25 Writing Prompts for Sales Page Copy That Does Its Job — Sells!

You know that what you have to offer your clients is pretty amazing and adds a ton of value to their lives. You pour your heart and guts into serving every customer and client. Or maybe you know your digital product, online courses, natural deodorant, spiritual jewelry, or live speaking changes lives.

As you slide up to your laptop to try to find the right words to describe whatever you’re offering to make it stand out and sell, you’re lost.

How do you describe this thing?

Uh, I’m really smart, and I’ve created this cool thing, so um… buy it, okay?

Those might not be the actual words you’d use, but maybe it feels that way in your head.

Screw this; it’s too hard. You’ll just leave your sales page as it is and continue on a hope and a prayer that someone will love it and buy it.

You love what you do — you just hate having to sell it.

A lot of creative business owners tell me they want to grow their businesses, but they don’t want to feel icky or like they’re bragging.

They often have a hard time talking about what they do.

But what if you could sell your work without feeling salesy or slimy?

And feel completely authentic instead?

You can.

And really, you should. No one wants to feel gross when selling. And as long as you’re creating things that add value to the world and authentically want to serve, I promise it shouldn’t feel gross.

Selling only feels gross when you’re using slimy or manipulative tactics. And if you are, you probably won’t like any of the writing advice I have to share.

Think about your offer or products as you serving your audience.

Because selling is serving.

Your offer creates an impact.

My clients often mosey up to a sales page with a full plate of fear and a side order of dread.

Once they understand what goes into a sales page and tap into their customer’s language, it gets so much easier.

And, dare I say, fun?

Most importantly, they sell!

And I’m guessing that’s what you want, too.

Here’s how to outline your sales page for your offer:

Your sales page needs at least these 4 components:

1. Pain points, problems, connection — the before state (if you have a product business, you may not have pain points)

2. Pleasure, transformation, opportunity — the after state

3. Why you’re the expert to help them — positioning you or your product as THE obvious choice

4. What they get — the components and why they’re fantastic

Next, you’ll see some writing prompts. Before you jump into sales page writing, I suggest you grab a pen and paper to get grounded into your body by taking a walk, sitting in the sun, or eating a nourishing meal. Next, explore the following sales page writing prompts without judgment, writing as quickly as you can.

Writing prompts for each component of your sales page:

1. Pain points, problems, connection

Here you’ll describe how your prospects feel using the exact words they use to describe their problem at the point when they’re ready to look for help. By exploring the exact words your client’s use to describe what they want, you’re connecting with them and building trust. Effectively, you’re speaking their language.

1. What problem do you solve for your customer?

2. How is your prospect feeling right now?

3. What do they Google when they’re looking for what they need?

4. What do they say to describe what they really want?

5. Why do they want this?

6. How does the problem make them feel?

7. Are other parts of their lives are affected by these problems?

8. How do they feel when they’re in the middle of their problem?

9. How do they want to feel?

10. What do they want or need that they don’t yet have?

Intuitive Writing Tip: Review notes from intake forms, discovery sessions, sales calls, and your DMs to see what potential clients say about their problems. No clients yet? Explore social media groups, read book reviews of the books they’ve read in an attempt to solve their problem.

2. Pleasure, transformation, opportunity — the after state

Now that you’ve described your prospect’s pain in all its glory pretend they no longer have the problem, or you’ve delivered what they want. Poof! The problem is gone!

1. What does their life look like without their problem or the opportunity solved?

2. How do they feel with their needs satisfied?

3. What can they look forward to now?

4. What feels amazing with this problem totally gone?

5. What other areas of their lives are better now?

6. Looking back on how they were feeling earlier, how does each part of their lives feel now?

3. Why you’re the expert to help them — positioning you or your product as THE obvious choice

Keep this brief and relevant to your prospect where they are when they’re spinning in the cyclone of their problem.

1. How can you show them that you understand them?

2. Who do you work with? These are your favorite people you can also deliver amazing results to.

3. Why should they listen to you? Have you been there before?

Intuitive Writing Tip: This will come from your Intuitive Intro! Download the free guide here

4. What they get — the components and why they’re fantastic

Now that you’ve described what they’re struggling with or what they want, what pleasure could look and feel like, and why you’re the one to trust, tell them what they get and why it’s awesome for them. Leave out your 12-step process here unless they’re specifically shopping for a 12-step process.

1. WIIFM? What’s in it for me?

2. What benefits will your customers get?

3. What tactical components do your clients get? (4 calls, 6 videos, live community, etc.)

4. How will their lives be improved? 

5. What can they do now with this problem solved?

6. In their words, what do they say they want? Show them how they get it.

What to do with your sales page brainstorm.

Put it away and let it sit for at least a day. You’ve done the work by starting the brainstorming process. Let the answers marinate. You might have additional ideas as you go throughout your day — keep a notebook nearby.

After at least a day away from the page, review your answers. Filter out the answers that are relevant to your prospects, and if you’re not sure, ask a former client or someone who knows your business well.  

With your brainstorm ready, you can arrange the best of each of the four areas into a sales page.

You’ll also add essential offer components like a great name, the investment (generally, if less than $20,000, I suggest including it on the page), and what steps they’ll take when they’re ready to work with you.

When it comes to writing sales pages, I often see my high-end coaching clients get stuck because they can’t find the right words to describe what they sell, or they think they need to use icky and slimy sales tactics.

The first time you write a sales page can feel a little funny. Once you’ve written one, though, it gets easier — promise!

Tired of fussing with your website copy?

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Found this advice on sales page writing helpful? You might like these too:

• A Simple Strategy To Infuse Your Sales Copy With Empathetic Writing

• 12 fun writing prompts to help craft a standout about page

• The Smart Way To Write Your Website’s Home Page

• How To Confidently Introduce Your New Business or Offer to Friends

• 7 Things You Can Do To Be More Authentic in Your Writing

• Listen to the masterclass — Selling With Soul

For even more writing prompts, follow the journey inside my new book, Intuitive Writing.