The sales pages people hate all have something in common.
They’re written for the seller.
Every sentence is about the seller’s excitement, the seller’s journey, the seller’s community. The buyer is not in any of those sentences.
The buyer is the person who has a specific problem and is wondering, within about eight seconds of landing on your page, whether this thing is going to solve it.
Write for that person. That’s the whole secret.
The structure
The headline: One sentence. What does this do for the person who has the problem? Write 10 variations before you pick one.
The problem section: Name the problem specifically. In the language they’d use to describe it to a friend. When the buyer reads a description of their exact situation, they trust that you understand it — and start to believe you might be able to help.
The solution: Before and after. Not a feature list — a description of what changes.
What’s inside: Frame each item as a benefit, not a description. Every line should answer: “What does this do for me?”
The price: State it simply. Don’t apologize for it. If you’ve done the work of showing the buyer what changes on the other side, the price is a transaction, not a confrontation.
The objections: Name the reasons they’re hesitating. Then address them honestly. Naming the objection before the buyer has said it out loud is disarming in the best way.
The close: One clear ask. Not three different calls to action. One thing.
The tone
Write like you’re explaining something to a smart friend who has limited time and zero patience for corporate language. Short sentences. Short paragraphs. Read your draft aloud — if you sound like a brochure, rewrite it from scratch.
Use numbers where you have them. “A 12-page guide” beats “a comprehensive guide.” “$47” beats “affordable.” “Day 30” beats “quickly.”
Avoid: “life-changing,” “transformative,” “revolutionary,” “game-changing.” These words have been used so many times by people who didn’t mean them that they now mean nothing.
The honest aside
Somewhere in the sales page, include something that makes you look fallible. The course that didn’t work. The month you almost quit. The strategy that cost you six months.
Not for sympathy. For credibility. The buyer who’s read five sales pages before yours has been promised a lot. When you name your own mistake specifically — with a real number, a real timeline — you separate yourself from every other page that only talked about wins.
What a sales page cannot do
It can’t overcome a bad product. It can’t substitute for trust that hasn’t been built. Cold traffic converts at 1 to 3%. Warm traffic — people who’ve read your work — converts dramatically higher.
This is why the content comes first and the sales page comes after. The page closes the sale. The content makes the sale possible.
Anyway.
Write for the person who has the problem. Name the problem before the product. Show the after before the price. Everything else is polish.