How to Write Messaging for a Sales Page
You've probably heard the advice "know your audience" when crafting messaging for your sales page. It’s one of those phrases tossed around in digital marketing like it’s the golden key to success, but what does it actually mean?
Does it mean reading their minds?
Guessing their problems?
Following some magical checklist that everyone but you seems to have?
For most people writing a sales page, “know your audience” sounds frustratingly vague and can even feel like a roadblock when you don’t know where to start.
When you don’t know exactly who your audience is, it’s like trying to have a conversation in a language they don’t speak.
You might be throwing out ideas or solutions, but not capturing any attention because you're not addressing the frustrations your audience is actually facing.
What problems are they struggling with (that you have the solution for)?
What outcomes are they desperately seeking (that you have the solution for)?
Without clarity, it’s nearly impossible to position yourself as the person with the answers they need. This disconnect can lead to a sales page that feels generic or confusing and one that doesn’t resonate and, ultimately, doesn’t convert. W
👉Whether you’re building your first sales page or trying to fix one that’s falling flat, understanding your audience is the essential first step to crafting messaging that connects and compels.
What are they frustrated by (that you solve)?
What solutions are they searching for (that you have the answers to)?
What exactly does "know your audience" mean?
If you’re in the process of writing a sales page for an online course, coaching program, or membership, these steps will help you write messaging that feels like a conversation with a friend rather than a generic sales pitch.
Before you can write a single word, you need to know who your ideal customer is. Think of this as creating a character for your messaging. The more specific you get, the easier it becomes to write words that feel like they’re speaking directly to them.
This clarity doesn’t just help you write better. It also causes your audience to feel seen and understood. When you show your audience that you understand where they're coming from, they will assume you have the solution to their problem (because you do) and will be more compelled to purchase your services or program.
👉Messaging Action Step #1: Pinpoint The Challenge (that you solve)
Your audience isn’t coming to you because everything is fine. They’re searching for solutions to something they’re struggling with. When you understand their pain points, you can position your offer as the perfect remedy. That's messaging that instantly grabs attention and builds trust because it’s clear you "get" them.
Be specific in defining your audience's biggest challenge (that you have the solution for). Instead of saying, “they’re overwhelmed,” move past surface level and consider the internal struggles that keep them from moving forward.
Are they a new entrepreneur trying to juggle business and family life?
Are they frustrated because they’ve tried other solutions that haven’t worked?
Are they nervous about making an investment because they’ve been burned before?
Example: “Megan is a busy mom of two who dreams of launching her own coaching business but feels overwhelmed by all the tech and marketing advice online. She’s frustrated because every program she’s tried assumes she already knows the basics, and she’s starting to doubt if she’s cut out for this.”
👉Messaging Action Step #2 Define The Achievement (that you help with)
Your ideal customer isn’t just defined by their pain. They also have goals. It’s not enough to know their struggles. You also need to know what success means to them. What's their dream outcome when their problem is solved? By showing them how your solution bridges the gap between where they are now and where they want to be, you’ll create messaging that’s both relatable and inspiring.
What are they hoping to accomplish with your help? “They want to feel successful” isn’t enough. What does success look like? Maybe they want to launch their first course in 90 days. Maybe they’re looking for strategies to grow their email list to 1,000 engaged subscribers.
Knowing what success looks like to them will shape how you position your offer.
Example: “Megan’s dream is to create a sustainable coaching business that allows her to work from home while earning enough to pay for family vacations. She wants a step-by-step system that’s actionable and doesn’t assume she’s a tech wizard.”
👉Messaging Action Step #3 Design Your Approach (how do you help)
Now, bring their personality to life.
Are they analytical and detail-oriented, or do they prefer big-picture strategies?
Are they the type to research thoroughly before making a decision, or do they value quick wins and action?
This helps tailor your tone and approach. For example, a detail-oriented customer might appreciate thorough explanations and examples, while someone more action-focused might prefer bullet points and concise steps.
Example: “Megan is practical and action-oriented but gets overwhelmed when there’s too much information at once. She values efficiency and proven strategies. She’s not looking for fluff. She wants real-world advice she can trust.”
👉Messaging Action Step #4: Visualize 1 Audience Member (that you're writing all your messaging for)
Pull all this together into a short profile, like this:
Profile Example: “Megan is a 38-year-old mom of two who dreams of launching a coaching business. She’s overwhelmed by conflicting advice online and frustrated with programs that assume too much technical knowledge. Her goal is to create a sustainable, family-friendly business that pays for her kids’ activities and family vacations. Megan is practical and action-oriented, preferring step-by-step guidance and real-world strategies over fluff. She values clarity, efficiency, and support she can count on.”
When you build this level of detail into your customer profile, you’re no longer writing for a vague “audience.” You’re writing for Megan. You’ll know exactly what to say, how to say it, and what will make her stop, nod her head, and think, “Wow, this was written for me.”
This specificity transforms your messaging from generic to irresistible. That’s the power of truly knowing your audience.
😲👉Okay, NOW it's finally time to write your sales page...
Now that you know who they are, what they’re struggling with, and where they want to go, it’s time to connect the dots. You're going to show your audience exactly how your offer solves their problem and helps them achieve their goal. This is what turns website browsers into buyers.
Those new to digital marketing often make the same mistake. They begin their sales page with the solution. They talk about their program, coaching service, or product right from the top of the page.
Your website visitor isn’t ready to hear about the solution (your service or program) until they fully see that you understand their problem. By skipping talking about their problem first, your messaging instantly become disconnected and you'll lose them.
Instead, starting with the problem and then transitioning into the solution allows you to build trust, create emotional resonance, and set up the perfect pitch for your offer. By the time they’re halfway through your sales page, your readers should already be nodding along, thinking, “Yes, this is exactly what I’m struggling with. I need this program.”
👉Writing Action #1: Start with The Problem (that your program solves)
Your first goal is to grab their attention by talking about the problem they have but can't seem to solve. This is your chance to show that you understand their world better than anyone else. The more specific you are, the more relatable your message will be.
Write a paragraph that describes your audience’s biggest pain points in detail. Use their words and focus on how those problems impact their daily lives.
Example: You sell a career transitioning program.
“You’re stuck in a job that doesn’t light you up anymore, but every time you think about making a change, the overwhelm sets in. You’ve read all the career advice blogs and downloaded free resources, but instead of clarity, you’re buried under a pile of options and questions: ‘Should I go back to school? Can I afford to take this risk? What if I fail?’ The day-to-day grind leaves little energy for figuring out your next step, and every week that passes feels like another missed opportunity to create a life you love. You want to move forward, but you feel paralyzed by the fear of making the wrong choice.”
Example: You sell coaching services helping moms start online side hustles.
“You’re juggling work, kids, and a million other responsibilities, but deep down, you’re craving something more. You’ve been dreaming about launching an online business that gives you freedom and flexibility, but every time you sit down to start, the questions flood in: ‘What kind of business? How do I even begin? What if I fail and waste precious time?’ You’re exhausted just thinking about it. Between soccer practices, endless meetings, and trying to stay sane, there’s no time to sift through the sea of advice online. You’re stuck in a cycle of dreaming big but feeling like you’ll never have the time, energy, or know-how to make it happen.”
Each example creates a visual, relatable picture of your audience’s struggle and how that problem affects their daily life.
👉Writing Action #2: Build a Vision of What’s Possible (after completing your program)
Once you’ve connected with their pain, shift the focus to the dream scenario they’re chasing. What does life look like once their problem is solved? Help them see the gap between where they are now and where they want to be. Make them feel excited about closing it. This creates a natural segue to your solution.
Write a paragraph describing their ideal outcome. Use sensory details to make it feel tangible, as if they’re already living that reality.
Example: You sell a monthly fitness membership subscription.
Imagine waking up each morning feeling energized and strong, no longer dreading the mirror or feeling uncomfortable in your clothes. You have a simple, sustainable routine that fits seamlessly into your life, even on busy days, and the results speak for themselves. Your confidence is back, you’re sleeping better, and you’re even starting to enjoy working out. Best of all, you’re proud of the example you’re setting for your family, showing them what it means to prioritize health and happiness.
Example: You sell coaching services for parents of pre-teens.
Imagine dinner time without the meltdowns, bedtime routines that end in laughter instead of frustration, and a home filled with calm and connection. You’ve learned exactly how to handle tough moments without losing your cool, and your child is responding in ways you never thought possible. Instead of feeling drained and defeated, you wake up each day with a renewed sense of purpose, knowing you have the tools to guide your child through whatever challenges come your way. It’s not just parenting. It’s joyful parenting.
👉Writing Action #3: Introduce the Roadblocks (why they haven't solved their problem yet)
Before you introduce your solution, talk about the obstacles standing in their way.
This step builds the case for why your audience needs your help. What’s keeping them from achieving the outcome on their own? What solutions have they tried that didn’t work? Position yourself as the missing piece that will finally get them to the finish line.
Write a few sentences that describe why your audience hasn’t solved their problem yet. Show empathy and acknowledge the frustration they feel.
Example: Your sell a community program of moms desiring better time management.
You’ve tried every planner, app, and productivity hack under the sun, but nothing seems to stick. Between work, kids, and everything in between, your to-do list feels like it’s growing faster than you can manage. You’re constantly rushing, yet it feels like you’re falling further behind. It’s not that you’re not trying. You’ve given it your all, but without a system that works for your chaotic lifestyle, it’s hard to feel in control.
Example: You selling coaching services to authors struggling to write books.
You’ve always wanted to write a book, and you’ve even tried starting a few times. But every time you sit down, you get stuck, likely second-guessing your ideas, overthinking every sentence, or feeling overwhelmed by the sheer size of the task. You’ve read books about writing, listened to podcasts, and joined groups for motivation, but the blank page still stares back at you. It’s not that you lack passion. It’s that you don’t have a clear path forward to turn your ideas into a finished draft.
👉Writing Action #4: Transition to Your Solution (what you're selling)
Finally! Now that you're about halfway down your sales page, you can begin showing your audience what it is that you're selling. The website visitor is invested in solving their problem and understands why they need help. Now, you can introduce the solution (your service or program).
Specifically, you'll lead with the benefits as opposed to listing features. Benefits are what will cause your audience to purchase your program, not a bullet point list of your program's features.
Features are the tangible “what” of your program: number of modules, weekly calls, or downloadable workbooks
Benefits are the “why” and the transformation your features enable. For instance, if your course includes six modules on marketing strategies, that’s a feature. But the benefit is that your students will finally have a clear, step-by-step roadmap to attract clients and grow their business with confidence. Benefits resonate emotionally because they speak directly to your audience’s desires and the outcome they’re striving for.
By leading with benefits, you help your audience see how your program bridges the gap between where they are now and where they want to be. Let’s say you’re offering a fitness coaching program. Instead of emphasizing that the program includes three weekly live training sessions (a feature), focus on the fact that these sessions provide personalized guidance, keeping them motivated and on track to finally achieve their fitness goals (the benefit). Benefits are what create excitement and make your audience feel like your offer is the solution they’ve been searching for. It’s what makes them say, “I need this!”
Write a statement that answers this question: “How does my product or service solve their problem and help them achieve their desired outcome?”
Example: You sell a behavioral training program for pet owners.
Feature: This pet behavior training program provides actionable strategies to address common issues like barking, separation anxiety, and leash pulling, ...
Benefit: ... creating a more harmonious relationship between you and your pet.
Example: You sell a community group of artists who want to sell their work online.
Feature: This art marketing course teaches artists how to build an online presence, attract buyers, and create sales funnels that showcase their work to the right audience, ...
Benefit: ... transforming creative passion into a thriving business.
👉Writing Action #5: All About the Offer (the second half of the page)
The second half of your sales page is finally all about showcasing your program or service. You'll break down exactly what they’ll receive, including features, benefits, bonuses, and what makes your offer unique. Testimonials and success stories help build trust and credibility.
Action Step: Create a detailed list of everything included in your offer. For each item, add a brief explanation of how it benefits your audience or solves a specific challenge.
Example: You sell an elite nutrition program for professional athletes.
This program is designed to take your performance to the next level by giving you the tools, knowledge, and personalized support you need to fuel your body like a pro. You’ll start with a customized nutrition plan tailored to your sport, training schedule, and performance goals.
(benefit) No more guessing about what to eat or when. This plan makes sure your meals and snacks are working as hard as you are, so you can train smarter and recover faster.
You’ll also have access to weekly one-on-one consultations with a sports nutrition expert to fine-tune your plan, troubleshoot challenges, and ensure you’re always on track.
(benefit) Think of it as having a personal coach for your nutrition, someone who knows exactly what it takes to perform at your peak.
To make life even easier, the program includes meal prep guides and recipes specifically designed for athletes. These recipes aren’t just healthy. They’re quick to prepare and packed with the nutrients your body craves.
(benefit) You’ll have everything you need to stay fueled without spending hours in the kitchen.
You’ll also get exclusive access to educational workshops and masterclasses on topics like hydration strategies, supplements for peak performance, and avoiding common pitfalls in athletic nutrition.
(benefit) These sessions give you a deeper understanding of how to use nutrition as your secret weapon on and off the field.
And because we know consistency is key, you’ll join a supportive community of like-minded athletes.
(benefit) Share tips, celebrate wins, and stay motivated alongside others who understand the demands of high-performance sports.
What Makes This Program Unique? This isn’t a one-size-fits-all meal plan. Everything in the program is tailored specifically to the needs of professional athletes. Whether you’re prepping for competition, recovering from injury, or navigating a demanding training schedule, this program meets you where you are and evolves with you. The focus is on sustainable changes that enhance your performance, not quick fixes that leave you burned out.
Bonuses Included: You’ll also receive some amazing extras to keep you on track. Start with a personalized supplement guide to ensure you’re only using products that enhance your performance safely and effectively. Plus, enjoy a pre-season nutrition audit, where we evaluate your current habits and identify quick wins to optimize your results right away.
Success Stories "I didn’t realize how much my nutrition was holding me back until I started this program. Within weeks, my energy levels soared, and my recovery time was cut in half. It’s been a total game-changer for my career!" — Chris T., Professional Cyclist
"This program completely transformed the way I think about food. I went from winging it to fueling like a pro. Now, I feel stronger, faster, and more confident heading into every competition." — Maria L., Olympic Swimmer
Call to Action If you’re ready to fuel your body for peak performance and take your game to the next level, this is the program for you. The Elite Nutrition Program for Professional Athletes is your shortcut to smarter training, faster recovery, and consistent success. Don’t leave your performance to chance. Start fueling like a pro today!
Bottom Line
Sales page messaging isn’t about gimmicks. It’s about truly understanding your audience and guiding them on a journey from their struggles to your solution.
What to Do Now...
Whether you’re looking to attract more clients, write engaging content, or build a stronger online presence, you’ll find the guidance you need to make steady, confident progress.
