# Sales Page Kit

Headline structures, the eight-section wireframe, and the mockup guide.

_Part of NIGHT//SHIFT OS. Planning material only — nothing here promises income or results._

## Bonus planner

Bonuses that remove an objection are worth adding. Bonuses that add bulk are not.

### Good bonuses

- A worked example that shows the finished result.
- A checklist that removes the fear of missing a step.
- A quick-start guide for buyers with less time.
- A swipe file that saves the first hour of work.
- A short troubleshooting guide for the most common failure.

### Bad bonuses

- Unrelated ebooks to inflate the value list.
- 'Lifetime updates' you do not plan to make.
- Anything you would be embarrassed to sell alone.

### Rule

- Maximum three bonuses.
- Each bonus answers one objection from your customer language research.
- Name the bonus by the outcome, not the format.

## Naming framework

Four naming patterns that tell the buyer what it is, and how to check a name.

### Patterns

- Outcome + format: 'First Client Playbook', 'Launch Calendar'.
- Audience + outcome: 'Freelancer Pricing Kit'.
- System name: 'The Validation Sprint' — only if the sales page explains it in the first line.
- Number + outcome: '30-Day Product Plan' — only if the number is real.

### Checks

- Say it aloud: would a buyer repeat it to a friend correctly?
- Search it: no existing product or trademark with the same name.
- Does it promise something the product delivers? Nothing more.
- Avoid clever puns; clarity beats wit at checkout.

## Headline framework

Three headline structures and a subheadline rule.

### Structures

- Outcome-led: '[Outcome] in [timeframe], without [pain].' Example: 'A priced, packaged product in 14 days, without a big audience.'
- Problem-led: 'Still [problem]? Here is the [format] that fixes it.' Use a phrase from customer language research.
- Specificity-led: 'The [number]-[thing] [format] for [person].' Example: 'The 6-worksheet launch kit for first-time sellers.'

### Subheadline

- One sentence: what it is, who it is for, what it costs to ignore the problem.
- No adjectives that cannot be proven ('ultimate', 'best').

### Test

- Read the headline alone. Could a stranger say what you sell? If not, rewrite.

## Mockup guide

Show the product without lying about it.

### What to show

- Real screenshots of the actual files, cropped and cleaned.
- A simple device or document frame around the screenshot.
- One image per major component, in the order of the value stack.

### How

- Use a free design tool with a plain frame; consistent background color across all mockups.
- Same aspect ratio for all images so the page looks deliberate.
- Add a one-line caption under each image naming the component.

### Never

- Render pages or files that do not exist.
- Use stock images implying a physical product.

## Sales page wireframe

The eight sections in order with the job of each.

### Above the fold

- 1. Headline + subheadline + price + CTA button.
- 2. One mockup image.

### Middle

- 3. Problem: three short paragraphs in buyer language.
- 4. Transformation: before → after, plainly.
- 5. What is inside: value stack with outcomes and bonuses.
- 6. Who it is for / not for.

### Close

- 7. Proof (real) or a demonstration; then FAQ.
- 8. Final CTA with price, refund terms, and one line on what happens after purchase.