You’ve got great client results. A proven program. But your sales aren’t where you’d like them to be, and it feels like a lot of work to get people over the line.
They DM you with follow-up questions. They want to “jump on a quick call.” They say things like, “I just need to think about it” or “I’m not sure this is the right fit.”
And you’re left wondering… what am I missing?
Chances are, it’s not your offer—you’re just missing one key component that helps people understand how it works (and why it’s different and better than everything else on the market).
If people can’t quickly understand how your program is different from others (especially in saturated spaces like business or marketing), they’ll move on. Not because your offer or expertise isn’t needed, but because they don’t understand the value fast enough to say yes.
So how do you fix that?
After writing dozens of high-converting sales pages for established coaches, here’s what I’ve found helps people understand your offer fast: creating a signature framework for your offer.
It takes the work you already do and packages it into something your audience can instantly grasp, connect with, and trust.In this post, I’ll show you how to create one—so the next time someone lands on your sales page, they say, “Oh, I get it now. This is exactly what I need.”
So, what is a Signature Framework?
A signature framework is a simple, branded way of showing people how your offer works, without overwhelming them with details.
It’s not just a list of steps. It’s a clear structure that helps potential clients see:
- How your program takes them from where they are now to where they want to be
- How your approach is different from other programs promising the same end result
It positions you as the expert because to have a framework, you need to have done this work enough times to develop your own process. You’re not teaching something they could find on YouTube, or repackaging someone else’s method—you’ve created something original, based on your experience.
A signature framework gives your program shape, language, and credibility—so instead of saying, “Trust me, this works,” you can show them how you came up with the process and why it works.
And when people can see that your method is unique and proven, they’re much more likely to trust it, and buy.
How This Problem Shows Up in Your Sales Process
One of the most common consequences of not having a signature framework is that your audience can’t tell what makes your approach different.
So they compare your program to cheaper alternatives.
This usually shows up in subtle ways:
- People say they “need to think about it” or “don’t have the budget right now” (which is usually code for: The program doesn’t seem worth the price)
- They want to jump on a call just to ask questions they should already know the answers to.
- You keep getting asked, “So what makes this different from other programs?” in your DMs or on sales calls.
- People are obviously interested in your offer, you get engagement, questions, clicks through to your sales page… but not enough of them are actually buying.
Chances are, you do have a method. You probably just don’t know how to package it into a process that you can use on your sales page. One that it’s easy to understand and makes sense for your potential clients.
Why It’s So Hard to Create Your Own Signature Framework
Here’s why I see even the most brilliant experts struggle to package their process:
1. You’re the expert in your niche, not in marketing and messaging
You’ve mastered nutrition, mindset, fitness, whatever your thing is… not sales copy and messaging. And with clients to serve and life to juggle, who has the time (or brain space) to learn one more thing? Nor should you have to. You can’t be the expert in every part of your business, and it actually takes a true CEO to know what’s yours to own and what’s better handed off.
2. You’re too focused on the work
Because you’re the expert, you feel like you need to explain exactly how you get someone from A to B. So you lay out all the steps, the tools, the action items—thinking that’s what builds trust. But most people don’t want to see the work. They want to see the outcome. If your explanation makes them feel overwhelmed before they’ve even started, they’re far less likely to buy. You need to explain your process in a way that feels doable, not daunting.
3. Even when you do have a framework, the language doesn’t always resonate
Experts often default to jargon or language their peers would understand, but their clients don’t. So even if your process is amazing, the way you’re explaining it could be too complicated or using words your ideal client doesn’t understand. And if it doesn’t resonate, then it’s not worth having on the page. In fact, it could be decreasing your sales not increasing them.
Case Study: Turning a Scientific Framework into an Emotion-Based One That Sells
A client of mine (a naturopath) came to me for a new sales page for her signature program. As part of my process, I always help my clients refine their ideal client, reposition their offer, and create or refine their signature method.
She already had a framework—but it was filled with language that didn’t really mean anything to her audience. It also felt like a lot of work.
Her original framework included things like:
- Cortisol Reset
- Detoxification & Metabolic flexibility
- Mind Reset
- Renew, Clean and Lean
- Habit Stacking
- Optional Extras: Pathology
So after a strategy session, I reworked her framework to simplify it into 3 clear, emotionally resonant steps that aligned with her program name—Buh Bye Burnout—and better reflected how her clients felt and what they actually wanted.
The new steps became:
Buh-Bye Stress We cannot repair the body and therefore get rid of any of the symptoms we’re experiencing until we address the root cause and the root cause is chronic STRESS. Luckily you don’t need to give up your job and meditate all day to reduce or even eliminate stress. You can actually do this really easily with simple changes to your thinking and action. | Buh-Bye Breakdown The second step is to start repairing the body but the way we’ve been taught to do this often puts MORE stress on our systems. Things like fasting, keto, and cutting out whole food groups actually cause more stress than they eliminate. We need to repair the key systems of the body in a way that doesn’t stress the body further, eating the foods our body needs. | Buh-Bye Overwhelm Most people try and make huge changes very quickly, setting themselves up for failure because they’re already struggling with their energy levels. The key to sustainable change is to implement new habits one at a time, so we don’t get overwhelmed, and give up before we’re able to see the results we need. |
This version helped her audience see themselves in the process without being overwhelmed by it—and see her program as the clear solution.
How to Start Creating a Signature Framework That Actually Sells
Now that you know why having a signature framework matters, the next stumbling block for most coaches is creating one. Even if you’ve helped dozens of clients get results, translating that into a clear, compelling process is a whole different skill set.
I’ve done this for dozens of established coaches as part of my sales copywriting service.
Here’s how to get started:
1. Map Out the Steps You Take People Through
Think back to your last few clients. What’s the general path you guided them through? Write down the actual steps, tools, or phases you led them through to get results. Don’t worry about making it clever yet—just get it all out on paper first.
2. Group Those Steps Into Bigger Phases
Now, take a step back and look at how those steps naturally cluster together. Most strong frameworks aren’t just a long list of actions—they’re grouped into 3–5 clear phases that move people along a path. This helps people see the transformation and understand how you’re going to help them go from A -> B.
3. Rename Your Phases Using Client-Friendly Language
Your framework should be easy for your audience to understand, not filled with jargon or technical language they don’t resonate. Instead of using internal or scientific terms, name your steps based on how your client wants to feel or what result they’re looking for.
How I Help My Clients Develop Signature Frameworks That Sell
One of the most common things my clients say after we finish their sales page is:
“You explained what I do better than I’ve ever been able to.”
And that’s not just because I’m a copywriter. It’s because I combine marketing and messaging strategy, with storytelling to create a narrative around your offer—one that naturally takes your reader on a journey and shows them how they go from where they are now to where they want to be… with you.
Here’s how that works in real life:
We start with a strategy session where I get into your process, your people, and your positioning. This often reveals golden threads in your work that you hadn’t even noticed, because you’re too close to it.
I build a story around your offer—so your audience doesn’t just see your program, they understand how their current struggle and future vision fits into what you’re offering them. It’s not static—it’s part of a larger narrative that guides them toward saying yes.
I shape recurring ideas and patterns into a clear, easy-to-follow framework—I turn all those golden threads I uncovered in your about story, your offer and your process into a framework that’s rooted in your ideal clients’ experiences and words.
Case Study: From Sales Narrative to Signature Framework
I wrote a sales page recently for a productivity coach whose clients are constantly overwhelmed by all the distractions and noise of our busy lives. During our initial strategy session, she shared a recurring theme in her own story—how simplifying had helped her finally make progress.
That became the thread I pulled on as I wrote her sales copy.
We changed the name of her membership from The Calm Ambition Club to The Focus Room to reflect what her people really needed: quiet space to think and do their best work.
And as I wrote the page, the framework unfolded within the story, almost line by line.
Everything she and her ideal clients were saying kept pointing to one clear message: We have too many distractions in our modern lives -> In order to move forward, we have to simplify.
So the framework became:
| A simple workplace A quiet, distraction-free space. We hid away. We turned off our phones. We got things done. It was simple, but it worked. | A simple structure No apps. No dashboards. Just a short, clear list of what mattered that day, and the time and space to do it. Most tech overcomplicates what should be intuitive. | A simple support system No noisy group chats or “performance productivity”. Just a quiet room with others doing focused, meaningful work – together, but without pressure. |
I came up with this because it was the natural extension of the story her ideal client needed to hear. It didn’t come from forcing something clever or trying to tick off a list of “brand exercises.” It came from listening to the ideal client through market research, sifting through her testimonials, and letting the words of her audience lead.
That’s the difference between trying to do this yourself and working with someone who knows how to turn your story into a sales tool that clicks.
Ready to Turn Your Method Into a Message That Sells?
If you’re tired of feeling like the value of your program gets lost in translation, you’re not alone—and you don’t need to figure it out on your own either.
Inside my Custom Launch Strategy & Copy Package, I help you shape your method into a compelling framework, and build sales copy that supports it.
You’ll get thoughtful, strategic messaging that helps your ideal clients instantly understand the value of what you offer.
And so much more:
- A collaborative strategy session to map out your offer, audience, and process
- A signature framework you can use across your brand, in your voice, with your people, and your goals in mind
- Sales page and sales emails written for your next launch (designed to sell without making you sound like a bro-marketer)
- Messaging that positions you as the expert while still engaging your audience on their level
This is perfect for you if you’re ready to stop trying to “explain what you do” and start showing up with messaging that’s confident, clear, and conversion-ready.
Click here to check out the full package and apply to work together.
What Clients Are Saying
“Working with Cheryl for the past two years has been a win for my business. Handing over our email and sales page copy freed up so much of my time and headspace—plus, she just gets how to write in a way that connects and converts.
Since Cheryl updated our sales page, it has led to higher conversions and better-fit clients coming into our programs.
I highly recommend her to anyone wanting to take their messaging to the next level.”
— Vesna Hrsto, Naturopath & Mind-Body Peak Performance Coach
This is the power of clear, aligned messaging: higher conversions and the kind of clients you actually want to work with.
Ready to Create a Sales-Driving Signature Framework Together?
If you’re tired of feeling like your offer isn’t landing, no matter how much value you know it delivers, it might be time to stop tweaking your sales page alone and let me help you create a narrative around your offer that sells.
You’ve already built something special. Let’s make sure your copy does it justice.
