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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The Guide to Creating Mouthwatering Bonuses for Your Next Launch

Have you opened the cart to an online course launch and the crickets didn't even show up? You might be scratching your head wondering why no one is buying. You need better bonuses!

Have you opened the cart to a launch and the crickets didn’t even show up?

You might be scratching your head wondering why no one is buying.

Is it you? Is it your product?

I hear about this issue from entrepreneurs all the time. And I’ve got great news — It’s not just you!

In fact, there’s a simple explanation for why nobody is buying your product just yet. Click play on the video below so I can give you some strategies and tips on how to encourage sales all throughout a launch!

There are lots of ways to create “scarcity” for a launch. Any seasoned online launcher will tell you that the key is to do something. In fact, they’ll probably tell you to do multiple somethings.

I want to focus today though on the magic of bonuses.

The best bonuses walk a fine line between something that vastly enhances your program but isn’t entirely necessary in order to go through your program.

A bonus shouldn’t be required to get the result your program promises so it’s important that it’s not a part of the program you’re merely labeling as a bonus.

Here are some of my favorite bonuses:

  • Done for you scripts, templates, plug-and-play guides
  • Bonus trainings from other experts on a topic related to your offer
  • Discounts to software that your customers may need

Here are some questions to help you come up with great bonuses:

  • What would someone love to get their hands on that I’m not currently selling?
  • What could I give someone to make it way easier for them to get the most out of my paid offer?
  • What’s the #1 question or hesitation people still have that’s making them hesitate to buy? How can I create a bonus that specifically helps them with this objection?
  • What is something that can help them right now to be more prepared to get more out of my offer?
  • What might they need after finishing my offer? What’s the next step to get them to the next level?

That said, I see way too many people creating bonuses and then… not telling anyone about them!

It’s not enough to simply have the bonuses. You’ve got to sell the crap out of your bonuses, my dear!

Here are some ways you can put a spotlight on your bonuses to make sure people see them and say, “gimme that!”.

#1 During the Pitch

Be sure to talk about your bonuses during your sales pitch at the end of your free training. Let people know that if you purchase right now you’re going to get access to these bonuses. And of course, sell them well here.

#2 On Your Sales Page

After you introduce your offer on your sales page and lay out the price, you want to add a section that talks about your bonuses. Then, sell the bonuses on the page. It isn’t enough to include a graphic and a value.

People don’t inherently know that your bonuses are valuable – you have to sell them just like you sell anything else.

I also like to add a countdown timer on the sales page to remind people that these bonuses have a limited shelf life.

#3 Email Marketing

While I’m emailing my list to remind them about the promotion or cart opening, I always make sure to mention any expiring bonuses. This is also a great place to add another countdown timer to visually remind people they have a limited time to take you up on the bonuses.

#4 Sales Page Pop-Up

You can add a pop up to your sales page to let people know about a new added bonus. You can also use this to remind them that there’s a bonus expiring soon.

#5 Social Media Marketing

Any time you are posting about your offer on social media make sure that you are also specifically mentioning the expiring bonuses. Create social media graphics you can post to remind your audience about your bonuses and the limited time frame they’re available.

#6 The Replay Page

This is a great place to add the details of any expiring bonuses and add a countdown timer.

To truly get a “wave” of buyers from a bonus, I recommend offering a bonus that expires within the first 48 hours of opening your cart. If you host a webinar, you can also add a fast action bonus for anyone who purchases before the end of the live class!

Leave me a comment below!

What kind of bonus do you want to create for your next promotion?

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How to Design Your Sales Page as You Write

Tips from a sales page copywriter on how to design your sales page in the document so it’s easier to design later on

Let’s talk about how to lay out your sales page while you write in order to make the design process SO much easier.

These tips will help you whether you’re designing the page yourself or sending it over to a designer. And, I asked some designers to help me out here with what they like to see so that they can focus more on the design and less on trying to figure out the copy.

If you’re doing the page yourself, these tips will still save you tons of time so I highly recommend you still include them 🙂

The goal when you’re preparing this is a page that looks like a sales page but is easy to copy and paste – and design into the page.

There are 5 things I always do to make sales pages really easy to design. My clients (and their designers) are always really happy with these strategies so I want to share them with you today.

Watch the video to learn how I lay out my sales pages when I write them:

#1 Headlines and Subheadlines

Use headlines and subheadlines to break up the text into the 14 part sales page headline that you can download below. This is how a sales page is going to be broken down into sections so you can design it with different sections, backgrounds, etc.

#2 Bullet Points

I want you to do this from a copywriting perspective to help your text really stand out on the page. Bullet points allow you to control what elements you want to make really scannable.

You want roughly 25-40% of the sections on your sales page to contain bullet points. The whole section doesn’t have to be bullet points here but you do want to use them to break up your text.

This allows you to avoid having blocks and blocks of text. People can’t get through walls of text so they just won’t read it.

This is why I recommend sticking to 3 sentences or less per paragraph. I know, I know, this is probably contrary to what you were taught in school.

But, less is more when it comes to a sales page so you want to keep your paragraphs short and sweet. If you read any of my sales pages you’ll see I follow this rule religiously!

This is for scannability online and breaks down the content to make it less overwhelming for the reader.

#3 Bold, italic, capitalization

Use bold, italics, and capitalization to make your sales page more scannable and more readable.

For example, use bolding to anchor the beginning of a bullet point or paragraph. This will draw the eye to the text and draw attention to it.

Italics can help you break up text and add emphasis.

Consider using all caps to call out and offer a new design element to catch the eye.

#4 Utilize horizontal space with Tables

This is something not everyone is comfortable with but I use tables to visually lay out how I would want icons or material to be laid out on the table.

This is a tool to help organize how you want things to display without having to do everything vertically.

You can see an example of this in the sample sales page that you can download below.

#5 Note where to insert elements

The final thing I want you to add to your sales page documents are notes on the images, buttons, icons, and graphics.

Make sure that you highlight or clearly indicate where you want these elements so you they don’t get overlooked during the design phase. This will save lots of headaches when you’re proofing the designed page since it will help avoid things like [insert button here] copy and pasted onto the page.

Don’t forget to download the sample sales page to see an example of how I do this:

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4 Questions You Should Always Answer in Your FAQs

The questions to answer in a frequently asked question (FAQ) section on your sales page

There’s one awkward section of every sales page that often stumps business owners.

What is that section, you ask?

Frequently Asked Questions!

You might say that a “frequently asked question” that I get is “What do I put in my FAQ section?”

Today, I’m giving you 4 essential FAQs to add to your sales pages to get you started.

In essence, the entire sales page is answering people’s biggest questions about your offer. It provides the features and benefits of what you’re offering and explains what the buyer will get out of it.

In fact, I want you to start looking at every piece of marketing you do through this lense — Am I answering the reader’s biggest questions?

While the bulk of your sales page may contain fanciful language and witty repartee, the FAQ section is a great place to “give it to ‘em” straight and stick to the basics.

That said, here are a few core questions you should include in all of your FAQ sections:

#1 How and when is it delivered / do we get started?

The moments after people hit the buy button are generally when they are the most excited. So, people always want to know more about what happens immediately after they say “yes” to giving you their money.

Think about where they will go, what they will receive or anything they have to do right after that buy button. Address that in this FAQ to help them feel secure about what will happen next.

#2 Is this offer right for me?

This is a big one you’ll receive again and again in your customer service inbox. Every buyer thinks their situation is unique but really, most are going to fall into a few key areas that you can describe in this FAQ.

So start by identifying what patterns you see from the different categories of buyers and what lingering questions they often have. You’ll generally find 3 segments of customers for your offers that you can talk to in this FAQ.

Consider how you can speak to each category specifically to let them know why and how this offer is right for them.

And be real here, if there’s a category your offer is not a fit for, you can include that here as well. This helps build trust with your audience because most products are not a good fit for everyone so why pretend that they are?

#3 How much time will this take?

No matter what you’re selling, you’re bound to get the question “how much time will this take”. People want to know how much time this experience will take before they start seeing results.

It’s important to be authentic here so if you’re program will take hours and hours, say that. But, try to find a fun way of answering it so you’re not boring them in the process.

#4 What if I <INSERT BIG OBJECTION HERE>?

Every single offer you put out there is going to come with it’s own set of objections and questions. While you’re addressing these throughout your entire sales page – take some time to consider the #1 reason people are saying no to your offer. When you’re considering this, I want you to take money OFF the table so you’re really digging into the heart of the offer.

For example, on the Sales Page Kit sales page, I have the question “what if I’m a shitty writer?” because that’s a big hesitation people have. They’re not sure that I, the professional copywriter, will be able to help them.

#5 Bonus – what do I do if I have more questions?

No matter how good your sales page and FAQs are, people may have more questions they want answered. So be sure to include an FAQ that tells people an email address they can use to touch with customer service to get those questions answered.

This helps you provide good customer service to your potential buyers and helps you understand them even better as you collect more and more questions from them.

I would love to know in a comment below –

What is one question you think you can address in an FAQ –besides the money thing?

What is a reason people might be hesitating when it comes to saying yes to your offer and how can you address it in an FAQ?

Can’t wait to hear from you!

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How to Add Scarcity to An Evergreen Product

Today’s post is inspired by the number one thing people have been asking me lately is “how do I create scarcity when my product is available all the time?”

There is nothing sexier in the online marketing world than an evergreen info product that sells itself like hotcakes – and I get it because I was very attracted to that sexiness as well.

But when I started researching how to set up an evergreen funnel, I didn’t like a lot of the methods I saw out there.

I’m not a fan of pretending you’re “live” when you’re not. Or, adding in fake participants to the chat saying fake things. It took me a while to figure out how I wanted to set up my evergreen funnel without doing these sleazy things.

In today’s post, I’m breaking down my exact evergreen funnel for The Sales Page Kit (and I invite you to join me!).

Here are the tools I use for my evergreen webinar:

#1 Everwebinar

The first tool I use is Everwebinar to deliver the pre-webinar emails and the webinar itself. This allows you to create a webinar that is evergreen that people can sign up for several times a day.

#2 Leadpages

This is one of my favorite tools that I highly recommend to all online business owners. I use LeadPages in my evergreen funnel to create the registration and thank you pages for the webinar.

#3 Infusionsoft

This one is what I use for my email marketing tool and ecommerce platform. Infusionsoft is the most robust of the tools I use for the evergreen funnel but it does serve several other important purposes in my business. It allows me to integrate the Leadpages sign up form with Everwebinar and Deadline Funnel (see below) to authentically deliver the evergreen offer.

#4 Deadline Funnel

With Deadline Funnel (affiliate link), I can create the expiring links that allow me to truly offer a special deal for a limited time. This creates expiring links based on when a person signs up so that they only can take advantage of the special bonuses and discounts I offer for the 72 hours I promise.

Once that link expires, it expires to help create that scarcity that encourages people to purchase now!

To some of you, this whole evergreen funnel thing may sound very simple and to others it may be more on the confusing side. That’s ok!

I promise you I’m not super techy and I was able to work it out for my business. I know that you will get to a point where you’re ready to set something like this up, too.

Want to see how my evergreen funnel works in real time? You can sign up for it here!

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STOP! Answer these 7 questions before you write another word of copy

Don’t write another word of copy for your business until you can answer these 7 questions

Stop what you’re doing right now.

Look, I know that copywriting sucks. What I want you to know is that I also. Hate. Writing.

The thing is, writing isn’t supposed to be so hard. If it sucks that much, you’re probably doing it the wrong way.

If the words aren’t flowing it’s because you haven’t done enough “pre-work” to prep for your writing.

What pre-work should you be doing, you ask?

Don’t write another word of copy for your business until you can answer these 7 questions:

QUESTION #1 – WHO IS THIS FOR?

This is hands down the most important thing you need to know before you write a word. If you don’t know who you’re writing to, what’s the point? Think about having a conversation with someone without knowing who the person is with whom you’re talking? Weird, right?

QUESTION #2 – HOW DOES MY TARGET READER TALK ABOUT THIS?

The best way to resonate with someone is to use language they are using when they talk about the problem, situation, desire, emotion. Don’t use your industry lingo or fancy pants language from the thesaurus – just say it the way people talk about it naturally!

QUESTION #3 – WHAT TANGIBLE RESULT DO THEY WANT?

Your copy will be a gazillion times more effective if you know the one, specific, desired result you want the reader to get before you start writing. Otherwise, you might write a bunch of great language that overwhelms people.

QUESTION #4 – WHAT ACTION DO I WANT THEM TO TAKE?

Copywriting, by definition, has a goal of getting the reader to take a specific action. You can’t possibly write great copy if you are not leading people to take an action. It’s best to define what this action is before you start writing.

QUESTION #5 – HOW CAN I HELP IN THE MOST EFFICIENT WAY POSSIBLE?

I can’t stand reading articles, books, or blogs that are longer than they need to be (don’t even get me started on the Twilight books. At least half of that content should have been deleted!).

Respect your reader’s’ time and give it to ’em straight!

QUESTION #6 – HOW WOULD I FEEL IF I READ THIS COPY?

If you add any one tool to your copywriting toolbox, make it this one. Don’t you dare send out an email before you read it in your own inbox and put yourself in the reader’s shoes. Don’t you dare hit publish on a blog post without looking at it from the audience’s POV.

I guarantee you will notice a few things you can tweak that will make a HUGE difference when you step out of your point of view and into your reader’s.

QUESTION #7 – HOW CAN I MAKE IT MORE FUN?

Once I’ve finished writing a piece of copy, I always go back through it and add some sprinkles of fun. A little joke here, a little lighthearted comment there (you did notice my Twilight reference, right?) This personality makes your writing more relatable and enjoyable – and you do want your readers to love your writing, riiiight???

I hope this post will help you to write better copy! Which question do you like the best?

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These 8 Website Tweaks will Attract More Clients AND Grow Your List

How to set up your website to get more clients for your online business

How good of a job is your website doing to attract clients?

Do you have a clear path for new visitors to follow or are you relying more on the “hope and pray” strategy for your website?

Are you distracted by making your website look pretty to the point where you don’t actually know if it’s strategic?

We’ve all been there. Website “strategy” isn’t exactly the most intuitive thing in the world (most of us grew up without the internet, let alone online business) but I promise you that it’s not hard to learn, either!

Click “play” to learn the 8 easy tweaks you can make to your website to start getting clients coming to you.

#1 – DESIGN THE FUNNEL

This part is all about the big picture.

How are you going to turn a new visitor into a paying customer? Is it clear what you want people to do, click on, and visit when they land on your website?

How are you going to take the reader by the virtual hand and show them that you can help them with their problems? How are you going to turn this user into a paying customer or even a repeat customer?

Need a funnel? Check out the Raving Fan Formula that I use

#2 – CREATE AN “I’VE GOTTA HAVE IT” OPT-IN OFFER

How can you give people a check list, a cheat sheet, or something that they can put into action in 15 minutes and start seeing results immediately?

Create a powerful opt-in offer and put it front and center on your website (it should be the first thing that I see on your website!)

Need help? Watch this video on how to create an amazing opt-in offer

#3 – AN ACTION-PACKED ABOUT PAGE

The About Page is usually the first thing that people see when they land on your website. This is prime-o real estate, my friend!

How can you point new readers in the right direction with a “choose your own adventure” strategy?

In other words, divide your audience into 3 different groups or stages. For each of the groups, pick a blog post, freebie, or other page where you can send them to get started.

For example, if you are a life coach who helps people transition into their next career, you may have the following 3 groups:

  • People who are frustrated with their jobs but aren’t sure what they want to do
  • People who are ready to quit but don’t know what their next move is
  • People who are actively looking for new jobs and need resume and job search help

On your about page, you would say “Are you frustrated with your current career but not sure what to do? If so click here. If you’re ready to take action but need a plan, click here. And if you already are looking for jobs and need help positioning yourself as the best candidate, click here.”

#4 – WRITE RIDICULOUSLY SPECIFIC + HELPFUl BLOG POSTS

Consistent free content is the name of the game in online business.

Every time you write a blog post, someone should be able to get a specific result from your blog post.

If you feel like your blog posts are too general, overarching, or tackling way too much, try to break them down into 2 or 3 smaller blog posts.

Need help coming up with blog content? Here’s how to come up with 3 months’ worth of blog posts

Want to create video content like me? Check out my 5-step process for creating video blogs (it’s easier than you think).

Ready to amp up the power of your content with more personal stories? I’ve got 16 questions to help you create an arsenal of them.

#5 – CONSTANTLY MENTION YOUR SERVICES!

My dearest, darling, sweet rule breaker, I can just about guarantee you that you are not bragging about your services enough!

As in, if you’re not talking about your offers all the damn time you are not talking about them enough.

If you pay attention, you’ll notice that I am ALWAYS mentioning my products and services in my free content!

Here are some great times to soft promo your offers:

  • In blog posts – “When I run my signature program, NAME OF PROGRAM HERE, my students always ask me the same question. I thought you might have that question, too!”
  • In your newsletter – add a blurb to the bottom of your emails to remind people of your services with a link to your work with me page or to book a consult with you.
  • On social media – It’s really easily to naturally name drop your own offers to your audience!

#6 – WRITE LOVE LETTERS TO YOUR AUDIENCE ON THE REGULAR

Some fancy folk call this “email marketing.”

Now, I know you might have noticed that email rates are going down. However, email is still the MOST effective online marketing tool.

You should be emailing your audience at least once per week to nurture the relationship and it is SO SO SO important. There is no point in growing an audience if you never communicate with them, darling!

#7 – SELL THE PANTS OFF OF YOUR SERVICES

I know your services are awesome. You know your services are awesome. But you cannot expect anyone else to know that unless you give them all the details about what the experience of working with you will be like from start to finish.

A work with me page is a lot like a sales page (thank goodness) so you can use the 14-part sales page recipe to write a good one.

#8 – GET A BETTER CALL TO ACTION

On your work with me page, you have to make it very clear what action you want people to take if they’re ready to work with you.

I believe with all of my heart and soul that the very best call to action is “FILL OUT AN APPLICATION FORM, BUCKO!” (You can drop the Buck-o part if that’s more your style).

Want to know why I don’t recommend free consults? I’ll spill the beans if you click here.

LEAVE A COMMENT, BUCK-O! Which one of these tweaks are you going to tackle first?

 

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The 3-Part Launch Strategy that Works Every Time

No matter what type of offer you’re launching, social media platforms you prefer, or what tech tools become all the rage, these three phases are rock solid.

 

If the word “launch” makes you want to slam your laptop shut and hibernate, I hear ya.

Whenever you put something out there — a project that you’ve been working on, a service that you developed, an online course that you have spent months creating — it’s terrifying.

In the back of your mind, you’ll probably always have that fear… But what if no one buys it!

I’d love to tell you “that’s not true” or that “lots of people will buy your offer”. But honestly, I can’t guarantee that if I don’t know your launch strategy.

Launch strategy. WTF is a launch strategy?

Honestly, what all do you have to do to launch a new offer?

What does launching actually consist of?

The launch strategy that I use always consists of 3 phases: Attract, Amaze, Ask.

No matter what type of offer you’re launching, social media platforms you prefer, or what tech tools become all the rage, these three phases are rock solid.

At each stage, there are a number of things that you can do to make it a success. As your business and the online business world evolves, you will likely modify your specific tools.

No matter what, you need to have all three phases when you launch.

Watch the video to find out how I plan out every single one of my launches:

PHASE 1: ATTRACT

The point of this phase: The first phase of your launch is the “attract” phase. This is where you’re going to find the people who need what you do. The goal of the attracting phase is to get people on your email list and / or subscribed for your free training.

What’s included: You’ll want to offer some kind of free training for your audience to give them a taste of what they’ll get when they get your paid offer. This might be:

  • A free email course
  • A webinar
  • A video series
  • A social media challenge
  • Combination of things

The big mistake people make at this phase is assuming they don’t need to offer a free training if they already have a list. Newsflash: yes you do! Otherwise, you’re not whetting your audience’s appetite for the specific topic that your service or product will help them with and your launch will feel like it’s coming out of nowhere. (P.S. If you don’t have an audience, it’s time to build one! You can’t launch without a list).

PHASE 2 : AMAZE

The point of this phase: Once someone has said “yes” to your free training, you’ve got to wow their socks off! This is the wooing phase. It’s where you need to romance and show what you’re made of to build a trusting relationship with your reader and whet their appetite for your topic.

What’s included:

  • Delivering the socks off of your free training by giving away your best tips for free so that they’ll be ready for more 🙂

The big mistake people make at this phase is skipping this step because they’re too focused on their own income goals and freaking out about making their launch work. The thing is, if you don’t nurture the relationship with your reader, it’s like asking someone to marry you on the 2nd date — totally weird.

PHASE 3 : ASK

The point of this phase: This phase focuses on everything from the moment that you open your cart to the moment you close it. Basically, it’s when you are actively promoting your offer.

What’s included:

  • The “pitch” that you give at the end of your free training
  • Social media posts used to promote your offer
  • Facebook Ads to target “warm leads”

The big mistake people make in this phase is that they either (a) skip to it before doing phases 1-2 or (b) they feel weird selling and thus wind up not really telling people about the offer.

 

Psst! Did you know that if you grab The Launch Copy Kit before 5pm on Friday, February 24th you will get some extra bonuses? The price is going up by $100 at that time, too. Get all the details!

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