Purpose: Lay down the sales page section by section, in the order the deciding mind moves through, and fill each one from your Foundation. The output is a deliberate page architecture you can build, deploy, and later test piece by piece.
When to run it: When building or rebuilding a core product or sales page, launching a new offer, or whenever a page’s conversion or checkout-completion rate drifts below its category benchmark.
Inputs: One engaged, qualified prospect to write for; and from your Foundation — Customer Avatar (pains, fears, goals, dream outcome, objections), Unique Mechanism, value proposition, Brand Voice, price, and guarantee. Pick one page and one offer before you start.
Sales-page architecture
Fill each row top to bottom. The middle two columns are fixed — they name the buyer’s question and where the answer comes from. The last column is yours: draft the copy, or note what you’ll write.
| # | Section | The prospect’s question it answers | Foundation source | Your copy / notes |
|---|---|---|---|---|
| 1 | Promise / hero | ”Am I in the right place?” | Value proposition; Avatar’s dream outcome | Benefit-led headline naming the outcome, not the product:________________________________ |
| 2 | Problem | ”Do you understand my situation?” | Avatar’s pains, fears, language | Name the frustration in the prospect’s own words:________________________________ |
| 3 | Solution & mechanism | ”How does this actually work?” | Unique Mechanism; the offer | Why it works — the reason to believe the claim:________________________________ |
| 4 | Benefits | ”What changes for me?” | Avatar’s desires; features-as-outcomes | Each feature translated into the change it produces:________________________________ |
| 5 | Proof / social proof | ”Why should I believe you?” | Reviews, testimonials, results, authority | The evidence, in other people’s voices:________________________________ |
| 6 | Offer & value stack | ”What exactly do I get, and is it worth it?” | The offer; price framing | Itemise everything included so the sum dwarfs the price:________________________________ |
| 7 | Risk reversal | ”What if it goes wrong?” | Guarantee; returns; warranty | The guarantee that makes yes feel safe:________________________________ |
| 8 | Urgency | ”Why now and not later?” | Genuine scarcity or timing | A real reason to act today — no fake countdowns:________________________________ |
| 9 | Call to action | ”All right — what do I do?” | One clear next action | One instruction, repeated at every decision point:________________________________ |
Value Equation check (Hormozi). Read your draft against the equation before moving on: does the copy maximise the dream outcome and the perceived likelihood of reaching it, while minimising the time delay and the effort and sacrifice it costs?
- Dream outcome amplified where?
________________ - Likelihood built by (mechanism + proof + guarantee)?
________________ - Time-to-result made to feel short by?
________________ - Effort / price friction reduced by?
________________
Trust-signal placement
Identify the single largest fear this prospect carries about this purchase, then lead with the signal that dissolves it. Match the situation to the signal; place it where the fear is sharpest.
| Your situation (tick one) | Lead trust signal | Where you’ll place it |
|---|---|---|
| ☐ Low-price, familiar product | Volume of reviews + ratings | ________________ |
| ☐ High-price / considered purchase | Guarantee + detailed testimonials + mechanism | ________________ |
| ☐ New or unknown brand | Security cues + reviews + clear returns | ________________ |
| ☐ Health, beauty, ingestible | Authority, certification, before-and-after, returns | ________________ |
| ☐ Apparel / fit-dependent | Free returns + sizing proof + photo reviews | ________________ |
| ☐ Subscription / recurring | Easy-cancel clarity + social proof of retention | ________________ |
| ☐ B2B / high-consideration | Case studies + authority + clear ROI framing | ________________ |
The biggest fear for this purchase: ________________
Top objections to name and answer (in copy and FAQ): ________________
Instructions:
- Pick one page, one offer. Confirm the hero’s promise is the obvious second half of the sentence your HOOK and GIFT began — the message match holds.
- Fill rows 1–9 in order. Resist starting with the offer and price; that is the section the prospect reaches last. Write each row from its Foundation source, not from guesswork.
- Run the Value Equation check. Adjust any section that fails to raise the outcome and likelihood or lower the time and effort.
- Place your trust signals. Tick your situation, name the biggest fear, and lead with the matching signal where that fear bites. Spread the rest in support — do not omit them.
- Settle on one call to action, repeated. Remove every competing action from the decision points.
- Walk your own checkout as a sceptical first-time buyer on a phone: guest checkout on, non-essential fields cut, full cost (shipping + tax + total) shown before final confirmation.
- Review for leaks. Read the page through once more for the three quiet killers — a single unhandled objection, a hidden cost at checkout, a CTA that asks for too much too soon.
Feeds: → NURTURE the prospects who looked but did not buy · → UPSELL the customers who did.
Built from 3.2-sell.md · drafted with prompts/Sell.md · run inside the SELL SOP.