The Regenerative Sales Page
Write a sales page that sells without poking anyone's bruises
A self-study guide and workbook for values-led coaches and service providers who’d rather say nothing at all than sound pushy.
And who would also quite like to get paid, thanks.
Because you got into this business thing to make people feel good, right?
You can do good, or you can make money. Pick one.
Or so they say
You’ve bought a course or two about this before (fine, maybe six). Each one promised a return on your investment, usually with some income claim screenshots of happy white women with great teeth. And each time you got to the bit where you actually had to sell, the words it wanted you to write made you want to be sick in a corner. So you didn’t write them, the money went, and somewhere at the back of your head you filed it under “I don’t follow through”.
Since then you’ve nodded along to every “you don’t have to sell like a knob” post on the internet (mine included), and felt seen for a lovely thirty seconds. Then you opened a doc to write your own sales page. You wrote the line, looked at it, and took it out. You wrote a softer one, and that one sounded like you were asking for crumbs, so that went too. Forty minutes later you had an empty doc and a cup of tea gone cold.
Or maybe you’ve already tried to split the difference, with a page built on somebody else’s template, and you think it works (you’re just not completely sure). Lately you’ve started wondering whether it’s ok that all of your offers read exactly the same.
Knowing why the old way feels bad is a different skill from knowing what to say instead.
Permission is lovely. Permission does not write your sales page.
The queasy feeling is your empathy doing its job
I picked doing good, for years. The first time I had to sell my own work, it made me feel a bit sick. (Ok, a LOT sick. That drop in your stomach, the heart rate going up, the “did the ADHD come as a surprise, Mrs O’Brien-Day?” feeling.) So I undercharged on purpose, and told myself it wasn’t about the money, right up until the point where it very much was about the money.
I also took that queasy feeling as proof I was rubbish at the selling side of my business. I wasn’t. And, for the record, neither are you.
What I was recoiling from was selling the way we’ve all been taught: countdown timers on everything, “only two spots left” when there are loads, promising your lovely little offer will fix someone’s whole life by Thursday. If you actually care about the person on the other end, of course that feels gross.
The trouble is that a lot of us then rule out everything, including the perfectly decent stuff, like saying your price out loud and sending more than one email about the thing you’re selling. None of that is manipulation. We skip it anyway, for fear of being judged as the extreme, and nobody, in the entire history of the internet, has ever mistaken you for the bloke with the hired Lamborghini.
The sales page templates you’ve used in the past were built for a swoop-in-and-save-the-day kind of business, usually by someone who has never been your reader. If your work is more human and less linear than that, the template was never going to fit, and that isn’t a you problem.
A sales page is just somewhere your reader can go to decide
The idea behind the templates you’ve used in the past is that she won’t buy until the problem hurts enough. A lot of them are built on PAS (problem, agitate, solution) or something like it, so you find the pain point and press on it, then keep marching her towards the hard sell, occasionally jabbing at her with a cattle prod to remind her she has a pain that needs fixing.
She already knows what the problem feels like (she’s the one living with it). When she’s sitting on the fence, it’s usually for a much more ordinary reason: there are things she needs to know, and she can’t find them.
So give her those. A sales page is somewhere online your reader can go and get what she needs to decide, in a form that suits her. Your services page counts. So does your offer page, your launch page, and that page with the Calendly link on it. The people you want to work with tend to take their time, read your website properly, and make up their minds from what’s there, often before they’ve ever spoken to you.
And what she needs depends on the life she’s reading it in, because nobody decides anything in a vacuum. She might be reading your page in a hospital car park after visiting her dad, with the kids’ packed lunches still to sort and the news doing its best to convince her everything’s going to hell. She isn’t only deciding about your offer. She’s deciding whether it fits into that life. Which means what it costs, when it runs, how long it takes and what happens if she misses a week need to be findable in about ninety seconds, not three thousand words down after you’ve warmed her up properly.
She’ll have a list of questions in her head. Things like:
- Is this for someone like me?
- Do I want to work with this person?
- Will I get what I need out of it?
- Do I have time for this, right now?
- Have people like me found it helpful?
- What happens if life gets in the way?
Conversion copywriting calls these objections, and teaches you to handle them (which makes her sound like a problem to get past). I don’t like that. They’re questions, and answering them is helpful clarification. A page that answers them well helps her make the decision that’s right for her, including when that decision is no.
Answer what she’s actually asking, and you’ve written a sales page that sells without poking anyone’s bruises.
The Regenerative Sales Page
This is how you write that page for your own offer.
It’s the way I write sales pages for clients, built on the Regenerative Story Framework, turned into a guide (about 30 to 40 pages) and a workbook you can work through on your own.
All for one payment of £67. And there for however many pages you need to write.
What's inside
One payment of
£67
- What a sales page actually is, so you can stop ruling yourself out of having one
- Why the usual formulas feel so wrong, which bits of them are perfectly fine to keep, and how to tell the difference
- Three questions to ask about your reader before you write a word
- The eight movements: the question she's most likely to be asking at each point on the page, with prompts to answer it and examples from real pages
- How it works for a services page, where people book a call with you before they buy
- Eight checks to run on your finished draft before you hit publish
- A copyable workbook, with one page per movement, so you're drafting your actual page as you go
The examples come from real sales pages, including a cholesterol coach’s course page built on these same eight movements, and this page you’re reading now.
What it takes
You do follow through, by the way. You do it for your clients every single week.
Two or three sittings is plenty. You can do it in one long go if you’re on ADHD God mode, or one section at a time if you’re not (and one section still counts). Nothing in it can be failed, you can’t fall behind, and if you stop halfway it’ll still be waiting for you when you come back.
Before you start, you’ll need one offer you want to sell, its price and dates, and a few things real clients or buyers have said about it.
By the end, you’ll have a draft sales page that you know sits with your ethics, and a way of deciding what goes on the next one, so you’re not starting from a blank page every time.
You’ll probably still feel a little bit of the ick when you hit publish. (Most of us will go to our graves feeling it, and I’d worry slightly about anyone who doesn’t) What’s different is you’ll know you’re not treading all over anyone’s feelings and agency.
It won’t write your page for you, and it won’t look over your draft. I also can’t promise you’ll make your £67 back three times over. I don’t know your offer, your list or what your next few months look like, so any number I gave you would be one I’d invented to get you over the line.
What happens when people sell this way
Everyone below worked with me one to one, using the same thinking that’s in this guide. The guide itself is brand new, so the first results from it are going to have your name on them (if you’re up for sharing).
- A baby sleep consultant doubled the conversion rate on her sales page.
- One client made three sales from the very first email she sent after her last launch tanked.
- Another finally launched after years of not managing it.
Kirstyn, NHS-trained doctor and cholesterol coach
Ellie, personality strategist
Anna, coach
Adeline, story coach
Hi, I'm Peta
I spent fifteen years as a youth worker before I ever wrote a sales page. The most useful thing I learned there is that when someone’s anxious, the best thing you can do is stay calm and stay with them.
It turns out that works on a sales page too.
Umm...but peta...
I know, this the right thing for you?
This is for you if:
- You've got an offer you believe in and a sales page (or a services page, or a launch page) that never quite gets written
- You'd rather say nothing than sound like the tough-love posts in your feed
- You'd like to sell properly without feeling like you're treading on anyone
It probably isn't for you if:
- You can't yet describe what you do, in which case the free Regenerative Story Map is the better place to start
- You'd like someone to look at your page and tell you what to change, in which case Get My Brain On Your Business is a better fit
- The usual formulas work well for you and you're happy with them, in which case this will mostly annoy you
“It all makes total sense, and to be honest, both comfortingly and also f***ing annoyingly (on me not you), 97% of it is stuff I’ve been circling for aggggges.”
Pippa, The Disobedient Business Co.
Questions people ask
Is this the Regenerative Story Framework?
It’s built on it. The Regenerative Story Framework is how I think about the stories brands tell, built on the Heroine’s Journey instead of the Hero’s. The usual story has one person winning on their own. This one assumes she’s surrounded by other people, that a lot of what’s hard in her life comes from systems she didn’t choose, and that the good ending is usually something worked out together (with some of it still unresolved). This guide uses it for one job: your sales page. You don’t need to have used the Framework before.
How is this different from PAS, AIDA, or the formula I learned on that course?
It keeps more of them than you’d think. A lot of what’s in the classic formulas is a useful way of helping someone work out whether a thing is for her (yes, the conversion copywriter is sticking up for the formulas). The trouble is that they arrive as a job lot, with the manipulative bits bundled in. So some things move: the price turns up halfway down, while she’s still deciding. Some things are new: a section for sitting with her before you offer anything, one that gives her somewhere to go that isn’t yes, and a real door for “not now”. And where PAS says agitate, this says empathise. You still name the problem accurately, you just don’t make her feel worse about it first.
Mine’s a services page, not a course. Does it still work?
Yes. There’s a whole section on services pages, the kind where people book a call with you before they buy anything.
I’ve already got a page from someone else’s template. Is this still useful?
Probably more so. You can run the page you’ve got through the eight movements and the publish checks, keep what’s working, and change the bits that sound like everyone else.
Can I use AI with it?
You can. Use the robots all you like. The questions in the workbook get what you know about your audience, your point of view and your own experience out of your head first, so whatever you draft with (you, a robot, or both of you together) is built on that. That’s the bit no robot can supply, and it’s what makes the page sound like you.
Can I get a refund?
Because the guide and workbook are available straight away, there are no refunds. If anything’s holding you back, email me and ask first.
Start with one page
You don’t have to fix your whole website. Pick the page that’s been bothering you longest, and work through that one.
When you buy, you’ll get a welcome email from me with everything you need to get started – a Guide, and a digital workbook (in Google Docs so you can make a copy for each sales page).
Because it’s a digital product, there are no refunds, so if you’re not sure, ask me first.
“It finally gave me the language I’d been reaching for.”
Susan, executive coach
Haven't decided?
That’s allowed. Plenty of us sit somewhere between yes and no without ever actually deciding (I’ve been on the fence about non-underwired bras since 2023).
You could start with the free Regenerative Story Map, which will make your next sales page easier to write whenever you get to it. Or email me and ask whatever’s stopping you. I’ll tell you straight, including if this isn’t the right thing for you.