doors are open!
Build a funnel that sells your work without poking a single pain point
Introducing Sell Without Selling Your Soul
Starting 28th September 2026
A four-month programme for values-led service businesses, tired of being told that selling means finding someone's pain and leaning on it.
You already know the advice…
Find the reader's pain, press on it, and keep pressing until they buy. (With a countdown timer, obviously). End up feeling a bit grubby.
Or don't launch, the people you could actually help never find you, and you sit there staring at your accounting software, wondering what on earth you're doing wrong.
Nothing. You're doing nothing wrong.
But you are using formulas built (by the patriarchy) for people who don't have your ethics.
Sell Without Selling Your Soul is something different.
Thing is, not all formulas are bad
(Yes, the conversion copywriter is sticking up for the formulas. Give me a second.)
A lot of those techniques are genuinely useful ways of helping someone work out whether a thing is for them.
Social proof is just showing someone that people like them have been here before.
A deadline is just telling the truth about when a thing happens.
Being specific is the opposite of hype.
The trouble is they turn up as a job lot, with the manipulative ones bundled in, and nobody ever taught you how to tell them apart. So you either swallow the whole box and feel grubby, or you shove it away and go quiet.
There's a different way:
You learn what each technique is actually doing, and why it works
You put it through your own ethical lens
You ditch the ones that only work by poking at people's pain points
You keep the ones that respect people's agency
And you learn to use what's left to speak to people at every phase of the Regenerative Story Framework
So you can be visible with confidence, and help more people make the decision that's right for them. Including the ones for whom that decision is no.
We're not building a normal hard-sell funnel with compost metaphors bolted on.
We're building a funnel on:
Yes, we'll use effective copywriting and messaging techniques that help you communicate clearly.
But always through the lens of that other stuff.
What happens inside?
Six fortnightly build cycles, with two catch-up cycles in among them. Sixteen weeks in total.
Each cycle has three parts: Learn (live teaching, recorded), Build (co-working, with me on hand), and a Toolkit of prompts, outlines and scaffolds you actually use, instead of swipe copy
One live call every Tuesday at 5pm UK. Cameras are always optional. Everything is recorded and up the same day, and yours to keep forever
Paced for a tired brain on purpose (mine included)
Lucy
"I've always been trying to portray the importance of my work without it being persuasive, without it being icky, without scarcity. I don't want people who are already in a vulnerable position to feel pushed. I want them to make a really informed decision, not an emotive purchase."
anna
"I thought about giving up and retiring already, but the Regenerative Story Framework really lit me up again!"
Nicola
"I don't just want my marketing to sell my things. I want it to have that dual purpose of being a net positive thing in the world for the people I'm speaking to, and also selling my things. That feels like a win-win, regardless of whether people want to buy stuff from me or not."
What you'll walk away with
At the end of the 4 months of us working together, you'll have:
– Your messaging, clear enough to say what you do without a run-up
– Your awareness content, so people find you before they need you
– A lead magnet and opt-in page worth someone's email address
– Your welcome and nurture emails, working while you're asleep
– The sales page, which you can read back without wincing
All of it in your own voice, whether you write every word yourself or get AI to do the first draft. You keep the lot.
And you won't be doing it on your own
Send me anything you're writing across the four months and I'll give you proper feedback on it. Or bring it to the co-working call and we'll pull it apart together, which is usually more useful because everyone else learns from it too.
I won't rewrite it completely for you. But you'll never be sat there with a draft, a nagging feeling something's off, and nobody to ask.
(For context, I charge £4,500 to write a funnel like this for someone. Having a conversion copywriter read your sales page before it goes live is not a small thing.)
Sounds great, Peta. What does it cost?
(I'm capping this cohort at 10 seats - so I can give you all the time and support you deserve)
4 monthly payments of
£250
(£1000 in total)
Who am I, anyway?
(Not to get all existential on you)
I'm Peta, Before I jumped, head-first and pandemic-fuelled, into the world of marketing with a baby on my hip and banana bread in the oven, I spent 15 years as a youth worker.
That's the whole reason I do this work the way I do it, because the most important thing I learned in 15 years of working with young people is that everyone has their own shit going on. You never know what's going on in people's lives. So you should always treat their attention with care and respect.
Which is why I'm deeply uncomfortable with sales tactics that take people's pain points and poke at them until they get their credit card out.
Your future clients are searching desperately for someone who understands them, who speaks their language, takes into account their background, their experience, and the life they're actually living. They don't need to be made to feel worse first.
FAQ
Isn't this just bro marketing with nicer words?
No. (I can’t believe you’d think that of me!) It runs on the Heroine’s journey rather than the hero’s; it treats what your reader knows and where she is emotionally as two separate questions rather than one ladder to a sale, and it meets worry with empathy rather than agitation. You cannot get to it by putting softer language on a hard-sell funnel.
I'm neurodivergent, or short on time. Will I keep up?
The pace is built for us. Fortnightly cycles, two full catch-up cycles with no new teaching in them at all (one of which sits over Christmas), one call a week on a Tuesday, cameras always optional, and every single session recorded and up the same day for you to keep. And me on hand to keep you on track and sane.
Do I need my messaging sorted first?
No, your messaging is the first thing we do. What you do need is a decent sense of who you're selling to, because that's what we build the messaging from. If you've worked through the Regenerative Story Map you've got a head start, though it isn't a prerequisite.
Can I cancel and get a refund?
Your place is for the full sixteen weeks, and paying monthly is a payment plan rather than a subscription. Everything I give you is yours to keep permanently, including all the recordings and the toolkit, which is why I can't offer a partial exit. It's also exactly why I've written a whole email about the reasons not to join. I'd rather you sat this one out than committed to something that isn't right for you.
What happens if a payment fails?
Stripe retries it automatically. If it still doesn't go through I'll email you, and we'll sort it out. I'm not going to remove you from a call over a bounced payment.
When are the calls?
Every Tuesday at 5pm UK time (12pm EST, 9am PST) , for the full sixteen weeks. Some weeks are teaching, some are co-working. All of them are recorded and up by the end of the same day.
What do I need before we start?
One offer you already sell and feel reasonably confident about, a decent sense of who you sell it to, and an email marketing platform on a plan that lets you set up more than one workflow.
What if I don't have an offer yet?
Then this isn't your moment. You need one offer you're reasonably confident about, because the whole four months goes into building the funnel for it.
Can I use AI?
As in all things, I have a nuanced attitude to AI, you won't find shame here - use the robots all you like if they help you. The point is that the words still sound like you, and that what they're doing is honest. We cover how to brief AI so it doesn't flatten your voice into porridge.
What if I can't make the live calls?
Everything is recorded and up the same day, and it's yours to keep forever. So although we'd love to see your face (or not, cameras are always optional), we know life happens, often and without warning. You can catch up whenever you need to, and you can email me anything you're working on between calls.
My question isn't here…
Then send me an email at [email protected] and ask away!
Sell your work properly. Keep your soul.
You already know your work is good.
This is the four months where you build the funnel that tells everyone else, in a way you never have to feel grubby about.