Have you ever clicked on an ad and landed on a product description page or sales page, but didn’t feel ready to buy? Most of us have.
So, we either explore the page to gather more information or we leave.
Some product description pages are done well, and we get all of the information (and persuasion) we need to make a decision.
But if we’re coming to the page with little knowledge about the brand or product, most PDPs don’t answer the questions we have - or we don’t yet know enough to know what we don’t know.
That’s where a presell page comes in. It’s a page that acts like an intermediary between an ad and a product page or sales page.It “presells” the product or service.
Presell pages can come with many different names. Sometimes presell pages are called advertorials or a landing page. They can often look like a blog post or article. (Examples are included at the end of this article.)
Most people aren’t ready to buy right away. The presell page solves this problem. It presents information about the product or service - and most importantly - about the outcome people can expect.
But it presents in a persuasive way. Remember this if you remember nothing else: information doesn’t compel action, persuasion does.
It starts with a story. That’s how you get attention. You tell a story about a problem that somebody experienced before they found your solution. It could even be the founder’s story about how they had a problem, couldn’t find a solution and created for themself.
With the story, you really need to dig into the problem with specific details and agitate the heck out of it. Tell people exactly how this problem felt and the consequences it had.
For example, if someone was experiencing painful rashes on their skin because of an allergy to a chemical that’s found in drugstore lotions, be very descriptive about it. Write about how it hurt too much to get dressed, or about the social events that were missed because they were too embarrassed to attend.
Make the problem come alive. If the reader is having a similar issue, they’ll be pulled in because they’ll want to see how the story ends.
Once you’ve described the problem, write about finding the solution - although, don’t reveal the actual solution yet. Acknowledge the skepticism the reader may be feeling. We want to empathize with how they’re feeling about fixing their problem.
Then we share the outcome. Did they solve their problem? What is their life like now? What can they do now that they couldn’t do before?
You can mention the product they used to solve their problem, but don’t do a hard sell. This is not the time to talk about the offer or the free shipping - however it is the time to talk about the guarantee. Show them there’s no risk to them.
Why? Because we want a presell page to remove as much friction as possible before they go to the product page.
If you want to educate your prospects about your brand, your products or your services, consider trying a presell page. They’re an effective way to increase your sales without being ‘salesy.’
Check out the following examples to inspire your own ideas:
