Yesterday I explained why I call my business an “email-based business”.
It’s because every successful business (big or small) that I’ve built, consulted with, or seen inside has email as their main PROFIT generator (not just revenue).
EVERYONE knows that email lists and especially customer lists, are the greatest asset they own.
So I filter just about everything through an email list.
And that overarching philosophy makes my life so much easier and simpler as you’ll continue to see in today’s lesson.
We’re diving into the third pillar of my framework, and it’s one that most entrepreneurs massively overcomplicate…
Simple Sales Pages.
If you’ve ever tried to write a sales page, you’ve probably heard you need:
- 10,000+ words of copy
- Endless walls of testimonials
- A wild origin story
- Crazy good design… or no design at all! (Both camps are wrong)
- Massive bonus packages
- Stealth persuasion tactics to get people deeper into your message
- The best gawd damn headline the world has ever read
And on and on and on…
I definitely used to think like this.
But after 15+ years of writing sales pages that have generated multiple millions in revenue across various niches, I cut the sh*t, doubled down on my email philosophy and discovered something that might shock you:
My best selling sales pages are now not only a fraction of the length most recommend… they’re just straight up simple & kinda easy to write.
How is this possible?
Because when you’re leveraging the other pillars correctly, your sales pages can be dramatically simpler.
Most sales page advice assumes you’re starting from scratch with cold traffic who have no idea who you are.
That’s NOT how my framework operates.
When a visitor hits my sales page, they’ve most likely come through my affiliate traffic or word-of-mouth (Pillar 1) or have been reading my emails (Pillar 2).
They’re not cold – they’re pre-heated or HOT and often ready to buy.
This changes everything about what a sales page needs to do.
True BUYERS act completely differently than normal people.
My business coach calls the people in any market, who ACTUALLY spend money and buy products (like courses or the thing you’re selling)… Buyers with a capital “B”.
Buyers are built differently, behave differently and should be treated as such.
This "Buyers" insight is something that transformed my approach to sales pages and made me a lot of extra money in the past couple years.
There are two types of people who will visit your sales page:
- Browsers – people casually exploring options, not seriously looking to buy (96-98% of the people in any given market)
- True Buyers – people actively seeking a solution to their problem, credit card ready, willing to spend money with who they perceive to be a real expert that will solve their real problem (2-4% of a market will fall into this category)
These types aren’t exactly static – people will bounce between the two – but for the most part there are SERIOUS people and NOT-SO-SERIOUS people (serious about solving their problems).
I’ve found that going out of my way to NOT talk to browsers (unserious people) to be the most freeing thing I’ve ever done for my copy and for the businesses I work with.
Just forget them.
Most copywriters make the fatal mistake of writing for browsers. They try to convince the unconvinceable.
But true Buyers:
- Don’t need endless copy to be convinced (they’re already looking for a solution)
- Are actively searching for products that solve their specific problems
- Want to buy from proven experts (not just entertainers)
- Will happily pay more for quality solutions that actually work
When your sales page speaks directly to true Buyers, it can be far simpler and still convert better than otherwise…
Why? Because the Buyer was going to buy something anyway.
So if you hit on all the things they want to hear – while likely turning off browsers who will lose interest quickly – you’ll mop up those sales that were already pre-destined.
Again, Buyers want real solutions to real problems from real experts.
Buyers’ Essentials: What should be on your sales page?
When you’ve implemented Pillars 1 (warm traffic) and 2 (emails) correctly, your sales page really only needs a few key elements:
- A clear, specific headline that addresses the exact problem your true Buyers face or desire to solve
- A straightforward description of how it works
- A brief explanation of what the product is and who it’s for
- Proof that it works (thoughtful testimonials from people just like your buyer)
- A simple pricing structure and compelling money-back guarantee
- A clear call to action (reason to buy now. You could call this scarcity).
That’s it.
No 45-minute videos. No 10,000-word epics. No complicated design elements.
If you want to see this framework in action – how I’d write a 7-figure sales letter from scratch (including the exact copy) – you can check it out here: https://copyhour.com/framework###
The Affiliate + Email Advantage
Using affiliate traffic (Pillar 1) fundamentally changes what your sales page needs to accomplish.
When someone clicks through from an affiliate’s recommendation, they’re already pre-sold on you as a potential solution. The affiliate has done much of the heavy lifting already.
Similarly, when you’ve been emailing your list consistently (Pillar 2), you’ve built trust and demonstrated your expertise before they ever see your sales page.
This means your sales page has just one job: push people who are already leaning toward “yes” over the finish line.
I’ve tested this extensively, and the results are clear:
Simple sales pages convert pre-qualified traffic significantly better than complex ones.
In one recent test, I cut a sales page from nearly 10,000 words to under 4,000 words and pulled in back-to-back 6-figures launches (on an “old” product).
True Buyers don’t want to wade through endless copy.
They want to confirm this is the right solution and make a purchase and then get on with their lives.
Tl;dr: Your sales pages can be much simpler & easier to write than you think.
When you’ve correctly implemented the other pillars of my framework, your sales pages don’t need to be complicated masterpieces of persuasion.
They just need to speak directly to true Buyers who are already looking for a solution like yours.
I’ve built multiple mid six-figure businesses using sales pages that would make most copywriters cringe at their simplicity.
I never really knew why they worked until I had this Buyers concept drilled into my head.
Shorter works because it’s part of a system where each pillar does its job.
- Affiliate traffic pre-qualifies visitors.
- Email builds trust and positions you as an expert.
- Sales pages confirm you have the right solution.
And when those three pillars work together? It’s magic. You make sales.
There’s one final pillar that I’ll show you tomorrow…
It’s Pillar 4: Courses/Products – the actual things you’re selling, and how to create them in a way that feeds this email ecosystem and framework.
When you build them my way, you get that sweet, sweet word-of-mouth traffic we all love and repeat business on autopilot.
This final pillar is what ties everything together and creates a sustainable, profitable business that can run with minimal complexity.
Talk tomorrow!
— Derek
Sent to: %EMAIL%
%SENDER-INFO-SINGLELINE%