---
title: "The Love post: the one post that leads to the product"
description: "This page explains the Love post, the only post in the funnel you write yourself, the short sales page it leads to and why that page stays short."
---

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# The Love post: the one post that leads to the product

The Love post is the last post of a Know - Trust - Love funnel, and each funnel has only one. It is the longest and most demanding post, written from your real experience and ending with a pointer to the product. After it comes the sales page, the last step of the funnel.

This page is for you when you are about to write a Love post, or build the sales page that comes after it.

## The Love post in the funnel

![The Love post in the funnel](/docs/_astro/illus-docs-ban-do-bai-yeu.en.DpN_rFFv_ZTKTiY.svg "The Love post is the map of the whole road")

Love is the state where readers already have a reason to trust and need a solution to a lasting pain. A solution of this kind needs a plan, practice and repetition, so it brings no result at once: readers only see the whole road.

### Spot a Love post with four questions

A post is a Love post when you can answer "yes" to all four questions:

- Does it cover the whole journey from the problem to the result, instead of stopping at one stretch?
- Does the solution in it need a plan and many days of practice, rather than one sitting?
- Does every Know post and Trust post in the funnel link back to it?
- Would someone who lands on it straight from search or AI, without reading any other post, still understand it fully?

The third and fourth questions test position. The first and second test size: a Trust post clears one obstacle, while a Love post lays out the whole route.

### One Love post per funnel: what if you add more content?

Most of the funnel's effort, up to 80%, goes to the Love post, because it directly turns readers into buyers. Readers can enter the funnel at any post, the Love post included, so the Love post must be readable on its own: it should never make readers go back to another post to follow it.

Adding content to a funnel does not change the number of Love posts:

| What you want to do | What happens to the Love post |
| --- | --- |
| Add a Know post or a Trust post | Keep the Love post as it is, only add a link back to it |
| Change the invitation in one Trust post | Edit the Trust post, the Love post stays the same |
| Sell a different product | Build a new funnel with its own Love post |
| Just starting to sell | Three posts are enough: one Know, one Trust, one Love |

## What is in a Love post?

![What is in a Love post?](/docs/_astro/illus-docs-cuon-bon-phan.en.DeyblItm_ZTKTiY.svg "A Love post has four parts")

A Love post has four parts, written like a long letter from the founder to someone facing exactly that problem. Each part has a question for checking yourself.

| Part | Content | Self-check question |
| --- | --- | --- |
| A true story | Your own experience and expertise | Is there a detail only someone who lived it would know? |
| Empathy | Naming the pain with what you went through yourself | Do readers nod within the first few lines? |
| A guiding process | The stretches from problem to result, in order | Does each hard stretch have a Trust post to catch it? |
| A promise of results | What readers get when they finish the process | Can you say it in one sentence, and can readers check it? |

The true story and empathy open the post, before it points the way. The story is your own, not borrowed from another customer.

You don't need many: **a few real edges** of your own are enough to start the funnel. Empathy comes from having stood exactly where the reader stands now.

The guiding process sets the Love post apart from a Trust post, which crosses only one obstacle. A stretch where readers get stuck on technique, or hesitate to start, is split off into a Trust post of its own.

After the Love post, readers see the whole road but do not yet hold the result. That gap is **where the product comes in**, as a lever to finish the road faster and not give up halfway.

## Which parts of the Love post must you write?

The table splits the work between you and AI. Why customers buy the person more than the product is in the [funnel post](https://cuongthach.com/biet-tin-yeu/).

| Job in the Love post | You | AI assists |
| --- | --- | --- |
| Story and expertise | Write it fully | No |
| Main solution and underlying philosophy | Decide and write | No |
| Re-arranging your work history | Supply the material | Arrange it |
| Guiding process | Fix the stretches | Tighten it |
| Ordering ideas, illustrations | Review | Make the first version |

**Four things only you can supply:** the story, the expertise, the main solution and the underlying philosophy. Quick test: if a paragraph could go into someone else's post without changing a word, it is not yet yours. Everything AI gives you needs you to read it again and confirm it matches what you actually went through.

:::caution[If you have not found an edge yet]
Don't write the Love post. Instead, record the story of your work first, then pull the edges out of that recording.
:::

## The sales page after the Love post

Long or short is not the right question for a sales page. Whether buyers buy depends on where they stand on the Know - Trust - Love road when they reach the page, not on word count. The right question is **how far the buyer has got to know your brand**, and the page only has to fill in what is missing.

### Why the page after a funnel is always short

![Page length and the buyer's road](/docs/_astro/illus-docs-ma-tran-do-dai.en.CyC-geWz_ZTKTiY.svg "Where buyers stand decides, not word count")

The page after a funnel is short because **the hardest part of persuading is done** before the reader clicks on the product: they have tested your skills in the Trust post and read the whole journey in the Love post. On the page, they lean toward buying and take one last look to check what they are buying. For them, arguing about features or telling stories of other customers is only repeating yourself, and it adds noise.

The page has only two jobs to do well:

1. Say clearly what the product includes and how readers get it.
2. Give them a payment button with no friction and no technical hurdle.

The page still has all three layers, Know, Trust and Love, but each one is short:

- **The Know layer** names the product.
- **The Trust layer** is proof from customers, or from you when you have no customers yet.
- **The Love layer** is a short personal note about the person who made the product.

How to build it is in [Build a lean sales page](/docs/content-system/know-trust-love/guides/build-a-lean-sales-page).

### How does the Love post differ from the page's Love part?

A sales page also has a Love layer, so the two are easy to mix up.

| | Love post | Love part of a sales page |
| --- | --- | --- |
| Where it is | A post of its own in the funnel | The last part of the page, after the product intro and the proof |
| Length | Very long, a full solution | Short, a personal note |
| What it covers | The reader's pain and the whole road to solve it | How you made the product: its history, your care, how long it took, your promise for how it will grow |
| Where the reader is | Looking for a way forward | Ready to buy, wanting to feel the person who made the product |

The product sits at the end of the Love post, exactly where readers have seen the whole process but lack the time or tools to finish it. The product:

- Shortens the road.
- Packages the method.
- Provides tools and templates.
- Comes with a person and a route to walk with them, so they do not give up.

If the product is not finished, the Love post **leads to the waitlist** instead of the sales page. The only condition for starting to write is that you can describe the product concretely, as if you held it in your hands. Your posts and the readers' feedback become the product's history before launch day, so when sales open, people already know the product.

### Why does a sales page grow long?

A long page is born when you **try to win buyers in one or two steps**, before you know which stage they are at. You want them to know everything in one place, from the product, the brand and the ecosystem to every feature and every customer who has used it, because readers walk in on guard.

A long page can also be a mistake: you have not compressed the information for the buyer yet. The sign is that each feature makes buyers think one more time, while the product has only one shared benefit to tell. Cuong's fix: write a short page that sums up those points, and only cut, never add.

Many people think a high-priced product needs a long page to persuade. In Cuong's words, **the opposite is true**: people who sell high-priced products well sold low-priced products first, and they always have lines of content that help buyers understand the high-priced product and its benefits. By the time buyers reach the high-priced page, they already understand, so the page is even shorter. A low-priced product has even less reason to be long.

### What can a short page do that a long page cannot?

- **Sum up for the buyer yourself.** When buyers must read everything and then sum it up, they go through two steps, and they are more likely to turn back. The one who has to sum up is you, the seller.
- **Faster A/B tests.** An A/B test means making two versions of a page to see which one works better. With a long page, each version is another long piece of writing, so testing is hard and slow. With a short page, you can make more versions, faster. This is a practical reason to go short even when buyers have not come through the funnel.
- **AI cannot strip out the feeling.** When buyers see a long page, they tend to ask AI for a quick summary. AI keeps the facts but drops the story and the lines that touch the pain, while a sales page lives on feeling. With a short page, buyers understand at a glance and do not need AI. In Cuong's words, for now a short page therefore converts better than a long one.

## An example of a Love post that leads to a product

The post "The Know - Trust - Love content funnel: Write less, sell more" on the cuongthach.com blog is the Love post of a funnel of the same name. The last section of the post leads to the Write to Sell product.

| Part | In the post |
| --- | --- |
| A true story | About 300 posts written for keywords since 2017, with only 11 kept when the website was rebuilt |
| Empathy | Writing one decent post takes a lot of work, and then it has to be deleted: for someone who does not love words, that is torture |
| A guiding process | Build the funnel in four steps from the product's core, then roll it out in two phases |
| A promise of results | Write less, sell more, and the product is already trusted before launch day |

## What the Love stage does not do

- **The Love post and the sales page do not replace each other.** The Love post sells the road, and the page's Love part tells about the person who made the product.
- **The Love post does not guide one small obstacle.** That is the Trust post's job.
- **A short page does not win strangers or drop a layer.** Short means each layer is short, not that you skip the Trust layer or the Love layer.

## Read next

- [Build the funnel from your product](/docs/content-system/know-trust-love/guides/build-the-funnel-backwards) — Build the Know - Trust - Love funnel by working backwards from the Love post to Trust and Know posts, so each post has a place and leads on.
- [Sort a post into its stage](/docs/content-system/know-trust-love/guides/sort-post-by-stage) — Sort a post into the Know, Trust or Love stage by what readers need from it, check the stage's signs, then split mixed posts and add links.
- [Create a core message](/docs/content-system/know-trust-love/guides/create-a-core-message) — Squeeze one idea into a one-sentence core message from three questions on your customer, their problem and your solution.

Source: https://cuongthach.com/docs/content-system/know-trust-love/love-post/index.mdx