Ascend 101

Lessons about building a one-person business, writing, and self-improvement

Building an online business is extremely powerful.

You get limitless leverage through the power of the internet. And if done well you can automate almost everything you do.

You build something once and it can keep bringing in money for years to come.

A big part of automating sales and clients is having a good sales page with proper copy. Both of which sound scary the first time around.

But writing good copy and structuring a good sales page shouldn’t be scary. It’s no different than the tweets you write or the emails you send.

All you do is you tell a story. You invoke some emotions. You outline the benefits and the problems, and you end with an offer and a CTA to buy, enroll, or book a call.

It just seems scary because sales pages can be extremely long.

But that problem can easily avoided by having a proper outline to follow. And that’s exactly what I’m sharing today.

A simple & effective outline to structure your copy and your sales page so you can create your automated money machine and print cash from the convenience of your home.

Structuring a sales page

Every sales page can be divided into multiple sections.

And each and every section has it’s own purpose. In what follow I’ll cover 11 sections you should include in your sales page.

These sections are written in the order you’ll include them in on your sales page. From top to bottom.

Starting with the eyebrow—the first thing people see. And ending wih

Eyebrow

The eyebrow is what’s at the top of the page. It’s the first thing people see and what catches their attention.

It’s a good idea to include your Big Idea in here. Either that or a short description of whom you can help the most with your offer.

The focus here is to capture attention as quickly as possible and open a curiosity loop.

Headline

The headline gives the reader the first taste of what to expect in your sales page.

Here you want to include one (or more) of the following puzzle pieces:

Your big idea
Your clear promise
The big problem
A short description of whom you can help the most
A hint at your unique mechanism
Your risk reversal and/or guarantee

A good starting structure for your headline is:

(Clear promise) without (big problem or related common inconvenience of reaching that promise)

Subheadline

The subheadline is similar to the headline itself. But its aim is to add more information that you couldn’t include in the headline itself.

A good and compelling subheadline could include your target audience, the unique mechanism, and/or the risk reversal.

Lead

The lead is where you’ll start to explain who will be able to benefit the most from your product or service.

Here’s where you’ll want to use the “bullet spray” method. This is where you make a list of as many relevant and painful problems people often deal with, and you help solve them with your offer.

If you often post list tweets, they’re the same thing.

You give people multiple options to resonate with and create as much interest in your offer as possible.

Body

After the lead you’ll transition to the body.

This is where you’ll dive into a story.

Talk about how you came to develop your offer. How it helped you improve your life and overcome the related problems you shared in the lead.

Dive deep into the transformation you made. People love transformations. Hint at option as to how the reader will be able to achieve similar results as you.

This is also where you’ll establish the “why” behind your offer. What motivated you to make this change? What were the results? And why would you recommend others to do the same?

Paint a vibrant picture of your life before and after the turning point in your story.

If done right, this is the point where people should start caring about your offer.

Unique mechanism

You need to show how your offer is slightly different than others.

What’s your process like? How do you get results?

This is also a great time to give some free value to people. Make them get a taste of your offer right there on the sales page.

The goal is to carefully give away just enough “free value” to make them want more. This could be done by giving away your unique step-by-step methods of how you achieved the transformation in your story, without going too deep into the details.

Give them the what. Not the how.

Offer introduction

It’s time to show the reader what’s in store for them.

Give a brief description of what’s inside your course/curriculum. With each ‘module’ you share, include 2–3 heavy-hitting benefits that are the opposite of the bullet points problems you mentioned in the lead.

Make them realize you’re not bluffing. You actually can solve all of those problems.

Make them feel the value you’ve got waiting for them.

Social proof

Hopefully you’ve gathered some testimonials from prior customers.

Now’s the time to show them. All of them. Don’t leave a single one behind. The aim is to have so many testimonials people get tired of scrolling.

Nobody is going to read every single one. All you want is for people to realize your credibility.

Gathering social proof should be a full-time job in the beginning.

Risk reversal & guarantee

Risk reversals & guarantees work great.

Most people are hesitant when it comes to investing in new offers. They’re scared it’s not going to deliver and/or it’s not going to work for them.

Including a promise or a guarantee so all of the risk is taken away will help people make the purchase.

Not every risk reversal should be a money-back guarantee. It’s not always feasible to do so.

But try to get creative. Think about what you can offer to people to reduce or eliminate the risk they’re taking.

Call to action

You’re not going to make a single sale if you don’t have a CTA. So it’s vital to include one.

The best CTA’s leave the reader with 2 simple options:

purchase your solution
continue to struggle on your own

The trick is to convey this message without it coming off as bad or high-pressure.

A simple story could work nicely for this as well.

FAQ

Including frequently asked questions is a superpower.

First, you can reduce your own workload by answering questions people actually ask you repeatedly.

But secondly, this is a great way to handle common objections people have when coming across your offer.

Common questions could be:

Who is this for?
How much time should I have available
How much experience should I have?
How long will it take me to get results?
Why aren’t you covering x?

Anything you haven’t yet covered in the body should be included. And anything you deem super important should be covered again as well.

P.S. Whenever you’re ready. Here’s how I can help you:

Hop on a Clarity Call with me: Remove all of your uncertainty. Get clear on what you have to do, when you have to do it, and how. Let’s get you on the right track to achieving the freedom you deserve.
Work 1-on-1 with me: We’ll determine where you stand and where you want to go. Then we’ll devise a roadmap to get you from A to B that’ll get you there in the next 30–60 days.
Check out my products (free & paid): Ranging from every resource I ever read to everything I know about content creation. It’s all waiting for you to claim it. Start your journey to financial freedom the right way.