Written by: Lars Clausen, Guest Author
If you’re a new ClickBank vendor, writing the text for your Pitch Page can be an intimidating task. When you’ve got nothing but a blank page on your screen, it can be tough to know where to start. One technique that I’ve discovered over the years for writing effective Pitch Page copy is what I call the “block approach.”
Basically, it just involves breaking your Pitch Page text and design into separate blocks of content, which you can easily rearrange and edit separately. Block designing gives you layout flexibility, easier editing, and a solution for writer’s block. To successfully create a Pitch Page using blocks, all you need is a clear sense of who your product is intended for (your target audience) and the difference it will make in their lives (value).
Here are the 5 steps to take to build your Pitch Page using the block approach:
Step 1 – Create primary blocks
During creation, the order of these blocks doesn’t matter much. If you get stuck, put aside the block you’re working on and start on another. At this stage, perfection isn’t the point, as you’ll do your editing later.
You’ll want to create:
- 3-5 headlines consisting of problem, solution, and benefit statements
- 3-5 text blocks focusing on benefits and descriptions
- 1 bullet list of thought-provoking questions
- 1-3 bullet lists that focus on benefits
- 1-2 testimonial blocks, preferably with pictures. Before you ask for a testimonial, write down what messages will be helpful and invite your testimonials to include specific statements. Once the testimonials arrive, edit them if necessary and ask for permission to use the edited versions.
- 1 set of images that support your product’s value
Step 2 – Arrange these blocks into an initial layout
Again – don’t worry about perfection in this step. Just test out a sample layout that you can read over to see if it flows well and makes sense to the reader.
Step 3 – Evaluate as if you were a member of your target audience
Does your rough draft connect with your target audience? Does your Pitch Page clearly deliver the benefits and the value of your product? If you had the problem or concern they have, would your sales copy address that need and make it clear why your product solves the need?
Step 4 – Add secondary blocks to the page
First, you’ll want to create subheadings that emphasize benefits, smooth transitions, and create page flow. Next, create “urgency messages” that raise the purchase priority for your reader. These elements tie your primary blocks together and add to the strengths and urgency of your arguments.
Step 5 – Edit
Many successful authors live by the credo that “writing is editing.” A block approach makes editing simple. You can edit individual blocks to increase their clarity. You can rearrange blocks to increase the power of the Pitch Page. If something is missing, you can just create and insert a new block, rather than having to completely redo your page content.
Try out the block approach when you design your next Pitch Page. I think you’ll find that getting in the habit of working one block at a time will help you avoid writer’s block, keep you from throwing away your whole project and starting from scratch, and let you get your Pitch Page finished faster!
About the Author
Lars Clausen works on the team of PitchMagic, an automated Pitch Page and Thank You Page creation tool.