One of the very best ways to open any sales page online is not so very different from how you do the same thing offline.

Write a lead for your sales page that poses a problem, and then immediately lets the reader know you have the solution.

For instance, if you are selling a single serve coffee maker that uses sealed pods of ground coffee, you could open with this problem/answer combo.


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This is the simplest and most frequently used way to set up any sales message.

First you identify the pain point or problem your prospect is facing, and then you calmly let them know you have the answer to their problem.

This isn’t exactly news among seasoned copywriters, so why am I writing about it now?

First, because as I glanced down through the archives of my previous articles, I realized I had never written on this topic.

And second because I see so many online sales pages that really struggle with the opening.

The first few lines of your sales page will win or lose the attention of your prospect.

You have to write a lead that engages attention. And nothing engages attention faster or more effectively then empathizing with someone’s problem.

Empathy is the key. We all love it when someone recognizes our problems and struggles. And we love it even more when they have a fast and easy solution they can share.

If you don’t already use the problem/answer opening on your sales pages, give it a try.

You may find that pages you have been struggling with suddenly become a great deal easier to write.

Nick Usborne is a copywriter, author and coach. You can access his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. He is also the author of Nick Usborne’s Million Dollar Secrets to Online Copywriting, a professional-grade online copywriting course

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