Bullshit-Free Selling: A Guide to Writing Honest Sales Pages

Bullshit Free SellingDo you always feel a little bit gross when you try to write sales copy?

Even if you know you’ve got something worth selling – more to the point, worth buying – you still can’t shake the feeling that you’re doing something sleazy.

And, worse still, afterwards – when you’ve dried off from your scalding, scrub-the-bad-out-of-you shower – you don’t even get results. You’ve sold your soul and you’re not getting anything in return. No sales. Not even any queries.

Just tumbleweeds. Silence. And an unnerving feeling of revulsion, with a side of guilt thrown in.

Is it even possible to sell without the sleaze? Without the bullshit? And to, you know – make real money from it?

You bet your arse it is.

How to Identify a Bullshit Sales Page

If you’re trying to sell your own products or services, or you want to be able charge good money to do it for clients, learning to write sales pages is a must.

And if you want to build a solid reputation, rabid fans, and a feeling of rightness and virtue in your work – learning to do it without the sleaze is non-negotiable.

So if you’re sick of all those garish, in-your-face, if-you-don’t-buy-me-now-you’ll-regret-it-forever sales pages you see fucking everywhere, you’re in the right place.

You know the ones I mean: the ones with the GIANT TEXT, and the flashy red buttons. The countdown timers, the randomly bolded bits of text the whole way through, the words ‘PROVEN RESULTS’ written just like that, all in caps – and let’s not forget the pop-ups that scream at you if you try to leave the page without buying anything. So. Many. Pop-ups.

A lot of the sales pages you see floating around the web – it’s probably unfair to call them sleazy, because the products behind them do deliver. But still, you can’t help but cringe every time you see yet another ‘PROVEN RESULTS’ plastered across the screen.

I mean, is it really necessary to throw all those little marketing tricks in if what you’re selling is legitimately worth buying?

Not in my experience, no.

Why Honest Sales Pages Are Better

I don’t use any of those cheap tactics in my own sales pages. I write what needs to be written. I give the reader the details they need to make an informed decision on whether this purchase is right for them. And guess what? I still make sales.

I once read somewhere that if you don’t get something like 30% requests for refunds, you’re not selling hard enough. I believe it was some famous marketer or other who said that. And you know, I can see his point. You write a sales page that excites people so much that they buy the thing, even if it’s really not quite the right thing for them. And you don’t give them chance to think about this, because you’ve used the right tricks. They click buy as soon as they’ve finished reading. Maybe before they’ve finished reading.

That’s not how I do things. I want people to email me to make sure what I’m selling is right for them. To know exactly what they’re getting. I don’t want them to hastily make a purchase they’ll regret. Informed, considered decisions. That’s what I’m all about. I may not make as much money, but the money I do earn has been well spent. Buyer’s remorse? Not a thing in my world. (And I definitely don’t get many refund requests.)

And by the way? I do make plenty of money. Perhaps not the hundreds of thousands you see the ‘gurus’ (puke) making. But I’m pretty happy with making £10,000+ from a month-long sale, which is what I made the first time I opened registration for Start Content Writing.

So yeah, that whole ‘No refunds? Sell harder!’ thing was a real what the fuck moment for me. Not only is issuing refunds a whole lot of bullshit I don’t want to deal with (though I do, of course, if need be), but I also don’t want to essentially trick people into buying from me. Because that’s what that feels like.

And I’m guessing you’re the same. That’s why you’re here, right? Because you want to learn the process I use to write sleaze-free sales copy.

But first, let’s make sure this is the right thing for you.

Will My Honest Approach Work for You?

It’s true – some of the tactics I just labelled as bullshit do work (so long as there’s something good on offer). But so do my own honest sales pages. So how do you decide which approach is right for you?

The main giveaway that my approach isn’t right for you is that you want to make as much money as possible without consideration for whether or not what you’re selling is right for the person who’s buying. Or whether what you’re selling is even worth buying at all.

I guess what it really comes down to is whether money is more important to you – or making a difference is. It’s hard to write an honest sales page when the only thing you care about is making a ton of cash. But if you care about helping people, making a difference in the lives of others, and doing good work? The honest approach is probably the way forward.

Does getting personal, heartfelt emails from people you’ve helped appeal more to you than making assloads of money? Then this is probably the right approach for you.

Personally, getting a heartfelt email from someone thanking me for helping them change their lives gives me a much bigger high than making another sale. You don’t get the warm-and-fuzzies when another few hundred pounds lands in your bank account (though that is obviously rather nice in its own way).

Here are just a few of the things people have said to me lately that gave me the warm-and-fuzzies:

Love getting your emails! I read yours more than any other I subscribe to. You talk to me like a friend, not a high and mighty perfect expert, and I like that you don’t use bullshit jargon or try to guilt me into buying things or use any of that clickbaity crap. Keep up the awesome work! Xx

I would take all of your courses if I could afford them because I believe that they would be the only ones to actually teach me something and not just blow smoke up my ass and take my money. I love reading your stuff though, and the fact that you have a chronic illness yourself and were able to succeed in spite of that truly inspires me!

I’m in the Facebook group and I visit your blog periodically to get inspiration and instruction for building my business. I’ve *loved* the courses because they’re genuinely helpful and I trust that I’ll get value out of what I pay for when I buy a course from you.

I signed up for the Start Content Writing course because I knew it was going to make me a professional writer. Anyone who visits Untamed Writing can easily see that it’s managed by a talented writer who knows what she’s doing with her business. So who better to teach others how to do the same? Thanks so much, Karen. I really appreciate all you’ve done for me. I wish you all the best and hope that others will benefit from your wisdom like I have!

So yeah, my approach is based on the fact that I value creating something worthwhile and making a difference in people’s lives more than I value making assloads of money. There’s more to it than that, though.

In order for this to work for you, you need:

  • To be able to write well. You know, correct grammar and all that.
  • To be able to write conversationally. (Something I cover in the guide.)
  • To be willing to work hard.
  • To care more about the people than the money.
  • To have something worth selling.

If you don’t meet those requirements, this probably isn’t the right product for you. Of course, even if you do meet the requirements, I still can’t guarantee this will work for you. That’s really on you.

To reiterate:
This guide will not help you if what you are trying to sell is total bollocks. If you want to sell snake oil, you probably need to use hyperbole, big flashing countdown timers, and maybe even a half-truth or two. And don’t forget the infuriating WAIT-DON’T-LEAVE-YET pop-up.

What This Is and What This Isn’t

This is not based on any of the other ‘sales page guides’ you can find on the web. I’m pretty confident you won’t find another product quite like mine, although I actually have no idea whether my guide is like the others out there, because I haven’t read them. Yes, I have studied copywriting and persuasive techniques. But when I wrote my first sales page, I didn’t refer to anyone else’s guide. I did things my own way – in the way that felt right to me. I wrote what I felt needed to be said. So all I know for sure is that this approach works for me, and that it therefore might work for you too. If you like the way I do things, maybe give it a shot.

And, as evidence that my process works, aren’t you a little bit excited about getting your hands on it?

What You’ll Get

Here’s what I’ll share with you in this guide:

  • My commandments of good copy (i.e. what to do and what not to do). (Also I think I just called myself a god?)
  • A guide to all the elements you need to include in your sales page.
  • A step-by-step framework to follow – the exact framework I use myself. (Put your words in the right order. It makes a huge difference.)
  • Explanations of why you need to do things in this certain way. Because if you understand why you’re doing something, it’s a whole hell of a lot easier to do it right.
  • Guidance to help you find your voice and write conversationally. Both crucial if you want to sell in a way that resonates with people.

Sound good? Awesome. But here’s the thing: I haven’t finished creating this guide yet. So to get notified when it goes on sale, enter your email address here (the only thing I’ll send you is updates about this product – promise):