What a sales page actually needs to do
A sales page is a single piece of copy doing the job that a salesperson would normally do in a room: demonstrating understanding, building the case for the offer, handling every objection before it gets raised, and making the act of buying feel like the obvious next step rather than a risk.
A badly structured page either fails to close readers who were already interested, or it runs so long that it buries the point. The structure of the page is as important as the words. Every section needs to advance the argument. Every transition needs to earn the reader's next scroll.
- Full long-form sales page (typically 3,000-6,000 words)
- Structured argument map delivered before writing begins
- Objection-handling sections built into the page architecture
- Proof format: testimonial placement and structure suggestions
- VSL script option: full narration script with direction notes
- Thank-you page and post-purchase email template included
The argument structure I use
Every sales page I write uses a specific argument structure, not a formula. A formula tells you what sections to include. An argument structure tells you what the reader needs to believe at each point in the page and what you need to say to get them there. Those are different problems requiring different solutions for every offer.
Before writing begins, I send you a 2-page argument map showing the structure: what emotional state the reader arrives in, what belief shift needs to happen at each section, and what role each content element is playing. You approve the structure before a word of copy is written.