Chances are that you have eagerly devoured native-advertising content—many times. Maybe you realized it for what it was, or perhaps you did not. In any case, pre-sell pages are a valuable piece of this concept. If executed correctly, those pre-sell pages accomplish several goals.
First, a few words on native advertising. Basically, it is designed to conceal advertising inside valuable content that benefits readers—content that readers, or viewers, often actively have sought out. Pre-sell pages are what make native advertising shine.
A pre-sell page is the first page a viewer sees. It appears like content. In fact, it IS content—important content. Its aim is to entice readers to click on links to a more-direct sales page or a page for lead generation. Pre-sell pages serve as an inducement. You must not skimp on them because if you do not get them right, customers do not click on the sales pages anyway.
How to develop content for a pre-sell page
In a nutshell, your pre-sell page hooks a viewer and motivates him to click on a link for your sales page. Consider two questions as you contemplate the content you will create for your pre-sell page.
1. What is an extremely urgent problem in your target audience or your market?
Imagine seeing someone’s hair on fire. You want to think of the problem you’re going to address in terms of that. Someone’s hair on fire is urgent. It’s a problem that a person wants solved immediately because it seriously affects his life.
You do not need to come up with the urgent problem right away, of course. Write down a few problems and brainstorm urgent aspects of them. Think details, details, details. One of these details may well lead to the best tactic for you to take.
- Consider the emotions involved in the problem. What are they, and what emotions do you want your solution to bring?
- What further problems stem from this original issue? Detail these problems too.
- How do the problems affect a person’s life? Consider areas such as financially, socially, mentally, emotionally and more.
2. If you could give this person a super power to make the problem go away, what would the super power be?
Take some time to brainstorm possible super powers. Put yourself in the person’s shoes. You can use the prompt: “To make this problem go away, I wish I could simply ______________.”
How to Organize Your Pre-Sell Page
So now you have your problem and how you can make it go away. Now to write the pre-sell page. Here’s a really easy and effective structure that saves you time and energy—no guesswork involved. This method is proven. It works.
A vexing problem no one gets
Closer to the end of the article, you’ll hint at what the solution may be. But at the top of the page, be thinking about the hair-on-fire issue. Use a “yes set” to get your audience in tune with you—even in rhythm with you. You probably have seen advertising on television for various medications. They begin with a list of questions; for example, “Do you get tired easily at work?” “Do you want to nap in the middle of the day?” “Do you always think about what you will do when you get home?”
You want your viewers to be thinking: Yes, yes yes!
This builds a bond of trust between you and them. You’ve established that you understand their problem. You know what they are suffering through. You and your viewers are on the same page.
Next, your task is to lay out the problem in detail. What causes it, and why does the problem persist? Hint at a solution that potential clients probably have never tried. In sum:
- Use “yes sets” to build rapport and trust.
- Explain the problem in detail.
- Explain why it occurs.
Numbers may sound impressive, but viewers are smart. They expect proof and attribution if you are using numbers. And you should; data is one way to make your case for the severity of a problem, and it also establishes your credibility. Remember: trust makes or breaks a sale. Healthline, Pub Line and the Mayo Clinic are just a few of the many sites that can help.
Hint at a Solution
This is where the “super power” aspect comes in. Tell your viewers that there is proof that a solution has worked. There is hope for the viewers. Their problem can be solved; this solution has helped many others. Give data or several testimonies showing who this solution has helped.
Your viewers need to be thinking: “What is this solution?” They should want to know it enough that they click on a link to find out the answer.
A pre-sell page really is that easy. You build a connection with viewers by showing you understand their problem and their pain. You hint at an incredible solution they might not have tried. You provide a button or link for them to click to find out more. That link goes to a lead-generation page or a direct-sales page. That’s it in a few simple and effective parts!
Do you have questions or comments? Please drop a line below, and let’s have a discussion!