My 6 Go-To Rules for Writing Web Copy

I’m unleashing my inner linguistics nerd in this blog post and dishing some of my personal copywriting secrets. Honestly - these 6 tricks I’m about to teach you will REVOLUTIONIZE all of your writing whether you have to write email, social media captions / posts, sales copy, blog posts, about page, etc.

Hot diggity dog! I’m unleashing my inner linguistics nerd in this blog post and dishing some of my personal copywriting secrets.

Our theme right now is writing website copy and as such I thought this would be a good chance to share with you 6 rules that I have for writing copy on the web.

You can (and should) follow these rules when you write any kind of copy for your business whether it’s your about page, services page, email sequence, opt-in copy, Facebook ads, etc…

Honestly – these 6 tricks I’m about to teach you will REVOLUTIONIZE all of your writing. If you’ve ever wondered, “How does Courtney consistently come up with great language?” THIS blog is the answer to your question. It’s not magic! It just takes a little practice.

Psst! It might have to go without saying that seeing as this is the Rule Breaker’s Club every once in awhile it’s AOK to break each and every one of these “rules” 😛

Click “play” to learn my 6 favorite copywriting rules!

I want to give you a quick recap of what I talked about in the video, but before I do that make sure to grab the “Before You Click Publish Checklist”!

You should use this checklist every time you write something. Don’t be afraid to print it out and pin it to your bulletin board (or tape it on the wall next to your desk).

RULE #1 – Write to one person

If you’ve been through The Rainbow of Sales training, you can think of one of your muses! trying to talk to too many people at once means you’re not talking to anyone in particular.

RULE #2 – Use the “girlfriend” filter

Feel like your writing is bland, boring, and academic?

Picture that you’re sitting down for a glass of wine with one of your best friends (or maybe your muse) and ask yourself would you say it this way when you were talking to them!?

RULE #3 – Get rid of weak verbs

Go to one of your past blog posts, emails or something of that nature and circle every time that you have any of the following:

  • A word ending in -ing
  • The words “is”, “am”, “are”, “being”, “was”, “were” or any other form of the verb “to be”.
  • For you grammar nerds out there, I realize that these aren’t all instances of passive voice, but I think the best rule of thumb is to (a) find more specific verbs and (b) put them in the active voice so that the subject of the sentence is doing the action (i.e. “He hit me” is active but “I was hit by him” is passive)

RULE #4 – Stick to short paragraphs

People have a short attention span online and you will be hard pressed to find me write a paragraph that has more than 3 sentences.

RULE #5 – Format for scannability

Use more…

  • Headlines + subheadlines
  • Bullet points
  • Bold key words
  • Use all of these things sparingly or they lose their effect – when you do too much of it then it loses the effect altogether.

Psst! I’m using all of these elements in this blog post as well. Have you noticed?!

RULE #6 – Spend words like your own money

It’s great to braindump or freewrite, but if you tend to be wordy and repetitive you probably need to reduce your writing by 50%. Don’t fight with me on this one.

Over-wordiness is a sign that you haven’t (a) edited properly or (b) put yourself in your reader’s shoes.

Tell me in the comments below! What is the one rule you’re going to implement now?

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The 3 Things You Want People to Do When They Land on Your Website

Hey rule breaker!

In last week’s post I taught you my system for getting your first 500 subscribers without a website.

Well, today, we’re finally going to talk about your website! And sucking people into your universe! And turning them into raving fans!

This is going to be fun 😀

I’ve also created a worksheet for you to use to implement this week’s video called 10 Ways to Suck ‘Em Into Your Universe. Grab it now before you watch the video!

When you’re ready, click play on today’s video to find out how to set up your website to turn strangers into clients:

#1 – MAKE SURE THEY GET WHAT YOU DO

The very first thing that must happen when a new person lands on your website is that they need to understand who you are, what your business does, and how they can work with you.

It is important that they understand your business model and that you are a business! You don’t want people to be under the impression that everything you have is for free. When you position yourself as a business that is selling things, it makes people happier to consume your free content.

The second reason you want to make sure they get it up front is because if they don’t, they’re going to quickly click away from your site. Once they click away, they’ll forget you in two seconds and all the work you did to get them there in the first place will be lost.

Here’s a couple of tips to help people immediately get what you do when they land on your site:

  • Have a solid tagline:  If it’s not clear by your business name by what you do, you need to make sure there’s a tagline right at the top that tells people what you do. Don’t make this clever and cute but rather clear what they can expect from your business.
  • Have simple, clear navigation: This will let people click around your site and learn more about your business. You want to have an about page and a work with me page that let’s people know the various ways they can hire you.

#2 SUCK THEM INTO YOUR UNIVERSE

Have you ever landed on a new website and you were compelled to read everything you can find? This is the goal for every reader that lands on their website.

When you get people telling you that they landed on your website and lost two hours of their life plus they’re buying everything you have to offer, that’s truly the dream!

The first tip is to make sure that your blog content is super compelling and easy to find. While my website isn’t perfect, I do put the blog content front and center on the site. You can see right up front what I want you to read and there’s recommended posts at the bottom of every post to help you decide what to read next.

The second tip is to add compelling calls to action on your about page that help them know where to get started. Give people some topics that they can read about on your blog. Give them an opportunity to opt in to your compelling offer!

#3 GET THEM TO SIGN UP FOR SOMETHING

If you have one big, main opt in offer, you want to draw their attention to that offer all over your site. This should be pimped out on your homepage, your about page, your social media – basically wherever you can!

The other thing you can do is to create content upgrades for each piece of content that is specific to what you’re talking about there.

For this post, I’ve put together a worksheet for the 10 Things You Can Do To Your Website Right Now In Order To Suck People Into Your Universe. I’ll go into some strategies I didn’t discuss in this post that are pretty easy to implement and make a big difference on getting people nurtured and falling in love with your business.

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Get Your First 500 Subscribers (You Don’t Even Need a Website!)

In the last few blogs, I’ve mentioned that I’m not a big fan of people starting a website or taking their business online until they’ve built a solid foundation for the service they want to deliver.

For example, in a recent video I talked about the 3 things you need in place to start a business in a week and the things you DON’T need to have in place.

Today I want to focus on how to actually take your business online!

In fact, we’re going to focus on how to get your first 500 email subscribers, without even having a website.

The website is the least important thing in this entire equation (and is often a huge distraction) so we’re going to do all these steps without it.

Want to learn how to get your first 500 email subscribers without a website? Click play:

#1 Create a compelling opt in offer

This is an important feature to building your online audience.

Many businesses have multiple opt in offers to entice people to sign up for their mailing list. You’ll notice that I have an opt in offer for almost every post – including this post!

The opt in offer is so important because it’s the entry point to your funnel and will affect every other step in this process.

You want this to show people exactly what you do and help them take the first step towards what you’d help them do when they’re working with you.

It should be uber specific to your signature service and give them a taste of how you can solve the problem they’re struggling with.

I’ve created a tool to help you create just the right opt-in for your audience which you can grab here:

Here are a few types of opt-ins you can create that are working right now:

  • Diagnostic tool – quiz, questionaire, a form they fill out that will tell them where they are right now. This helps them get clear on the actual problem they have and where they are at right now. When they are clear about that they can see the gap between where they are now and where they want to be.
  • Take action – Create something that will prompt them to take specific action and get immediate results.
  • Basic training – If you do something a little more complex, start with an essential part of the process that will get them ready for the rest of your content and services.

#2 Capture leads for your offer

Once you have an opt in offer, it’s time to create a landing page where people can sign up to receive it! This is where we’re replacing a website, for now, to get people on your mailing list.

I love, use, and recommend Leadpages for building your landing pages to capture leads. This is something I recommend using and it’s a lot cheaper, faster than a website.

This is where you’ll send people to get your opt in offer whether it’s on social media, at a networking event, or to your friends, you’ll have a URL to give them.

#3 Deliver the offer

Once you’ve created the compelling offer and captured the leads who want it, you’ll need a way to deliver it. To do this, you’ll need an email marketing system like Convert Kit, MailChimp, Infusionsoft, Active Campaign, etc.

Pick one to use to deliver the offer and create a follow up sequence to nurture your readers.

You can also use this email system to send out your content if you don’t have a website! You can send a video you post on Youtube or the content you’d put in a blog – without a website!

#4 Find people

Pick one social media platform to create an audience with it.

If you already have a blog and website, use Pinterest! There is nothing like Pinterest for getting blog traffic so use it. I highly recommend Melyssa Griffin’s program, Pinfinite Growth (affiliate link) if you’re interested in learning more about how to use Pinterest.

If you don’t have a website yet, focus on something like Instagram. It’s one of the best places to go to create an audience using hashtags, challenges, and opt in offers.

What about Facebook? This works best if you’re going to start a free Facebook group to grow your audience or if you’re planning to run Facebook ads.

But don’t forget it all starts with a super strong opt in! Without that opt-in, none of the system will work.

Grab your copy of Create the Perfect Opt In here:

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The Tools You Need to Manage a Client Based Business

If you are starting, running, or growing a client service based business, today’s video is for you.

I have put together a list of all the tools you need to run your business. I’m going to run through the overview of the types of tools you’ll need to run your business.

On top of that, I’ve created a sample client folder in Google Drive to show you exactly how I recommend using Google Drive to organize your client docs.

Of course, there are tons of great client management tools out there. Let’s start by breaking down the categories of tools that you’ll need to serve your clients.

I asked some of my favorite service-based entrepreneurs to share their favorite client management tools. Here’s what they told me:

“My favorite tool for managing my clients is Kajabi. I have a store at Vlog Boss University and what I love about it for my clients is that I can add them and give them access to all my products as well as exclusive content so they have more information they can work on between our coaching calls. The experience customer service-wise is so much more incredible because of that resource.”

#1 You need a Payment Gateway

Perhaps the most exciting part, getting paid! You need some way to send out invoices and receiving payment from your clients.

Some easy tools to use for accepting payment are things like PayPal and Freshbooks.

You can use more sophisticated tools as you grow but keep it simple when you’re first getting started.

#2 You need to Send out forms

You’ll need to send out forms, surveys, questionnaires as you serve your clients. I use these to do the following:

  • Gather info from potential clients before we get on a sales call
  • Gather info about new clients before starting the service
  • Gather info after the service to see how you can improve + get a testimonial

I like to use Google Forms or TypeForm to send out any sort of fillable form to my clients. I use Google Docs for just about everything I can in my business so it makes sense to keep them all in one place.

#3 You need to Organize + keep track of client docs

The third thing that you’ll also need is a place to keep track of all of your client docs.

I recommend keeping things off of your computer and store them in the cloud so again, I’m a huge fan of Google Drive / Google Docs for this.

Copywriter win: Google Docs allows me to work on a document at the same time as my clients which makes co-editing SUPER easy!

I also use Google Folders to organize all of the information for an individual client. This allows me keep all of the docs for that client, call notes, etc are in one place.

In fact, today’s post comes with a sample client folder that I’ve created for you so that you can see a hard copy of how I manage clients using Google Drive:

 

#4 You need a Project management system

Finally, you’ll need a system to manage your client flow. I personally use Asana (it’s free) to organize all of the projects in my business so clients go in there as well.

Whether you love Asana or would prefer something like Trello (which is more visual), be sure to check out today’s download with all the tools so you can see what your options are when it comes to project management and all the other tools we’ve discussed today.

Recommended resource for Trello: Abagail and Emylee, the powerhouse duo at Think Creative Collective, have an awesome blog post you should check out on how to Organize Your Business and Life with Trello. I’ve also heard a tremendous amount of positive feedback about their Trello course.

Recommended resource for Asana: I’ve personally used Natasha Vorompova’s Asana for Small Business Guide for becoming an Asana master. She shares some seriously powerful tutorials and tips!

Other project management tools that I’ve heard are excellent for managing clients include 17 Hats and Dubsado. These are both great all-in-one solutions for doing everything from sending contracts, questionnaires, invoices, and to-do lists!

 

 Vlog Boss Amy Schmittaur of Sexy, Savvy, Social shares here favorite client management tool: 

“My favorite tool for managing my clients is Kajabi. I have a store at Vlog Boss University and what I love about it for my clients is that I can add them and give them access to all my products as well as exclusive content so they have more information they can work on between our coaching calls. The experience customer service-wise is so much more incredible because of that resource.”

P.S. Amy is INCREDIBLE at video and YouTube – grab her book, Vlog Like A Boss. I’m reading it right now. Also, if you’re not doing video yet, you must.


Brand and social media strategist for Wedding Professionals at The Wedding Concierge, Ginny Krauss shares her favorite client management tool:

Currently, I am la-la-loving Asana! I recently migrated from Trello over to Asana and it has truly been a game changer in my business and productivity. Using Asana has allowed me to effectively work with my teams a lot faster and efficiently, break down big goals into smaller action steps, and create a blog workflow board that has rocked my socks! Plus, the more productive you are, the more flying unicorns fly across your screen.

 

Maggie Patterson and Brittany Becher from Scoop Industries share their favorite client management tool:

 

Basecamp FTW. It’s super easy to keep all of our clients in there with their own projects. It’s no frills so clients don’t need to spend a ton of time learning it. I also love the feature that allows you to make items internal only so that you can manage internal parts of the project that your client doesn’t really care about or need to see.

#5 You need Contracts

Last but certainly not least! One of the important tools I didn’t mention in the video is that you need a system for sending contracts to your clients. In the past, I have used Adobe Sign and HelloSign. You can also use one of the all-in-one services like 17 Hats or Dubsado.

 

My own amazing business manager, Tressa Beheim, recommends HelloSign for new entrepreneurs.
“Getting a contract signed every time with every client can be a huge stumbling block for service providers so one of the first tools I recommend to my own clients is HelloSign. Its so easy to get started and use that it removes a major excuse for not getting contracts out and signed that protect both you and your clients!” 

 

 

 

Don’t forget to grab the sample Google Folder I created for you so that you can see an example of how a client management system works:

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Do less work, charge more money, have happier clients?

Today I want to talk to you today about something pretty exciting! We’re going to talk about how you can do less, charge more, and actually have happier clients?

So what’s the secret?

Do things one time and leverage that work indefinitely.

When I work with entrepreneurs to build new signature services, the biggest mistake I see them making is that they are spending way too much time doing the same thing over and over again delivering that signature service.

Do you find yourself doing any of the following?

  • Sending the same form over and over
  • Writing the same content in an email
  • Doing a training on a specific topic
  • Spending a session training them how to do one thing

Well, these are all things you need to stop doing!

#1 Create a Leveraged Training

First, I want you to create a leveraged training for your clients for the topics that they need to know to get started.

Turn this into an audio or a recorded training that they can consume before they get to their one on one time. The whole point of your one on one time is to customize the material they need – not to talk about the same topic in the same way over and over again.

I did this with my recently retired service, Sales Page CPR. I found that I was constantly covering the same items over and over again that I had already packaged in my Sales Page Kit. So, I doubled the price of Sales Page CPR and included the Sales Page Kit as pre-work for the session. It was a win-win for because the client could get the training they needed but get more out of their one on one session with me.

#2 Categorize your clients into three groups

There is no such thing as a unique client so stop wasting your time customizing your service to each and every one of them. There are universal problems that they are all struggling with so treat them as such.

I’ve discussed this in a variety of blog posts so Link to blog posts about signature services here:

Never Write a Proposal Again
The Exhaustive Guide to Packaging a Service

Break down your clients into three groups whether it’s a beginner, intermediate, or advanced or a specific way the problem manifests itself in that group.

#3 Work on the behind the scenes

Start by creating a checklist for everything involved with delivering your service. Follow the steps you document to treat every potential and actual client in the same exact way.

Make delivering the service repeatable and simple so you can cut your time to deliver it in half!

Once you have everything systematized, you’ll be able to outsource a lot of the steps to your team so you can focus on the things only you can do.

This will help you cut your workload in have when you can have your team do things like contacting clients, scheduling, or sending out invoices.

#4 Shift your mindset

This is one of the most important things there is when it comes to succeeding in your business. #Mindsetiseverything!

You have to stop thinking about your work in terms of trading dollars for hours.

When you’re creating this leveraged content, you are creating value that is more than the actual sum of the hours you are putting into it. You will start making money on work that you only did one time and that can be a huge mental block for women entrepreneurs.

So start thinking about how you feel about making more money on work that you only did once. It may make you feel a little uncomfortable if you really start thinking about it.

The trick here is to remember that the value of your service is not simply the time or energy you are putting into it but rather what your client is getting on it. Check out this video on how to express the value of your offer from a recent video.

When you put those four things into place you can definitely do less work, raise your prices, and still have your clients be way happier.

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The only 3 things you need to start a business (and 7 things you don’t)

Start your new business in less than one week with these excellent tips for making money on the side.

How would you like to know to start a business in a week (or less)?

I’ve got great news!

There’s really only three things you need to get in place to start a business.

Shocking, right?

The fact that there are only 3 things you need in place to start a business pretty much guarantees that you are wasting time doing a whole bunch of stuff that you don’t need to do.

Want to know what that is?

Watch the video to learn the 3 things you need in place to start a business (and a few things you don’t):

The three things you must have to have an actual business.

#1 One paid offer

You must have a single paid offer that people are going to pay you money for in order to receive something in return. For new businesses, I recommend that you offer a signature service.

You need to first figure out a problem that isn’t being solved – and solve it. I teach the details of how to do this in my signature program, Yay For Clients, and have helped dozens of entrepreneurs do this.

This signature service doesn’t have to be your main passion or something you want to do for the rest of the life. Instead, it’s something you want to do right now to get your business off the ground because it solves a problem you see people having.

#2 One paying client

To have an actual business, you need to have a minimum of one person paying you to deliver a service.

Until you have a paying client, you’re not in business.

Then, once you’ve had at least one paying client, it’s time to get the next one!

That’s why you need…

#3 One solid marketing strategy for finding more clients

You don’t need to do ALL the things that people are doing to find clients. You really only need to find one method of finding new clients that works for you.

There are three strategies I recommend getting started with. I want you to pick one that will work best with your service:

  • Referrals: These are the heart and soul of most service based businesses. Do you already have clients who are really happy with your services? Ask them to send people your way that need your services.
  • Limited time promotions: If you already have an audience, this is a great way to get people to work with you now. This is one of the core strategies I use in my business to generate revenue. We probably get 80% or more of our revenue using this strategy.
  • Reach out to people who need your service: Start by reaching out to people you know would be perfect for your service. Consider offering a free consultation or an audit or assessment to show them what you’re capable of!

Those are the three things you need to get started this week!

YOU DO NOT NEED THE FOLLOWING TO START A BUSINESS:

These are the things that I find so distracting for my students and shouldn’t be done until you have the three things I just talked about completed.

A WEBSITE

A website is wonderful marketing machine that can promote your business. But if you don’t have the three things in place above, you do not need a website yet. This is the biggest thing that new entrepreneurs are getting distracted by.

Your about page doesn’t matter as much as you think if you don’t have a sellable service.

AN OFFICE

You don’t need a fancy office to have a business. You can run your business while you’re sitting on your couch wearing your pajamas.

Spending time focusing on a cute, funky office to go to work in is a distraction from getting started today. You can build your business from your kitchen table, a coffee shop, or even your couch.

A FANCY DEGREE

You don’t need an extra certification, diploma, or education to start a business. Start a business where you’re already an expert.

Focus on where there is a gap in the marketplace where people need help that you can help with. You don’t have to be the very best person at the world solving this problem but you need to start where you’re an expert.

A LOGO

Enough said. You don’t need this to get started. Logos are completely unnecessary for growing a business and is pretty much the LAST thing you should be worried about.

PROFESSIONAL PHOTOS

I do recommend investing in good headshots – eventually. But if you don’t have the three pillars in place first you do not need headshots to get started. You need a service you can sell to people who need it.

A FACEBOOK PAGE

This is not a necessary requirement to sell your service so you shouldn’t be focusing on it before you have the three pillars in place.

Social media is fun and great for business when you’re ready for it! Invest your time developing your three pillars that will actually bring in revenue.

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Will People Be Willing to Pay for Your Offer? Here’s How to Know.


How do you “sell” something that doesn’t directly help people to make more money or lose weight?

I mean, how are you supposed to convince people to purchase your high priced offer if you can’t prove that there’s going to be a return on that investment?

What if you’re a life coach, designer, tarot card reader, or dog walker?

What if the results of your service are inherently intangible?

Today is all about helping you, my business-to-consumer darling!

Identifying the core benefits + results of your offers is something that I talk about as a core part of my course, Yay for Clients and I know people struggle with this A LOT. In Yay for Clients, I teach entrepreneurs like you how to create their own signature services so that they can get known for ONE thing and dominate their own niche.

Can I tell you a secret?

I have a weird dream of starting a side business completely unrelated to online marketing just to show people that everything I teach is just as applicable a dog walking business as it is to a digital marketing business.

In the video below, I’m going to dive into the details of how to position your offer for premium pricing.

I’ve created a worksheet for you to help you nail down the specific ROI of your offers. You’ll want to grab that before we dive into the video so you can finally get clear on the tangible results of your offer once and for all.

In this worksheet you’ll find:

  • A whole bunch of examples of compelling results (other than making money) that make people buy
  • The questions you MUST ask yourself in order to nail down the core benefit / result of your offer.

Got your “ROI that Makes ‘Em Buy” worksheet?

Great! Let’s dive into the video…

I talk about defining the result of your offer — it’s something that you must do for every type of marketing that you do whether it’s a webinar, a blog post, a service, an online course. People need to know exactly what they’ll be able to be, do, or have as a result of working with you.

But how do you know if the result is something that they will be willing to pay for? Here’s how to know:

#1 – It solves one of their BIGGEST problems.

People have an array of problems and your offer needs to solve one of the BIG ones. If your offer is solving a tiny, insignificant frustration you simply can’t charge as much as if you’re solving a problem that keeps people awake at night.

A good example of this is

#2 – They’re ALREADY paying to have this problem solved in some way.

The best offers are disruptive of a service or offer that already exists but isn’t as powerful as it could be.

Uber and Lyft improve upon the taxi system. They didn’t invent the concept, they found problems in the status quo and offered an alternative.

My (now retired) service, Sales Page CPR was an improvement (or alternative) to hiring a typical copywriter. I didn’t invent sales pages, but I found a hungry market of people who already wanted to pay for help but couldn’t find the solution they desired.

Starbucks was originally an improvement on how we drink coffee. They didn’t invent the concept of coffee– they reimagined the way that we think about drinking coffee.

#3 – You’re selling the END not the MEANS.

No one cares that you’re a [INSERT JOB TITLE HERE].

No one cares if you are a nutritionist, an artist, a developer, a makeup artist, a brand expert, a relationship coach.

The only thing they care about is what you can do for them. This isn’t hyperbole. They really, actually, truly, honestly do. not. care.

The only reason we use job titles is to help people to categorize us. When people categorize us, they compare us to other people in that category.

This is why I urge you right now to STOP worrying about coming up with a clever job title. Seriously, it is a complete and utter waste of your time.

When I introduce myself at events I say, “Hey, I’m Courtney! I help awesome and creative women entrepreneurs to create signature services and get consistent clients”.

I don’t have a job title.

It’s not about you, it’s about how you help them.

#4 – There are SUPERFICIAL and DEEP benefits

You’ve got to be able to speak to people on many different levels. Personally, I always recommend going 3 levels deep.

Here’s what this might look like for a dog walker:

Deep / Core Benefits:

  • Go to work with peace of mind knowing that your pup is being taken care of, getting exercise, socializing with other dogs.
  • Getting your dog out several times per day is beneficial for his / her health and can help them live a longer life.

Medium Benefits:

  • We give you a full email report at the end of each day to let you know how your dog is doing and what we did that day and if we had any issues. It’s always nice to have an outside perspective.
  • Your pup won’t act as wild when you get home or have attachment issues.

Superficial Benefits:

  • We bring your mail and packages inside and sometimes leave little gifts like fresh flowers 🙂 We’re also happy to do any other small tasks like watering your plants or feeding your fish.

#5 – Your results are SPECIFIC, TANGIBLE, and MEASURABLE

Out with trying to sell “confidence”, “love”, “happiness”.

Stop trying to sell people on clichés like, “stepping into your power” or “feeling excited to wake up every morning”.

These things aren’t bad. They won’t hurt your business. However, if you ONLY use vague, abstract, cliché language you’re not going to be able to sell what you do. I guarantee it.

But you also have to get as specific as possible about your benefits. Even if your offer helps people to make more money, you need to get specific as to how much money.

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How to Avoid + Say No to Crappy Clients

Have you ever had one of those pain in the ass clients who made your life a living hell? If so, welcome to business! You've officially been initiated. We've all had crappy clients but there's lots of lessons to be learned when it happens in your business.

Have you ever had one of those pain in the ass clients who made your life a living hell?

If so, welcome to business! You’ve officially been initiated.

We’ve all had crappy clients but there’s lots of lessons to be learned when it happens in your business.

Personally, I’ve had my share of crappy clients. These days, we have solid systems in place to make sure that we’re ready for 99% of the “unexpected” requests people make. I no longer respond to customer service emails (and you shouldn’t either!)

Did you know that pain in the ass clients are one of the most valuable things you can have?

It’s because of my less-than-stellar client experience that I’ve been able to:

  • Completely remove myself from handling refund requests
  • Create better client onboarding systems to prevent future problems
  • Identify and fix any holes in my systems where I was “dropping the ball”.

Click “play” to learn how to get the most out of your crappy client experiences:

It’s time for tough talk.

If you have a crappy client right now, you have to take full responsibility that this is your fault. It is not the client’s fault, even if they’re totally crazy. YOU have to take responsibility for the fact that you didn’t screen them well enough.

These crappy clients often show you about the holes you have in your business. They are revealing to you what systems you need to focus on to plug those holes.

So thank them because they are going to help you make your business stronger in the long run.

But if you’re sick and tired of working with crappy clients, here’s how to avoid taking on another one:

#1 Pre-qualify your potential clients

A terrible client will very often be a bad fit for your services or simply not be ready for them. So it’s important to have some actual qualifications for who you work with. And no, paying you is not qualification enough.

I like to have the guideline of three must-haves and three nice-to-haves. Clients that will be a good fit should have all of the must-haves and two of the nice-to-haves.

This can be a great way to objectively assess if someone is a good fit beyond whether they’re insistent that they’re ready to work with you.

#2 Screen with your gut

For a service that’s short term, like a 1 hour session, you don’t need to screen your potential clients. Be sure that you’re really clear on your expectations and refund policy on your work with me page to establish the ground rules.

But, for any longer term scenario, you must do a consultation before you start working with them. At this call, it is just as much your job to figure out if you want to work with them as it is theirs to figure out if they want to work with you.

It is up to you to say that you don’t think this client is a good fit. As tempting as it may be to say yes to the revenue, if it feels wrong it is. Don’t say yes out of desperation because you will regret it – every single time.

#3 Make it a win-win

When you have decided someone isn’t a good fit, be positive in how you present this information. Focus on the fact that you don’t think you’ll be a good fit for their needs but what they do need is (fill in the blank).

This is a much better way to let them know you don’t want to work with them than telling them your gut is screaming to run in the other direction.

#4 Be clear about your boundaries

You need better boundaries in your business. For instance, I am so concerned about how many service providers offering unlimited email exchange. There is absolutely no reason I would offer unlimited email exchange to someone I’ve never worked with before.

It is up to you to establish your expectations with clients. Be very clear with your boundaries and requirements. Tell them when you need their materials and when you need to take action. GIve them consequences for not following through on your requirements.

#5 Refund and release

If someone does slip through the cracks and is a horrible client, your best response is to refund and release. You do not want to spend time and energy to argue back and forth about someone who is stepping all over your boundaries.

Again, take a look at your systems to identify the hole they slipped through and how you can improve it in the future.

If there have already been deliverables completed, consider a partial refund to refund and release. If your contract doesn’t allow for that, consider now whether it should so you’ll be protected in the event of a craptastic client slipping through.

Tell me in a comment below! What lesson did your most recent “crappy client” teach you?!

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Afraid to Put Yourself Out There? Watch This.

There is one thing holding you back from getting more clients that no amount of strategy or tactics can help you with. It's called the fear of putting yourself out there.

There is one thing holding you back from getting more clients that no amount of strategy or tactics can help you with.

It’s called the fear of putting yourself out there.

Do you know it?

Many of the students in my program, Yay For Clients, struggle with this fear. It hits them when I tell them to send out a survey or reach out to people to become beta testers.

In order to help my students get over the hump, I have them examine their own limiting beliefs. Once they realize that it is them and only them who is holding them back, they suddenly get crazy amazing results!

One of our students felt like she was falling behind until she bit the bullet and sent out a survey to potential clients. She couldn’t believe how many responses she got!

I know that you, too are capable of more than you believe.

I know that I can teach you exactly how to create your own signature service and book out clients for months.

But if you don’t trust the process, it won’t work.

In today’s video we’re specifically going to tackle the fear of putting yourself out there.

You’re going to love this video if:

  • You know that you should put your face on your website, Facebook profile, etc but feel nervously panicky every time you think about it.
  • You’re avoiding going on Facebook Live because you’re afraid no one will show up.
  • You haven’t launched your website yet because it’s not as perfect as you want it to be.
  • You’re weirdly afraid of haters, trolls, and critics because you’re not sure you can handle their harsh words.

I promise that I’ve got some tips in this video that will help you FINALLY move forward and stop being the best kept secret!

Afraid of putting yourself out there? Here’s what I want you to know:

#1 You know more than other people

When it comes to your area of expertise, you know more than other people. This holds true even if you are not the highest level of achievement in your field, whether that’s a degree, a certification, an experience level or whatever, you still know more than the average person.

Remember, what comes easily to you is likely to be excruciatingly difficult for your clients. One of the reasons I hired an online business manager and project manager is because I struggle with timelines, details, and breaking things down into manageable steps. My OBM though makes it look like a breeze since it’s where she shines.

We all have strengths that are amazing to other people. That’s what I want you to focus on.

It’s also best for you to help people who are a few steps behind you in business. You can more easily empathize with where they are which makes you a better teacher for them. To be a great teacher, you need to be able to communicate and explain at a level they can understand so it’s great for you to help them at just a few steps ahead.

#2 No one is going to visit your website

Entrepreneurs get this crazy idea in their heads that when they launch their website it’s going to be like when Steve Jobs launches a new iPhone.

The reality? No one is going to go to your website at first (except maybe your mom).

I am not saying this to beat you down but to give you a little dose of reality. These things don’t happen all at once and you aren’t likely to be an overnight success. This is great because it gives you time to get used to putting yourself out there. You can take baby steps to the end result of putting yourself out there.

#3 What’s the worst case scenario?

Prepare for the worst case scenario, whatever that is. Think about what you are truly, really, honestly afraid of if you do the thing you’re so afraid of?

Write down your worst fear – I guarantee the critique will hit you in the gut about something you’re already afraid is true.

And if that worst case scenario happens, you’re going to be ok. You might be taken down for a few days or a few weeks but you get to make the decision to keep going.

If you resolve to never quit there is truly nothing that can break you.

#4 The baby step

I want you to proactively take baby steps to take yourself out of your comfort zone a little bit every day.

Consider the smallest way that you can start putting yourself out there and practice it a little bit each day until you get more comfortable doing it. Practicing the thing that scares you takes its power away because exposure therapy really works.

For example, you could promise to publish ONE blog post this week or contact ONE target client to conduct an interview.

In no time you’ll be doing things that right now go beyond your wildest dreams.

#5 Don’t hide your fear!

This is my action step for you today: In the comments below I want you to share your crazy, strange fear.

Frankly, it’s when we hide and keep our fears inside that we start to develop shame around those fears.

Maybe your fear is that people will say you’re a fraud but ultimately all of our fears boil down to one thing – and that is the fear of not being enough.

I would love for you to leave me a comment and let me know, what is your biggest, most irrational fear about putting yourself out there!

You’ll be amazed at how many people share the same fears as you!

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What Details to Give About Your Offer on Your Sales Page (without Giving Away Your Secrets)

It's shocking how many people fail to give enough information about the actual thing people are paying for.

Do you know what the HARDEST part of writing a sales page is?

It’s the section where you’re giving the details of what’s included in the offer!

I know it seems straightforward, but honestly it’s shocking how many people fail to give enough information about the actual thing people are paying for.

You might be wondering:

How do you give the exact information that people need without giving away all your secrets?

Before you watch the video, make sure to download the worksheet that goes with today’s blog.

This worksheet will help you to…

  • Extract all of the important details of your offer and put them on paper so that it’s easy to create all of your promotional materials
  • Document the details of your offer in one place so that it’s easy to refer to later (or hand to someone on your team)

Click the button below to get your worksheet:

Once you have your worksheet hit play on the video so I can walk you through all of the elements:

#1 – Share the overarching breakdown of your offer.

This is where you want to explain the main structure of your product or program and explain how it’s going to work to your potential customers.

Whether it’s weeks, modules, phases, sections, or whatever, you want to lay it out and explain the flow here.

What I’ve noticed with a lot of my clients that they haven’t decided how they want break down their offer before they start working on their sales page. This means you haven’t yet created your signature process but that will make the copywriting thing so much easier.

Check out the following posts to help you craft a better offer:

#2 – The parts really do matter

Once you’ve explained the overarching structure, you want to really sell them on why the way you’ve structured your offer matters. Look at each part of the process and sell them on each individual part.

Whether you’re including 3 skype calls or a 6 week course, you need to explain why each part is important. Explain how each part is going to help them get results and get to the ultimate goal that your course is promising.

#3 – The tease

Now it’s time to really sell your signature process to get the results they want. Create your own your formulas, methods, exercises and worksheets that walk your clients through the process and really sell them.

Give these items a name and explain how it’s your method for drafting killer copy or creating on brand graphics. Get them totally excited to learn more and be able to integrate your process into their business.

#4 – What’s included?

In every phase or module of your offer, there needs to be actual collateral that they’re getting.

Explain the worksheets, content, lessons, or one-on-one time that they are going to get in each part of the program or product. You’ve got to tell people what they’re paying for and make it tangible!

This is especially important for digital products and online services that can feel sometimes abstract and nebulous so it’s good to anchor them in by explaining physically what they’re going to get when they hit buy.

Don’t forget to download the worksheet to help you pull out all of the information about your offer!

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