How to start writing the sales page for your online course. (Also: a guide to kicking writer's block in the head.)

start-writing-sales-page-copy

So you’ve got a mighty fine product that you can’t wait to share with the world. I’m loading up the confetti cannons as we speak…

But, wait a minute.

There’s something standing between you and that avalanche of Stripe notifications as the sales start rollin’ in…

You’re gonna need a sales page to actually, you know… sell the damn thing.

And that means… it’s time to write some sales page copy.

Cue: analysis-paralysis.

And, quite possibly: death by blinking cursor.

Guru voices start shouting in your head:

The first 100 words are the most important part of your paaaaage! (Get this right or you are DOOMED! <— best re-enacted in a spooky ghost voice for maximum effect.)

Without a great headline, your prospects will BOUNCE! (Into the abyss! Never to be seen again!)

And don’t forget the pain points! (Push on that pain real good, but don’t be sleazy about it, mmm’kay?)

The pressure is real, friend. No wonder you’re finding it so hard to work on your sales page copy.

So, how DO you write that first sentence of your sales page and just get started?

Well… you don’t.

Sales pages are my jam. Big ones, short ones, everything in between… and still, I’m not immune to “blinking cursor” syndrome either.

That’s why I never begin at the beginning!

What you need to know about writing ANY kind of copy for yourself — whether it’s a sales page, an email, or even a blog…

Is that when you start writing, your mission is NOT to write great copy. Not yet.

Your mission is to simply finish the first draft. And to make it happen, you’re going to have to quiet your perfectionist brain and just start writing.

The best way to do that?

Skip over the high-stakes beginning for now, forget about headlines and opening sentences… and work on the middle and lower sections instead.

Like so:

Type out the name of your course. (Yes, this totally counts. The blinking cursor does not discriminate.)

Explain what’s inside each module and why that’s cool.

Put the pricing options on the page.

Talk about your guarantee.

Copy and paste in some testimonials, if you have them on hand.

Write the answers to some frequently asked questions.

And, if you’re really stuck? Just write whatever comes to mind without judging it for now.

Put simply: beat the blinking cursor by writing about things you already know the answers to.

Just the facts. No pressure to persuade or dazzle em’ with your wit (that’s what the editing stage is for, and that doesn’t come until you finish your draft.)

What matters most is that you just get started, and that you make it as “low stakes” as possible.

You’ll find that once you get a little momentum happening…

You can return to your bullet points and make them sound a little more benefit-driven.

Maybe you’ll even find something in the copy you’ve already written that would work well at the start of the sales page.

(Because great ideas and inspiration tend to come from writing, not thinking. Funny that.)

And, either way, you’ll have started.

Which means…

You VS the blinking cursor: Total KO.


IN SUMMARY:

If you don’t know how to start writing the sales page copy for your online course, don’t start at the beginning! Write about what you already know and what you feel most confident in. My favorite sections to start writing first are the FAQ and Guarantee sections, because they’re very fact-driven, and the pressure to sell is low.