Today I’m doing an analysis on a sales page I love by the @tuttletwins.
According to this page, their children’s books have sold 4 million copies so far. (I remember a year or two ago when it said 2 million.)
Read this full post if you’re a business owner who wants to know what copywriting elements go into a high-performing sales page… or if you’re a copywriter who wants to model and emulate a successful sales page. (If you’re brand new to copywriting, I’d recommend hand-writing this entire page.)
5 Key Elements to Use on a Sales Page
Take note of these copywriting elements that appear on the Tuttle Twins sales page. (I’m mentioning them in the order in which they appear on the page.)
1) It opens with an attention-grabbing headline:
“Are Your Kids Being Brainwashed?”
2) Underneath, there’s a subheadline that makes it immediately clear what’s being sold:
“Our children’s books help you teach your kids how the world really works…
The headline works well, because it’s unique. It poses a question. It triggers the emotions of concern, fear, anger, and wanting to protect your kids from sinister agendas.
3) Following the headline & subheadline is a 2-minute video, which brings the sales page to life:
The video shows the kids reading from a script in a lively manner.
4) Then there’s a gem of a testimonial:
“I think my kids now understand more about how the free market works than most of Congress… these books need to be read by everyone, ASAP!”
5) …with social proof on the right, showing “4 million copies sold!”
These 5 elements alone are enough to get someone to buy the books without even reading the rest of the sales page:
1) Attention-grabbing headline
2) Subheadline that makes it clear what’s being sold
3) Video
4) Testimonial
5) Social Proof
But let’s dig further. Here are…
7 more copywriting elements to use on a sales page:
As we go further down the page, the letter starts off with “Dear Parent…”
Right away, it speaks to the intended audience: parents who are concerned about what their kids are being taught in schools.
If you’re a “parent” who’s not concerned this topic, you’ll immediately bounce. You’ll know this page isn’t for you.
There’s a pic of the author with his wife and kids. (Transparency of who’s behind the business, who’s selling the products.)
The letter makes the audience feel seen and heard… like “Ahh, thank God, there’s someone out there who gets it.” (Speaking directly to your intended audience and what they care about, in relation to your product.)
At this point, we not only know who’s selling the product, but why (because the socialist brainwashing being taught to kids is a threat to their future).
The problem = brainwashing disguised as education
The solution = the Tuttle Twins books offering real education
After the PROBLEM has been identified, we segue into the SOLUTION with another subheadline:
“Shield Your Kids with The Tuttle Twins”
(Notice the active verb, “shield,” in that sentence. It’s a call to action.)
Let’s recap what was just saw:
6) Copy that speaks directly to the intended audience
7) Pic of the business owner with family
8) Copy that resonates with the audience and makes them feel seen, heard, validated, relatable, like there’s someone out there who understands (this creates connection)
9) “Why” the product is being sold
10) Problem
11) Solution
12) Call to action (with active verb)
Even more copywriting elements:
As we go further down the page, we see additional copywriting elements to hammer everything home:
- Engaging pictures, cartoons, and graphics (to add visual appeal)
- Positioning – explaining of why other children’s books fall short (they’re full of fluff), and why Tuttle Twins are better (they teach real-life concepts of how the markets work)
- Creating urgency with a limited-time discount (so people buy now, not 3 months from now)
- Bullets showcasing what kids will learn from these books (parents will get educated too!)
- Clear info on exactly what the customer will receive with their purchase (so there’s no confusion on what the offer is)
- More testimonials (so people can put themselves in happy customers’ shoes)
When I write a sales page for a client, I use these exact elements, tailored to each client’s unique voice, style, message, and product/service.
This is the perfect structure for a sales page.
Important note: The actual language, what you say on a sales page, and how you say it will all depend on your unique voice, brand, and style.
But this is the basic format or structure.
The value of paying a great copywriter
When you look at the lifetime value of a well-structured, well-written sales page (in this case, 4 million copies sold — each set of books is $68.88 with the discount) — then you can see that paying a copywriter $10-15K or even $50K for sales copy is really pennies on the dollar, compared to the value of what that page could bring over a lifetime.
However, you must considerable some additional variables.
It’s not just about the copy. You also need:
- A business owner who is driven and who has the right mindset/attitude to succeed in business
- A drive to constantly grow your email list / text list / contact list (so that you can follow up with people who didn’t buy, and re-invigorate people who DID buy, so that they tell their friends about you)
- A drive to keep going even when you get haters (this article hates on the Tuttle Twins books – I didn’t even read the whole thing lol)
- A willingness to continually create new content (see the next section)
Copywriting Vs. Content Writing
Here are 4 additional things to note about TuttleTwins.com:
1) They have an email list. They send newsletters and offers to their list on an ongoing basis. (Crucial in today’s environment of censorship.)
2) They’ve advertised quite a bit on Facebook.
3) They’ve built an Instagram page with 128K+ followers, and they’re constantly putting out new videos.
4) I initially heard of Tuttle Twins through someone who loves their books. (Word-of-mouth marketing is working for them.)
I don’t even have kids and I bought these children’s books lol.
So the sales page worked on me.
(I also bought a set for Dan’s daughter who lives in Virginia.)
What was your biggest takeaway from this sales copy analysis? Post your comments on my Instagram page here.
Do you need a sales page written, edited, polished, or revamped? Email me to request a quote. (5-figure investment for writing; 4-figure investment for editing. I only work with clients whose products or service I personally would buy).
Are you a struggling copywriter who wants to be mentored by me, so you can Land Your First Dream Copywriting Client? Click here. (4 figure investment)
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 