How To Bottle Your Brilliance (And Heart) In Your Sales Page


I hear the same thing over and over again from the incredible business women that I work with; it’s all too easy to lose touch with your own voice and authentic message.

Especially when it comes to writing a sales page.

As I’m always banging on about, the more you love something and the closer you are to it, the harder it is to write about it.

On top of that, when it comes to sales pages, you get a double dose of confusion and insecurity in the form of impostor syndrome and the doubts we all secretly have about whether anyone will want to buy from us.

To reassure yourself, your first move might be to find successful women to inspire you.

But then of course you’re easily influenced by their style and approach, believing because it’s working for them it will work for you too.

It never does!

It’s obvious to people when you’re not being yourself.

And if you’re not becoming an inadvertent copycat, you’re being swept away by endless “10 tips” articles.

Hacks. Formulas. Templates. Persuasion techniques. Tips and tricks that all promise to deliver the sale.

All with the same old adage to “focus on benefits and sell results” which invariably boils down to “how does what you do make people money?”.

I’m not saying that this approach is wrong. You can’t be naive and expect people to buy from you simply because you have a strong why.

You DO need to sell results and benefits.

You also need facts and prompts, testimonials and calls to action. Your clients don’t have bottomless bank accounts and you need to give them solid reasons to justify your place in the monthly budget.

But that’s not enough. If everyone is selling similar results (more money, more freedom, less overwhelm) and using the same frameworks to do so you’re going to have zero impact.

You’re just going to blend right in. To be ignored.

But when you have a message that you alone can own, it’s a different story. When you’re able to share all the oceanic wisdom and feeling that your heart contains - the copy just flows. And YES, it will convert to sales too.

Persuasion is something we women understand in our bones.

Could you coax a 5-year old to brush their teeth or your other half to pop to the shops for you?

Then you can write sales copy.

To write, to sell and to persuade, is human.

The trick is not to let your head get in the way. To fully own your truth and your brilliance, then articulate this with your own words and in your own way.

You won’t find your heartfelt message in a landing page checklist. You’re not going to find your story in a copywriting formula, or someone else’s website.

It comes from your personality, your soul, your own way of doing things. Your way of being.

Because when you sell a service - that’s what your people are buying.

They buy YOU.

They buy what your heart and soul has to give. The windows you open up in their minds. Your vision of the world. Your vision of them.

They buy possibility. They buy that truth they need to hear. They buy your why, your belief, your struggle. They buy to be a part of your journey, to walk alongside you and to be guided by you.

But unless you share your heart, your soul and your truth - there’s nothing for them to buy.

So before you even think about filling a sales page template, you must tune back into that huge heart of yours. Be brave. Do go there. Don’t hold back.

Because the world wants what your heart has to give.

With love,

Anna x

P.S. If you’re struggling to bottle your brilliance and tune into your own truth, I’d be honoured to help.

Epiphany Sessions are designed shine a light on what makes you different and surface the story that you alone can own.

If you’re curious, read more here, drop me a message below or book a free 20-minute call. xo


About the Author: Anna McLoughlin

Anna McLoughlin, Copywriter

Anna is Director of Inkspiller. An incurably curious writer and brand strategist, she has made it her life's mission to truly see others, then reflect their brilliance back out to the world.




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