Let’s be honest: the word “salesy” makes us all cringe. It brings to mind images of pushy salespeople and in-your-face marketing. As a course creator, the last thing you want is to come across as inauthentic or manipulative. You believe in your course and the transformation it provides, and you want to sell it with integrity.
So, how do you write a sales page that converts without sounding, well, salesy? The secret is to shift your mindset from “selling” to “serving.” At Gillis Copywriting, this is the foundation of everything I do. Your sales page isn’t about convincing people to buy something they don’t need. It’s about connecting with the right people and showing them how your course can help them solve a problem or achieve a goal.
Here’s how to do it:
1. Start with Empathy, Not Hype
Instead of opening with a long list of promises, start by acknowledging your audience’s pain points. Show them that you understand their struggles, their frustrations, and their desires. When you lead with empathy, you build an instant connection and earn their trust. They feel seen and understood, which makes them more receptive to your message.
2. Tell a Story, Don’t Just State Facts
Humans are wired for stories. We remember them, we connect with them, and we’re moved by them. Your sales page should tell a story—your story, your ideal student’s story, or a combination of both. Share the journey from struggle to success, and position your course as the catalyst for that transformation. A good story will do the selling for you, without you having to resort to hype or pressure. At Gillis Copywriting, I specialize in crafting these authentic, story-driven sales pages for course creators.
3. Focus on Benefits, Not Just Features
Your course has a lot of great features, but your audience doesn’t care about the number of modules or the length of the videos. They care about what those features will do for them. For every feature you list, be sure to explain the benefit. How will it make their life easier, better, or more fulfilling? How will it help them get from where they are to where they want to be?
4. Use Social Proof to Build Credibility
One of the most powerful ways to sell without being salesy is to let others do the selling for you. Testimonials, case studies, and student success stories are all forms of social proof that build credibility and trust. When potential students see that others have gotten results from your course, they’re more likely to believe that they can too.
5. Create a Genuine Sense of Urgency
Urgency is a powerful motivator, but it can also feel manipulative if not handled correctly. Instead of using fake countdown timers or false scarcity, create a genuine reason for people to enroll now. This could be a limited-time bonus, an early-bird discount, or the fact that you’re only opening enrollment for a short period. Be honest and transparent, and your audience will respect you for it.
Writing a sales page that converts doesn’t have to feel icky. By focusing on serving your audience, telling a compelling story, and being your authentic self, you can sell your course with integrity and attract the students you’re meant to serve. This is the approach I take with every client at Gillis Copywriting, and it’s what makes the difference between a sales page that feels pushy and one that feels genuine.
Recent Comments