---
name: high-ticket-sales-page
description: "Writes sales pages for premium ($500+) offers with extensive social proof, objection handling, and application CTAs. Use for high-ticket products and services."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# High-Ticket Sales Page

## When to Use This Skill

Use this skill when you need to:
- Write a long-form sales page for a product or service priced at $500 or more
- Build extensive trust through social proof, case studies, and objection handling
- Create an application-based or call-booking CTA instead of direct checkout
- Design sales copy that justifies premium pricing to sophisticated buyers

**DO NOT** use this skill for low-ticket offers under $500, simple product pages, or landing pages for free offers. This is for premium-priced offers that require trust-heavy copy.

---

## Core Principle

HIGH-TICKET BUYERS DO NOT NEED MORE HYPE — THEY NEED MORE PROOF, MORE SPECIFICITY, AND MORE CONFIDENCE THAT THIS INVESTMENT WILL DELIVER A MEASURABLE RETURN.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Offer name** | "What is the product/service?" | No default — must be provided |
| **Price** | "What is the price or price range?" | No default — must be provided |
| **Target buyer** | "Who is the ideal buyer? (role, revenue, experience level)" | No default — must be provided |
| **Primary transformation** | "What is the #1 result buyers achieve?" | No default — must be provided |
| **Proof/testimonials** | "What results have past clients achieved? Share specifics." | Will work with what's available |
| **CTA type** | "Direct checkout, application, or book-a-call?" | Application or book-a-call |
| **Top 3 objections** | "What are the most common reasons people don't buy?" | Price, timing, "can I do this myself?" |

**GATE: Confirm the brief — high-ticket copy requires precise inputs. Do not proceed without clear answers.**

---

## Phase 2: Page Architecture

### Long-Form Sales Page Structure

```
## Sales Page Sections (in order)

1. **Hero Section** — Headline + subheadline + primary CTA
2. **Problem Agitation** — Define the pain in specific, relatable terms
3. **Failed Solutions** — What they've already tried that didn't work
4. **Solution Introduction** — Present your offer as the bridge
5. **Credibility Section** — Your story, credentials, results
6. **What's Included** — Detailed breakdown of deliverables
7. **Case Studies / Testimonials** — 3-5 detailed results stories
8. **Objection Handling** — Address top objections directly
9. **Who This Is For / Not For** — Qualify the buyer
10. **Investment Section** — Price reveal with value context
11. **FAQ** — 5-8 questions covering logistics and concerns
12. **Final CTA** — Urgency + guarantee + application/booking
13. **PS Section** — Final persuasion element
```

**GATE: Present the architecture for approval before writing.**

---

## Phase 3: Write the Sales Page

### Section-by-Section Guidance

**Hero Section**
- Headline states the transformation, not the product name
- Subheadline adds specificity (who it's for, timeframe, result)
- CTA button text: "Apply Now" or "Book Your Call" (not "Buy Now" for high-ticket)

**Problem Agitation**
- 3-5 specific pain points the buyer experiences daily
- Use their language — how they describe the problem to a friend
- Agitate the cost of inaction ("Every month you wait costs you...")

**Case Studies**
- Structure: Situation → Solution → Result
- Include specific numbers wherever possible ($X revenue, Y% increase, Z hours saved)
- Mix different buyer profiles to show breadth of results
- If limited testimonials exist, use one detailed case study rather than three weak ones

**Objection Handling**
- Address each objection head-on with a dedicated section
- Use the format: "You might be thinking [objection]. Here's the reality: [reframe]."
- Common high-ticket objections: price, time commitment, "I've tried programs before," self-doubt

**Investment Section**
- Never apologize for the price
- Anchor against the cost of the problem continuing (lost revenue, wasted time)
- If applicable, show ROI math: "If this generates even one additional $X, it pays for itself"
- Present payment plan option if available

### Copy Rules

- Write 3,000-5,000 words total — high-ticket requires depth
- Every claim must be backed by proof or specificity
- Use formatting for scannability: bold key phrases, short paragraphs, subheadings every 200-300 words
- CTA appears at least 3 times throughout the page (hero, after case studies, final section)
- Guarantee section must be prominent and specific (30-day, money-back, conditional, etc.)

---

## Phase 4: Polish

### 1. Conversion Optimization Notes

- Recommend sticky CTA bar for long pages
- Suggest exit-intent popup with a softer offer (free resource or webinar)
- Note any sections that could be split-tested (headline, price presentation)

### 2. Trust Elements Checklist

- [ ] Real names and photos in testimonials (not anonymous)
- [ ] Specific numbers in case studies (revenue, time, percentages)
- [ ] Personal founder story with credibility signals
- [ ] Guarantee clearly stated with conditions
- [ ] "As seen in" logos or press mentions if available
- [ ] FAQ covers pricing, refund policy, and time commitment

### 3. Pre-Publish Review

- [ ] Page reads well on mobile (short paragraphs, clear CTAs)
- [ ] All CTA buttons link to the correct application/booking page
- [ ] Price is stated clearly — no hidden fees or surprises
- [ ] The page can stand alone — no required context from other pages

---

## Anti-Patterns

- **Hype over substance** — "This will change your life forever!" without specifics insults sophisticated buyers.
- **Hiding the price** — high-ticket buyers expect transparency. If you hide the price, they assume the worst.
- **Weak testimonials** — "Great program!" from "J.S." is worthless. Use full names, photos, and specific results.
- **Direct checkout for $2,000+** — most buyers above $1,000 need a conversation first. Use application or call-booking CTAs.
- **No guarantee** — premium pricing without a guarantee creates too much perceived risk.
- **Feature dumping** — listing 47 modules means nothing. Lead with the transformation each component enables.

---

## Recovery

- **No testimonials available:** Use personal results, methodology explanation, and a strong guarantee to offset the proof gap. Offer founding member pricing to get initial case studies.
- **User wants to sell $2,000+ with direct checkout:** Recommend an application or call funnel. Conversion rates for direct checkout above $1,000 are typically under 0.5%.
- **Unclear transformation:** Ask "What is the single biggest before/after shift your buyer experiences?" and build the entire page around that.
- **Multiple audiences:** Pick the highest-value buyer profile. Write the page for them. Other audiences can be served by different pages.
- **Price sensitivity in the market:** Add ROI calculator, payment plan, and cost-of-inaction section to justify the investment.
