We’ve all seen those old-style sales pages filled with yellow highlights and screaming red text and lots of “BUY NOW” buttons, and when we think of copywriting, that’s often what comes to mind. While that style of sales page can be effective, it’s not the only way to make sales.
In fact, by taking a more subtle approach, you might even find that you generate more interest—and potentially more sales.
One effective way to entice readers to click through to your sales page is with stories. These can be your stories or those of other people, with the goal of helping your readers to see themselves in the same situation.
Did you help a client turn her chaotic household into a calm oasis with better organizational skills? Her story on your sales page will get more clicks than all the yellow highlight you can buy.
What about that time you trashed your entire business plan and started over because you simply weren’t passionate about your work? Your potential clients will be anxious to learn more, and will click through without you even asking.
That is the power of stories, and you can use them everywhere: in your blog posts, in your emails, on your sales pages, and even in videos and on social media.
Be Genuinely Helpful
Want to build a reputation as the go-to person in your niche? All it takes is to help people. Answer questions on social media, volunteer to speak to groups who need your advice, write blog posts that address the most common issues your readers face.
By volunteering your time and knowledge, you’ll attract a wide audience of potential customers who may need your services in the future. Who will they turn to? That very helpful person who went out of her way to offer assistance in the past.
Now we are not saying you have to give away all your time, but if you really want to show off your expertise, you can’t do better than a little volunteer work. Not only will you make an impression with the person you help. But chances are good she’ll share with her friends as well, further expanding your audience.
Of course, this doesn’t mean that there is no place in your business for a strong call to action. “Click here to buy” and “Learn more right now” are still useful (and even necessary) on sales and opt-in pages. The key is to know when to make a subtle offer, and when to offer a bit more hand holding.
Stay tuned for part 2 of this blog series (email marketing)
You’ve filled your funnel and you’re starting to see a steady stream of clients on your calendar. Congrats! That’s a great start to building a rock-solid business you love.
But the work doesn’t end with that first sale. In fact, it’s just beginning.
Your next job is to continue to make offers (and sales) to your loyal customers. Remember, it’s much easier to sell to a current customer than to earn a new one, so don’t ignore those who have already expressed trust in you.
For each of your products or services, there must be a “next logical step” for those who buy. If the point of entry into your customer’s list was an eBook, then perhaps the next step is a video guide. If she’s already purchased your video guide, a multi-week workshop might be next on the agenda. And if that multi-week workshop was a hit, private consulting is going to be her next need.
By thoughtfully including “next step” recommendations in your follow-up emails and even in your products themselves, you can easily move your clients further into your funnel with timely up-sells.
Automate Your Follow-Ups
Of course, it can be tricky to manage all your products and services, so savvy entrepreneurs are careful to create an autoresponder series to follow every product purchase. You’ll want to include emails that encourage your buyer to consume the products she’s already purchased, plus tips to help her progress even further.
As she buys your next offer, make sure you make use of the automation tools available in your email software to remove her from the “sales” list and add her to the “buyers” list for that next product. When you manage this well, your clients will progress easily from one offer to the next.
Segment Your Lists
One thing to be cautious of is trying to force buyers to make too big of a leap. The woman who bought your $47 eBook is not likely to sign on for a $1997 coaching program—at least not yet.
By segmenting your mailing lists you can avoid making overly aggressive offers, and instead send your buyers exactly what they need, when they need it.
Up-selling your buyers is the key to higher income with less work. Don’t be afraid to make offers, and remember, a happy buyer is primed to make another purchase. She’s counting on you to show her what’s next, so don’t make the mistake of thinking you’re bothering or annoying her by making offers. Do it thoughtfully, and she’ll actually thank you for it.
Tell us how you up-sell below. Coach Deb
Many people dream of working for themselves, being their own boss, and having the freedom to only take on clients and projects they love.
What they don’t realize, though, is that there is a huge difference between building a business and being self-employed.
Business owners scale their income. Self-employed people trade dollars for hours
Business owners leverage the skills and talents of others. Self-employed people rely only on their own skills.
Discouraged yet? Don’t be. Every business owner started out self-employed. Just don’t stay there. These tips will help you build a sustainable business instead of just another job.
Don’t Try to Do It All Yourself
Building a sustainable business requires that you leverage the talents and time of others. While it might seem cost-effective to simply do everything yourself—especially in the start-up phase when you likely have more time than money—it’s a path to burnout and stress.
Instead, separate your tasks into those that you love and are especially suited for (such as marketing) and those you dislike and aren’t good at. Then make a solid plan to get those that you aren’t good at off your list of things to do. If you feel like you can’t afford to outsource it all right now, start with what you tend to procrastinate the most on, even if it’s just a few hours each month.
Don’t Allow Yourself to Work All the Time
The trouble with working at home is that you live at work. And that means that there’s no clear line in the sand between your work day and your home life.
Since there’s always work to do, it’s easy to find yourself working every available moment—often to the detriment of your family relationships.
You can help avoid this by:
• Setting—and maintaining—clear work hours
• Having an office with a door you can close when you’re done
• Scheduling time for family and other activities
• Taking time for yourself
Vacations and Downtime Are Important
Don’t create a business that requires you to be “in the office” every day. At the start, you may need to be available more, but you should definitely be planning for the day when you can be “off the grid” for extended periods of time.
• Have trusted contractors who can handle things when you’re not available
• Leverage automation tools such as autoresponders and autowebinar systems
• Create repeatable systems so you’re not always re-inventing the wheel
While you might not be able to hit the road with no internet access for weeks at a time, at the very least you should be able to reduce your workload to a daily check-in.
Sound impossible? It’s not. With some forethought and planning, you can create a team—and the systems they need—to successfully run your business without becoming overwhelmed and overworked.
How do you leverage other people's talents in your business? I struggle with all 3 of these, do you? Coach Deb
Want to know what sets the uber-successful apart from the wannabe entrepreneurs?
It’s not money, or brilliant ideas, or even powerful friends.
All of those things (and more) are nice to have, but they’re not a requirement of success. What is a must-have, though, is a good attitude. Without the proper mindset, you’ll constantly be battling your own brain, and that’s exhausting.
And before you know it, you’ll have talked yourself right out of launching your new program, asking for a JV partnership, or writing your book. In no time at all, you’ll be back at your day job, working away on someone else’s business because you don’t have the confidence to create your own.
But a simple mindset change can make all the difference.
Dress for Success
Ladies, this one is for you. When we work at home, it’s easy to fall into a habit of wearing sweatpants and T-shirts to the office. After all, why dress up just for the dog?
But if you’re looking for a quick and easy way to instantly shift your mindset in the right direction, ditch the yoga pants and break out the lipstick. You’ll suddenly find you feel more professional, more confident, and sexier, too. (That last one won’t help your business, but it might just help your love life, and that can’t hurt, can it?)
Never Let Fear Drive Your Decisions
Too many would-be entrepreneurs operate with a scarcity mindset rather than approaching business from a place of abundance. Rather than telling yourself that you can’t afford to hire a virtual assistant or work with a coach, try re-framing your thoughts.
Rather than thinking, “I can’t afford to attend that event,” ask yourself, “How can I earn the money to invest in this trip?”
Rather than saying, “I have to do everything myself because I can’t afford to hire a VA,” remind yourself that your hourly rate potential is much more than you’d pay a virtual assistant. Then fill those hours you’re saving by outsourcing with money-making tasks of your own.
By reformatting your thoughts, you’ll turn that negative money talk into positive solutions that help you grow.
There's nothing magical or mysterious about building a successful business. All you need is a plan:Turn Your Entrepreneurial Dreams Into Reality
When you hear the word “copywriting” do you immediately think of long sales pages, squeeze pages, and unwanted bulk mail?
You’re not alone in that thinking, but the fact is, copywriting is more than just sales messages. In fact, as an online business owner, most of the content you produce could be called copywriting at least in some sense. After all, if you’re creating content with the ultimate goal of selling something, that is by definition copywriting.
Facebook: Sure we all like to hang out on Facebook and chat with friends, catch up on the latest funny videos, and enjoy a mindless “quiz” or two. But for service professionals or online businesses, Facebook is much more than that. It’s a place to connect with potential clients, and that means that when you’re sharing your latest blog post or program with your business friends, you have to keep good copywriting in mind.
LinkedIn Profile: What makes you stand out from the other experts in your niche? Your LinkedIn profile is where you share what makes you the best person to solve your ideal client’s problems. It’s where you shout about your credentials and let your ego run the show. Think of your LinkedIn profile like a resume, and be sure to list your most impressive credentials.
About Page: Here’s your chance to have some fun while blowing your own horn. It’s important to know that the about page is often the most visited page on a website, so it’s a critical piece of your overall brand and message. The purpose of your about page is to entice people to want to learn more about your services, so be sure to include a call to action on the page.
Blog Posts: All blog posts have a job to do. Maybe they’re meant to lead your reader to a sales page. Perhaps you’re asking for readers to subscribe to your mailing list. Maybe your blog post is designed to start a conversation. Or maybe it’s just sharing great content and inviting readers to learn more by clicking on related posts. Whatever the job, it’s copywriting that entices your reader to take that next action.
Twitter: One hundred and forty characters is precious little space for creating compelling content, yet that’s exactly what you must do if you hope to use Twitter as part of your overall marketing strategy. Think of tweets like email subject lines, and craft them to convey as much information as possible while still enticing readers to take action.
Email: Whether you’re sending an email about a new product or service or simply letting readers know you have a new blog post up, your email definitely qualifies as copywriting. In fact, even the personal emails you send to prospective clients contain what we would call copywriting.
The fact is, copywriting is everywhere in your business, from your sales pages to your invoices. Whenever you ask a reader to take some action, you’re writing copy, and the more comfortable with the idea of it, the better (and more natural) you’ll become.
If you would like to use any of our blogs on your blog sight, please do contact us. We would be happy to share with you.
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