Give Your AI Something to Work With

AI can only work with what you give it. Leave out the details that make your offer yours, and it writes something generic in their place.

This step is where you collect those details. In your workbook, you'll write down three things: the facts about your offer, the words your buyers use to describe their problem, and the reasons someone should believe your offer works. The prompts in every step after this one build on what you collect here, so the time you spend now is what keeps your finished page specific to you.

Start With Your Offer Facts

The Offer Facts Exercise in your workbook captures five things: what the offer is, who it serves, what's included, the price, and what changes for the buyer after they use it.

That last one does the most work on your finished sales page, and it's usually the thing people rush. Describe what the buyer will be doing differently, rather than naming a feeling. Maya could have written "clients feel more confident in interviews." What she wrote instead was: "Clients walk into interviews with prepared stories and a practiced answer for the questions they dread." The second version gives the AI something specific to write about.

Write all five as plain facts, with no selling in them. The selling comes later, and it works because these details are specific.

Collect Customer Language

Go through your reviews, emails, messages, and call notes and copy the exact phrases where buyers describe their problem in their own words. Their wording will connect with other buyers faster than any summary you would write, so keep it word for word.

To find phrases like these quickly, search your inbox for the words your problem brings up. Maya searched "nervous" and "blank" and turned up a client email that read, "I freeze the second they ask why I left my last job." That one sentence will do more for her sales page than anything she could write about interview anxiety.

If you don't have quotes saved anywhere, use AI to find them. The Customer Language Research Prompt in your workbook asks AI how people describe this problem in reviews, forums, and social posts about your topic. Keep the phrases that sound like the prospects you talk to, and drop the rest.

Gather Your Proof

The facts about your offer make a promise: here's what you get, and here's what changes for you afterward. Proof is what backs that promise up, by giving a reader who's never met you a reason to believe it.

Take Maya's promise that her clients walk into interviews with prepared answers. Her proof is the evidence that she can deliver it: the clients she's coached and the results they got. The promise and the proof sit side by side on the finished page, so you'll collect both now.

Proof takes more forms than testimonials. Here's what to look for:

• Reviews and testimonials, copied word for word as people wrote them

• Numbers you can stand behind, such as clients served, orders shipped, or ratings

• Your background: training, certifications, or years spent doing this work

• Results you've produced already, whether for clients, for yourself, or in a small test run

• A guarantee or refund policy, telling the reader what happens if the offer doesn't work for them Only list what's true and checkable. A claim that a reader doubts will put the rest of your sales page in question. Once you’ve written your list, mark your three strongest pieces, since those are the ones you'll focus on when you work on your first draft.

• If your offer is brand new, you won't have testimonials for it yet. But don’t worry: you don't need testimonials to write your sales page. Your background and the results you've already produced will do the work until testimonials come in. Maya has never run Interview Ready as a group, but she has coached 40 individual clients through interview preparation. That experience is what her proof section draws on, and she'll add quotes from the group once the first round finishes.

Action Steps:

• Complete the Offer Facts Exercise in your workbook.
• Copy 5 to 10 customer or prospect quotes into the Customer Language Exercise. If you don’t have any, run the Customer Language Research Prompt instead.
• List your proof in the workbook and star the three strongest pieces. If you don't have testimonials or numbers yet, start with your own results, client conversations, and a before-and-after of what your offer changes, then add stronger proof as it comes in.