Copywriting

Sales Page Checklist: 32 Science-Backed Elements to Convert Browsers into Buyers

28 Feb 2025 — 3 min read

A high-converting sales page isn’t purely creative—it’s calculated.

It’s a psychological blueprint that dismantles objections, amplifies desires, and guides readers to a “yes” they feel good about.

Below, we break down the 32 non-negotiable elements of sales pages that work (with examples and actionable steps).

Goal: Write from their brain, not yours.

Map Their Psychology:Action: Create a “Customer Avatar Journal” with direct quotes from interviews/surveys/groups.
- Beliefs: “I’ll never get out of debt.”
- Desires/Dreams: “I want to travel the world without worrying about money.”
- Fears/Doubts: “What if I fail… again?”
- Suspicions: “Most courses are scams.”
- Pains/Failures: “I’ve wasted $5k on bad advice.”
Start in Their Bubble:
- Open with their words:
  “Tired of ‘get rich quick’ schemes that leave you poorer? Yeah, we were too.”

Goal: Position yourself as their ally.

Throw Rocks at Enemies:
- Name their villains: “Bloated budgets. Endless Zoom calls. A boss who doesn’t get it.”
Encourage Dreams:
- Paint the vision: “Imagine hitting ‘send’ on your resignation email… from a beach in Bali.”
Allay Fears:
- Address the elephant: “No, this isn’t another course. It’s a done-for-you system.”
Justify Failures:
- “It’s not your fault. You just never had the right blueprint.”
Confirm Suspicions:
- “You’re right—most marketing advice is garbage. Here’s what actually works…”

Goal: Make them believers, then buyers.

Define the “New Opportunity”:
- “Financial freedom isn’t about working harder. It’s about working smarter.”
Prove It’s Prolific:
- “92% of our clients replace their income in 6 months.”
Big Belief Statement:
- “Anyone can build wealth—if they stop following broke people’s advice.”

Goal: Lead them step-by-step to your conclusion.

Awareness Level:
- Unaware: “Did you know 78% of retirees rely on Social Security?”
- Problem-Aware: “You’re stuck because you’re using outdated tactics.”
Chain of Beliefs:
- Belief 1: “Debt is a system designed to trap you.”
- Belief 2: “Escaping requires a new system.”
- Belief 3: “Our system has freed 10,000+ people.”
Proof for Each Claim:
- “Here’s Jane’s debt-free certificate… and her Airbnb receipts from Italy.”

Goal: Make the outcome feel inevitable.

Dream Outcome:
- “$10k/month passive income. 4-hour workweeks. Freedom to live.”
Perceived Likelihood:
- “Most clients see results in 30 days—or we refund every penny.”
Low Time Delay:
- “Start seeing results by Friday.”
Low Effort:
- “We handle the work. You track your bank account.”
(21-24) Emotional Triggers:
- NEW/ONLY: “The first AI tool that writes your ads for you.”
- EASY/ANYBODY: “If you can send an email, you can do this.”
- SAFE/PREDICTABLE: “37,000 students can’t be wrong.”
- BIG/FAST: “Double your revenue in 90 days—guaranteed.”

Goal: Clarity beats creativity.

Start Simple:
- “Let’s get straight to it: This works.”
Mountain Structure:
- Short paragraphs → Build momentum → Peak with the offer.
Connector Sentences:
- “Here’s why this matters:”
Trigger Words:
- “Free,” “Guaranteed,” “Secrets,” “Proven.”
3rd-5th Grade Reading Level:
Conversational Tone:
- “Look, I get it—you’re skeptical. I was too.”

Goal: Match their tolerance for hype.

Concrete Language:
- “This isn’t ‘passive income’—it’s $527 deposited daily while you sleep.”
Right Thermostat:
- Cold Audience: Softer, educational (“Let’s explore…”).
- Warm Audience: Bold, urgent (“Last chance to lock in pricing.”).

Dream Outcome: “Become a bestselling author in 6 months.”
Chain of Beliefs:
1. “Traditional publishing is broken.”
2. “Self-publishing is the future.”
3. “Our method gets you on the NYT list.”
Proof: “Here’s how 12 clients hit #1 in 2023.”
Result: 1,847 sales in 48 hours.

Keep Crushing!
- Sales Guy

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