I've mentioned before that if you try to sell something using a web page that more closely resembles a brochure than a long-form direct response-influenced sales page, it changes the game for you. Among other consequences, it lays bare whether you are using fear to manipulate.
Here's a nice example of someone with a strong personal brand using a brochure to sell something: https://www.section4.com/event/prof-g-strategy-sprint-april
(Image of the page in case it goes offline after the event ends: https://pmc-dropshare.s3-us-west-1.amazonaws.com/Photo-2020-03-06-12-03.JPG)
Just wanted to share this in case it's a useful reference for you.
Reminder: I've got what seems like sufficient interest to start an April 2020 cohort of The Expertise Incubator (http://theexpertiseincubator.com). If you've been considering it, let me know (just hit reply here) and we'll see if it's a fit for you.