Copywriting – The “secret” skill everybody speaks about, but says nothing

During my research into online businesses that thrive by selling products or services, I noticed a common thread among successful entrepreneurs. Interestingly, many business owners themselves emphasize this key finding.

Every business that succeeds in making money online understands how to sell. While this may seem obvious, there are plenty of businesses trying to profit online without fully grasping the art of selling their products and services.

To excel in online sales, there are two essential skills:

• Running profitable ads
• Creating irresistible offers

But there’s one more skill that elevates these capabilities to the next level. The secret weapon of sales success is copywriting – specifically, sales and conversion copywriting. In today’s crowded digital space, where attention spans are short and competition is fierce, the ability to craft persuasive and compelling copy can make or break a business.

This article will focus on sales copywriting—specifically, how to write compelling copy, structure it effectively, and define what makes copy truly persuasive. However, we won’t be covering:

• Other website pages (e.g., About, Contact)
• Pricing strategies for your offers
• Building sales funnels
• Obtaining social proof

I have also written another article about businesses where I describe why copywriting is one of the most valuable skills.

Let’s rock.

What is Sales Copywriting?

Writing a copy that converts prospects to buying customers would be always one of the most important skills that a person could have. You will be able to make a living with it, at the same time you can run your businesses profitably.

Successful online entrepreneurs consistently highlight that learning this skill opens up new levels of growth for businesses. When you understand sales copywriting, you gain the ability to reliably sell and generate revenue. Imagine having a dedicated salesperson working 24/7, converting prospects into customers – that’s the power of good copywriting.

Sales copywriting is not useful just only when selling something. It can come really handy when you want to write good articles, or just want to launch something new.

When selling online, prospects often need more information before making a purchase. This is where sales copywriting steps in. It’s the skill of writing persuasive words that motivate people to take action – whether it’s buying, signing up, or engaging with your offer.

Your goal is to clearly communicate the value of your product and make your audience feel like they need it.

You’ve probably heard the “sell me this pen” story. At its core, it’s about understanding your customer. When faced with this challenge, your goal should be to identify their needs – if they might need a pen, guide them toward considering yours. This is the key.

Every piece of writing that engages your prospects is a form of copywriting. However, not all copywriting is sales copywriting. Therefore, copywriting should be integrated into every key process of your business, especially those involved in customer acquisition, including:

• Market research – understanding what makes your prospect interested and what drives their decisions
• Content creation – educating your audience on why certain topics or solutions are valuable to them
• Creating ads – condensing key messages, based on the created content, into attention-grabbing, persuasive ads
• Product descriptions – summarizing the benefits and solving potential customer questions with clarity
• Campaigns – identifying unanswered questions or objections that prevent people from buying

A compelling copy, regardless of its type, can significantly enhance business results. An effective sales copy should:

• Capture attention instantly
• Address the reader’s needs and desires
• Demonstrate how your product solves their problem
• Establish trust and credibility
• Create urgency and drive immediate action

But achieving your desired results begins with understanding your customer.

What Selling is All About

You’ve likely found yourself in a situation where an offer caught your attention, but for some reason, you decided not to purchase. There could be several reasons for this, but one of the most common is inefficient sales copywriting.

Maybe you had some unanswered questions or doubts that led you to pass on the offer. In this scenario, the role of sales copywriting is to turn a weak “maybe” into a confident “yes.”

You can’t change a definitive “no” into a “yes.” If I don’t need a laptop, no amount of copywriting will convince me to buy it.

Selling is about identifying the “maybes” and converting them into paying customers. Many business owners mistakenly believe that every visitor will eventually become a customer. However, that’s not the case. Some people will buy your product with or without your copy, while others will never purchase it, no matter what you say. Our goal is to attract customers who are not only willing to buy but also recommend your product, feel satisfied with their purchase, and see how it solves their problems.

When it comes to selling, there are two crucial factors you must consider. Without these, you’re essentially just guessing, unsure of what you’re even trying to achieve.

Knowing you prospects

Understanding your prospects – their needs, pains, and aspirations – is crucial when it comes to selling anything. If you don’t know what your audience cares about, you’re essentially shooting in the dark.

I’ve previously written an article on value proposition, which dives deeper into understanding your prospects and what they’re trying to achieve. You can check it out here. This understanding should serve as the foundation for all your sales efforts.

Before you start writing, it’s essential to truly understand your ideal customer. Ask yourself:

• Who benefits most from my product?
• What challenges are they facing?
• What emotions do they associate with these challenges?
• How does my product provide the solution?
• What transformation will they experience after using it?

For example, if your product helps beginner programmers land their first job, your audience might be:

• New programmers feeling overwhelmed by job requirements
• Struggling with imposter syndrome
• Unsure how to effectively showcase their skills

By understanding these pain points, you can craft copy a that resonates deeply with their needs and desires.

Prospect Awareness

Another key factor in selling is understanding the awareness level of your prospects. This helps you tailor your messaging based on where they stand in the buyer’s journey. There are several stages of awareness that your prospects might be in:

• Unaware – They don’t know they have a problem or need.
• Pain Aware – They recognize they have a problem but aren’t sure about the solutions.
• Solution Aware – They know solutions exist but aren’t yet familiar with your product.
• Product Aware – They know about your product, but haven’t made a decision.
• Most Aware – They’re fully aware of your product and ready to buy.

Knowing which stage your prospect is in allows you to speak directly to their current mindset and move them closer to making a purchase.

Even with expert knowledge and exceptional copywriting, some people still may not buy.

Why would people not buy?

When people don’t buy, it usually comes down to a few key reasons. Some of these obstacles can be addressed, while others are beyond your control.

For example, if someone simply doesn’t want to buy right now, there’s little you can do. However, that doesn’t mean they won’t purchase in the future. This is why follow-ups, retargeting, and keeping your brand visible can help.

But there are other barriers to buying that can be overcome:

1. Procrastination

If your prospect is interested but wants to buy later, it simply means they may never buy. People are often distracted by other priorities, and they will forget about your offer. To solve this, you might need to introduce deadlines or limited-time offers that create a sense of urgency, prompting them to act now instead of putting it off indefinitely.

2. Lack of Trust

If a prospect doesn’t trust you, they won’t buy. To build trust:

• Be transparent about pricing and terms.
• Use endorsements from well-known figures or trusted platforms.
• Provide guarantees and risk-free trials.
• Improve first impression
• Create free content that demonstrates your knowledge

3. Price Concerns

Price can be a significant barrier to buying, especially if your product is priced higher than competitors. It’s important to emphasize the value your product offers. Instead of simply offering discounts, highlight the unique features, benefits, or long-term savings your product provides. Explain why the price is justified, and ensure the prospect understands the value they’re receiving in return.

4. Testimonials and Social Proof

Sometimes, the prospect likes your offer but is unsure about how it will fulfill their expectations. This uncertainty can be resolved by providing clear social proof of the offer’s effectiveness, such as sharing testimonials or success stories from previous customers. People are more likely to buy if they can clearly see that others have benefited from the same solution.

The power of social proof cannot be overstated. People are more likely to trust a product if others have had positive experiences with it. Share stories from customers who were once in the same position as the prospect and showcase how your product helped solve their problems.

By addressing these common reasons for hesitation, you’ll be able to improve your sales copy and better align it with your audience’s concerns and needs. This will not only help you convert more prospects but also create a stronger, more trustworthy relationship with them.

Up to this point, you’re probably nodding along, realizing you may have known these concepts subconsciously—but now, you see them clearly. Let’s explore what a great sales copy looks like.

Characteristics of a Great Sales Copy

If you have ever bought something online, a compelling sales copy likely played a role in your decision. A well-crafted sales copy doesn’t just inform – it persuades, engages, and drives action.

There are a few key characteristics that every good copy should aim for. Every successful sales copy starts with one simple principle:

The Rule of One

All effective sales copies have one thing in common: they focus on one core message. They follow these principles:

• One Reader – Speak directly to the reader as if you’re having a one-on-one conversation.
• One Big Idea – Focus on a single, strong idea that grabs attention.
• One Promise – It makes a clear, compelling promise that the reader values.
• One Offer – It presents a specific solution or offer that meets the reader’s needs.

By sticking to this principle, your copy remains focused, persuasive, and easy to follow. If you only follow this rule you will convert more, but there a few more characteristics:

1. Understands the Prospect’s Awareness

A great sales copy meets the reader where they are in their awareness journey. Not all prospects are at the same stage:

• Unaware – They don’t even know they have a problem. Here, your copy should focus on educating them.
• Problem-aware – They know they have an issue but don’t know the solution. Your copy should highlight solutions.
• Solution-aware – They understand solutions exist but don’t know about yours. Showcase your unique approach.
• Product-aware – They know about your product but need reassurance. Reinforce trust and benefits.
• Most aware – Ready to buy—just needs the right offer and a reason to act now.

The lower their awareness, the more education your copy must provide. If they don’t even know they have a problem, jumping straight into a sales pitch will lose them. Higher investment products means people will have more questions, whether that investment is time, money, or both.

2. Anticipates and Answers the Reader’s Questions

As your prospect reads, questions will naturally arise:

• How does this work?
• What makes this better than other options?
• What guarantees do I have?

Your job is to answer these questions as they arise before the reader asks them. If they pause to think, “Wait, but what about…?” and you haven’t answered it, you’ve lost momentum.

A good copy naturally leads the reader forward, keeping them engaged and reassured. If they have lingering doubts, either the offer isn’t strong enough, or the copy isn’t answering their concerns effectively.

To make your copy even more engaging, create subtle agreements with the reader. Write in a way that makes them nod along as they recognize themselves in the text. Make them feel like you understand their habits, struggles, and desires.

Use words and phrases that resonate with your specific audience. The tone for a teenage audience will differ from that of business professionals in their fifties. Tailor your language accordingly.

3. Speaks in the Right Tone

The copy must match the tone and language of the target audience. The reader should feel as though the copy speaks their language, and their questions, pain points, and desires are understood and addressed naturally.

Ask yourself:

• Does the copy feel like a personal conversation or a generic ad?
• Is it using words and phrases that the audience naturally relates to?
• Does it create an emotional connection?

A conversational tone often works best, but it should align with your brand and audience.

4. Matches the Right Length to the Audience

The length of your copy should align with the prospect’s awareness and the complexity of your offer:

• If the reader is already convinced, a long copy will frustrate them.
• If they need more convincing, a short copy won’t be enough.

If a long copy is necessary, make it worth reading, let the reader know why it’s worth their time:

• Hook the reader early with an unusual or compelling story.
• Break it up with subheadings, bullet points, and bold text.
• Make it skimmable so key points stand out even if someone doesn’t read every word.

5. Captures Attention with a Strong Headline

Your headline is the first (and sometimes only) thing people read. A great headline should:

• Grab attention immediately.
• Spark curiosity or solve a problem.
• Set expectations for what follows.

However, a great copy doesn’t stop at the headline—your subheadings and body text should reinforce the goal of your copy.

6. Handling Objections Before They Arise

A powerful copy preempts objections and addresses them naturally throughout the text. Common objections include:

• “This is too expensive.” → Justify the price with value, guarantees, or comparisons.
• “I’m not sure if this will work for me.” → Provide testimonials and case studies.
• “I need more time to decide.” → Add urgency with deadlines, limited offers, or risk-free trials.

By handling objections proactively, you eliminate hesitation and make the buying decision easier.

7. Builds Trust Through Honesty

Trust is the foundation of any successful sales copy. Your advertisement should reflect integrity by:

• Avoiding misleading claims or hidden fees.
• Making pricing transparent.
• Providing believable, verifiable claims.

If an offer seems too good to be true, explain why it’s legitimate. Testimonials, endorsements, and a reputable advertising platform can further reinforce credibility.

People buy based on emotions and justify with logic. Make your product feel real—describe the experience of using it, tell a relatable story, or use humor where appropriate. Images, illustrations, and graphics can also help.

8. Creates Urgency with a Deadline

If you give prospects too much time to think, many will never act. Your copy should create a sense of urgency. This can be done through:

• Limited-time discounts or bonuses – “Offer expires in 24 hours.”
• Scarcity – “Only 5 spots left.”
• Compelling encouragement – “Because you deserve it.”

The more expensive the product, the more strategic and persuasive the urgency should be.

9. Makes a Clear, Compelling Promise

Every great sales copy includes a promise. This could be:

• A problem solved – “No more back pain in 30 days.”
• A result achieved – “Learn a new language in 3 months.”
• A risk-free guarantee – “30-day money-back guarantee.”

Your promise should be something you can 100% guarantee to every customer. If the customer feels uncertain about whether they’ll truly benefit, they won’t buy.

To remove hesitation, offer a bold yet credible promise. For example:

• A 5-year warranty when the industry standard is only 3 years.
• A money-back guarantee if they don’t see results.

If they feel like they have nothing to lose, they’re much more likely to say yes.

10. The Call to Action (CTA): Guiding the Next Step

A sales copy must tell the reader exactly what to do next. The CTA should be:

• Clear and direct (e.g., “Get Started Now,” “Claim Your Free Trial”).
• Visible and easy to find (e.g., buttons, links, or forms in strategic places).
• Emotionally compelling (e.g., “Join thousands of happy customers today!”).
• Aligned with the reader’s commitment level (e.g., a free resource for those still considering, a direct purchase button for ready-to-buy customers).

11. Formatting for Readability

Online readers skim content. A great sales copy should be easy to scan and digest:

• Use bullet points for key benefits.
• Keep paragraphs short for readability.
• Bold important words or phrases to catch the eye.
• Ensure subheadings guide the reader logically through the content.

At the end of the day, simplicity wins. If your copy tries to say too much, it will say nothing at all. By maintaining clarity and purpose, your sales copy will engage, persuade, and drive action effectively.

From the above mentioned points you should have an understanding of what a good copy might look like. Let’s see how you can find good examples.

Funnel Hacking

Funnel hacking in the context of copywriting is all about studying successful sales funnels and learning from them. You reverse-engineer what works in high-converting funnels, then apply those insights to your own sales pages, emails, and other copy. Let’s break this down into different parts to see how you can use funnel hacking effectively.

1. Headlines and Hooks

The headline is the first thing a reader will see, and it needs to grab their attention immediately. When funnel hacking, pay close attention to how other funnels use their headlines. Are they asking a question? Is it a bold statement or a clear benefit?

For instance, a headline like “Are You Ready to Transform Your Health in 30 Days?” speaks directly to the reader’s aspirations and piques curiosity. A great headline makes people want to read more. So, try testing different types of headlines—benefit-driven, curiosity-based, or even question headlines—to see which resonates best with your audience.

2. Emotional Triggers

Successful funnels are built on emotion. It’s not just about facts and features; it’s about making the reader feel something. Think about how you can use fear of missing out (FOMO), excitement, or urgency in your copy.

For example, if you’re selling a course, you might highlight the benefits like “Transform Your Life Today,” implying that if they don’t take action now, they might miss out on a huge opportunity. Or, you could tap into pain points, like addressing how the product will solve a struggle they’ve been facing.

By using emotion, you can create a deeper connection with your audience and compel them to act.

3. Storytelling

Storytelling is one of the most powerful techniques in copywriting, and many funnels leverage it to create a relatable and human element. When you funnel hack, look for the stories being used. Are they personal success stories or customer testimonials? How are they structured?

If you can, tell a story within your own funnel—whether it’s about the brand’s origin, a customer’s transformation, or even a personal challenge. Stories help the reader visualize themselves in the scenario, whether it’s wearing the new clothing line or getting the results promised by a course. It creates an emotional connection and makes the offer feel real.

4. Unique Selling Proposition (USP)

When funnel hacking, take note of how other brands communicate their USP. What makes them different? What’s their unique edge? For example, if you’re selling a skincare product, maybe your USP is that it’s made with 100% organic ingredients. If you’re promoting a service, it could be a money-back guarantee or something that promises faster results than competitors.

The key is to identify how they present their uniqueness in the funnel and how they differentiate themselves from the crowd. Once you understand how others position their offers, think about your own and how you can make your product stand out in a similar way.

5. Offer Presentation and Scarcity

A compelling offer is central to funnel success. When studying other funnels, see how the offer is presented. Is there a discount? A bonus item? A limited-time offer? How is urgency communicated?

For instance, you might see something like, “Order in the next 15 minutes to get 20% off,” or “Only 5 spots left in this course.” This use of scarcity pushes people to act quickly. Even if your offer isn’t time-sensitive, consider how you can present it to create a sense of urgency and make the reader feel they’ll miss out if they wait.

6. Handling Objections

Funnel hacking involves understanding how others address potential objections. What might stop a reader from making a purchase? Is it the price? A fear of being scammed? Look at how the funnel you’re studying addresses these concerns.

A good funnel will include objections-handling elements like money-back guarantees, risk-free trials, or clear explanations of why the product is worth the price. For example, if someone is hesitant about a high-priced product, you might explain how it’s an investment in long-term success, or show that your product delivers results faster than other competitors.

7. Tone and Language

The tone of your copy is another element to consider when funnel hacking. Does the funnel you’re studying use formal language or a conversational tone? What kind of language does the brand use to connect with its audience? Is it casual and friendly, or more professional and polished?

Think about who your audience is and how they would best respond to your message. A younger, more relaxed crowd might appreciate a witty, casual tone, while a corporate audience might prefer a straightforward, professional style. Matching your tone to your target audience is key to making your funnel feel more personal and relatable.

8. Email Sequences and Follow-ups

Another area to funnel hack is the email follow-up sequence. A lot of sales funnels involve sending a series of emails to nurture leads. These emails often contain valuable content, testimonials, and additional calls to action. Look at how they use subject lines, copy, and timing to encourage the reader to come back and make a purchase.

For example, some funnels will use “cart abandonment” emails—reminding customers that they’ve left something in their cart and offering an extra incentive to complete the purchase. Others will send valuable educational content before introducing the offer again, helping the reader trust the brand and feel confident in making a decision.

Funnel hacking is all about understanding what works in other high-converting funnels and applying those insights to your own copy. From headlines to social proof, scarcity, and email follow-ups, there’s a lot to learn from others. By studying the emotional triggers, language, and structure, you’ll be able to write copy that converts and effectively guides your readers to take action.

So, as you analyze different funnels, take notes on what grabs your attention, what feels persuasive, and what makes you want to buy. Then, adapt those strategies into your own funnel, fine-tuning them to suit your audience’s needs.

How to write sales pages?

Before you write a single word, you must understand your audience. Successful sales pages don’t just talk about the product; they speak directly to the needs, desires, and pain points of your customers as we mentioned earlier.

There are several valuable sources for gathering insights, one of the most useful being Amazon product reviews. Customers often share detailed feedback about their purchases, and analyzing these reviews can reveal interesting ideas. Additionally, studying how product descriptions are written can help you understand what makes a product sell effectively.

The best platforms to explore are those where people can freely express their opinions without restrictions. These sources provide valuable insights into customers’ main pain points and expectations – crucial information for effective copywriting.

Here are a few key sources to consider:

• Amazon reviews
• Surveys
• Support tickets
• Customer interviews
• Webinar chat transcripts
• Social media comments

The more you know about your prospect the easier it would be to write.

As we already discussed, your value proposition is the foundation of your sales page. It is the core message that clearly explains why your product or service is valuable and why someone should choose it over alternatives. Without a clear value proposition, your sales page lacks direction. You’ll be left with generic, vague messaging that doesn’t drive the action you want.

Your value proposition needs to be clear, concise, and prominently placed—often in the headline or subheading—so your audience immediately understands what’s in it for them.

While it’s tempting to list out the features of your product, customers care more about the benefits. Focus on how the customer’s life will improve by using your product.

What are even landing pages?

Landing pages are dedicated web pages designed with a single purpose: converting visitors into leads or customers. Depending on the goal of your campaign, different types of landing pages can be used:

• Opt-in Page: For ebook downloads, free sign-ups, or other lead generation.
• Product Download Page: For delivering digital products to customers.
• Facebook Ad Landing Page: The page visitors are sent to after clicking on an ad, optimized for conversions.
• Webinar Sign-Up Page: To get registrations for a webinar.
• Webinar Replay Page: For people to watch the recorded webinar after it has aired.
• Thank You Page: After an action is completed, like a purchase or sign-up.
• Long-Form Sales Page: A detailed, persuasive sales page that highlights the benefits and features of a product or service.
• Launch Page: Used to announce a new product, service, or business launch.
• Bonus Delivery Page: For delivering bonuses that were promised as part of an offer.
• Upsell/Upgrade/Interruptor Page: To offer additional products or upgrades after the initial sale.
• Contest Page: For running promotional contests or giveaways.
• Video Play or Replay Page: For showing video content, such as product demonstrations or tutorials.
• 404 Page: A page that appears when a user navigates to a broken or non-existent URL, which can also be used creatively to guide visitors back to your content.

Any place on your website that has the single purpose of turning visitors into customers is a sales page! Sales pages can look very different depending on your industry and niche, can have different combinations and orders of videos, headlines, testimonials, photos, and copy. They can also be short form or long form sales pages!

Now let’s see which framework might fit your case.

The frameworks

You can use proven copywriting frameworks to make the process much easier. Think of them like “design patterns” for writing persuasive text. These frameworks help you structure your sales page to keep the reader engaged and motivated to take action. Here are a few that work really well:

1. PAS (Problem-Agitate-Solution) – Great for Emotional Persuasion

This framework is simple but powerful. You describe the problem, make the reader feel the pain of it, and then introduce your product as the solution.

❌ Problem: Identify a major pain point.

? Agitate: Make it feel urgent or worse if left unsolved.

✅ Solution: Show how your product fixes it.

? Use PAS when: Your audience is frustrated with a problem and needs to feel understood before you offer a solution.

2. AIDCA (Attention-Interest-Desire-Conviction-Action) – Classic Sales Formula

This is one of the most widely used copywriting formulas. It ensures your sales page is structured in a way that keeps the reader engaged.

? Attention: Grab their focus with a bold statement.

? Interest: Keep them engaged with an intriguing fact or question.

? Desire: Show them how your product solves their problem.

? Conviction: Strengthen the reader’s belief in your offer by providing evidence, such as testimonials or facts.

✅ Action: Tell them exactly what to do next.

? Use AIDA when: You want a structured approach to gradually move the reader toward taking action.

3. FAB (Features-Advantages-Benefits) – Great for Technical Products

Developers love features, but features alone don’t sell—benefits do. The FAB method ensures you connect features to real benefits.

? Features – What your product does.

? Advantages – Why it’s better than alternatives.

✅ Benefits – How it improves the buyer’s life.

? Use FAB when: You need to translate technical features into why the customer should care.

Using these frameworks you can create landing pages to match the persuasion purposes. If we know which one we would use, we can move on to headlines.

Headlines

A compelling headline is one of the most crucial elements of a sales page. It’s the first thing prospects see, capturing their attention and guiding them to the rest of your message.

Optimizing your headline can significantly boost your sales copy’s effectiveness. Even a 1% improvement can lead to more customers.

To resonate with your audience, your headline should align with their awareness level. A strong headline follows a proven framework—it can be urgent, useful, unique, or ultra-specific. Ultimately, it should answer the one question every prospect has: What’s in it for me?

Attention Grabbers

After the headline, the first few lines must immediately hook the reader. These lines should either:

• Hit the pain point directly – Address a problem your audience is struggling with.
  • “Struggling to get more leads, even after trying every marketing trick in the book?”
• Be unexpected – Surprise or challenge conventional wisdom.
  • “Everything you’ve been told about productivity is wrong.”
• Match customer expectations – Confirm what they already suspect, reinforcing their interest.
  • “You already know great copy sells. But do you know the one mistake that kills conversions?”

To craft a compelling opening, consider these six main lead types, while still keeping in mind the awareness level of your costumer:

1. Story Lead – Low Awareness / Unaware

Start with a personal or relatable story that draws the reader in emotionally.

• “Three years ago, I was drowning in debt with no way out. Then, I discovered this one simple strategy that changed everything…”

2. Secret Lead – Problem-Aware / Solution-Aware

Tease a little-known or exclusive piece of information to spark curiosity.

• “There’s a copywriting technique that’s doubled conversion rates for Fortune 500 companies—yet most marketers ignore it. Want to know what it is?”

3. Surprising Lead – Solution-Aware / Product-Aware

Challenge conventional wisdom or present a counterintuitive idea to grab attention.

• “More followers don’t mean more sales. In fact, having too many might be hurting your business.”

4. Problem-Solution Lead – Problem-Aware

Identify a pressing problem and immediately hint at a solution.

• “If you’ve ever felt like your emails go straight to the spam folder, you’re not alone. But one small tweak can get them opened and read.”

5. Statistic Lead – Solution-Aware / Product-Aware

Use a shocking or little-known statistic to establish credibility and urgency.

• “Did you know that 70% of online businesses fail because of one simple reason? They ignore this fundamental marketing rule.”

6. Question Lead – All Levels of Awareness

Start with a thought-provoking question to engage curiosity and involvement.

• “What if I told you that writing better headlines could triple your conversions overnight? Would you like to know how?”

7. Testimonial Lead – Solution-Aware / Product-Aware

This type of lead uses a quote or statement from a satisfied customer or expert to build trust and credibility. It’s especially useful when your audience is already aware of the solution and looking for social proof or validation before making a decision.

• “After using this system for just two weeks, I saw a 50% increase in my revenue, and it completely transformed my business. Here’s how it works…”

8. Benefit Lead – Solution-Aware / Product-Aware

The benefit lead focuses on the specific positive outcome your audience will experience if they use the product or solution. It appeals to those who are aware of the problem and solution but need a little more clarity on the benefits.

• “Imagine having more time in your day, no more missed appointments, and a higher level of productivity—all by simply implementing this simple habit.”

9. Curiosity Lead – Unaware / Problem-Aware

This lead creates intrigue by giving a hint of something intriguing without revealing all the details. It works particularly well for an audience that isn’t fully aware of the problem yet but is curious enough to learn more.

• “What if I told you that one small habit could drastically improve your mental clarity and energy levels? Find out what it is…”

10. Direct Lead – Product-Aware

This type of lead gets straight to the point, offering a clear and concise message about the product, service, or solution being offered. It’s effective for audiences who are already familiar with the problem and the solution and are now considering specific products or services.

• “Introducing XYZ Software, the fastest way to automate your entire sales process and double your revenue in just 30 days.”

11. Contradiction Lead – Solution-Aware / Product-Aware

This lead presents an idea that contradicts common beliefs, forcing the reader to rethink their understanding of a topic. It’s great for an audience that already has some knowledge but needs to be challenged or pushed to think differently.

• “You’ve been told your website should be focused on ‘selling’—but what if I told you the most successful websites focus on something entirely different?”

12. How-To Lead – Problem-Aware / Solution-Aware

A how-to lead gives the audience an immediate sense that they will gain useful, actionable information. It’s particularly helpful when your audience knows they have a problem and are actively looking for solutions.

• “Here’s how you can write headlines that grab attention and triple your click-through rate in just five minutes.”

13. Challenge Lead – Problem-Aware / Solution-Aware

This lead type presents a challenge to the reader, which encourages them to keep reading to learn how they can overcome it. It’s effective for those who are aware of their problems and need a bit of motivation or inspiration.

• “I challenge you to write three headlines in the next ten minutes—don’t stop until you’re convinced they could sell anything. Ready?”

14. Empathy Lead – Unaware / Problem-Aware

This type of lead shows empathy toward the reader’s struggles, offering understanding and comfort. It’s particularly effective when addressing people who may not yet realize they have a problem or need help, but you want to gently guide them toward a solution.

• “I know how it feels to wake up every morning overwhelmed by tasks that never seem to get done. But what if you could change that with just a few small adjustments?”

These opening lines should seamlessly transition into the rest of your message, keeping readers engaged and eager to learn more.

Body

The body of your sales page is where you build the emotional connection, establish authority, and move people toward action. It needs to guide the reader through their pain points, the solution, and why your offer is the best option.

Let’s face copywriting

Why Use AI?

AI can be incredibly helpful for generating copy ideas, brainstorming, and even refining drafts. However, the key in copywriting is ensuring that the human touch — your unique voice and understanding of your target audience — shines through. So, think of AI as a tool to accelerate your process, but your role will still be crucial in ensuring the copy resonates with your audience.

Conclusion

Copywriting is a skill that requires tons of practice and research, that is the reason why it is so valuable.

If you have this skill you will understand how selling works. Any invested time into this skill won’t be a wasted time.