Written by James Patterson - This article posted with permission of Online Success Magazine

How do you stop a visitor to your sales page in his or her tracks?

How do you keep a potential client interested enough in your ad, that he or she sticks around long enough to buy?

Revealing the enemy

The very nature of the web is working against a sales page. It's oh so easy to surf on to some other page just as soon as the visitor gets bored.

But it's not the click-ability of the web you need to worry about. You and I can't change that, although you can minimize it by making sure your sales page contains only your sales message.

In other words, remove all links from your sales page, except those essential to get the sale.

The real enemy is boredom, and it applies to any sales medium.

If a sales page is boring, the potential client will click on to something more interesting.

If a salesperson is boring, the potential client will make an excuse and leave.

If a TV ad is boring, the viewer will change channel.

The sure-fire cure for boredom

An advertiser needs to take a certain perspective on human nature. He or she must recognize what human beings are like deep down inside.

We're selfish, and self-obsessed.

Oh sure, you and I aren't like that. You and I are different! But you can take it from me, everybody else is totally and completely given over to their own self-interest.

This is especially true for your potential clients.

A web page stops being boring, just as soon as it stops talking about the advertiser, and starts talking about what the potential client stands to gain.

Contrast this with most Internet advertisers. The majority of ads out there, start by telling the potential client either...

* How great the product is
* How great the advertiser is

Snoooooooooore. The potential client doesn't care. To stop a potential client in his or her tracks, you (the seller) have to put your own unquestioned greatness to one side.

When the sales page is all about the potential client, it suddenly gets interesting for him or her. When the sales page is about what the potential client is going to get, it's suddenly very interesting (assuming he or she wants the thing on offer).

Focus

Create a sales page that sells a specific item. Don't go for the broad-brush approach (too bad if your site is an Internet Mall).

An Internet sales page is much more effective when it focuses on selling a thing. To do that, it needs to focus on the item being sold. And in particular, it needs to focus on what the item does for the buyer.

The sales page must make it absolutely blindingly clear what the buyer gets from the thing being sold. And what the buyer misses out on, if he or she doesn't buy it.

Halt!

The way to make a potential client stop, and start reading your sales page, is to make it all about him or her. And in particular, what he or she gets from the product on offer.

So make sure your sales page gets right to the point. Immediately.

Which is to say, get to the benefit. Immediately.

And by that, I mean the benefit to the buyer. Not the benefit to you (don't laugh, you'd be surprised how many people get this the wrong way around).

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