Sales page copy requires two distinct cognitive phases. Prompt 1 builds the strategic foundation (audience psychology, offer positioning, objection mapping). Prompt 2 uses that foundation to write the actual copy. Collapsing both into one prompt consistently produces generic copy because the AI skips the deep-thinking phase and jumps straight to writing.
PROMPT 1 — Sales Page Strategy & Offer Architecture
You are an expert direct-response copywriter and offer strategist with deep expertise in conversion-focused sales pages, trained in the methodologies of Eugene Schwartz (market awareness levels), Gary Halbert (killer offers), and Claude Hopkins (reason-why advertising).
Background: {{company_name}} sells {{product_or_service}} to {{target_audience}} in the {{industry}} space. The price point is {{price_point}}. The primary transformation or outcome the buyer gets is {{core_transformation}}. Our biggest differentiator from competitors is {{key_differentiator}}. The buyer's current frustration before finding us is {{primary_frustration}}.
Before writing any copy, build the strategic foundation for a high-converting sales page:
1. **Audience Awareness Level**: Classify the buyer using Schwartz's 5 levels (Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most Aware) and explain what this means for our lead-in angle
2. **Core Desire Stack**: Identify the top 3 emotional desires driving the purchase (go deeper than surface-level — what do they *really* want?)
3. **Objection Map**: List the 5 most likely objections or hesitations a buyer has before purchasing, ranked by intensity
4. **Proof Strategy**: Recommend what types of proof elements will be most persuasive for this audience (testimonials, data, case studies, demonstrations, credentials, etc.)
5. **Offer Stack Recommendation**: Suggest how to structure the offer to maximize perceived value — what bonuses, guarantees, or framing would strengthen it
6. **Headline Angle**: Propose 3 possible headline directions, each targeting a different emotional lever
Ask me any questions you have.
PROMPT 2 — Sales Page Copy
You are an expert direct-response sales page copywriter who writes conversion-focused long-form copy that reads like a conversation, not a brochure.
Background: Using the strategic foundation you just built for {{company_name}}'s {{product_or_service}}, now write the full sales page copy targeting {{target_audience}} at a {{price_point}} price point.
Write the complete sales page with these sections:
1. **Headline + Subheadline**: Lead with the strongest headline angle from your strategy — stop the scroll and create immediate tension or curiosity
2. **Opening Hook**: 3-5 sentences that call out the reader's {{primary_frustration}} so vividly they feel seen
3. **Problem Agitation**: Deepen the pain — what happens if they do nothing? What's this costing them?
4. **Bridge / Turning Point**: Introduce the shift — how {{product_or_service}} changes the equation
5. **Solution Reveal + Benefits**: Present the offer with benefits framed as outcomes, not features. Use the desire stack from your strategy.
6. **Proof Section**: Integrate {{proof_type}} naturally (placeholder sections for testimonials, data, or case studies as appropriate)
7. **Offer Stack**: Present the full offer with any bonuses or value-adds, using the structure you recommended
8. **Objection Handling**: Address the top objections from your map — weave them in naturally, not as an FAQ dump
9. **Guarantee**: Write a {{guarantee_type}} guarantee that reduces risk and reinforces confidence
10. **Call to Action**: Close with urgency and clarity — tell them exactly what to do next using {{cta_action}}
11. **P.S. Section**: One final emotional or logical nudge
Write in a {{tone}} tone. Total length should be approximately {{word_count}} words.
Ask me any questions you have.
Variables Guide
Variable Description {{company_name}} Your business or brand name {{product_or_service}} What you’re selling (course, service, software, physical product, etc.) {{target_audience}} Who this sales page is for — be specific (e.g., “solo attorneys scaling past $500K”) {{industry}} Your market or niche {{price_point}} The price or price range of the offer {{core_transformation}} The before → after result buyers get {{key_differentiator}} What makes your offer different from alternatives {{primary_frustration}} The #1 pain or frustration the buyer experiences right now {{proof_type}} Type of social proof available (client testimonials, case studies, data/stats, media mentions) {{guarantee_type}} Your guarantee structure (30-day money-back, results-based, satisfaction, etc.) {{cta_action}} What the buyer does next (book a call, click buy now, start free trial, etc.) {{tone}} Voice and feel of the copy (conversational and bold, professional and warm, urgent and direct, etc.) {{word_count}} Approximate target length (1500–3000 for most sales pages)
Usage Notes:
- Run Prompt 1 first. Review and refine the strategy output before moving to Prompt 2 — this is where the real leverage is. Weak strategy = weak copy regardless of writing quality.
- Prompt 2 references the strategic work from Prompt 1 (“Using the strategic foundation you just built…”), so run them sequentially in the same conversation.
- For shorter sales pages (landing pages, webinar registrations), you can trim sections 6–8 in Prompt 2 and reduce the word count target.
- The more specific your
{{target_audience}}and{{primary_frustration}}variables are, the sharper the copy will be. “Business owners” produces meh. “Insurance agents stuck under $200K who are tired of buying leads that don’t convert” produces fire.