Top 7 Ways to Write a Web Sales Letter for your Coaching Service
Judy Cullins c. 2006
You have a have a wonderful coaching service you want people to know about.You have excellent training behind you. You're ready to build your practice, but wonder where are your clients?
Much of what we do are called expenses--the getting our businesses ready to go. What some clients don't enjoy is the promotion of their service. They wish people would simply recognize their abilities and seek them out.
Sad, but coaches need to take a more proactive voice in getting the word out in writing to help fill their practice.
Whether you have a web site or not, you can write a first class,
must-buy-now sales letter to attract ongoing clients. These letters can be longer or shorter depending on your purpose. For email, make your letter about a page or less. For your site, allow it to be as long as you need to answser your potential client's questions.
Put your resistance aside for now, and see another way to attract new clients.
What Every Sales Letter Needs to Attract New Clients
1. Know your audience.
Right now, picture your audience. Who are they and what do they want and need? Write them a half page letter on why you chose your field and what challenges you can help solve for them? Create a profile of them. Are they internet savvy, men, women, what age group,? Do they want coaching? Where can you find this audience besides talks and networking in person connections?
If you are not rock sure of who your audience is, your sales copy dribbles away and doesn't meet its target. You can't be all things to all people. Keep redefining your audience and know as much about them as you can.
Once you know your audience, you can serve them better. When you speak directly to your best audience on your site, you will immediately attract them to know you more.
2. Create a Non-Home Page to Share Your Coaching Mission
While most new web sites make the mistake of a long bio about the consultant or coach on the home page, you can just use a few friendly lines for your new one. Remember your visitors want to know how you can help them. Then with a headline and call to action, send your visitors to a full page where you can express why you coach, your values, and your personality. Like me, you will include answers for why your web audience would want to choose you.
-She cares about you and your goals.
-She can help you clarify your focus for your book or business.
-She will make sure you are ready to act on other goals.
-Her compassion makes it easy to take feedback.
-Se communicates clearly and directly to keep sessions useful.
-She sends you continuous encouragement and information that helps you specifically.
3. To Prepare for any Sales Message Make a List of Benefits and Features.
The biggest mistake most service businesses make is to make their message too soft, describing the what and how instead of how it will benefit their market. Your audience needs specific information in order to make a good buying decision. Your web site brands you, and if you want people to become clients, you need to include sales copy.
Start with a list of five and build it to over10 each. Post it where you work and add to it weekly. Visit others' web sites like yours to see what benefits they use. Remember, benefits sell. Features describe. Let your potential client know how they will look or feel after they experience your service. For instance--See your checkbook balance at an all time high, Feel at peace and know you can both work and play with balance, Increase your clients to just the right number.
Sprinkle these benefits throughout your sales letter.
4. Start the Sales Letter with a Benefit-Driven Headline.
"Would you Like to Feel Total Energy Every Day?"
"Want a Quick and Easy Way to Quadruple your Clients?
If you answered, "yes" to yourself, the headline succeeds,
because you will keep reading. If you said "No, I don't believe
this, " but I'm curious where this is going," the headline still
succeeds. Your web visitor and future client wants answers to their challenges and problems. Headlines motivate your reader to keep reading. They often include a benefit. Include headlines throughout your sales letter to move your reader to action.
Always engage your readers in your letter's first lines right where they are now.
5. Include a call to action in this letter. Somewhere near the end of your letter include something like this. If you are interested in this report, or have a question, email or call me today. When you collect a person's email from receiving the report, you can start a data base list of potential clients.
6. Address your Potential Client's Resistances.
Remember to tell a background story of where they are NOW
so they will emotionally connect with your solutions.Let's say you are a career/business coach and your potential client wants to up level their work status or small business income.
You'll need to address their doubts, their problematical habits that keep them down, such as procrastination or perfectionism.
You need to know what they are resisting.
One, by one, your sales letter addresses their concerns
and shows these potential clients how they can reach their top potential at work.
7. Sprinkle Testimonials Throughout your Sales Letter.
Potential buyers who visit your site want to know that many others are satisfied with your service. Testimonials impress in a big way, because the risk of a problem seems less and you are highly esteemed. Web visitors and your email lists are happy to consider your service because the testimonials convince them. Real people, not hype.
Include testimonials from all kinds of clients. Men, women. Clients with different challenges you solved well.All through your coaching, ask for ahas from clients and post them on your site.
You don't need to wait until the final session to get a testimonial. The more variety and specific testimonials, your reader will see you as the credible choice. Give your clients a sample testimonial they can edit to save their valuable time. It's always good to reward people who give your testimonials such as a free report or free Q and A.
Remember, to attract new clients include written sales copy as well as in person ways. Written promotion is easier and works well for the reluctant marketer.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com