What rules of copywriting do you need to follow to create a simple, high-converting sales page?
These 5 rules have gotten me so many sales that I genuinely started questioning what “marketing” even is.
One simple sales page formula has brought in over $8M dollars so far in my business. And here’s what’s crazy. It worked just as well, if not better, before I was doing “all the things”. Like running ads. Hosting webinars. Doing podcast interviews every week. Creating new offers, new content channels, new campaigns.
Honestly, the way I got these results was dead simple. Almost too simple. And that’s when I remembered. Good marketing is simple, and it’s really easy to overcomplicate to the point where you’re drowning in too much marketing. And it’s easy to do.
I feel like this past year has put us through a lot. Anyone else feel like we all just got distracted by a giant AI smoke bomb, like *quick look over here*. While all the good marketing snuck out the back door.
I just have to say it. It doesn’t matter how many AI “hacks” you use. Or how fancy your funnel is, or how sexy your sales page is, or how much you discount your prices. If your customers don’t actually want what you’re selling.
So, it’s time we go back to the basics because there are really only 5 rules to making sales online. And sticking to these 5 rules, without getting distracted by all the bells and whistles the Internet throws at you, can actually change everything.
Rule #1: Your Sales Offer is Everything
Most people think a high-converting sales page is all about the copywriting. And while great copywriting is certainly a big part of building trust and creating relatability with your reader, that’s not the only key to a high-converting sales page.
You can have the most beautiful, well-written sales page in the world, but if your offer sucks, none of that is going to matter.
Listen very closely when I say this. Because people don’t buy products or services, they buy outcomes, or a better version of themselves. So your “offer” isn’t your product and it isn’t your service. Your offer is the solution or end result your customer is looking for delivered via your product or service.
And getting that right – more than anything else – is what makes a sales page great.
Moving on to Rule #2…
Rule #2: Personality Over Perfection in a Good Sales Page
Perfect doesn’t convert. People buy from people they like. People who they can connect and relate to. And how many of us can actually relate to someone who is perfect? Yeah… not many of us.This is exactly why AI-generated sales pages aren’t the answer. They are too polished, too predictable and lack all personality.
Have you ever heard of the “uncanny effect”?
It describes the emotional response humans have toward artificial beings that appear almost human, but something about it feels unsettling or just plain creepy. When something is pretending to be human, our internal alarm starts screaming “Something is off here”.
And we have this same internal alarm when it comes to the things we consume online. When everything on your sales page is AI-written the “imperfections” that make your messaging feel human disappear. And when humanity disappears, so does connection and so does trust.
Your quirks, your rhythm, your unique way of phrasing things, that’s what adds magic to your sales page. That’s what makes someone read your sales page and think: “Damn… this person gets me.”
Alright, next up…
Rule #3: A Simple Sales Marketing Funnel Beats a Complex One
People love to flex their monster funnels.
Opt-ins → nurture sequences → webinars → tripwires → order bumps → upsells → downsells → and seventeen branching “customer journeys” that look like NASA mission control.
But time and time again, I’ve found that a simple 3-step funnel outperforms all of that.
My best-performing funnel has exactly three parts:
- A lead magnet that attracts the right people.
- Emails with personality that build trust.
- And a sales page that does its job and converts.
Now what I’m not saying is that things like upsells and downsells don’t matter. They are good and can improve your funnel results, but they are not necessary for a successful offer. They are just extra revenue-boosters.
If your offer doesn’t convert on its own, it doesn’t matter how many more bells and whistles you tack on. It ain’t going to work. You simply need a way to bring in leads, a way to connect with them & build trust, and a great sales page to seal the deal.
So focus first on building a strong 3-step system and let it work for you.
Then you can add more layers over time – only if it makes sense, not just because the internet said you should.
Alright, next up…
Rule #4: Use Copywriter AI (The Right Way)
Most people are currently using AI in one of three spectacularly unhelpful ways…
Mistake #1: Relying on it too much – blindly trusting the output without using critical thinking, creativity, or human empathy to assess whether it’s actually any good.
Mistake #2: Avoiding it entirely – keeping their head in the sand, pretending like AI is not *literally* everywhere you look.
Mistake #3: Half-assedly dabbling with it – using weak or generic prompts that get absolutely terrible results and then declaring “AI is absolutely useless when it comes to copywriting.”
You don’t say?! Remember, AI isn’t the writer. You are the writer.
Think of AI like your brainstorm buddy. You should be using it to help with research, structuring, formulating messy ideas into first drafts, organizing your thoughts, and exploring new angles you might have missed. Not to write for you. Not to think for you. Not to “do your job”.
But when used the right way, AI can be the ultimate accelerator in your sales-page process.
If you want to learn how to turn AI into the best brainstorm buddy you ever had, check out my mini-course here.
Alright, and now for the biggest marketing rule that more and more people are missing…
Rule #5: Sales Page Formula Structure Enables Creativity
People tend to fall into one of two camps when creating a sales page. Camp one follows a template exactly as it says with absolutely no room for change or deviation. Camp two rebels and “lets creativity flow” which usually results in a sales page that is all over the place and confuses the hell out of the reader.
Both extremes sabotage conversions.
The highest-performing sales pages strike a balance between the two. They follow a proven framework on the outside with personality, insight, unique perspectives and manner of speaking woven through every section.
When you understand the psychology of what needs to happen in every section of a sales page, you’re free to be wildly creative in how you make it happen.
The backbone of any high-converting sales page is actually pretty simple:
First you need to understand Campaign Context
What is your customer’s level of awareness around you and your product? A problem-aware customer needs a different offer than your product-aware customer.
Then you need to get clear on the Customer Transformation
What’s the specific transformation your offer provides? If you can’t define this, you don’t have an offer.
Then identify the Solution Mechanism
How does your offer get people from A to B? What’s your unique method, framework, process or approach?
Then your Unique Selling Proposition
Why should your customer choose you over every other option? What makes your solution different, better, or more suited to their specific situation?
And finally, you need to clarify your Offer Positioning
How is the offer presented? What do they get, when do they get it, how is it delivered? What is the value? What is the price? Why should someone buy now and not later? How are you reversing risk and making customers feel safe buying from you?
Where so many marketers and copywriters go wrong is that they don’t actually understand these foundations.They blindly follow some fill-in-the-blank template they found online, plug in some AI-generated copy, and then wonder why no one is converting… “I mean, I followed the formula!”
But did they actually understand the psychology of what the formula is trying to accomplish in the mind of the reader? The structure and sequence of a sales page matter just as much as the words, if not more. Copywriting is not just words on a page… it’s how you use those words to pull attention forward, build trust and inspire action.
If you want to learn the real marketing and messaging secrets behind irresistible offers and high-converting sales pages… I’ve got something special for you.
My Write & Ignite program takes you step-by-step through the exact process I use to craft million-dollar sales pages — for myself and my clients.
You’ll get:
- Fast-track video training on crafting an irresistible offer that builds trust and inspires action.
- My proven 16-step Sales Page Formula — if your offer is the ingredients, this is the recipe. It shows you exactly how to sequence and structure your message so it flows with persuasion and personality.
- My Custom AI Sales Page Builder — a specialized AI assistant trained on my entire formula. Simply plug in your Customer Codex and offer ingredients, and it generates a polished first draft you can refine and bring to life with your voice.
This isn’t another copywriting course.
This is the missing link between knowing what to say and knowing how to structure it so people actually buy.It turns your ideas, your offer, and your AI tools into a sales page that actually converts.
To date, this program has helped thousands of copywriters and business owners improve their sales page conversions. And is the sales page formula that has made millions of dollars for myself and my private clients. You can get it now by checking it out here and see these 5 copywriting rules in action.
I hope to see you there.
Until next time, I’m Alex. Ciao for now!
