Sales Pages 101

You’ve got a new offering you’re adding to your website. After a ton of tinkering with the copy, you release it and…crickets.

Could it be that your sales page sucks?

Jonathan and I break down the formula so you can build your own, high-performing (maybe even evergreen) sales pages:

Why capturing the pain your ideal buyer is experiencing is the perfect opening for a successful sales page.

How to move away from focusing on your “fix” to the emotionally charged decision your buyers are making.

The four essential parts of every successful sales page (and how to up the ante once you’ve got those covered).

What to do if you don’t have social proof for your new offering just yet.

How to think about what you’re selling and why your mindset impacts the success of your sales page.


“You want someone to know immediately that you understand them. And by describing their pain…they’re automatically going to be somewhat convinced or beginning to trust that you’ve got a solution to this thing.”—JS

“We buy how something is going to make us feel. We don’t buy on logic.”—RM

“In the dream section, you want to present the reader with the mirror image of the pain—you want to flip it.”—JS

“This (the CTA) should be a big button. It should be in major contrast to all of the copy and the colors around it. Your eye should be drawn to this giant button.”—RM

“Social proof: like the smiling faces of people who have just been transformed in the way that you promised above, that that will resonate with the ideal reader of the page.”—JS

“If you’ve already got an audience, you’re hitting on their pain, you’ve designed the solution that your kind of people are looking for—the solution matches the pain and their dream—you’re golden.”—RM

“If someone is coming to the page ready to buy…in the first five seconds, they know what it is and how to buy.”—JS

“If you don’t sell, you’re denying your people the opportunity to be better than they were before they experienced this thing.”—RM

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