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com

THE COPY POSSE

16-STEP SALES
PAGE FORMULA

1. HEADLINE
YOU BELONG HERE: The main goal of the headline is to hook attention, let the reader
know they are in the right place and get them to click or keep reading.

Line: A prefix or pre-headline such as a rhetorical question, relevant statement or

engaging teaser that calls out the audience.
Hook: The main headline that communicates a benefit, pain point, emotion, result or
unique selling proposition.
Stinger: A Call-to-Action (either an open loop/invitation to keep reading or to click
the order button).

2. INDOCTRINATION
I FEEL YOUR PAIN: The main goal of the indoctrination is to have your audience feel
like you understand them and create the need/desire for a solution.

Open with a strong section opener.

Communicate and empathize with the Problem/Pain.
Build the need/desire for a solution.

3. THE DISCOVERY
THERE'S A SOLUTION: The main goal of the discovery is to share that there is a way out,
a way through the pain. You must present the solution before you present the product.

The solution/secret/discovery that solves the problem and eases pain (Prescription).
Evidence or proof to support your solution such as a key fact, statistic, story or new
paradigm/belief.
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4. PIVOT
I MADE IT EASY FOR YOU: The main goal of the pivot is to start creating a bridge from
the solution to your offer through authority and story. Pivot from the audience to the
author (but keep it relevant).

Share story/mission/reason/inspiration for creating the product.

Why are you qualified to sell this?

Optional: Bio
HI, I’M… This is specifically for personality-based brands where there is a “face” behind
the product. The main goal of the bio is to introduce that person, share their mission and
build as much credibility and authority as possible. Keep it short and sweet.

5. THE USP
HERE'S WHY THIS IS DIFFERENT: The main goal of the USP is to communicate why
your product is different, unique, revolutionary, unconventional or impactful.

Why have similar solutions not worked for your prospect in the past? How have you
made that solution easier, faster, better to achieve? (Positioning).
Introducing ... (Product)
Quick high-level description of your product (Use your USP Statement as a starting
point).

6. THE OFFER
HERE'S WHAT YOU GET TODAY: The main goal of your offer section is to share the offer
specifics — exactly what's included when they purchase.

Features and product information (use benefit-rich descriptions).

Optional: Social Proof Round 1

HERE'S WHAT OTHERS ARE SAYING: Share some specific social proof about your
product, like testimonials, social comments, or the number of past students.

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7. JUICY BENNIES
HERE ARE THE RESULTS YOU CAN EXPECT: The main goal of the juicy bennies is to
weave in relatable, believable scenarios that can evoke emotional resonance and allow
the reader to identify themselves.

5-8 juicy benefit bullets.

After you get your hands on this, you'll...

Optional: Social Proof Round 2

THIS CAN WORK FOR YOU TOO: Share some more social proof about your product!

8. VALUE
HERE'S WHAT IT'S WORTH TO YOU: The main goal here is to communicate the overall
value of the product by comparing it to a higher-priced alternative, another solution that
offers the same benefit.

Communicate the highest value possible. Don't use arbitrary, made-up numbers! Do
your research and use authentic comparisons.
You'd pay upwards of (higher price) to get (same benefit) from (another solution).

9. REGULAR PRICE
HERE'S WHAT YOU'D PAY LATER: The main goal of announcing the regular price is to
showcase the value/price gap early on, and how it is a no-brainer — even at a regular
price.

I won't charge you $XXXX, $XXX, or even $XX (slash-out pricing)

This product is regularly priced at just $XX (regular price).

10. PROMOTION
HERE'S WHAT YOU'LL PAY NOW: The main goal of your promotion section is to further
increase the value/price gap by offering a discount.

But I'm going to give it to you for even less today ...
When you order by (date) you'll get a massive (%) discount ...

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11. BONUS STACKING

BUT THAT'S NOT ALL: The main goal here is to even further increase the price value
gap by stacking bonuses.

I'm also going to throw in these super amazing awesome bonuses.

List bonuses, description and include a value for each one.

12. SCARCITY
HERE'S WHY YOU NEED TO ACT NOW: The main goal of scarcity is to authentically
communicate why someone shouldn't wait to purchase (if it's not obvious, explain why
the offer is limited).

This discount is available for the next X days because ...

This is only available for the next X people because ...
These bonuses are only available for the next X days because ...
This offer closes in X days because ...

13. REASON WHY

HERE'S WHY WE'RE LIMITING THE OFFER: The main goal here is to justify and explain
your reason for the scarcity.

Holiday sale? Early bird discount? First-time launch? Feedback needed? Help as many
people as possible?

Optional: Social Proof Round 3

HERE'S WHAT YOUR MISSING: Sprinkle in even more social proof about your product!

14. PURCHASE DETAILS

HERE'S WHAT HAPPENS NEXT: The main goal here is to clearly tell them what to do
to order and what they can expect to happen next..

Click the order button below to claim your XX discount. Immediately after
ordering...

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15. RISK REVERSAL

HERE'S WHY THIS IS A NO-BRAINER: The main goal of risk reversal is to overcome any
lingering objections and clearly communicate any policies, payment plans or security
concerns.

To make this decision as easy/safe/risk-free as possible for you...

Optional: Offer Recap

HERE'S EVERYTHING YOU'RE GETTING TODAY: This is specifically for products that
have a lot of parts, modules, bonuses, etc. The main goal of the offer recap is to clearly
list everything they can expect to receive.

Here's everything you'll get when you order now ...

16. CTA
BUY NOW: The main goal here is to get the click! This is the order section of your sales
page. This is where you include the price, payment plan options and a button to buy!

Order Now
Buy Now
Add To Cart
Claim Your Discount Now

Optional: Social Proof Round 4

REALLY, DON'T MISS OUT: Sprinkle in even more social proof about your product! Best
to use social proof here that really communicates the value/overcomes price objections.

Optional: FAQ
HERE'S WHAT ELSE YOU MAY NEED TO KNOW: This is specifically for more complex
products where there are a lot of moving parts, steps, etc. The main goal of your FAQ
section is to overcome any final objections not already addressed in your copy and
share logistical information.

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Optional: CTA 2
LAST CHANCE, HONEY: This is only needed if you have social proof and/or FAQs below
the first CTA. The order button should always be the last visible thing on the page when
scrolling to the bottom.

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