The Kopywriting Formula Of A $250,000 eCommerce Sales Page

 There’s one reason why AppSumo has some of the most die-hard fans (aectionately known as

Sumolings) compared to all other companies on the internet. It’s the same reason they can

convert email leads into over $250,000 in sales when they send one email.

The reason: kopywriting.

AppSumo has developed a unique brand voice. It is a personal voice… a good friend of yours

from college who can explain things simply and you enjoy interacting with them. Some key

characteristics that make AppSumo’s copy so compelling include:

Here’s an example of a very well copywritten headline that matches AppSumo’s brand voice

and audience (if you don’t understand the DJ Snake and Lil Jon song reference, you likely aren’t

AppSumo’s ideal customer anyway):

AppSumo is like the golden retrievers of the marketing world; reliable, friendly, personable and

a little silly, but wise, loyal and humble at the same time.

They don’t make you feel stupid

They joke around

They can make the boring seem exciting

Not too cheesy or meme overload

Not too wordy or corporate

Show real results

No over-promising

No clickbaity

No used car salesman

If it’s a serious topic, they’re more direct

The guy who started it all: Neville “The Brown Santa Claus” Medhora

Since the Kernest font deal, AppSumo has gone on to do deals with over $250,000 in revenue

using short 500-word sales pages. To show you exactly how they do it, I’ve broken down

AppSumo’s CloudApp deal page section-by-section.

Headline (short and intriguing, usually mentioning the benefit)

Subheadline (a bit more detail about the benefit)

Problem (common problem people have when not using the product)

4. Video (add it in if you have one to increase credibility)

5. Pictures (demonstration of how to use the product)

6.Internal validation (mention how you are using it, or showcase how another popular brand

uses it)

7. Examples (of how you can use the product)

8.Original price (show it and validate it by mentioning how you or someone else pay that

price)

9.AppSumo price (show it and tell people they can get lifetime access with a link to buy it

now)

Testimonial (show a real testimonial from someone who’s already bought the product with

5 tacos from when you beta-tested the deal)

11. Objections (go through common objections and debunk them)

12. Benefits (all the cool things you are about to get)

13.Oer (final call to action to buy the product)

14.Scarcity (time until deal closes, how many deals are left)

15.Social proof (reviews and questions automatically sorted by most upvotes to kill

spammers)

Golden Nugget: Don’t write your sales page in Google Docs, Word, or your email

editor. Write it inside Facebook messenger. It will help you write like you’re writing to

a friend (then copy it across to your website).

You don’t need a long sales page to sell a lot of product, but it’s critical that you have every

element I covered above if you want your sales page to convert people.

The takeaway: Use the AIDA formula to write short 500-word emails and sales pages that

capture attention and inspire action. Tony Robbins uses the AIDA formula to generate

leads on his home page with his AIDA lead generation quiz. AppSumo uses it to sell

millions of dollars worth of products via email, with this 15-part AIDA sales page framework:

1. Headline (short, intriguing, usually mentioning the benefit)

2. Subheadline (a bit more detail about the benefit)

3. Problem (common problem people have when not using the product)

Attention:

4. Video (add it in if you have one to increase credibility)

5. Pictures (use case of how to use the product)

6. Internal validation (mention how you are using it, or if you’re not using it then

showcase how another popular brand uses it)

7. Examples (of how to use the product)

Interest:

8. Original price (show it and validate it)

9. Your price (show it and tell people they can get lifetime access with a link to buy it now)

10. Testimonial (show a real testimonial from someone who’s already bought the product)

11. Objections (go through common objections and debunk them)

12. Benefits (all the cool things you are about to get)

Desire:

13. Oer (final call to action to buy the product)

14. Scarcity (time until deal closes, how many deals are left)

15. Social proof (reviews and questions automatically sorted by most upvotes to kill

spammers)