A peek inside my process: How I write sales pages

Writing sales pages is hardly anyone’s favourite thing to do, me included. In fact, at one point I had most of my pages written by very good copywriter, who understood me and understood how to describe my offerings clearly. At that time it made me so happy to stop spending time on this.

But right now I am (mostly) happily re-writing the page for the Creative Dream Circle myself.

As I journal my way through the process I thought I’d share it here.

Since this is hard for many of us, it makes sense to me that we could all gain from seeing more of each other’s process.

If you don’t know – a sales page is a page on your website where you sell something. Ideally the page describes what the thing is, what the potential buyer can expect to get out of it, pricing details and a buy button.

For a lot of online business, the sales page is the make-it-or-break-it point for their business. The aim is to create a sales page that generates as many sales as possible. They use a lot of slimy tactics to make this happen.

I operate my business quite differently. Hardly anyone reads my sales pages for the first time and buys my stuff. Usually they get to know me, play with my many free offerings, and by the time they choose to read about my courses and coaching, they already know and trust me and are interested in working with me.

So I don’t feel like there is a lot of pressure on my sales pages and I don’t want anyone to feel pressured on them! I just want them to clearly describe what I’m offering and what you can expect to get out of it.

But that is more complicated than it seems! It can be hard to describe your thing in a way that is clear for your people because you’re on different sides of it. You know it from the inside out and they can only look from the outside in. You see the benefits of the thing are so super obvious, but on the other side, your people can’t quite see them at all.

Plus, if you are like me, you are always growing and evolving, and so the way you want to communicate all of this grows and evolves. This is why I update my pages regularly, so they are congruent with where I’m at.

The Starting Point: What do I want to do?

I want to re-write the Creative Dream Circle page in a heartfelt and clear and inviting way. I want people to feel uplifted while they read it. I want them to get a taste of what it’s like to be expertly supported and guided with your dreams and how that creates new possibilities.

I also want to encourage them to consciously interact with the fears/doubts/inner critics that get triggered while considering making this group a part of their lives, instead of allowing their fears/doubts/inner critics to derail the process with their bullshit… “this won’t work for you” ” you already know all of this” “you don’t have time for this” “you can’t spend money on your dream!” “sounds complicated, you’re not going to be able to figure it all out” “you won’t fit in, this kind of thing is for other people”

Plus I want this page to be a healing and a light, both for people who take the step into the Circle and for those who don’t.

How do I want to do this?

It seems to me we have to get on the same page about what we’re talking about really quickly so that should be at the top of the page.

The Creative Dream Circle is an online playground/creative superhero training center where creative people learn to bring their dreams to life.

Sigh. A lot of people are not going to know what that means PLUS it’s not descriptive enough.

I don’t just help you bring their dreams to life, I help you to do it with ease and joy, powered by authenticity and spirit and creative genius and inner wisdom, so that the dream appears in a miraculously perfect-for-you way even though it may look nothing like what you thought you wanted when you started.

This is because at the core this work is about soul healing, radical transformation and growing into who you really are which is a difficult thing to describe.

When I talk about living more deliciously and blissfully in tune with your own creative soul a lot of people have no concept of what that means. So I talk about it in terms of becoming the you who lives your dream. But this is not how the Circle members talk about it. They say it helps them do things like:

  • Feel more at peace with themselves and their lives (relief!)
  • Believe in themselves more (magic!)
  • Understand how to actually STOP letting fear stop them (momentum!)
  • Start making more time for the things that they love to do (joy!)
  • Understand how to start making small changes that bring them closer to their dreams (steady progress!)
  • Be inspired to go after bigger dreams (trust!)
  • Find new and/or unexpected sources of support for their dreams (right-fit support!)
  • See that the path to their dream is right in front of them and understand how to start walking along it (clarity!)
  • Understand more clearly where they hold themselves back, and what to do about it (freedom!)

So, using more of the language that circle members use would be helpful! This lets potential members know exactly what current members are experiencing.

I already have member’s testimonials on the page, of course. But I also have a lot of my own language. What if I use more of the Circle member’s language throughout the page? I like that idea.

OK, so I’m still on the first line.

The Creative Dream Circle is an online playground/creative superhero training center where creative people learn to bring their dreams to life.

So now I know that I want to write this in the kind of language that members would use, that speaks CLEARLY to potential new members. I also want to say something about how we work from the intersection of creativity, spirituality and human potential. I would like to highlight the fact that what I teach is unique, creatively engaging and remarkably effective.

Also: there is just so much love in the Circle. It’s amazing to be so fully supported and encouraged in your dreams.

So how do I want to say this?

It feels like I have journaled a million pages and am still on writing the first line of the page! I’m going to go make a lavender black tea latte and come back to this…

Well of course I didn’t just make the latte and come back. I wandered upstairs and lay down on my bed to enjoy the rain (I’ve got floor-to-ceiling wall-to-wall windows on both floors of the dream loft, perfect rain-watching conditions) then I took a shower, then I made my latte and gathered some supplies: my current favourite candle and an amazonite crystal ball which helps me write.

Obviously, I am in resistance.

ALL creatives experience resistance – how you handle it does determine the volume and quality of the creative work you produce. Of course, I’m going to handle it using the exact tools I teach in the Creative Dream Circle. The Circle includes an Un-Sticking Station which un-sticks any stuck, like resistance, procrastination, fear, doubt, uncertainty, etc.

Bringing my resistance to writing this sales page into the Un-Sticking Station, I discover:

  • I’m worried I’ll never get this right
  • What I have is working, what if I change it and it stops working?
  • What if my work just isn’t that special and doesn’t deserve a clear and inviting page?
  • What if I’m just not good enough?

So you can see why most creatives just procrastinate. This isn’t easy stuff to face.

And this is always how it is: a top layer of some questions/frustrations that seem kind of real but you quickly see what is beneath them, our basic and universal fear of not being good enough.

This is the stuff that stops most creative people from ever bringing their dreams to life. This is the stuff I am committed to helping people change. Every time I face it myself I am reminded of the importance of providing people with the tools that make it easier to face it and TRANSFORM it.

That bolsters my enthusiasm for getting this done.

Back in the Un-Sticking Station, bringing in love and creativity it is fast and easy (fast and easy just because I do this work so often) to dissolve limiting patterns and return to the truth: this is my work in the world. I am here to serve in this way. It’s my JOB to support my work in getting out into the world.

Now I feel like my inner world is in alignment with my mission. Ahhhh.

And I remember that I don’t need to find the exact perfect phrase to start this with, I just need to be as clear as I can be. Some advice out there is to just “speak from your heart” but I think that gets you back into problem #1: speaking from your side of the thing, instead of speaking from your people’s side of it, in a way that they can understand.

So speak from your heart, of course, but more importantly use your heart to connect with your audience and speak from where they are so they can hear you.

The Creative Dream Circle is….

What is important to have in this first part so that people get, straight off the bat, what we’re talking about?

  • it’s an online thing, not in person
  • it helps you activate your inner superpowers so you can: believe in yourself more, stop letting fear stop you, and make it easier/more fun to make positive changes in your life
  • it’s for open-hearted creative people
  • I teach from the intersection of spirituality and creativity and personal development, but encourage everyone to create their own unique ways of working with the tools, so you don’t need to adopt what I believe as your truth
  • The tools I teach are: journaling (art journaling or creative journaling or written journaling – up to you) and Creative Soul Alchemy (an energy healing technique I have developed using creativity + imagination + intuitive energy healing)

OK, using the term Creative Soul Alchemy is not the best idea because new people have no idea what it is. But since I do offer a free introductory course in it I think I can work that in. Plus I would prefer that people take my free class before singing up for the Circle so they can make sure they like my style. Also: do I really need to include this at the beginning?

Note to self + readers: I’m not going to give each sentence on this page this much attention. It just feels important to me to start right. This is creating that heart connection of meeting the reader where they are.

The Creative Dream Circle is an online training center for open-hearted creative people. Inside the Circle you’ll learn how to activate your inner superpowers so you can: believe in yourself more, stop letting fear (or doubt, or resistance, or inner and outer critics) stop you, and make it easier (and more fun!) to make positive changes in your life.

OK ewww, “make positive changes in your life” feels gross and task-master-y. And that’s not really what I mean, it’s not about external changes, it’s about living more fully in alignment with your heart and soul and creative magic.

The Creative Dream Circle is an online training center/secret playhouse for open-hearted creative people.

It’s full of tools, training + support for activating your inner superpowers so you can: believe in yourself more, stop letting fear (or doubt, or resistance, or inner and outer critics) stop you, and make it easier to live more fully in alignment with your heart and soul and creative magic.

BLISS! It’s about living your bliss. That’s what people really get out of it. For each person the path/specifics are different, but bliss is the direction we’re all headed in.

The Creative Dream Circle is an online training center/secret playhouse for open-hearted creative people.

Joseph Campbell wisely instructed us to “follow your bliss”. If you think that’s great advice but sometimes wish it was easier to actually follow – you’re in the right place.

Inside the Circle, you’ll discover effective, creative and engaging tools that help you believe in yourself more, stop letting fear (or doubt, or resistance, or inner and outer critics) stop you, and make it easier to follow your bliss in a really practical way.

Ahhh that feels more clear.

Sometimes when I talk about dreams I feel like people are only hearing me talking about getting what you want, in the external world.? What it’s really all about for me is the inner magic – the bliss of living in alignment with your heart, your soul and your creativity.

So then I can do on to talk about exactly that, and explain myself more clearly.

The Creative Dream Circle is dream generator. It exists to support you in the process of bringing your dream to life.

Dreams are important because your dreams are how your soul calls you into alignment with yourself. You can feel that, how having your dream isn’t about having some shiny new toy to play with, it’s about growing into who you really are.

Ack! Love! I have never put this together so succinctly and clearly before, I love this. And now we’re flowing:

While your heart and soul understand how important your dreams are, you live in a world that doesn’t understand this and you end up in a tug-of-war between external expectations and your inner callings.

And then stepping onto the Creative Dream Path starts to feel like this terrifying/impossible thing. Because you grew up in a world that doesn’t understand dreams, you wind up with all of these fears/doubts/beliefs that it’s not safe or possible for you to go after your dream. That you somehow just don’t have permission to live the way you want to live.

So painful! To want your dream, to know in your heart that going after your dream is what is right for you but running up against all these obstacles every time you try! No wonder most people just give up on their dreams.

I have failed many, many, many times. But something in me wouldn’t let me give up.

If you’ve just discovered the Creative Dream Incubator and don’t know me yet (hello! I’m so glad you found me!) you can read more about me, the creator + leader of the Creative Dream Circle, right here. I am a creative woman who lives her truth. I get to make my living doing the things that light me up. It’s not easy every day, but I do have freedom and joy and bliss.

It took me years and years and years of struggle to get to this place with my dreams. I am so grateful that I finally mastered the art of how to bring a dream to life in a world that doesn’t understand the beauty, power and important of dreams.

And I am so happy to share what I’ve learned with other dreamers, so that we can start to turn the tide. As more people start to live in alignment with their inner truth, we start to have a tremendous effect on the whole world.

OK, something is starting to feel off. I think I’ve given this all the time I can for today. I’m going to go play and let this marinate.

Next Day:

So today I am SUPER uncomfortable with quoting Joseph Campbell. Not that I don’t love him, and not that his work wasn’t a part of my training as a spiritual teacher, but the point of this page is for people to connect with the Circle. A quote from someone else doesn’t connect you to ME.

Next Day After That:

I want to delete ALL of this and start from scratch again.

I want to go back to my journal with my coloured pens and explore… what do I really want to say?

At that point I drew some mandalas about how much love I have for my students, then went right to the sales page and re-wrote it. Totally different from what I had above – speaking from my heart and, I think, speaking with more clarity.

I’m happy with how this went, you can see the end result right here.? I think it’s pretty awesome.

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