3 important things often missed on a sales page

June 25, 2025

The online sales page is a topic of pain for so many folks… at one end, they can be manipulative, over-hyped, over-long trauma-filled junkets to try to get a vulnerable person to click “buy” on something that is overpriced or unnecessary. Yuck.

Then, at another end, in an effort to not do that, there is the super-short message, “Hey, I’m holding a class on these dates on this topic. Sign up by clicking here.”

There are other things that can happen to sales pages that make them go astray. I can’t give you a the full “how to write a complete sales page” in a single email here, but I do want to give you three elements that go at the top which are often missed.

They are: (1) Empathetic introduction, (2) Highest intended outcomes, (3) Who is this for/not for?

(1) The Empathetic Introduction

You know how sometimes, when you talk about a challenge you’re having, someone will reply with, “Hey, here’s what you should do to fix that!” And you never asked for help or advice. You know how terrible that feels?

Conversely, you know how a good friend will reply with care, “Oh… that sounds so hard! I’m so sorry you’re struggling with that. Blah… Do you want a hug?”

That feels so much better! And… after the empathy… do you notice that maybe you are open to help or other support, now that you feel seen and cared-for?

It’s the same with the sales page. Usually the people coming to your sales page are already in your audience, they already know and like you and your work to some extent. If you can start with empathy for them having to face whatever it is you are wanting to help them with… when it’s done sincerely, with love and care, it can make a huge impact.

I did it in this article. Notice how I started this section, “You know how sometimes…” Or even at the top, “The online sales page is a topic of pain…”

It’s true this can be done manipulatively. But, it can also be done sincerely, with love and care.

I recommend the Empathetic Intro be the first 2-3 paragraphs of a sales page. They don’t have to be long because the reader is probably already super familiar with what they are facing.

(2) Highest Intended Outcomes

People considering an offer of yours will, understandably, want to know what it will get them. If you’re going to learn about sales pages with me, you want to know that I’m hoping you will emerge with an approachable way to write sales pages with integrity and without manipulation, that people in your audience respond to the sales page by enrolling and paying easily without needing a lot more conversation, and that your time is freed up by an effective, heart-filled sales page, so that you can do the good work of helping your clients.

See what I did there? My highest intended outcomes for doing copywriting work with me.

If you do bodywork for people with chronic pain, maybe your highest intended outcomes would include people feeling some lasting relief from pain that extends well past the appointment time, that over time their body feels more and more ease and less and less pain, and that they are able to return to activities they love and miss since the pain got so bad.

I want to be really clear that these highest intended outcomes are not promises! You are not promising to heal people, because how could we? Lower down on the page, you can get more nuanced about outcomes and what’s possible. But, at the top of the page, where people are still figuring out whether this is relevant for them, these highest intended outcomes help to make concrete where you want to take people, and what you want for them.

Have these outcomes below the empathetic introduction.

(3) Who is this for/not for?

I remember being in school, and having someone I thought was cute wave at me… but they weren’t waving at me, they were waving at someone behind me. Ugh… so embarrassing to the geeky, awkward teen I was.

But, even beyond that painful dynamic, when our highest intended outcomes are something people really want, they want to be sure that they are the ones that the offer is really made for. Having clarity over who the offer is for and who it’s not for helps people to feel seen, and it also helps those who it’s not for.

So, for instance, our Learning Community offer is for these kinds of folks:

Micro-business owners: meaning self-employed up to a small handful of people involved.
Service-based businesses: You may offer products, but at core you provide a service. Accountants, architects, holistic health care practitioners, spiritual healers, coaches, artists and others.
Shared values: Integrity is non-negotiable. Contribution and being of service are needs. Success is a good thing. Spirituality is real. You want to make a difference in the world.
Similar needs: You need a business that earns a real living, but without compromising your heart.
You have a passion or a gift: It’s hard to see yourself as a business person, but in your heart you just know you want to share this thing that has helped you so much, that is such a part of you. And you know there are people you can help.

And it’s NOT for these kinds of folks:

Aren’t spiritual at all. Spirituality is at the core of what teach. All spiritual paths and orientations are welcome.
Don’t have at least some self-direction. You’ll want to be motivated enough to engage with resources, calls and community.
Unwilling to be courageous. Business success means visibility and taking up space. It may not be comfortable, but a willingness to try new things and risk making a mistake is important even if it is a stretch for you.
Demand results yesterday. Some move very quickly. But development often takes time, and usually requires persistence
Those who are intolerant are not tolerated. We have all kinds inside: different religions and paths, and no path at all. Different cultures and races. Queers and trans. Don’t like the diversity of humanity? Please don’t join.

That kind of clarity lets people opt-in or opt-out. It also helps people feel safe. We have a good number of folks who are queer or trans, and a wide-diversity of spiritual beliefs and practices because of our explicit acceptance of these things.

If you help people with chronic pain, maybe it’s for folks who have chronic pain related to physical movement, who are open to working at the emotional as well as the physical level, who are willing to be compassionate with themselves.

And maybe it’s NOT for folks who aren’t spiritual at all, or don’t wish to discuss the emotional aspects of pain, want an instant solution and unwilling to give some time and space for gently unwinding patterns that keep pain stuck, or if they have a complicated medical history or are in hospice, that there may be a need for the practitioner to discuss with their doctors to make sure the work will be safe.

You’ll want this somewhere fairly high on the page. It doesn’t have to be near the top, but you want them to come across it sooner.

That’s already a lot.

It can take real commitment to write an effective sales page. But, when you think about how many 30-45 minute conversations you might have with people interested in your offer, a great sales page can make a huge difference in your timing.

Plus, a sales page allows someone who is too shy or vulnerable to get on a call with you to find out about your offer in an in-depth way, without having to show up vulnerably with you yet.

These three elements, the Empathetic Intro, the Highest Intended Outcomes, and Who it’s for/not for can make a huge different in safety and connection right at the top of the page, before you get into the details of the offer.

Let me know how this lands, and if you have any questions.

with love,

Mark Silver, M.Div.
Heart of Business, Inc.
Every act of business can be an act of love.for

P.S. This is some of what we do in the Learning Community.

We have a whole module dedicated to teaching effective sales pages. Plus, with the coaching calls, and examples, and everything else, we can really help our members make their sales pages more effective.

And way more than that. All aspects of their business.

If you need to depend on your business to support you, and you’re spiritually rooted at all, at all, maybe join us in the Learning Community?

We’re open for new members through tomorrow. And… you can read through the sales page! And ask any questions you may have.

Here’s the link: The Heart of Business Learning Community.

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