Get Clients to Choose You Again and Again
Judy Cullins c. 2003
Did you know that 95% of small sized businesses fail because their
owners don't pay enough attention to sales copy?
Whether you are a professional speaker, coach, or entrepreneur,
every business wants more clients. Even more, they want to entice
clients to stay a while, and continue an ongoing relationship. Your
Online sales copy matters.
The biggest mistake your Web site or other sales messages may make,
is that they don't really serve the needs and desires of your visitor.
When we don't convey our convincing message of why they should choose
us, we lose another potential client.
The second biggest mistake is that your sales copy and links don't
transition easily to make it easy for your client to buy. Discouraged
at your disorganization, they will leave and try some other service.
Ask yourself these questions, "What does my Web site say about
me? Does its messages take my readers by the collar and convince
them to read more?"
Do your words inspire your readers? Will they know what they should
know to arrive at an educated decision? Will they be eager to contact
you and buy?
Online Choices to Promote your Service
1.Create and send a targeted ezine regularly.
If you are a professional counselor, consultant, coach, speaker,
seminar leader, author or other business professional, you need
to develop and offer one of the most powerful Online marketing tools
around--the eNewsletter or ezine.
Your ezine's purpose is two-fold:
One-it should give your clients and potential book buyers something
that benefits them-tips, articles, resources and special offers.
Subscribers want information and they love a bargain. Your ezine
will offer all former clients, present ones, and potential ones
particular how-tos and other useful Free information. In turn, your
subscribers will become your loyal supporters.
Two-Because of your generous sharing with your subscribers, they
will support you in turn, by forwarding the ezine to their associates,
thereby helping you sign up new subscribers. They will also buy
your books, attend your seminars and check out your other services.
The more targeted your subscribers, the more chance you have of
selling your products and services.
2. Create a Web page with key words (benefit driven) that convince
your potential clients to keep reading, to gain trust, and to take
Think about the headlines you have placed on your home page. Are
they so powerful and convincing they force your client to click
to your sales letter? Do they describe benefits your potential client
can see, hear and feel? Or are they wishy-washy saying something
like: "Welcome to my site. My bio is ..., or "click here"
to subscribe to my fabulous ezine?
The second biggest mistake is that your sales copy and links don't
segway easily to make it easy for your client to buy.
One of the biggest mistakes I've made is not checking my links
or having my web master check them to see if they are totally clear
and working. Not only did these confuse my wonderful potential clients,
it cost me sales.
3. Make it easy for your clients to buy.
Some people hate to buy Online because they fear the security of
their credit card information. Give them several options, including
a coupon they can print and either send by regular mail or fax to
your Free 800 number.
4. Model your Web pages After a Successful Coach's Pages.
For instance, her pages made 30X the original sales in just seven
months. Why? Because her headline with these results seduced her
Web visitor to go to the sales message about the eBook she was selling.
The original first month's profits--$75. At the end of seven months,
they added up to $2250. Amazing to some to grasp, but totally possible
for others. And, those numbers kept climbing the next year to over
$3000 a month. What did she do to get those results?
5. Visit other Web sites and observe.
Your site shouldn't just be a virtual brochure with your qualifications
and offerings. Your home page should have only "Passion Headlines"
that pull sales, one outstanding testimonial, and a few questions
from your reader's point of view that leads them via a link to your
service information and bio.
Put just a few words about you on the home page. People don't care
about you; they want solutions for their challenges.
6. Realize the power of the written word: 4 Writing Exercises
If your Web site has been up more than a few months, and you haven't
gotten any business, consider reconstructing it so it pulls sales.
Here are four writing exercises your must do before you hire anyone.
1. Know your specific audience, their needs and desires. This profile
needs to include their problems, interests, values and how they
like to receive a service.
2. Use a worksheet to preplan your Web site. You must include your
purpose. Do you want to make money, gain credibility, share your
3. List at least 10 benefits your service provides. Discover the
five best benefits. Too many coaches and speakers don't know how
to talk sales language for their services. They mistake features
for benefits. Features don't sell, benefits do.
4. List 10 features too. These are features:
5. Connect your five best benefits with your best features--the how
you will accomplish the benefits. Includes: 5 Tips to, 7 Steps to,
9 Ways to.
- you offer phone sessions for the convenience of the client
- you email back up support and information to help solve a particular
- you take quick phone questions in between coaching sessions
- you give a specific strategy session to accomplish a client's
Create a variety of headlines that have marketing pizzazz. They
can be in the form of a question, a command, a shocking statement,
but they are all full of specific benefits. "Quadruple your
Online Income" is not enough. You must show how much time that
Create a picture of the outcomes your client will see, hear and
feel. You must touch your potential client's soft spot--that nerve
center that says Yes, I want that!
So, tap into your creative side, either with a friend, associate,
or a Web coach who knows this uncharted territory--the language
For more information about business entrepreneurship and web marketing click here.
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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