"Will my sales page convert?" is a question that has haunted many coaches and course creators before launch day. The author, Abi Prendergast, shares her journey from using "traditional" selling tactics to understanding the importance of empathy and research-driven copywriting. She emphasizes that high-converting copy is about making readers feel understood, not just marketing trends. To achieve this, she suggests sending out customer surveys, setting up customer interviews, dissecting online reviews, collecting social media posts, and grouping findings to uncover deep needs and desires driving the audience toward solutions like yours. By using these research-driven techniques, Abi saw a 240% increase in sales for an SVG business course, 320% increase in sales for a guitar repair business course, and $240K+ sales for a tech course without Facebook ads. She also shares five ways to use customer research to send conversion rates soaring, including setting the stage for a meaningful conversation by writing to one reader, framing the problem your product solves in the context of their life, weaving in moments of ultra-specificity, leveraging urgency in a more meaningful way, and paying attention to the spaces where the conversion happens. Ultimately, Abi emphasizes that understanding is what separates sales pages that convert from those that don't, and encourages readers to prioritize empathy and research-driven copywriting techniques.