High-Impact Sales Page for Sweet Goodbyes' Health Program

Client: Sweet Goodbyes (Founder: Susan Giger) Offer: 6-Week Coaching Program + Self-Paced Course Focus: Cravings, Blood Sugar Balance, Sustainable Weight Loss Services: Sales Page Copywriting, Offer Positioning, Messaging Strategy

Sweet Goodbyes is a transformational health program designed for men and women over 40 who feel stuck in the exhausting cycle of sugar cravings, low energy, weight gain, and guilt around food.

The goal of this project was to create a long-form sales page that didn’t rely on shame, willpower, or diet culture, but instead built trust, understanding, and hope. This page needed to deeply connect with people who had “tried everything” and help them finally see that the problem wasn’t them, it was the approach.

The audience for Sweet Goodbyes is highly informed but emotionally exhausted.

They:

Had tried countless diets with short-term results

Felt frustrated, guilty, and ashamed about cravings

Were often dealing with insulin resistance or pre-diabetes

Believed deep down that lasting change might not be possible for them

The challenge was to shift their internal narrative, from self-blame to self-trust, while clearly positioning the program as a sustainable, science-based solution, not another diet to fail.

This required careful, empathetic copy that balanced emotional storytelling with education, authority, and clarity.

I built the sales page around belief-shifting copy and behavioural psychology, guiding the reader through recognition, relief, and readiness.

Key elements of the page included:

Deep emotional resonance The copy mirrors the reader’s inner dialogue, the “I’ll start again on Monday” mindset, the guilt after cravings, and the fear that this is just how life will always be.

Reframing the problem Instead of blaming willpower, the page explains cravings through brain chemistry, blood sugar regulation, lifestyle factors, and mindset, instantly reducing shame and resistance.

Strong authority through personal story Susan’s transformation is woven throughout the page to build credibility, trust, and relatability without positioning her as “perfect” or unreachable.

Clear, structured offer positioning The 6-week coaching program is presented as a supported journey, not a solo struggle, with accountability, community, education, and lifetime access clearly explained.

Conversion-focused structure Testimonials, FAQs, guarantees, bonuses, and clear next steps were strategically placed to support decision-making and reduce hesitation.

The final sales page:

Clearly differentiates Sweet Goodbyes from diets and quick fixes

Builds emotional safety and trust with a vulnerable audience

Positions the program as a long-term lifestyle solution

Encourages confident action without pressure or fear-based tactics

The page now functions as a powerful enrolment tool, attracting the right people, setting realistic expectations, and supporting strong, aligned conversions.

This sales page works because it:

Meets the reader where they are emotionally

Educates without overwhelming

Replaces shame with understanding

Offers structure, support, and sustainability

It was a meaningful project that required sensitivity, strategy, and clarity, and one where thoughtful copy truly makes the difference between hesitation and commitment.