Which is Best for Launching My New Product or Service?
You’ve got a product or service that’s almost ready to launch, so it’s time to get the word out there!
But…how exactly do you do that!?
→ Do you just put a product description page up on your website and wait for the money to roll in?
→ Is this when you’re supposed to write a lengthy sales page that highlights all of your offer’s features and benefits?
→ Wait–you heard someone mention something called a “landing page” on a podcast once. Maybe that’s what you need?
If you’re not a professional copywriter or you don’t have a ton of experience in marketing, it’s hard to know what your next move should be. We get it! That’s why the copywriting team at brandiD put together this page primer to help you understand the basic components of each of your options so you can promote your new offer in the way that works best for you!
Product Descriptions
If you’ve ever bought anything online or from a catalog, you’ve definitely seen a product description! No matter what you’re shopping for–whether it’s stationery, shoes, or computer hardware–most product descriptions are relatively similar.
Usually, each description will include some brief information about the product and the type of consumer it’s for–we’re talking just a few sentences here. In general, a simple, inexpensive product requires a simple description while more complex, pricier products or products with a selective target audience involve longer, more detailed descriptions.
This may surprise you, but a product description page is not the same thing as a sales page! Obviously, regardless of what you’re selling, it’s important to have a product description on your website. But keep in mind that you may also need a sales page (more on that soon!), especially if your product or service is high-ticket or requires in-depth explanation.
Landing Pages
Many people use the terms “landing page” and “sales page” interchangeably, but they’re actually two very different beasts!
Fun fact: landing pages got their name because they’re usually the first place a reader will land when they’re new to your business or entering the very top of your funnel. If you’ve ever clicked on an ad that captured your interest while scrolling Facebook or Instagram, chances are you found yourself on a landing page!
The landing page’s main job? To collect leads! Oftentimes, you’ll see businesses offer a free perk (also known as lead magnets or opt-in offers)–like a masterclass, an ebook, a mini course, a free consult, or even a coupon code–in exchange for the reader’s name and email address.
In most cases, landing pages are short and include an attention-catching headline, a little information around the lead magnet’s big promise, fields for the reader to enter their name and email address, and a closing section. Sometimes, though, a longer landing page can be useful–especially for totally cold audiences who might not yet be actively looking for a solution for their problem (or even aware a solution is out there!).
Then, once you’ve captured a lead via your landing page, the goal is to nurture that person into becoming a paying customer or client.
That means it’s time to talk about…
Sales Pages
When it comes to sales pages, the name says it all! A sales page is a page on which you’re selling a product or service. The goal here is to convert the reader into a buyer. Think of sales pages as the counterpart to the landing page, only on the opposite end of your funnel.
Unlike a landing page, you’re not just asking for a name and an email address here–you’re asking for the sale. It’s the landing page’s job to capture the lead, and it’s the sales page’s job to close the sale.
Sales pages can be long-form or short-form, but the main components are similar for both. We start with a scroll-stopping headline followed by a section of copy that addresses the problem the reader might be experiencing. Next, we present the benefits of the product or service so the reader can fully understand what outcomes are possible. Then, we introduce the offer and its features. You’ll also find Call to Action (CTA) buttons, testimonials, FAQ, and a closing section that addresses any lingering hesitations the reader may have.
Long-form sales pages are typically written to guide the reader through every stage of the buyer journey, from awareness to decision. This type of sales page works best for:
- Offers with a higher price tag
- New products or services whose value requires significant explanation
- Complex products or services that require significant explanation
- Products or services that demand a high level of commitment from the buyer
- Readers in a low stage of awareness, which means they may be aware of their problem, but they’re in the very early stages of researching the solution
- Instances where you’re selling to a cold audience
It’s not unusual for some long-form sales pages to clock in at a few thousand words–really! If you’re wondering if people actually read all that, the answer is, astoundingly, yes! Long form-sales pages actually convert significantly better than short-form sales pages.
And yeah, there are definitely folks out there who won’t care to read a long sales page. But here’s the thing: that audience isn’t made up of your ideal clients. The people who are interested in buying from you are the same people who’ll read your sales page over and over. They’re interested in every bit of information they can get. That’s the audience you’re writing for.
Short-form sales pages include all or most of the standard sales page elements listed above, but the copy here guides the reader through the buyer journey much more quickly. This type of sales page works best for:
- Low-cost offers
- Well-established offers
- Simple products or services that don’t need much explanation
- Products that ask for a low level of commitment from the buyer
- Readers in a high stage of awareness, which means they’re already aware of the solutions available to them, and they’re very interested in giving yours a try
- Instances where you’re selling to a warm audience
And there you go! Now you know the difference between a product description, a landing page, and a sales page. Even better? When it comes time to launch your next product or service, you’ll have a better idea of and you’ll know exactly which one to use next time you’re out to create a funnel, capture leads, or make those sales.
