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April 15th, 2015
Three Steps To Turn Your Sales Page Into A Hell Yes For Your Clients
You’ve finally decided to share your talent with the world and put yourself out there. From ads on your blog to freelance work or a product you sell, it can be frustrating when the response is slow. Some days it can feel as if the only people visiting your site or download page is you. It is the internet equivalent of tumbleweeds rolling in the distance.
Why does this happen? What does it mean? And what should you do??
It’s tempting to start over and create all new packages or jump straight to the worst case scenario, but in most cases with a few adjustments you can turn what you do into a moneymaker. It’s just hard to see when you’re so close to your work.
The key is to make it easy for your ideal clients to have an “ah-ha!” moment when they find you. You want to make sure that it’s easy for someone to recognize what they will be getting in return. Unfortunately, we sometimes make that hard for our people without realizing we’re doing it.
Itis occasionally difficult for freelancers and makers to create “ah-ha” moments for our clients, because we think regarding what our solutions look like and how it is distributed, instead of how it feels have that problem or to have a working solution finally!
Imagine you were trying to pick a restaurant for dinner, but all the restaurant websites focused on their supply chain efficiency, a variety of seating arrangements available and germ killing power of their dishwasher detergent.
It sounds crazy, but to your ideal client, there’s no difference between this and a sales page that focuses on your program’s delivery method or module names. While these details might be correct and might be something you’re proud of, it still doesn’t make them the most compelling way to catch your someone’s attention.
So let’s do battle with boring! Try this three-step system to make your sales page the obvious choice for your ideal client:
1. List it.
Tap into your maker’s brain, go crazy with how you already think and make a list of how you deliver your program, what’s included and record the changes they lead to for your clients. If you already have a sales page, likely this is what you’ve already written. Feel free to pull directly from that.
For example, in my DIY Planner course, Planner Camp I could list:
Feature: Beginner friendly videos that teach you to use design software
What it Changes: You can stop being frustrated by planners that don’t work
Feature: a dedicated student site you can access 24/7
What it Changes: You don’t have to wait for the school year or the new year to get a planner.
2. Flip it.
This step is where you make sure what you listed is a positive thing. It’s natural to think about the issue were solving, but thinking about the positive effect of that is a step that most small business owners and freelancers skip. And it is a huge mistake. It means that we’re more likely to attract clients who strongly identify with our negative language. That means you’re going to work with people who are scared and anxious, and that’s not where the magic happens! It’s more powerful to build your life around people who share your dreams, not your nightmares.
Original Change: You can stop being frustrated by planners that don’t work
Change Made Positive: You save time and energy by knowing you have a solution that works for you.
Original Change: You don’t have to wait for the school year or the new year to get a planner.
Change Made Positive: Life changes don’t stick to a schedule! Now whenever changes happen, you have the skills to adjust your system without missing a beat.
3. Make it daily life specific.
For each item, list a specific way that its ripple effect will feel in their everyday lives. This is all about getting specific. And then getting more specific! We want to make it easy for people to see themselves in your work. Brainstorm a particular situation in daily life where they would feel the benefit of your solution.
Change Made Positive: You save time and energy by knowing you have a solution that works for you.
Daily Life Specific: Wake up feeling focused and motivated, and savour your down time at the end of your day with a system tailored to your unique life.
Change Made Positive: Life changes don’t stick to a schedule! Now whenever changes happen, you have the skills to adjust your system without missing a beat.
Daily Life Specific: Were you accepted to the master’s program? Starting a freelance business? Having a baby? Lucky you! 24/7/365 access to the course means that even as life changes you already have the skills to adapt.
Your challenge for today is to take one thing you do – from offering a service, to selling on Etsy – and use this method to list it, flip it and make it daily life specific.
What’s one situation specific way what you do changes another person’s life for the better?
If you’re stuck, I’ll help you out in the comments!
I’m not sure how to apply this change to etsy. (This was another great exercise Kyla! Thank you.) Should it be used in the Shop Announcements area or the about page, or each individual listing?
Thanks for commenting, Julie. You can apply this to individual etsy listings, and it’s powerful to consider when you’re explaining what you do to clients and friends, approaching the content for your website, and how you frame your business overall (this is where the shop announcement could help). I got your email & I’m replying now with feedback on your responses :)
That sounds good, I’m going to spend some time going over my listings this weekend. I think it would be great to rework the Shop Announcement also. Love your thought kicking exercises Kyla.
Thank you.
Thank you so so much for this. It seems so obvious + simple, but the most effective things we AREN’T doing usually are, right?
I totally agree – and it’s really hard to shake our own perspective, isn’t it? I’m glad this helped, it’s the one thing that I work with my design clients on most. That work has been so interesting and helpful that it’s a big part of why I’m shifting to do coaching for bloggers & business owners this spring! Thanks for commenting Brittany, I really appreciate it.
And we HAVE TO TALK about your brand positioning. Lettering and design for adventurers? Oh my goodness, yes!! That is a hell yes for me and makes me want to know more. Great work!
Absolutely! I am super passionate about designing for clients who are taking risks & exploring new ideas in order to create change in the world around them, whether that’s through a nonprofit, small business, or a personal project. I am also working on a line of lettering prints with the adventure/exploration theme.
I would love to chat anytime! Feel free to shoot me an email at info[at]adventureandthewild[dot]com :)
Thanks, I appreciate that! :)
Hi Kyla!
Great point!
For my contractors, I’m trying to think how I can sell them on the service, expertise, and products we sell that would make them say “hell ya!” I’m going to Metal Depot for my roofing products and I’m going to promote metal roofing to my clients instead of shingles – because I have the Metal Depot team in my corner!
Any thoughts?
Love your stuff!
Nadine
Hey Nadine, thank you for commenting – I’d love to help you out on this. If you can take a half step back, can you explain a little more about your business? It sounds like you have two clients: the contractors who will give you referrals, and then the homeowners themselves. Focusing on your contractors, the goal here is to get really specific. The feeling of “I have Metal Depot in my corner!” is exactly what you want to create, but to show them what that feels like it helps to show them daily life examples of what that’s like.
Can you think of a contractor you work with who your product has specifically made their daily life different? (Think of what they would say if a project has been going well because of your product or work together.) What’s a specific situation where your expertise and service has been a game changer for one of your contractors?
I used to be in stage management and work as a lighting and sound technician, so in my experience doing load ins and load outs for a job there were all kinds of things that suppliers could do that made things much easier or harder. One winter we rented a semi-trailer full of lighting equipment for a load-in, I put on my gloves & grabbed it with another tech and we started moving it… and within in 2 minutes I realized that my arm was burning because the truck full of these huge metal lights had been loaded the night before, and sat outside in a Canadian winter night for 12 hours before we got it. The frostbite I got on my arm was so bad that I still have a scar, and it was about 11 years ago.
That’s the kind of specific situation, however it plays out for your contractors can be a great place to draw from and demonstrate that you really know what it’s like to work in their field and that there’s an immediate, specific benefit to working with you.
This is probably your best post yet (that I’ve read)!! I’m gonna have to set some serious time aside for this one, but I can’t wait to get started! Thanks Kyla!
Thank you, Annie! I love hearing that this hits the spot. Thanks for commenting!
This should be obvious. I am almost embarrassed to say that I have never thought of it from this angle. Never even considered it. You’re brilliant! I’m definitely incorporating this into my website.
I’m glad this was helpful for you Karene! If you have any trouble making it work when you start applying it to your website, leave a comment on the post and I can help you brainstorm :)