One of the most important things you can do as you’re writing the copy for your sales page is to write as if you’re speaking directly to one person. All too often, we try to target any and everyone and as a result, we’re not able to connect with any one person.

Mary, John and Shaniqua all have different backgrounds and experiences. They have different desires, needs and pain points. They also have different motivations. What appeals to one may not appeal to the others. As your ideal client is reading your sales copy, they must think to themselves “Yes! She knows exactly what I’m going through. She understands my problem.”

So when we talk about positioning our audience for maximum sales page conversion, we must first know our audience. Focus in one single person. Then, immediately let that person know that you are talking to them.

On our sales pages, we use a pre-headline to position the audience. This is the headline right above the main headline on your page and is typically in a much smaller font and different color than the main headline. Below are some examples of pre-headlines my clients and I have used in recent campaigns:

“Attention small business owners, entrepreneurs and online marketers who want to know once and for all how to attract clients and make more money using social media”

“A message to business, life and health coaches who desire to effortlessly get more coaching clients online”

“Attention business, life and health coaches who want to write profit-generating copy that wins the hearts and minds of your ideal clients”

Immediately, your ideal client knows that you’re speaking to them and what they can expect to learn, discover and/or obtain if they keep reading. And to maximize sales conversions, every single piece of copy you write thereafter should affirm that they are in the right place.

These positioning headlines should also be frequently used in your social media marketing, along with a link to your squeeze or sales page. The more visitors that come to your page that are not qualified and do not match the profile of your ideal client, the lower your conversion rate will sink. Be clear about whom you serve and explicitly call out to them to get their attention.