Are you sitting down to write sales copy and feeling all…. ‘Ick’ about it?
It’s a common roadblock that many business owners come to me with. “It feels weird to talk about myself,” or “it comes off too salesy.”
Or maybe it’s all the slimy ‘bro marketing’ out there that has you turned off. You know the ads – “Find out how I made a multi-million dollar business in 21 days from the beaches of Honolulu, while still getting 12+ hours of sleep a night!” HA. No wonder these reckless claims give everyone else a bad rap.
Below are my insights on writing words you can feel good about: always keeping both compelling and integrity top of mind.
It’s simple: if ‘selling’ makes you feel sleazy, then you’re doing it wrong!
Instead, I believe selling should feel like a genuine conversation to understand if you can help your reader solve their problems. When you shift your mindset to view sales as an honest conversation, it opens the door for much more trust, engagement, and brand loyalty from your reader.
So how do you do it?
Here are a few shifts that can help:
- Think about your WHY. You have a brilliant talent and a purpose as to why you’re sharing your business with the online world. There’s a reason why you’re fueled with motivation and driven to keep creating. And I’m not talking about strictly doing it for income here – I’m talkin’ impact. Is it to help someone have a transformation? Is it to show other women what’s possible with what you’ve been given? Tap into your why and let that feed your conversations. If you believe in your offer and what you can provide for people, it’s as easy as letting them see you & your brand – and how they can benefit from both.
- Spotlight on serving, not selling. Serve, serve, serve! The last thing consumers want in the online world is to *just* receive emails when you’re selling to them. Instead, be in the mindset of always serving. When you provide an abundance of value to your list, your emails will be much more well-received when you do make an offer. And at this point, you will have earned your spot in their inbox – along with gaining their trust and readership.
- Focus on the JOURNEY. Picture the person whose life will improve through your offer, and then speak out loud to them as you write your sales copy (seriously!). When you write your words as if it’s a legit 1:1 conversation, it brings a level of realism to play. Think about the journey that your prospect is on right now… What are their pains and desires? What are their motivations? Who do they want to be perceived as? Focus on your prospect, and write copy that leads them through their potential transformation: where they are right now (Point A) and where they want to be (Point B). Your offer is the bridge between the two – take their hand and describe that journey to them. When you focus on the hero of every email – your prospect – it takes the focus away from you ‘selling.’ Instead, you’re guiding them to a place where their hopes and dreams are fulfilled.
Worried about the ‘bore’ factor in your words? Find out how to write entertaining copy here.
- Share your passion. Ever been browsing through a clothing store and got the ‘I-hate-my-life-and-don’t-wanna-be-here vibe from the cashier? Yeah, it puts a little damper on the service you receive. (It usually brings down *my* mood, too.) But over in your biz world, things are different. You love your career and are thrilled to serve people. Let that shine through in your copy! One of the most convincing aspects of your copy is your genuine enthusiasm for what you are offering. Personally, I love working with people who are GIDDY about what they do!
- Provide Proof. 92% of consumers read online reviews and testimonials when considering a purchase, 88% of consumers trust online reviews as much as personal recommendations, and 72% of them say positive reviews and testimonials make them trust a business more (BigCommerce). Yes, social proof matters – so let your stats do the selling! Testimonials are best leveraged when they are placed right above your CTA’s – so include these guys throughout your sales pages and emails. The more personal they are, the better – include names, headshots, and the specific transformation realized. And don’t be afraid to post these testimonials all over your social media, too. Let your beautiful work sell for itself through your numbers and client experiences.
Voila! I hope you’re able to look at authentic selling for what it is: connecting people who have a problem with the right solution that will help. The goal of your words is to genuinely impact their life!
When you can make these five shifts in how you view, create, and deliver your sales copy – it will immediately feel lighter and more natural for you to sell.
>>> GRAB THE SALES EMAIL TEMPLATES and incorporate these tips into your next sales email. 🙌
Remember, your audience NEEDS what you’re creating.
Don’t be afraid to let them see it.
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