Big, juicy, aspirational headline about why this offer matters to your reader

Say a little more about what the offer is here

buy now

I know you’re struggling with this or hoping for this.

At the top of the page, demonstrate your understanding of who the reader is and what they’re struggling with.
If “struggling” doesn’t work for their situation (maybe your work is more on the luxury or “nice to have” spectrum), you can focus on what they’re dreaming of or craving.

You’re not poking at pain points – you’re showing them that you really see and get where they are right now.

THE VIBE:

Validate what your reader is experiencing, and empathize with it.

01.

Does this sound familiar?

02.

Can you relate?

03.

Have you ever felt this way?

Unpack that struggle or desire even more.

How is this playing out in their life, business, head, or heart?

This section is sometimes referred to as the “agitate” part of the “problem, agitate, solution” copywriting formula, but since that sounds deeply unpleasant, think about unpacking the problem instead.

Be as specific, sensory, and emotional as you can. What does it look like or feel like for your reader that they’re dealing with this struggle? Why does this deep desire matter so much to them?

Show your reader that you’re basically reading their mind to keep them engaged and build trust.

HERE’S THE OPPOSITE OF WHAT THEY’RE STRUGGLING WITH.

SHARE A PEEK INTO WHAT’S POSSIBLE!

What’s your reader craving or hoping for? Show them what’s possible if they could have what they want and what their life could be like. Evoke emotion with specific and sensory details.

THE VIBE:

What if things were different?

This could be you.

Imagine if...

(But keep it focused and realistic! The transformation you’re offering doesn’t have to be 0-100 in order for it to be really meaningful.)

What fact, statistic, or truth bomb can you share?

So far, your copy has been empathetic and conversational. You’ve been building a relationship with the reader through some storytelling about their life.

This is the moment to take a quick break and share some piece of information, perspective flip, unexpected fact, or number/statistic that really makes them think.

What would make them think, “WHOA, I never realized that or thought of it that way…” and then lean in to hear more of what you have to say?

fact one

fact two

fact three

Hit them with a mic drop moment here.

INTRODUCE YOUR SOLUTION HERE

YOU CAN KEEP IT HIGH LEVEL FOR NOW!

Introduce the name of the offer/service and a brief, high-level elevator pitch that connects to the reader’s desired transformation. What’s the ultimate impact/outcome for the reader? Aim for direct, honest, and simple. You’ll get to unpack it in way more detail in future sections!

Some bullets can work really well here, with 3-5 amazing benefits. (You’ll talk about the specific features later!)

Benefit, and why it matters

Benefit, and why it matters

Benefit, and why it matters

Benefit, and why it matters

Expand on the feeling and help them imagine what could happen.

You can add a second paragraph if you need two, just make sure to break it down visually.

Expand on the feeling and help them imagine what could happen.

You can add a second paragraph if you need two, just make sure to break it down visually.

Expand on the feeling and help them imagine what could happen.

You can add a second paragraph if you need two, just make sure to break it down visually.

Expand on the feeling and help them imagine what could happen.

You can add a second paragraph if you need two, just make sure to break it down visually.

How can you help the reader imagine how it works?

Put yourself in your reader’s shoes and ask, “If I had to describe how this offer works in three steps, what would they be?” or “What are the top three changes they’ll see as a result of buying this offer?”

This can be a good place to walk the reader through your points, like this:

01.

FIRST, THIS HAPPENS.

02.

NEXT, THIS HAPPENS.

03.

FINALLY, YOU END UP HERE.

Now break down your solution into a few manageable parts or phases

Over just four weeks/12 lessons/other time period, you walk away with ABC results and XYZ feelings.

2-4 sentences are great here.

We dive deep into XYZ, and you’ve got plenty of support as you explore ABC.

2-4 sentences are great here.

Now that you have all of this insight, here’s how you put it into action.

2-4 sentences are great here.

love letters

name

“The most important sentence in the testimonial is highlighted here!”

A great testimonial is all about the transformation that someone experienced while working with you. (We already assume that you’re great to work with and that they were happy about the outcome!) What changed for them? How did their experience feel with you? What was the outcome?

This is a testimonial template for those very long testimonial that you don't want to cut because they're just SO good!

A great testimonial is all about the transformation that someone experienced while working with you. (We already assume that you’re great to work with and that they were happy about the outcome!) What changed for them? How did their experience feel with you? What was the outcome?

name

What’s holding your reader back from buying?

Anticipate and address their big-picture hesitations.

There are so many reasons that keep us from buying something: thinking we can figure it out on our own instead, thinking the offer is a luxury, feeling like maybe our problem isn’t *that bad*, considering a different solution, or getting overwhelmed and deciding not to take any action at all.

This is the place to get ahead of those concerns and speak to them empathetically yet confidently. What’s at stake for your reader if they don’t decide to solve this problem or take action on their desire?

How can you reassure your reader with examples or evidence? How can you remind them of what they really, really want and empower them to go for it? Draw inspiration from what you wrote about their struggles and desires at the top of the page.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque vitae tristique massa. Aenean tincidunt facilisis augue, eget rutrum velit cursus a. Aliquam ac lacus arcu. Suspendisse potenti. Vivamus elit ipsum, eleifend ut condimentum sit amet, commodo et justo. Nam elementum, urna eget mattis efficitur, mauris sem dictum lacus, at lobortis quam quam vitae erat.

Title of the module

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque vitae tristique massa. Aenean tincidunt facilisis augue, eget rutrum velit cursus a. Aliquam ac lacus arcu. Suspendisse potenti. Vivamus elit ipsum, eleifend ut condimentum sit amet, commodo et justo. Nam elementum, urna eget mattis efficitur, mauris sem dictum lacus, at lobortis quam quam vitae erat.

Title of the module

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque vitae tristique massa. Aenean tincidunt facilisis augue, eget rutrum velit cursus a. Aliquam ac lacus arcu. Suspendisse potenti. Vivamus elit ipsum, eleifend ut condimentum sit amet, commodo et justo. Nam elementum, urna eget mattis efficitur, mauris sem dictum lacus, at lobortis quam quam vitae erat.

Title of the module

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque vitae tristique massa. Aenean tincidunt facilisis augue, eget rutrum velit cursus a. Aliquam ac lacus arcu. Suspendisse potenti. Vivamus elit ipsum, eleifend ut condimentum sit amet, commodo et justo. Nam elementum, urna eget mattis efficitur, mauris sem dictum lacus, at lobortis quam quam vitae erat.

Title of the module

Here's how it all works

Name the offer here again…

Break down all of the features /components of your offer and their accompanying benefits. 

Show the reader everything they get AND why it matters. (Features are things like Zoom calls, workbooks, the curriculum, online group platform, personal feedback, etc. Benefits are things like accountability, motivation from the feeling of community, the impact of what they learn, etc.)

Think about what you would want to know before you make a purchase. Now’s the time to be thorough and clear. Bulleted list(s) is/are great here to stack all of the features and benefits in an impressive, easy to read list.

feature one

and the associated benefit.

feature two

and the associated benefit.

feature three

and the associated benefit.

feature four

and the associated benefit.

feature five

and the associated benefit.

feature six

and the associated benefit.

investment

Make sure to share the cost

$777

Now give some instructions about when they need to take action, and how to take action. What are the dates/deadlines for enrolling? What should they do next? (i.e. fill out a form to book a call with you, pay a deposit, apply to the program, etc.) And then give ‘em a button to do that thing right here, right now.

apply now!
98%

of students finish the course

5 stars

Is the average rating

400+

People got this result

Here’s some evidence about how great this offer is.

Show the reader that you stand behind this.

What’s your promise or guarantee?

Maybe you offer refunds after a certain period.

Maybe there are no refunds, but you can remind people that they’re free to DM you before they buy to make sure this is a good fit.

Maybe they can try your offer for free for 7 days.

It’s different for every offer, but some kind of promise or guarantee really helps to put people’s minds at ease and help them feel supported.

sign me up!

Remind the reader who you are

And relate your experience to this particular offer

Share your credibility in a brief bio that relates to the offer or service on this page. You’re inviting your reader to invest in you/your work, so you need to demonstrate why they should listen to you and trust you.

Keep it focused

What relevant experiences or credentials are you bringing to the table? Why are you the one who can help your client? (You don’t need to get into your entire brand story or all the fun stuff here – that’s what your About page is for.)

You can tell them why you created this offer, what you want to help them achieve, how many years you’ve done this or how many clients just like them you’ve helped. Get them excited to work with you specifically!

Then give them a button (yes, again!) to take the next step in working with you.

join the course

Let people know who would be a perfect fit.

Here’s how to know if we’re a match.

This is a great section to make it clear who is and isn’t the right fit for this offer.

This is called “attract and repel” in copywriting—you want to specifically attract people who are a great match, and provide information that lets not-a-fit people know that this isn’t right for them.

Remember to keep these points specific, honest, and helpful. Bullet points like, “You’re not willing to do the work” or “You’re happy to stay stuck where you are” aren’t actually helpful or encouraging. 

You’re not able to block off Tuesdays in your calendar

You’re a product-based business

You’re looking for private 1:1 coaching

This isn’t a great match for you if:

You can dedicate # hours to this offer each week

You’ve been in business for # years

You enjoy learning in a group

This is for you if:

this is for me

faq

Normalize the fact that they have questions and answer them here!

Then give them a button (yes, again!) inviting them to take the next step. 

Start your project

Knock their socks off with one last invitation

Remind them of the big benefit

And invite them one more time to take action. You’re here for them. You’re excited. You’re cheering them on.

Then give them a button (yes, again!) inviting them to take the next step.

apply now

exit demo