Scale Your Speaking by Mo Khalaf
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Write a high-converting sales page in under 2 hours (Part 2)

Write a high-converting sales page in under 2 hours (Part 2)

Mo Khalaf
December 12, 2024

Yesterday, I shared the first pillar of writing a high-converting sales page in under 2 hours: having a solid knowledge of the industry you're selling to.

If you missed it, here's the link to yesterday’s email.

But once you have that foundation, the next question is: how do you actually write the sales page in under two hours?

That’s where the second pillar comes in. It’s a proven system that streamlines the entire process.

It’s called the 4Ps structure:

Picture, Promise, Proof, and Push.

Let me walk you through it with examples from the sales page I wrote for an in-person public speaking club in Montreal.

The First P: Picture

Start your sales letter by building a vivid picture in your reader’s mind of their desires, pain points, and the transformation they’re seeking.

For example, here’s how I opened the sales page:

Imagine that:
A year from now, you walk up to a room full of professional colleagues and clients to deliver a presentation.
But instead of sweaty palms, a racing heart, and shaky knees...
You walk in confidently. Shoulders straight, a barely-there but confident smile on your face, and you start presenting.

Yes, starting with “imagine that” is a bit cliché, but it works because it immediately pulls the reader into the story. It taps into their current struggles and paints a clear picture of their dream outcome.

Once you’ve grabbed their attention with a compelling picture, it’s time to move to the next P.

The Second P: Promise

Now that they can visualize their dream outcome, you need to promise them that it’s achievable and that you can help them get there.

Here’s how I started the promise section for this sales letter:

Here’s the thing...
You can achieve that same level of confidence and expertise that Dan, Mihai, Lise, Jocelyne, Nina, Joe, Monica, and Carl have.

Side Note:
In this particular sales letter, I switched the order slightly and introduced the Third P: Proof first (I’ll talk about that in a minute). I shared video testimonials from members like Dan and Jocelyne to show tangible results before making the promise. This way, the proof built trust first, and the promise reinforced it.

A good promise builds confidence in the reader that the outcome they desire isn’t just a pipe dream, it’s possible, and others have already achieved it.

The Third P: Proof

Every promise needs to be backed up by proof. Without it, your claims will fall flat.

For this project, video testimonials were the strongest form of proof. Here’s how I weaved them in the sales letter:

Our members come from all walks of life. They come from different industries, with unique fears, dreams, and varying levels of stage experience (or none at all).
But they all share one thing in common: the desire to become better speakers.

Want proof?
Let’s hear it from them directly:

Then I included eight video testimonials from club members, showcasing their progress and success.

Proof solidifies trust. It’s what makes your claims believable and moves your reader closer to action. We’re just missing the final piece…

The Fourth P: Push

Finally, it’s time to push the reader to take action.

This is where you double down on their pain points and build a strong desire to act.

Here’s how I framed the push in this sales page:

To get more confident on stage, there’s just one thing you need to do.

But before I reveal it, let’s consider the alternative:

What would happen if you stay at your current level?

This creates tension by forcing the reader to confront their pain and realize what’s at stake if they don’t act.

And then I closed with a clear, actionable CTA:

The question is... are you willing to take that risk?

If your answer is NO, then here’s what you need to do:

Attend our next club meeting.
It’s FREE, it’s fun, and it’s the perfect place to get your first (or hundredth) experience on stage.

Click the button below to secure your spot in our next weekly meeting.

Recap

The 4Ps structure helps you write a clear, compelling, and actionable sales page quickly:

Picture: Paint a vivid image of their pain and desires.
Promise: Assure them the transformation is possible.
Proof: Back it up with testimonials, data, or examples.
Push: Motivate them to act now.

With these pillars in place, writing your sales page in less than two hours becomes achievable, even if it’s just your first draft for testing.

But there’s much more to it…

My mentor and copy coach, Thom Benny, created a kick-ass guide that dives deep into the details of the 4Ps Sales Page Structure.

Here’s a link to it if you’re interested: Six-Figure Sales Page Blueprint (copy)