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| Get Clients to Choose You Again and Again |
By:
Judy Cullins |
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Did you know that 95% of small sized businesses fail becausetheir owners don't pay enough attention to sales copy?Whether you are a professional speaker or coach, everyprofessional wants more clients. Even more, they want to enticeclients to stay a while, and continue an ongoing relationship.Your Online sales copy matters.The biggest mistake your Web site or other sales pieces maymake is that they don't really serve the needs and desires ofyour visitor. When we don't convey our convincing message ofwhy they should choose us, we lose another potential client.The second biggest mistake is that your sales copy and linksdon't transition easily to make it easy for your client to buy.Discouraged at your disorganization, they will leave and try someother service.Ask yourself these questions, "What does my Web Site SayAbout Me? Does its messages take my readers by the collar andconvince them to read more?"Do your words inspire your readers? Will they know whatthey should know to arrive at an educated decision?Will they be eager to contact you and buy?Online Choices to Promote your Service1.Create and send a targeted ezine regularly.If you are a professional counselor, consultant, coach, speaker,seminar leader, author or other business professional, you needto develop and offer one of the most powerful Online marketingtools around--the eNewsletter or ezine.Your ezine's purpose is two-fold:One-it should give your clients and potential book buyerssomething that benefits them-tips, articles, resources andspecial offers. Subscribers want information and they love abargain. Your ezine will offer all former clients, present ones,and potential ones particular how-tos and other useful freeinformation. In turn, your subscribers will become your loyalsupporters.Two-Because of your generous sharing with your subscribers,they will support you in turn, by forwarding the ezine to theirassociates, thereby helping you sign up new subscribers. Theywill also buy your books, attend your seminars and check outyour other services. The more targeted your subscribers, themore chance you have of selling your products and services.2. Create a Web page with words that convince your potentialclients to keep reading, to gain trust, and to take action.Think about the headlines you have placed on your home page.Are they so powerful and convincing they force your client toclick to your sales letter? Do they describe benefits yourpotential client can see, hear and feel? Or are they wishy-washysaying something like: "Welcome to my site. My bio is", or"click here" to subscribe to my fabulous ezine?The second biggest mistake is that your sales copy and linksdon't segway easily to make it easy for your client to buy.One of the biggest mistakes I've made is not checking my linksor having others check them to see if they are totally clear andworking. Not only did these confuse my wonderful potentialclients, it cost me sales.3. Make it easy for your clients to buy.Some people hate to buy Online because they fear the securityof their credit card information. Give them several options,including a coupon they can print and either send by regular mailor fax to your free 800 number.4. Model your Web pages After a Successful Coach's Pages.For instance, her pages made 30X the original sales in justseven months. Why? Because her headline with these resultsseduced her Web visitor to go to the sales message aboutthe eBook she was selling.The original first month's profits--$75. At the end of sevenmonths,they added up to $2250. Amazing to some to grasp, buttotally possible for others. And, those numbers kept climbingthe next year to over $3000 a month. What did she do to getthose results?5. Visit other Web sites and observe.Your site shouldn't just be a virtual brochure with yourqualifications and offerings. Your home page should have only"Passion Headlines" that pull sales, one outstanding testimonial,and a few questions from your reader's point of view that leadsthem via a link to your service information and bio. Put just a few words about you on the home page. Peopledon't care about you; they want solutions for their challenges.6. Realize the power of the written word: 4 Writing ExercisesIf your Web site has been up more than a few months, and youhaven't gotten any business, consider reconstructing it so it pullssales. Here are four writing exercises your must do before youhire anyone.1. Know your specific audience, their needs and desires. Thisprofile needs to include their problems, interests, values and howthey like to receive a service.2. Use a worksheet to preplan your Web site. You must includeyour purpose. Do you want to make money, gain credibility,share your unique message?3. List at least 10 benefits your service provides. Discover thefivebest benefits. Too many coaches and speakers don't know howto talk sales language for their services. They mistake featuresfor benefits. Features don't sell, benefits do.4. List 10 features too. These are features:-you offer phone sessions for the convenience of theclient-you email back up support and information to helpsolve a particular problem- you take quick phone questions in between coaching sessions-you give a specific strategy session to accomplish a client's goal5. Connect your five best benefits with your best featuresand the how you will accomplish the benefits. Includes:5 Tips to, 7 Steps to, 9 Ways to.Create a variety of headlines that have marketing pizzazz. Theycan be in the form of a question, a command, a shockingstatement, but they are all full of specific benefits. "Quadrupleyour Online Income" is not enough. You must show how muchtime that takes.Create a picture of the outcomes your client willsee, hear and feel. You must touch your potential client's softspot--that nerve center that says Yes, I want that!So, tap into your creative side, either with a friend, associate,or a coach who knows this uncharted territory-- the language ofsales. About the Author
Judy Cullins: author, publisher, book coachHelps professionals manifest their book and web dreamseBook: _Ten Non-techie Ways to Market Your Book Online_http://www.bookcoaching.com/products.shtmlSend an email to mailto:Subscribe@bookcoaching.comThe Book Coach Says... includes 2 free eReportsmailto:Judy@bookcoaching.comPh. 619/466/0622 |
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