Have you been following checklists and templates, creating “textbook-worthy” sales pages hoping to bring in more sales for your business, yet results are still coming up short?
Often times, we get too fixated on the “appearance” and overlook the mindset and energy behind our content and copy.
Here are 4 things that may be derailing your sales copy:
1. Your Attitude Toward Sales Copy and Selling
Many people think they have to be “someone else” when they write their marketing content. One of the most common “excuses” I hear is “I don’t know how to ‘do marketing.’” If you go in with this mindset, you have sunken your ship before you start sailing. If you get all stiff and bent out of shape when you enter into the “space” of writing your copy – guess what energy you put into your content? And what is that “I can’t” mindset doing to your results? (Hint: self-fulfilling prophecy)
To successfully “selling” anything – be it programs, info products, or cantaloupe widget, and whether it’s online, via the phone or in person – we need to build trust by being honest and transparent. Don’t try to be someone you are not.
What is your definition of selling that is congruent with your expression of you?
If you have the right mindset behind selling and marketing, then you will exude the right energy to attract the right people in all your marketing content.
2. You Are Too Dependent On Templates and Blueprints
Templates and blueprints have their place because we don’t want to be reinventing the wheel all the time. However, there is a dependency on templates as the “ultimate magic bullet” – people are misguided to think that if they follow some “formula” then they are golden.
“Plug-and-play-without-Soul” may work if you are just moving some $47 products and then call it a day. However, if you are selling higher-priced products or services you are going to need more than that to build trust and emotional connections by communication your personality and being congruent.
I use templates as a checklist to make sure I have included the necessary “persuasive elements” people need to help them make a decision.
If I decide to omit a certain component or add something, it would be a conscious INTENTIONAL decision. I use these templates and checklists as the starting point to understand and leverage the underlying principles in persuasion and sales psychology, not as a be-all-end-all.
It may be easier said than done to snap off these “templates” training wheels – they are handy clutches we you are not fully confident about our offerings or ourselves.
And there are our FEARS getting into the way: the Fear of Being Not Good Enough can talk you into following others because if you fall short, there is something else to “blame” and you don’t have to face the “proof” that you are indeed not good enough.
Or, the Fear of Being Vulnerable can trick you into hiding behind “templates” because if your stuff is criticized, you don’t have to own up to the fact that you suck.
3. You Are Not Consistent and Congruent
Being consistent and congruent is essential in building trust with your audience and followers. Being one person in your newsletter and blog posts, then do a 180 and sound totally different in your “sales page” copy is not going to work, and here is why:
If you have been consistently providing huge value that your readers love in your content, you have built up a big reserve of “trust” you can tap into when it’s time to promote a program or product. All you need to do is to be the “same person” when you ask for the sale because if you sound like someone else, the in-congruence can break that trust and take you back to square 1.
Many people are asking a single sales page to do a lot of heavy lifting – only if they have put more attention into building up trust and emotional connection through consistent exposure and interaction, they would already be half-way there before potential clients even look at the sales page copy.
4. You Are Regurgitating Buzzwords and Jargons
This is the fastest way to make you sound like everyone else and lose the attention of your audience. Buzzwords might sound appealing because all the “big wigs” are using them. Sadly, when they get to the “mainstream”, they lose their power.
When everybody is mindlessly using the same collection of buzzwords, they turn into white noise that flips the “tune out” switch in your potential clients’ brains – not only do the words no longer convey what you intent to communicate, you also risk losing your audience altogether.
Using jargon may make you look “smart” in front of your peers, but you risk losing your audience if they have no idea what the words mean to them and for them.
Use words that resonate with your ideal clients. Simply put, use plain english and be intentional in your choice of words.
We’d love to hear from you – what are some mistakes you’ve seen with sales copy that have put you off?
Ling has the superpowers to help her clients optimize the space between individuality + originality vs. “tried-and-true” marketing so they can express their WHY unapologetically and profitably without reinventing the wheel.
Find Ling and grab her free “How to Find YOUR Winning Formula” Training Series here.
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