Expecting people to buy the first time they see your sales page is like proposing on the first date. Sure, you can ask—but immediate conversions are rare because potential students need more than one visit to decide. Plus, it's likely to be extremely offputting for the recipient!

The most successful course creators see marketing like dating. You capture contact details and build a connection and trust over time (before even thinking of getting down on one knee to propose!).

Many course creators shy away from sharing their own story in their marketing, thinking it’s self-centered or embarrassing. Some don't even show their face on their website at all. They might include an author bio on their sales page, but it reads like a resume.

Being open with your audience matters for conversions.

Imagine going to a market stall where the vendor is wearing a mask and using a device to disguise their voice. Even if the product is great, would you feel comfortable buying from them? How about if the same product is sold by a vendor who shows their face, is friendly and open to talking with you, and shares their own experience of using the product?

We buy from people we trust. When you're marketing an online course, that means sharing your own experience to build rapport before asking for the sale.

Common wisdom says people need at least seven touchpoints with a business before they’ll buy. But your ideal students won’t visit your sales page once then come back six more times of their own accord. It's your job to put in the legwork and keep nurturing the relationship over time.

Think of it like trying to sell in person. You wouldn't call someone's office and expect to close a deal immediately over the phone. Instead, you'd have multiple calls, meetings, and emails, building the relationship over time.

The same applies to marketing your course, except your nurture process needn't be manual. By asking for their email address before you ask for the sale, you can set up a series of helpful, engaging emails that build trusting relationships on auto-pilot.

You know you should write about benefits. You've heard of pain points, scarcity and urgency. But that's as far as your understanding of buyer psychology goes—and that's a problem.

At best, most course creators are 'descriptive' when they write their own copy. They might describe a pain point accurately, but they don't know how to tap into deeper emotional biases and psychological triggers to persuade people to act.

Imagine reading the CliffsNotes for your favourite book. When you read the book in full, you experience the full emotional impact of the story. Why wouldn't you feel the same after reading the CliffNotes, even though they describe every plot-point, character arc, metaphor and motif?

The original author knows how to relay the narrative such that it resonates on a much deeper level emotionally.

Your copy needs to do the same—because CliffNotes don't have the depth or nuance to become best sellers.

When someone visits your sales page, they're often looking for reasons not to buy. It's human nature; our default decision is usually inaction (i.e. not buying).

It only takes one wrong word for your reader to think, 'Yes, see—I didn't think this was right for me.' That means it's far easier to write copy that repels your ideal students than converts them into customers.

Your copy needs exactly the right phrasing, voice, style and tone to nudge your readers through the checkout.