---
title: "Build a short sales page with name, proof and payment"
description: "Build a short sales page with the name and core message, proof even with no buyers yet, then the price and a pay button for Love post readers."
---

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# Build a short sales page with name, proof and payment

A sales page has two layers and a place to pay:

- **A Know layer** so buyers grasp the product fast.
- **A Trust layer** so they see proof.
- **The price and a pay button** so they can buy.

The page has **no Love layer**. The part that makes buyers want the product is already in the Love post that comes before the page.

Buyers who come from the content funnel are ready to buy, so the page only needs to be short.

This way of working fits people who run a business alone, have one product and need a page to sell it, even with no buyers yet. If you still wonder whether the page should be long or short, see [why the page after a funnel stays short](/docs/content-system/know-trust-love/concepts/love-post) first. The Love post that comes before the sales page is a separate piece of writing, not part of the page.

## What to prepare

- **One product name.** Choose a name that does not exist on the market yet, the way you would choose an ID for your own account, so buyers can remember it and get to know your product.
- **The [core message](/docs/content-system/idea-write-edit/guides/how-to/create-a-core-message) of the product**, one line: who it is for, what result, and by which solution.
- **One cover image for the product**, or a video of you talking about it. If you have not shot a video yet, make the image first.
- **Proof.** The results of buyers who used the product, or your own results when you have no buyers yet.
- **A new page in your page builder.**

## Build the short page

The page follows the order buyers need: know what the product is, trust it, then buy. Each part is one short passage.

1. **Build the Know layer: name, core message, image, three features**

   The Know layer lets buyers grasp the product very fast, so it has few lines. The first line is the product name, and it tells buyers at once what this is, **with no riddles**: a course is a course, a book is a book, a toolkit is a toolkit, a service is a service.

   The second line is the core message: who the product is for, what the result is, and which of your solutions it rests on. Below that comes the cover image, and once you have shot a video, swap the image for the video of you talking about the product.

   At the end of the layer, pull out the main features you care about most, as short as you can: one or two features is fine, about three is best. This is not the place for long writing. You will see that a stranger reads this layer in a few seconds and understands what you sell and to whom.
2. **Build the Trust layer: proof from buyers or from yourself**

   Buyers trust you when they see who has used the product and what their results were. If you have buyers, tell their stories: how they used it and what they got. If you have none, **you are the first user**: tell the story of how you made the product from your own case, and the result it gave you.

   Proof, yours or a buyer's, is a story, not a list of features. After a while of selling, collect feedback from buyers and put it in place of your own story. You will have a Trust layer that tells one to a few stories with results.
3. **Add the price, a pay button and a link to the Love post**

   By now buyers only need to know **the price and how to pay**. State the price clearly, and add a pay button with no friction and no technical snag. Add a link back to the Love post for buyers who want to read the reason to buy again.

   Do not retell the standout point or the story of the Love post on the page, because a sales page is not a Love post. You will see the page end at the pay button, as short as it can be while still complete.

## Signs the page is enough

![Signs the page is enough](/docs/_astro/illus-docs-bang-cong-tac.en.CWDTy9Ft_ZTKTiY.svg "All four switches on, the page is ready")

- **Read the name and the second line. Do buyers understand at once what you sell and to whom?** If they must read it twice, the name is a riddle or the second line says more than three things.
- **Is each layer still short?** If a layer grows long, you are writing content instead of building a page. Content belongs in Know posts, Trust posts and the Love post.
- **Does the Trust layer have a specific result?** If it only has general praise, replace it with a story with a result, from a buyer or from you.
- **Can buyers see the price and how to pay?** If buyers have to message you for the price list or for how to pay, the page is missing this part.

## When the page falls short

### The page is too long

A long page is usually the mistake of not compressing: you spill out all the information and make buyers read and understand it themselves. Rewrite it as a short page by **only cutting, never adding**. Buyers who came through the funnel do not need to be persuaded again, and telling stories of other buyers or repeating features to them is repeating yourself and adds noise.

### No proof yet

People who run a business alone usually sell something they have used themselves. You are the first user: tell the result the product gave you. That is valid proof until buyers give feedback.

### No video yet

Use a cover image that describes the product so it is easy to understand. Once the video is shot, swap the image for the video, because Cuong recommends having a video of you talking about the product.

Source: https://cuongthach.com/docs/content-system/know-trust-love/guides/how-to/build-a-lean-sales-page/index.mdx