Crystal Clarity Copywriting

Go. Change the world. Leave the writing to me.

Crystal Clarity Copywriting

Go. Change the world. Leave the writing to me.

Reader question: should you include your underlying “why” in your sales page?


Does your “why” belong on your sales page?

It’s been a while since I answered any reader questions, so I’m thrilled to be answering this one from Spencer Hodgetts (sorry it’s taken me so long to get to it, Spencer!)

In his message to me, Spencer asked “Is it OK to include the underlying vision/mission/why for my offering on a sales page, rather than just the information about the offering itself?”

Now, this is me – so the answer to any question that includes the words “Is it OK to…” tends to start with “It depends on…” And in this case, the answer depends on three factors:

  1. Who your ideal clients are
  2. What your offer is
  3. The extent to which knowing your vision/mission/why (let’s just call that your “why” from here on in) will help them to make a good, clear decision about whether or not to say “yes” to your offer.


Factor 1: Who are your ideal clients?

Every audience is different, so there’s no one-size-fits-all rule. That means you need to know what’s most important to your ideal clients to best answer the question of whether to include a “why” in your sales page.

Some people will care very little about your reasons. They’ll be far more driven by other factors such as how your offer can help them, the value for money you’re providing, the timing of your offer, etc.

Other audiences could be super focused on your “why”. They might have made a commitment to only buy from someone who clearly reflects their values or visibly supports a cause they believe in (e.g. ethical marketing, being against animal cruelty, supporting sustainability, etc.)

And if your “why” matches their values? Telling them so will help them to make a good buying decision.

Of course, the answer to this question relies on you really knowing your audience. If you’re not sure how important a “why” is to them, ask. Don’t make assumptions. (And while you’re talking to them, here are a few other questions you should ask too.


Factor 2: What’s your offer?

Explaining your “why” will seem naturally more important for some types of offers than others.

For example, if you’re selling a commodity product at a bargain price, your personal why for doing so probably isn’t that important to your audience.

If, however, you’re selling services that require you to connect at a deep level with your clients? (Or services that require them to make themselves super vulnerable by sharing things they’re uncomfortable with?) In those cases, your “why” might be essential to help them connect with your offer, your business and you.

Again, you need to ask your ideal clients about their thoughts on the matter. Start conversations with them around questions like:


Factor 3: Does your “why” help your ideal clients to make a clear buying decision?

Remember that the golden question to help you determine whether to include ANYTHING in your sales page is “Does it help your reader to make a good, clear decision on whether to buy from you (and make it easy for them to take action if so)?After all, that’s your sales page’s fundamental purpose.

In some ways, this question combines the previous two, plus it brings in any other factors that might be relevant.

Again, don’t assume you already know what your clients want to hear to make a decision. Instead, talk to them. Ask them what they most need to know about you, your offer, and anything else before they feel confident about finally deciding.


Then, once you’ve got that feedback…

Asking your ideal clients about their thoughts on your “why” is the first step. Once you have your answers, you need to actually do something with them. That means the next step is to ensure that the importance you give your “why” in your sales page actually reflects the importance your audience puts on it.

So, for example, if people tell you they’re interested, but it’s not a deciding factor, you could maybe talk about your “why” in one of your FAQs towards the bottom of the page. If, on the other hand, your “why” is a major deciding factor for most of your ideal clients, you could give it its own section right below the offer itself.

And whatever you do, relate your “why” back to your ideal customers. So, rather than just talking about yourself and what you care about, talk about how what you care about affects your ideal client and makes things better for them.

For example, you could say something like “I hated the fact that all the skin care products I could find had toxic chemicals in them, so I started making my own – and now I want to make my natural, toxin-free products available for everyone else who’s concerned about the same thing.”


So will your “why” make an appearance on your sales page?

OK, so what’s the verdict? How do your audience feel about your “why”? Do you plan to include it in the sales pages you write – and if so, how much importance will you give it?

If you need to speak to your ideal clients to figure this out, then go! Speak to them! Get their feedback and then make your decision!

If you’ve already spoken to your ideal clients, and now you’re not sure about HOW to weave that information into your upcoming sales page, however, I can help.

My VIP Done-For-You Sales Page package means you can stop stressing about writing your sales page, and spend your time getting everything else in your business done.

Find out more about the package at

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