Today, we’re diving into a topic that can feel a little intimidating, even for the most experienced business owners—sales pages. If the idea of writing one makes you break out in a cold sweat, you’re not alone.

Many of us associate sales pages with pushy, over-the-top tactics, but the truth is, when done well, a sales page is simply another way to have an honest, structured conversation with potential customers.

And to help us demystify sales pages, I’m joined by Angela Pickett, an experienced and highly approachable sales page and website copywriter. Angela’s background is fascinating;before she became a copywriter, she spent 15 years working as a diplomat in Australia, China, and Vietnam.

It turns out that the same skills that made her a great diplomat;clear communication, attention to detail, and the ability to connect with people,also make her an incredible copywriter.

Now, she helps business owners, government organizations, and not-for-profits craft clear, compelling copy that actually works.

In today’s episode, we’ll be covering:

• What a sales page really is (and isn’t).
• Who actually needs one—and why.
• How a sales page differs from a regular website page.
• The key elements that make a sales page effective.
• Why some sales pages give the whole concept a bad name.
• A step-by-step breakdown of a high-converting sales page.
• And why design is just as important as the words on the page.

So tune in, pull up your website and let Angela take you through what you have got right,and what you may be missing.

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Shifting from LinkedIn to Substack: Why I’m Making the MoveI’ve been rethinking where I put my energy when it comes to content creation. For a long time, LinkedIn has been a big part of my strategy—it’s been great for visibility and engagement. But over time, I’ve started to feel like it’s not the best fit for the kind of content I really want to create.I love deep, thoughtful writing. I love exploring ideas in a way that goes beyond what works best for LinkedIn’s algorithm. And honestly? I want to build something I own, where I’m not constantly trying to work around a platform’s shifting rules. That’s why I’m making the move to focus more on Substack.This episode is all about that shift—why I’m doing it, the benefits and challenges of moving away from LinkedIn, and what this means for how I’ll be showing up in my content.Things We Cover in This Episode:

• Why I’m pulling back from LinkedIn and what’s changed for me
• The pros of moving to Substack—owning my audience, long-form content, less noise, and better community-building
• The challenges of leaving LinkedIn behind, including discoverability and audience migration
• The difference between free and paid Substack models, and what I’m considering
• What this means for my content moving forward and how you can stay connected

If you’ve ever thought about shifting your content strategy away from social platforms and into something you control, this episode will give you some insight into the thought process behind my decision.

Important Links

Dial into your ideal client - psychographic workbook

Fix your marketing strategy in two days

Become a confident content creator in just two days

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

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See omnystudio.com/listener for privacy information.

Ever put a marketing message out there, sure it was going to hit the mark, only to have it completely flop? You know your customer needs what you offer, but they’re just not getting it.

That might be because your message isn’t landing in a way they understand. This episode is all about audience schemas—how people naturally process information, what makes content feel familiar and relevant, and why trying to change someone’s beliefs is an uphill battle.

We’re covering:

• What audience schemas are and why they matter
• How people naturally categorise and process information
• Why some content resonates deeply, while other content feels like noise
• The role of cultural background, values, and beliefs in how messages land
• Simple, practical ways to test and tweak your content so it actually connects

Marketing isn’t about convincing people they need you—it’s about meeting them where they already are. When we understand how our audience thinks and what they care about, we can create content that feels natural, makes sense, and removes the friction between what we’re saying and what they need to hear.

I’ve got a free resource to help with this—Dial In Your Dream Client—which will help you create a psychographic profile and start refining your messaging. You’ll find the link below.

Would love to hear your thoughts on this one. Does your messaging match the way your audience already thinks? Have you noticed a difference when you tweak the way you talk about your offers? Let me know.

Next week, we’re back with a more tactical episode, breaking down a strategic how-to. Every few weeks, I’ll be diving into marketing psychology, alternating with practical content strategy and guest interviews—so keep an eye out for those.

Thanks for tuning in. Let’s get into it.

Important Links

Dial into your ideal client - psychographic workbook

Fix your marketing strategy in two days

Become a confident content creator in just two days

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.