transformational pain. There’s a price to pay to go over there.

The job of the guide is to provide a plan for the hero to survive the valley of desperation (point C) to the peak of transformation (point B).

To do that, your copy must provide:

• A compelling reason to leave point A.
• A believable plan to survive point C.
• An achievable pathway to get to point B.

That approach integrates your solutions to your audience’s personal story, providing and emotional connection between their goals and your solution.

You must have heard that people don't buy a screw, they buy a painting on the wall.

Pat Flynn’s”grows your online business" copy is that painting on the wall for Pat’s audience.

Let me break this down to make it crystal clear:

• Point A: They need to learn how to make a podcast.
• Point C: A step-by-step course to do that.
• Point B: Grow a business.

They don’t want to learn how to make a podcast. They want to grow their business.

Copywriting Example 8 - Cover Action Pro: Make Your Books and Products Look Sharper with 3D Mockups You Won’t Find Anywhere

What can we learn from this copywriting example?

Copywriting Technique #18: Exclusivity

“You won't find anywhere else" is a powerful statement but it must be true.

If you can integrate that level of exclusivity into your copywriting , that will break tons of objections.

Cover Action Pro offers “more than 500 pre-made art mockups” for a variety of products.

That's exclusive.

What can you tell about your services that is unmatched?

Let me tell you something about competition.

The market leader is not reserved to the best. It’s reserved to the unique.

What does that mean exactly?

2 things:

1) You will be noticed by your differentiation.

2) Differentiation breaks the market into smaller niches.

If you break down the market into small niches, you become a niche pioneer and are instantly placed on the top of that.

Differentiation is what will make people remember you.

Copywriting Example 9 - Grammarly: Everyone Can Write With Confidence

What can we learn from this copywriting example?

Copywriting Technique #19: Inclusivity

The transformation your copywriting proposes needs to be achievable.

Otherwise, people won’t feel they can make it and they will drop the call to action.

Grammarly audience uses the app to bridge the gap between their lack of writing confidence and a great written piece.

By saying “everybody can” the company provides an invitation to anyone that has ever struggled with that lack of confidence.

The copy works because it binds 3 elements of the story:

• The lack of confidence of their audience on their writing skills.
• The app that bridges the gap between their actual skills and a great copy.
• The transformation: Their clients can also feel good about their writing.

There are a few requirements to make your copy inclusive:

• It needs to use inclusive language.
• It needs to address pain points.
• It needs to provide a pathway from those pain points.

That will fill the gap between the actual state and the desired state.

Copywriting Technique #20: Empowerment

Where is your copy leading your customers to? To become a "great writer”?

Copywriting examples are compelling when they make people feel great about themselves, not when presenting something else great, like products.

What does your solution mean to people’s own goals?

Can it be integrated with their journey?

How different people will be after attending to your Call-to-Action?

Is your copy showing a better version of your audience that lies on the other side of experiencing your services?

Empowerment is not a specific technique like others.

It’s the distribution of terminologies that allow your audience to believe they can achieve what they need.

It’s a theme that surrounds your message with positivity, encouragement, and trustworthiness.

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Moving on to the the About Page copywriting techniques.

We must understand that the first piece of information people want when visiting a website is a solution.

The second one is to understand who’s behind the solution.

That makes the About Page the second most important piece of information of an online brand.

Crafting compelling copywriting examples there is a secret sauce for brands to feel more personal.

Why? Because that page is all about trust building.

People need to see if:

• They like you.
• They connect with you.
• They believe you.

Successful About Pages turns website visitors into loyal customers.

The following copywriting techniques will help you build that trust.

Copywriting Example 10 - Ann Handley: WSJ Best-Selling Author & Tiny-House Owner

What can we learn from this copywriting example?

Copywriting Technique #21: Topical Authority

There's plenty of copywriting books out there, but Ann Handley is a “WSJ best-selling author.”

Do you see the difference?

What can you tell your audience about yourself that can back you up as an authority in your niche?

You can communicate that with:

• Results.
• Social proof.
• Public Achievements.

To don’t sound as your are bragging about your own accomplishments, you can combine this technique with the “Third Person”, and let others speak about you.

Ann Handley is a WSJ Best-Selling Author. That’s a recognition made by a third party. It sounds authentic without sounding cocky.

If your business have a PR department, it’s their job to seek press hits, prizes compliances, and public recognitions to clip them to be used on your About Page among other places.

If you don’t have a PR department, make sure you clip and document every word said by any third party or clients about you.

Copywriting Technique #22: Personality

Ann Handley is a best-selling author. Her book Everybody Writes is a must-read among copywriters.

What most people don't know is that she's a “tiny-house owner”. That personal information resonates with her audience and shows the human behind the myth.

What can we learn from that?

That you are the one thing that makes your business unique. Use that to craft compelling About Pages copy.

In a competitive scenario with players offering similar solutions, personality is the one thing that can make audiences align with one brand over the others.

Don’t believe me?

Then tell me. What brands come to your mind when I mention these people?

• Elon Musk.
• Richard Branson.
• Jeff Bezos.

Personal Brands are a trend that will continue to grow and change the way we do business.

Here are 3 things to add to tell your audience about yourself on your About Page:

1. Your starting point. This will help your audience relate with you by knowing that back then you were like they are now.
2. Your transformation. This will lead your audience, that already feel connected with your past, to feel inspired by your courage to change what is their current status.
3. Your current state. That will provide authority based on the fact that you are now what they desire to be, and authenticity based on the fact that you passed through all the necessary steps to get there.

Authority and authenticity are a natural conclusion of that story.

That makes you the first success case of the solutions you want to sell.

Copywriting Example 11 - Stu McLaren: Fun Facts

What can we learn from this copywriting example?

Copywriting Technique #23: Comedy

Comedy reduces decision-making tension, provide personality, and break objections.

Check these statements from Stu’s About Page:

• “I’ve got a university education (Honors Business) but maybe use 1% of what I’ve learned.”
• “I’ve jumped out of planes, off bridges, and out of very tall buildings.”
• “I’ve swam with sharks, sting rays, and other underwater creatures.”

Stu is not throwing words away. He's showing a lifestyle that he can only have because of the freedom his product promises.

That’s foundational, here. That comedy or that tense breaker needs to help build the culture that serves to future sales.

Copywriting Example 12 - Unmarketing: Oh, And They Met on Twitter. How’s That For ROI?

What can we learn from this copywriting example?

Copywriting Technique #24: Fresh Perspective

Copywriting is telling stories in creative ways.

If you run a business that teaches companies how to better perform, how that punch line "How's that for ROI?" would sound to you?

Funny, fresh, and engaging?

This technique relies on:

• Making unexpected comparisons.
• Adding unexpected parameters.
• Showing unexpected results.

To a knowledgeable audience, this is the one piece of copy that can triple sales.

Surprise your audience with a fresh perspective and they won’t forget you.

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Well, today we learned the last 8 copywriting techniques from 6 market case studies focused on the About Page & the Sales Page, closing on the 24 copywriting techniques of this series.

If you just found this episode, I highly recommend going back to the previous 2 ones where we covered more 16 copywriting techniques in 2 categories. Blogging and Email Marketing. You can’t miss that.

Make sure you subscribe to don’t lose that or any new weekly episodes about leadership, branding, and marketing.

Until then, become your brand.