We’ve all been taught that for a sales page to ‘convert’ you need to use high pressure tactics, leaning on pain points, triggering FOMO and creating false scarcity to manipulate people into making decisions that are not in their own best interest.

It can seem like it’s impossible to write a sales page that sounds authentic, and not like every other page out there. Sometimes it seems as if writing to sell HAS to feel awkward, or be pushy or manipulative if it’s going to work.

It doesn’t have to be that way though.

Learn how to write a sales page that will make your ideal clients fall in love with your offering.

No scare tactics needed - just connecting with potential clients on a deeper emotional level. 

However strong the other elements of your business and marketing are, if your Sales Page isn’t working to its full potential, then it’s losing money for you.

But if you don’t want to write the way the online marketing ‘experts’ tell you you should, you can end up with a Sales Page that’s either too brief, too vague or that just doesn’t express the value you have to offer.

I think there IS an effective alternative to the conventional manipulative style of selling. I’ve called this course Sales Page Love Letters, because I think that this alternative involves sharing your passion for what you do and your intimate understanding of your clients’ or students’ wishes and issues. Instead of seeing your readers as ‘leads’ or ‘prospects’, you’re seeing them as people, whom you’re not trying to push around or ‘trigger’ into action.

Your sales page should be one of the greatest assets in your business, working tirelessly on your behalf (even while you’re sleeping), filtering out the people who aren’t the right fit and helping your ideal clients see the real value in signing up for your service, e-course or programme. 

When you get the page right, you’ll sound genuine, helpful, professional - and natural. The tone will be you, on a good day, brimming with enthusiasm as you talk to your very favourite client.  

Potential clients will wonder how you got inside their heads. They’ll feel seen, heard and understood.

You’ll be able to clearly show the value of what you do, in a way that connects deeply with your ideal clients.

However, none of us get taught how to write compelling sales copy at school. In fact, just the opposite - you get taught how to iron out your personality from your writing, to avoid the quirky and memorable and not to write how you speak.

Later on, you’re likely to have been taught to write in a formal style that’s expected in academic or corporate contexts, but is disastrous when used online.

You know there’s a set of rules out there for what works when writing for your business - but at the same time, you don’t want to sound cookie-cutter. And you really don’t want to write copy that’s manipulative or pushy.

You’re used to D.I.Y-ing your business - and you want to build solid copywriting skills that you can use every day - but trying to do this completely alone (while downloading lots of free templates from random copywriters) isn’t really working for you.

What if you worked with an expert guide?

You could:

  • know that your sales page was doing the best job possible of selling on your behalf

  • understand the ‘rules’ of writing online, well enough to be able to bend them just enough to sound like you.

  • get detailed, specific feedback, so that you would know that your sales page was as strong as possible.

  • stop procrastinating on this and just get it done.

If you’re ready to have sales copy that makes your potential clients wonder where you’ve been all their lives, it’s easier than you think. And I can help you make that happen.


I’m an editor turned writing and messaging coach. I work with creative entrepreneurs to help them find the right words to reach the right people.

I’ll help you to create a sales page that sounds like you on your best day and speaks directly to your dream clients’ greatest needs, hopes and dreams.

You don’t have to be brash or in-your-face, nor do you need to push people’s buttons around scarcity, feeling not good enough or FOMO. You don’t need to ‘pitch’ people, you need your words to resonate with them.

That’s what we’re going to dive in and explore in Sales Page Love Letter. The live round of the course starts with a ‘Digging for Gold’ pre-course module that you can work on at any point from 3 July until the live trainings start on Monday 15 July.

What they’re saying:

"Sophy is a copywriter extraordinaire." - Kerstin Martin | Squarespace Web Designer & E-Course Creator


"Since I followed Sophy's guidance, I'm attracting more of my ideal clients, and when they call, they even tell me they relate to specific things I've expressed in my web copy." - Jen Johnson | Mindfulness & Creativity Coach

Even if you don’t consider yourself to be a born writer, you have a huge advantage over any copywriter you hire in to write your page for you. You know your business (and yourself) inside out. It would take any outsider, however skilled, hours, and hours, and hours to get even a tenth of the inside knowledge that you have - and then they would need to be able to write in your voice too. The bits that you’re missing are the distance to give you perspective and the specific copywriting expertise - and I’m here to help with both these issues.

Copywriting is a craft rather than an art - it’s eminently learnable, and you have many of the skills you’ll need already (because if you’re anything like the other entrepreneurs I work with, you’re creative, empathetic and good at connecting with and understanding your clients). You just need to be pointed in the right direction and you’ll be able to learn everything you need to know.

Sales Page Love Letters is an e-course for creatives, coaches, consultants and other small business owners - anyone who wants to create a more sustainable livelihood and learn how to sell from the heart, without being salesy or pushy.

You’ll feel confident in your ability to write clear, compelling sales copy, that sounds like you and connects deeply with your ideal clients.

You’ll get templates and writing prompts, so you know just what to say, plus the inside information on buying psychology so that you understand how to write to help your ideal clients see the value of your offer and understand whether it’s right for them or not. This is not about pressuring someone into buying something that’s not right for them, it’s about showing people when it’s the right fit - and if it is a good fit, making sure they understand how much it can help them.

I’ve been doing this work through 1:1 coaching, but I want to make it more accessible to more people, so I’ve created the Sales Page Love Letters e-course.

Interested? Here’s what you get:

Digging for Gold - this pre-work will set you up for success in the rest of the course, making sure you have a treasure-trove of your clients’ own language.

Live training - 3 sessions (held on Zoom video, with recordings so you can watch again if you want to). We’ll dig in deep to the knotty topics of how to sell without manipulating, how to stand in your own value & how emotions are key to decision-making & the buying process. As a course participant, you’ll be involved in selecting exactly which topics are covered in each training session.

Q&A sessions - at the end of each call, so you can ask questions to your heart’s content.

A detailed template for your Sales Page, with writing prompts for each section, so you just need to fill in the blanks (no more staring at an empty page or screen!).

Specific help with how to write in your own voice and how to get inside your client’s head and engage with your reader on a deeper emotional level.

A copy critique checklist that you can use with all future copy (not just sales pages, but the rest of your site, blog posts, newsletters etc).

A private Facebook group, just for e-course members, so you have even more opportunities to get your questions answered.

Your investment:

You can choose whether to buy just the e-course (for £95), or whether to get my eyes on your copy too (an additional £150). If you choose to get my feedback, you’ll submit a Google Doc of your copy to me and get:

  • two rounds of detailed revisions, suggestions and comments on your sales copy, to make it as strong as possible

  • video feedback from me, talking you through my comments and giving you further suggestions to strengthen your sales page

  • email access to me so you can ask me more questions 1:1

  • all the advantages of working with a professional copywriter (at a fraction of the cost) - while learning this crucial business skill for yourself

In future the e-course will be evergreen and self-paced. However, for this first round, I’m running it live, which is an opportunity to get more feedback and ask more questions than will be possible in the evergreen version. You’ll also get peer support (and feedback if you’d like) from the other participants in the course.

The cart closes on Wednesday 3rd July. You’ll get the details of your ‘Digging for Gold’ pre-work, so that you can get started with some crucial research and then we’ll start the live element of the course on Monday 15th July. The three live training sessions will run that week, on the Monday, Wednesday and Thursday (times tbc).

If you choose the option with editorial feedback from me, you’ll be able to submit your first draft of the page for my comments from Friday 19th July. We’ll then do two rounds of revisions over the next fortnight, so you’ll be all ready to go with a polished final version of your copy by Friday 2nd August (or earlier, depending on how quickly you submit your first and second drafts to me).

Professional copywriters charge between $500 and $20,000 to write a long-form sales page. Of all the investments you can make in your business, learning to write strong sales copy has among the highest possible ROI. And by learning to do it yourself, rather than paying someone else to do it for you, you’re learning a skill that you can use in your business again and again and again.

Is this what you’ve been looking for? Great!

You can sign up right here:

You’ll get an email to confirm your registration (and give you more details about the live training sessions etc.), then the course will begin on Monday 15th July.

Any questions? I’m always happy to answer them - just drop me a line at sophy@sophydale.com

More from my clients:

“I very much appreciated Sophy’s approach to marketing being different from yelling from the rooftops to get attention. I would recommend her to anyone looking to feel more themselves in their business, who wants to feel good about the marketing strategy they implement instead of following a mass market-type plan.

She excels at being supportive, believing in her clients and allowing them to feel heard. And her copywriting skills are spot on!"

Sharon Newsom | Designer | The Qurious Effect

I've been able to clarify my target and my message and to create a website that hits the right note. I would absolutely recommend Sophy's services. Working with her feels as if I have a supportive business partner on tap.”

Jessica Uys | Coach & Facilitator

“I think the reason I choose her over others is that inherent trust I feel, and the fact that she’s not just an empathiser and cheerleader, she always offers really practical nitty-gritty tips and strategies that I would have overlooked or am just not naturally wired to implement by myself. So I think she’s a particularly good fit for people with a lot of heart but who might need some grounding and practical support when it comes to executing their dreams. ”

Christina Paul | Web Designer & Copywriter | Zeoni Creations

"Sophy helps people promote their business in their own way, in a way that they don’t have to compromise their individuality, freedom and integrity. She helps people succeed by being more of themselves. Working with her was like a huge boost of confidence. She’s one of the most supportive and affirming coaches I’ve worked with.”

Michelle Ayn Tessensohn | Master Coach | Self Mastery Coaching