Let me explain.
At the beginning of December last year, I started looking to see if Marie Forleo, and Rachel Rodgers had started their 2020 brand awareness efforts. At the time, those were a few of the 6-figure Boss Babes I followed (I switched that up for 2021- tell you about my Intuitive Marketing Coach later😉). But, I digress. Even though I hadn't done much biz marketing in 2020 (took time off due to health and relationship challenges); I'd always wonder what those lovelies were up to.
Marie and Rachel as you can imagine, have a superstar team of copywriters, ad experts, affiliate coaches, publicity experts, lawyers, etc. that probably started working on their brands way back in February in 2018. I could almost imagine seeing each collective huddled together around a super cozy fire place with a nice glass of vino and white boards chatting about exactly how they can tap into the right pain point of their target audience to attract their ideal clients (that's how it went in my mind 🤣)
What I want to do right now sista is chat about how you can do the same without blowing out your fresh newly arrived $600 stimulus check on ads or hiring private coaches.
One of the first things they do to attract clients is take a look at their pre-existing sales pages and Clarify Their Offers.
For instance, when you sit back and hit preview on your sale page:
Attracting clients this way is about taking a deep look at our sales pages (I'm doing it too🤛🏽) and seeing where we can increase conversions.
The reason sales pages are so powerful is because we can present an offer that is clear, strong and uncluttered. I have 7 tips about sales pages I share inside my members club but, I'm trying to keep this blog article short. So, here are two ways for now I think are pretty neat on how to present an offer:
Don’t just do this blindly, without a clear idea of what you are trying to accomplish, however: Do this to address most-commonly-asked questions about the offer that you’ve been contacted about in the past.
Questions to consider addressing: How it's delivered, your refund policy, licensing terms, and anything specific that your customer will want to know or has emailed you about in the past before making the decision to purchase. (The question to ask yourself is, “Will knowing the answer to this make my visitor more confident in purchasing my offer?”)
I could go on all day talking about this. The key takeaway is, answering questions upfront teases our human senses and makes us what to know more.
You may think your particular visitor is only interested in features and facts. “Mine isn’t a touchy-feely business,” you may even say.
But remember, even when a customer is purchasing something as feature-driven as electronics or cars, it’s the emotion that all good advertisers tap into.
These sales ads address questions like:
And electronic ads reflect similar questions and answers:
These questions often have simple, one-word answers, so it is that one all-important word your sales page should address.
The most common answer to, “What does this car represent?” is often “Freedom” or “Adventure.” (Watch the next dozen car ads or so on television and see if you can identify to what emotional stance they are pitching.)
Pick the emotion you think your ideal visitor is operating from and focus your entire message on that feeling.
Why is that?
If your electronic questions generate the answer, “Parties,” that’s what your sales page should promise.
So, make sure you identify the right emotion so you can use this knowledge to tap into in your sales copy, bullet points, images, and especially your headline.
So, to sum up #1, they're using sales pages and offers.
I literally just had this conversation this morning, withe my biz bestie Juju Raffii, CEO/Founder Empowered Boss Babes. We've been accountability partners since 2019 and out of that blossomed a true genuine friendship full of support, love and correction when needed. Today, I tossed a new idea I was playing around with to my sista to see what she thought and she promptly proceeded to tell me (using her You know I love you sista gurl neck roll)...
"Uh gurl, you need to stay in your lane. You know I love you, and I know what the intention is, but it'll be too much for you to take on and it might confuse people about your mission...".
And of course she was right. This is why accountability partners and sistahoods are sooo vital to biz success; so you don't stray out of your lane.
Have you noticed that Marie or Rachel's sales pages never focused on their offers? It's never about, "buy this latest group or mastermind." It's all about creating a laser focus on that one thing that they are really great at.
What they are very clearly doing is getting you to associate that business concept with their names.
I talk about this a lot when it comes to your brand and kicking ass past your fear (Biz Obstacles) - being known for one thing and owning that.
For me, I want to become synonymous with Kickass Past Fear, Face the Fear Together and It's OK to Tell My Story. I want to "own" fear so when you feel overwhelmed or struggling, you think of Gwendolen Wilder. And when you see me, you think Kickass past fear.
I published my first book, "It's OK to Tell My Story..." about 4 years ago now. It's a fictional book based upon my personal story of how I survived Domestic Violence and turned it into a positive opportunity to help myself, my family and community. It's very resourceful, full of action plans, checklists, etc. to help victims, survivors, family, friends and agencies to face the fear together.
But every October, which is international Domestic Violence Awareness Month, I still want people to wonder on a subconscious level- what is Gwendolen Wilder up to... because they associate my name with Face the Fear Together, It's Ok to Tell My Story and Kickass Past Fear.
First, check your stats to see where people leave your website or your sales process. Then test your funnels out in person to uncover the reason your funnel leaks. Create a new email address and go through the purchase process yourself, right from your ad or landing page or email.
Look for text or graphic messages that generate confusion. Try to look at your sales page content with fresh eyes. Be on the alert for:
So, when it comes to your brand, think about how you can:
use stories to evoke emotion
create archetypes or personalities your customer can readily identify with
become synonymous with the one thing you want to be known for
Let's remember the ultimate goal is you want people to feel safe enough to open their wallets.
One effective way to do this: Display your terms and payment methods up front, right on the sales page. (This also helps end payment confusion.)
But when I talk of testing your sales funnel, literally do so. Go through your sales process and test every link to catch glitches that spit you out or links that don’t work.
In addition, read every piece of text to make sure that confusion or boredom don’t drive people away.
There are three things you can do to trigger these client attraction effects on your website just like Rachel or Marie can, but for your own brand and cheaper:
None of these take hiring a private coach for thousands of dollars. So now is the time to get really serious about these three things. They don't rely on you paying a social media expert or anything like that...it's all FREE sista.
All you need to do is set aside one day a week o use your amazing mind. These are things that can make a huge difference in your biz.
So the next time you write a sales page - it makes a positive impact because it has triggered the right emotions in your ideal customer to make them want to:
💗 connect with you
💗 buy from you
💗 share your business
I want to help you become [Impossible to Possible Women] that Kickass Past Fear with easy-to-digest detailed strategies based on a strong spiritual foundation, solid business strategies and a supportive sistahood.
Simply fill in the blanks below and post. #kickasspastfear
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