Would You Rather Push a Boulder Uphill with a Feather, or Nail Down Your Compelling Marketing Message?: A Question for Creative Business Builders, Solopreneurs and Small Business Owners

Let’s go way, way back in Internet years to late 2011/early 2012.

I was just bringing my writing business online, and was excited as all get out to finally launch my website and start selling my services on the World! Wide! Web! Yee-to-the-haw!!

I’d been helping clients with marketing copy, content, and other marketing initiatives for years; going live with my website would finally make it legit and “official.”

Ah, the rainbows and unicorns of those halcyon early days! The harp-playing angels on fluffy white clouds when I thought of the possibilities! The opportunities! The freedom! The revenue!

And yet.

By the end of 2012, I was experiencing one of the most frustrating, maddening, and exasperating periods of my business. I was exhausted and on the verge of giving up.

I’m talking tear-inducing, anxiety-producing, hair-pulling frustration, and the occasional to-the-hell-with-this-here-business-thing-if-it-has-to-be-so-hard crying jag alone in my apartment, while my friends were out doing “normal” things like going to dinner, or the movies, or out for beers and live music on a Saturday night.

Pushing a Boulder Uphill with a Feather

It wasn’t that I didn’t have any clients. I just didn’t have enough clients, and certainly not enough of the right kind of clients.

I wanted to serve creatives who were doing interesting things in their business who valued my expertise, and had an actual budget for marketing and copywriting. Yet I was attracting clients in all kinds of random, non-creative industries, many of whom were looking for bargain-priced services, and who didn’t always appreciate the value (and necessity) of persuasive writing/copywriting to their business success.

If you provide one-on-one services in your business, you know how frustrating it can be to work with the wrong kind of clients. Good people, just the wrong clients. Ahem.

On top of that, I was spending hours upon hours producing weekly content for blog posts, newsletters, and social media, yet it didn’t seem to be moving the needle. My email list growth was nearly stagnant, and I wasn’t faring much better in the attracting-the-right-kind-of-buyers department either.

And when I doubled down and worked even harder and longer producing still more content, thinking maybe “more” was the answer?  Nope, still no real change.

It was like pushing a boulder uphill with a feather.

[I covered this fun time in much greater detail in a 3-part blog series from 2013 called Creatives: Are You Making These 3 Web Marketing Mistakes?]

Then It Dawned on Me . . .

In case clicking over to read that 3-part series is not in the cards for you time-wise, I’ll give you the short version of my epiphany here.

My big mistake, and why I wasn’t getting the results I wanted was three-fold:

#1: I didn’t know who my ideal client/target audience was and what they struggled with, #2: I wasn’t expressing how I was different from others who offered a similar product or service, and #3: I wasn’t making an emotional connection with my ideal clients. (You have to do the first two to be able to pull off the third).

The problem was my marketing message. Or lack of one, to be more precise.

That’s when nailing down and conveying the right marketing message to the right audience became my mission. I was NOT going to give up on making my fledgling business work. No way, no how.

If you read the blog series linked above, you’ll know I eventually worked my way through this exasperating conundrum by figuring out who my target audience and ideal customers were and what they wanted; determining my unique selling proposition (otherwise known as a USP, or what I prefer to call your “meaningful difference”); and using that information in all my content, copy, marketing, and social media, etc., to attract and make an emotional connection with my right people.

Once I did that, things started to improve. Bigly. I got more client inquiries. My email list started to grow. I started getting booked out with projects I loved working on, with clients I loved working with. I started earning more.

[By the way, I’m teaching a course for wedding, portrait, and lifestyle photographers later this year about how to do exactly this, based on my own experience + the work I’ve done with my photographer copywriting clients, helping them nail down their own marketing message.]

To be clear, the process of determining and implementing a marketing message that attracted the right audience took time. Things improved when I got clear on who I wanted to serve and what they wanted, but there were still adjustments to make and ideas to tweak.

Still, I started to see better results almost immediately, which gave me the motivation to keep going. And that was huge for me. It’s what kept me from giving up.  

That’s how it is in business – as you learn more about your ideal audience, you fine tune. Then learn more, fine tune more. Even now, several years in, I’m still fine tuning my understanding of my audience and how to best serve them, and adjusting my messaging, my marketing, and my offers accordingly.

What You Can Do Next

Whatever stage of business you’re in right now – just getting started, three years in, exhausted and ready to give up, or digging in your heels and declaring, “I’m going to make this work!” –  it’s always a good time to take a long, hard look at your audience and your messaging, and ask, “Am I attracting the kind of clients I want to attract? Am I attracting enough of them? Is my message resonating with the right people in this saturated, overcrowded online space?”

And if not, do what I did. Determine who you want to serve, what they want/need/desire, and what makes you uniquely qualified to serve them, and use those insights in your content, copy, marketing, and everywhere else you interact with your audience, so you can begin to attract and make an emotional connection with your right people.

Imagine the possibilities when you do that.  It might just be what your business needs to turn the corner and start feeling joyful to work in again.

Just don’t give up too soon.

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If you want immediate feedback from a professional copywriter and marketer on your website copy, customized-for-you answers to your top copywriting challenges, and clear ideas for improving your website copy ASAP to more effectively call in and convert your ideal clients, then check out my Creating Better Copy Personalized Help Session right over here.

How to Write a Simple 3-Part Email Marketing Campaign That Sells Your Creative Products and Services in 48 Hours or Less

 

(Photo by Lauren Mancke on Unsplash)

What if there was a way to bring some $$$ into your business ASAP, with a minimal amount of hassle and without spending hours slaving away to come up with a brilliant sales campaign?

There is.

If it makes sense for you (i.e., you have the bandwidth to write a few emails, and a receptive email list you’ve been “romancing” with valuable non-sales content between your sales offers), you can do it with a simple, 3-part email marketing campaign.

This email campaign is not difficult to write, and you can automate the entire process through your email service provider (ESP). I use Aweber, but other email service providers offer the same capability.

Caveat: While this is fairly simple to do, it’s not a magic, “easy button” solution. You have to be willing to spend some time figuring out what your clients and customers would love to have, then writing a handful of persuasive emails to tell them about it.

I’ve done this style of email campaign a handful of times, and found it to be one of the best ways to create a decent bump of revenue in a relatively short amount of time.

How It Works (for e-commerce or service-based offerings)

We all know holidays are a great time to launch a sale or special offer, especially if you’re in the e-commerce space.

You likely get dozens of emails around Black Friday, Christmas, Valentine’s Day, Memorial Day, Mother’s Day, Father’s Day, and maybe even obscure “holidays” like Groundhog Day or Summer Solstice.

And since Labor Day is coming up (depending on when you’re reading this), it’s the perfect time to plan your email campaign:

Determine your offer and nail down the details in early August; draft, then perfect your three emails by late August and get them pre-scheduled into your email service provider; test to make sure it’s all working properly, then launch the email campaign a week to a few days before Labor Day (which is Monday 09.04.17 this year).

BUT – but, but, but –  even if you’re not in the e-commerce space – for example, you sell services, like I do – your business could still benefit from running a 3-part email sales campaign.

Let’s Learn How!

Ok, so here’s what I’m going to do . . .

I’m going to point you to a series of guest articles I wrote about how to do a 3-part email marketing campaign over at the Artstorefronts blog, which will give you an overview of how to implement this if you’re in the e-commerce space.

Then, for those of you who sell services, I’m going to share how I implemented a very similar campaign to sell copywriting packages. You can easily adapt one or the other of these approaches – e-commerce or service-based – to sell your own creative products or services.

Now – whether you sell art, products, or services, I highly recommend you read (or skim – a couple of them are pretty dang long) the blog posts at the Artstorefronts blog first, so you can get a good sense of the 3 emails you’ll need to write.

In those posts you’ll find info on:

:: How to run a holiday email marketing campaign [works for non-holiday promotions as well] – how many emails to send, when to send them, and importantly, examples of subject lines and body copy, so you don’t have to re-invent the wheel.

And no, you don’t have to follow every single thing suggested in those posts for this to work.

I used a version of the 3-part email campaign loosely based on the e-commerce model explained on the Artstorefronts blog to sell my copywriting packages, and I sold out of all the spots I had.

Check Out the Email Marketing Guides at Artstorefronts Here:

(Each of these posts will open in a separate window so you can stay on my blog and read the rest of this post.) 😊

Valentine’s Day Email Marketing Guide for Artists 

Mother’s Day Email Marketing Guide for Artists 

Father’s Day Email Marketing Guide for Artists 

If You Sell Services

Ok, if you headed over to the Artstorefronts blog and read one or more of those posts, you’re now familiar with the overarching idea behind the 3-part email campaign, so I won’t go into more detail here about the whys and wherefores.

What I will do is explain how to adapt the e-commerce campaign you just read about to selling services, by sharing details of my recent email campaign.

I used the 3-part email sales campaign to sell a special copywriting package: website Home page copy + a compelling tagline. I made 5 packages available (because that was all I could fit into my summer project schedule), and ran the special for 48 hours.

My goal was to sell 5 packages within the 48-hour window. I sold all 5 within 24 hours, then, before I could send an email to my list to alert them there were no more spots available, I sold one more package, for a total of 6, which generated $2988 in revenue.

This was all from just one email, when I had planned to send three. Which is proof that a compelling offer + an engaged email list + a real, true, limited supply of something (i.e., none of that “fake scarcity” b.s.) can work really well when it comes to selling via email.

Let’s break down why I got these results:

#1: It was a special price. My standard fee for a Home page is $549, and for a stand-alone tagline, $297, for a total investment of $846. I made this package available for just $498 during the 48-hour sale period.

#2: I let folks get started for a down payment of just $150 (instead of the standard deposit, which is usually 50% of the total project fee).

#3: I let folks pay the rest of the investment in two installments of $174 each, spaced 30 days apart, which made things even easier on the wallet.

#4: The deal was available for a limited time, for just 48 hours, or when 5 spots sold, whichever came first.*

(*I kind of messed that up. Keep reading for details.)

#5: And, this is important – I’ve established a good relationship with my email subscribers over the years. I don’t make that many sales offers, generally 4-5 per year at most, and I send out really valuable copywriting and marketing advice each week without asking for anything in return. I don’t pummel my subscribers with sales offers, in other words.

The Emails I Sent

The thing I messed up?  Not mentioning in the first email that when the five spots were sold, OR when the 48 hours was up, whichever came first, the deal was over.

And I know better, because I’ve done this kind of campaign before. D’oh!!

The emails pasted in below are the actual emails I wrote to sell this offer.

NOTE: I only sent the first email below, because I sold all 5 spots within 24 hours, then an additional spot before I had a chance to let folks know all the spots were taken.

ADDITIONAL NOTE: I’m sharing these emails so you can model them to do your own email sales campaign, but don’t copy them verbatim. That would not be cool. Put your own unique spin on them based on your personality, writing style, and service offerings.

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Email #1

Subject: 48 Hour Flash Sale on client-attracting Home page copy + tagline

Planned Send Date: Weds 05.31.17; 10:45 a.m. EST [This is the first email; it generated 6 sales.]

Hey there,

Hope you’re having a fantastic Wednesday!

Depending on how long you’ve been one of my email subscribers, you may or may not know that 2-3 times a year, I make a special offer on my website copywriting services exclusively for my email list.

This special offer is for email subscribers only, and not something I share on social media or mention anywhere else.

And guess what? It’s that time of year!

I ran the Get Your Client-Attracting Home Page Copy + Compelling Tagline special last fall and it was a BIG hit.

I’ve gotten lots of new email subscribers since then, so it’s time to roll it out again!

I’ve created a super-secret, hidden-from-the-general-public page on my website to tell you all about it at the link below.

So if you want to get the hands-down most important page of your website written by a copywriter with over 16 years of experience, and you want to get it at a very special price, go on over and check out my Summer Special Offer at the link below.

Because not only is there a special price, but there’s also an awesome payment plan for a limited time. Woohoo!

*This offer will only be available until Friday 06.02.17 at 5:00 pm EST, and I have just 5 spots available.*  [See my mistake here? I failed to mention that the offer would available until I sold all 5 spots OR when the 48 hours was up, whichever came first. Sheesh, Kimberly.]

To get the most important page of your website written so you can finally start getting the results you want, go check it out right here:

Get Your Client-Attracting Home Page Copy + Compelling Tagline at a Seriously Reduced Rate for a Limited Time [This linked directly to my sales page with a simple PayPal “Buy Now” button for the $150 down payment. To collect the next two installments, I sent a Freshbooks invoice.]

Warmly,

Kimberly

P.S. If you have any questions, simply reply to this email and let me know. I’ll get back to you as soon as I can.

P.S.S. You’ll be getting two more emails about this special over the next two days, so if this doesn’t interest you, just ignore an email from me on Thursday 06.01.17 and Friday 06.02.17, then we’ll go back to our regularly scheduled weekly Tuesday emails, full of copywriting & marketing advice geared specifically to creatives.

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Email #2

Subject: Ending soon: Big savings + awesome payment plan on client-attracting website copy

Planned Send Date: Thursday 06.01.17, 12:45 p.m. [This is the second email I planned to send, but didn’t for the reasons mentioned above. However, I’m including it here for those of you who want a template for creating your own 3-part email sales campaign.]

Hey there,

I know you’re busy running your own empire, so I’ll get right to the point. J

Yesterday I sent an email out to let you know about my Summer Special Offer – a special mini-copywriting package that includes getting your Home Page (THE most important page on your website) + your compelling tagline written, at a deeply discounted price, for a limited time.

In case you missed that email, here’s the important bit:

I’ve created a super-secret, hidden-from-the-general-public page on my website to tell you all about this special offer. So if you want to get the hands-down most important page of your website written, and you want to get it at a very special price, go on over and check out my Summer Special Offer.

Because not only is there a special price, but there’s also an awesome payment plan for a limited time. Woohoo!

*This offer will only be available until Friday 06.02.17 at 5:00 pm EST, and I have just 5 spots available.* 

To get the most important page of your website written so you can finally start getting the results you want, go check it out right here:

Get Your Client-Attracting Home Page Copy + Compelling Tagline at a Seriously Reduced Rate for a Limited Time [This linked directly to my sales page with a simple PayPal “Buy Now” button for the $150 down payment. To collect the next two installments, I sent a Freshbooks invoice.]

If you have any questions, simply hit “reply” on this email.

Warmly,

Kimberly

P.S. If you’d like to see a few examples of web copy I’ve written for other happy clients, check out the writing samples page on my website right here. [This linked to the Writing Samples page on my website.]

P.S.S. You’ll be getting one more email about this special tomorrow, so if this doesn’t interest you, just ignore an email from me on Friday 06.02.17, then we’ll go back to our regularly scheduled Tuesday weekly emails, full of copywriting & marketing advice geared specifically to creatives!

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Email #3

Subject: Ends Today: $348 savings + payment plan on copywriting package

Planned Send Date: Friday 06.02.17, 2:00 or 3:00 pm [This is the third email I planned to send, but didn’t for the reasons mentioned above. However, I’m including it here for those of you who want a template for creating your own 3-part email sales campaign.]

Hello & Happy Friday!

Here it is, your final reminder about the Client-Attracting Home Page Copy + Compelling Tagline special offer.

If you want to get the hands-down most important page of your website written, and you want to get it at a very special price, go on over and check out my Summer Special Offer.

Not only is there a special price, there’s also an awesome payment plan, through 5:00 pm EST today ONLY. That’s in just a couple of hours, and this is the last email about this offer, so if you’re interested, now is the time to take action, my creative friend! : )

To get the most important page of your website written so you can finally start getting the results you want, go check it out right here:

Get Your Client-Attracting Home Page Copy + Compelling Tagline at a Seriously Reduced Rate for a Limited Time [This linked directly to my sales page with a simple PayPal “Buy Now” button for the $150 down payment. To collect the next two installments, I sent a Freshbooks invoice.]

If you have any questions, simply hit “reply” on this email.

Warmly,

Kimberly

P.S. If you’d like to see a few examples of web copy I’ve written for other happy clients, check out the writing samples page on my website right here. [This linked to the Writing Samples page on my website.]

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In a nutshell, the 3-part email campaign looks like this:

#1: Email your list to announce a special offer. Share what’s special about this offer – it’s for a limited time, it’s a percentage off the regular price, it’s a special holiday promotion, it’s your birthday, you’re offering a solid gold baby with every purchase, etc.

#2: Send a second email letting folks know the offer will end soon. Here’s the thing – we’ve all been trained by the multitude of marketing emails we receive each day that the first email about a sale or special offer won’t be the last one, so we often ignore it. Plus, people are so busy, they may not have seen your first email at all.

#3. Send a final reminder email. A few hours to a couple of days before your offer expires, depending on the length of campaign you’re running, remind folks that the special offer is going away; most buyers will buy in the last 24-48 hours. You’ve done it, I’ve done it, we’ve all done it.

And there you have it: a simple 3-part email marketing campaign that sells your creative products and services in 48 hours or less. Yeehaw!

P.S. If you’d like to write your own email sales campaign and want the help of an experienced copywriter and marketer to help you polish and perfect it before you hit “send,” I’m now offering this service. This offering is not on my Work with Me page, and I don’t plan to add it there just yet, so if you’re interested, simply email me at kimberly (at) kimberlydhouston (dot) com with “Email Marketing” in the subject line, and tell me a little bit about your planned email campaign. I’ll reply within 48 business hours with information on next steps. 

Photographers: How to Write Your Website Investment or Packages Page

I recently received an email from one of my lovely email subscribers, a boudoir photographer, asking if I had a blog post or other resources on how to write an Investment page for a photography website.

I didn’t, but I thought that would make a great topic for a blog post, so here it is, my photographer friends! (Many thanks to Ashlee for giving me the idea.)

I know photographers have all kinds of ways of delivering their pricing information: some of you ask potential clients to reach out to request a pricing guide, others of you put detailed information about packages and pricing on your website, and still others say something like, “Packages start at X,” without getting into the nitty gritty investment details until the client reaches out to you personally.

What’s the best way to handle this on your website?  

Let’s discuss.

The First Thing You Need to Do

However you deliver your pricing information, one of the first things you must do is provide a clear path to buy, so your potential clients will see your Investment or pricing info page in the first place.

What does this mean?

A clear path to buy will look different depending on what you sell, and how you sell it.

Let me illustrate with an example:

If you were selling inexpensive sterling silver jewelry in the $20-$30 range, for example, you’d likely have just a couple of steps between the customer finding your website, loving what they see, and clicking on the “Buy Now” button.

That’s because $20-$30 is a relatively inexpensive price point. It’s not a huge investment that someone needs to think long and hard about, consult their significant other about, or weigh the pros and cons of.

They also don’t have to check 20 other websites to see what else is out there in the same genre of thing they’re getting ready to fork over their dollars for before they make a buying decision.

All they need to feel comfortable purchasing is a clear picture of the jewelry, a compelling product description and/or product size & specs, info about the return policy, and a readily available “Buy Now” button.

Those elements are likely already on the page they’re viewing the jewelry on, so the path from landing on the website to the actual purchase is mostly frictionless.

That’s an example of a clear path to buy.

If, on the other hand, the potential jewelry customer encounters obstacles – they have to search high and low for the return policy, or the product specs, or delivery info, or the “buy now” button – they will leave that website faster than green grass through a goose, because there are at least a thousand other websites out there selling nearly identical sterling silver jewelry at the same price point where the path to buy is simple and clear.

Implementing Clear Path to Buy on Your Photography Website

Why all this talk about a clear path to buy?

Because unless you provide a clear path to buy, your potential clients aren’t likely to stick around your website long enough make it to your Investment page. 

I want you to really think about this, and how it applies it to your photography business.

With photography, the path to buy is different than our silver jewelry example, of course, because the investment is much larger.

There are more steps involved in making a sale, more personal attention required, more wooing of the client necessary, and therefore a greater need for persuasive client communication.

It needs to be crystal clear and super-easy for the potential client to take the initial steps in your sales process – from the second they land on your website and decide they’d like to learn more, to filling out your contact form or emailing you for more information – or you may lose them.

If there are obstacles between your potential clients’ desire to learn more about your services & pricing, and actually getting that information, they’ll likely move on the next website in that long list of at least several dozen other photographers who do what you do that came up when they googled “wedding photography Cincinnati” or “Austin portrait photography,” or whatever search term they used to find you.

Don’t give them a reason to do that by putting obstacles in their way. Make sure the path to buy on your website is so easy a caveman could figure it out, so your potential clients can easily and intuitively find and read your Investment page.

Ok, you understand the importance of a clear path to buy. That’s the first step.

How to Write Your Investment Page

Now that you’ve laid out a simple and intuitive path for your ideal clients to your Investment page, what should go on this page?

This assumes, of course, that you share the details of your photography packages on your website, which is what I recommend.

I know there are photographers (and other service providers) who would disagree, but having pricing information on your site weeds out those who can’t afford your services, and saves you from having to field inquiries from them.

It pre-qualifies the inquiries you do get, which is better for everybody.

This is how I do it on my website. Which means I generally don’t get emails from folks who have a tiny budget for copywriting and marketing services. There’s no long, drawn out, back-and-forth between me and the potential client only to discover several emails or conversations in that I’m not in their budget, after all.

If you don’t want to share the details of your pricing info on your site, you can simply say “Packages start at X,” so potential clients have some idea what to expect.

An Easy, No-Fuss Investment Page Template

Just so we’re on the same page here, I’m going to share one possible template you can use.

There are many ways to write what is essentially the “sales page” for your service offering – and that’s what your Investment page is, by the way, a sales page for your service. (If you Google “how to write a website sales page,” you’ll find 18,100,000 results. Have fun!)

What follows is NOT the be-all, end-all, “you must do it this way or you will fail” Investment page template.

What this template IS, is a very basic, very simple way to write your Investment page so it’s more client-attractive & effective than simply slapping up your prices and calling it a day. It’s straightforward and quick to knock out, and you don’t have to be a copywriting ninja to make it work.

You can get this handled in an afternoon, then when you have the bandwidth and the funds, you might want to take a basic copywriting course. You can find them online for not a lot of money. (If you’re doing any amount of business online – and if your website is meant to generate client leads, then you’re doing business online – you’ll want to learn the basics of copywriting.)

Here’s the template in a nutshell:

  • A Headline That Makes an Emotional Connection with Your Ideal Client
  • Short Client-Focused Paragraph or Bullet Points
  • Your Package Details and Pricing Information
  • Social Proof/Testimonials
  • A Call to Action (including an opportunity for folks who aren’t ready to commit to a consultation to reach out to you for more information)

Start with a Headline That Makes an Emotional Connection with Your Ideal Client

First things first – you must know who your ideal clients are and what they desire in order to write compelling headlines (and to write the rest of your website copy too, of course).

It’s not within the scope of this blog post to go into detail about how to write headlines. You can find many, many headline formulas and templates with a quick Google search. If you want to check out the detailed blog post I wrote on this topic, you can do so from the live link right here in this sentence. : )

Short Client-Focused Paragraph or Bullet Points

Next you want to have a short client-focused paragraph or bullet copy that speaks to your ideal clients and what they want. The goal is to grab them by the eyeballs by demonstrating that you understand their fears, hopes, dreams, desires and goals related to the kind of service you provide.

You want to warm up and romance your potential clients before you start throwing prices at them. Otherwise it’s like asking someone to marry you on the first date.

Keep in mind, you are writing this page, like all your website pages, using client-focused copy. That bit is very important.  Write your website copy to address your potential clients’ needs, hopes and desires.

To see examples of client-focused headlines + first paragraphs I’ve written for creative clients, check out the “Web Copy for Creative Businesses” category of my writing samples page.

There’s only one true “sales page” there, but the principal in each example is the same: a client-focused headline + client-focused paragraph or bullet points BEFORE you introduce what you have to offer. Most of the writing samples in my “Web Copy for Creative Businesses” model that.

Your Package Details and Pricing Information

If you already have your package and pricing information on your website, it’s simply a matter of adding the other elements I’ve outlined here before and after your pricing info where appropriate.

Social Proof

Add a “what others are saying” or testimonials section with a few quotes from clients about working with you. This builds trust.

A Call to Action

Create your call to action based on what you most want your audience to do next. In the case of your Investment page, you’ll most likely want folks to reach out to you for more information or to set up a complimentary consultation.

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Here’s an example of call to action copy I wrote for a wedding photographer client a few years ago:

Ready to get started?

I photograph a limited number of weddings each year to ensure you receive the personalized service you deserve.

Contact me today for your no-strings-attached consultation to lock in your ideal date.

[Photographer email address & phone number here.]

Here’s one I wrote for a wedding photographer client more recently:

Want to get in touch?

To schedule a no-obligation consult or in-person meeting to discuss your special day & see if we’re a good fit to work together, please fill out my contact form here. I’ll get back to you within 48 hours during normal business hours.

Or feel free to email directly at [email address], or give me a call at [phone number].

I can’t wait to hear about your wedding plans!

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For Potential Clients Who Aren’t Ready to Book a Consultation

Of course, some people who land on your Investment page are not going to be ready to book a consultation, but you still want to give them a next action to take.

They may be interested in your services, but have lingering questions about your pricing, your process, or if you’re a good fit for them before they commit to a one-on-one meeting or phone conversation.

To accommodate these folks, you’ll want to add a line that says something like, “Feel free to reach out to me with questions about packages & pricing, my complimentary consultation, or how I work. I’ll be happy to help you figure out if we’re a good fit.”

Your potential clients are afraid that when they reach out for more information, they’re going to get a sales pitch, so you want to alleviate that fear as much as you can in your Investment page copy.

In my copywriting business, I tell potential clients we can hop on the phone for a 15-20 minute no obligation conversation as a first step. I let them know that in this call they can share what they’re trying to accomplish with their website, and we can chat about my services and determine if working together makes sense.  That way they know there won’t be a sales pitch. This call is about me and the potential client exchanging information, and that’s it. No pressure, no hard sell.

Here’s that template again in a nutshell:

  • A Headline That Makes an Emotional Connection with Your Ideal Client
  • Short Client-Focused Paragraph or Bullet Points
  • Your Package Details and Pricing Information
  • Social Proof/Testimonials
  • A Call to Action (including an opportunity for folks who aren’t ready to commit to a consultation to reach out to you for more information)

Alternatively, you can write your Investment page like a straight-up Sales Page. Don’t worry, you don’t have to be aggressive or overly “salesy” when writing this copy.

Here are two resources you might want to check out if that’s the route you decide to take:

#1: The Naked Truth Sales Letter Formula. Many very wise and skilled copywriters recommend this sales page template, and I’ve used it myself for my own stuff occasionally. It’s one of the quickest ways to just get something down on paper you can work with to create a good sales page. (The article references writing a “sales letter,” but the principles are the same when you’re writing a sales page/sales message for your website.)

Some of you are going to take one look at that formula and think, “No way in h-e-double-hockey-sticks am I using that model to write my Investment page.” That’s fine, but do yourself a solid and take note of the timeless copywriting principles you’ll find therein.

#2: This is an article written by Amanda Genther called My 8-Step Process for Writing Sales Page Copy. It’s pretty darn good, especially if you’re writing your own sales copy for the first time.

Dos and Don’ts

Let me finish off this long-arse blog post with a few dos & don’ts.

I reviewed many, oh-so-many, wedding, portrait, boudoir, and lifestyle photography websites to see what my photographer friends are up to on their websites to prep for writing this blog post, and noted some good, and not-so-good, practices when it comes to Investment pages.

Here ya go:

:: Do call the page “Investment,” “Services,” “Wedding Packages,” or similar in the navigation menu/button copy. You can call it “Pricing” or “Price List” if you wish, because at least that’s clear, but I think “Investment” works better. The bottom line is, you want people to be able to instantly find your pricing & packages information. It all goes back to the “clear path to buy.”

:: Don’t call it “Details,” or “Information,” because it’s not immediately clear to people that that’s where they’ll find the packages & pricing info.  Remember, you want a smooth sales process, the fewer obstacles, the better.

:: Do make it about your client and their needs.

:: Don’t go on and on about your camera equipment or other tech-related photography stuff on the Investment page. Your potential clients don’t really care about that.

:: If you’re going to tell people to contact you from your Investment page (and you are), do give them your contact info ON THAT PAGE, or paste in the direct link to your contact page at the end of your Investment page copy.

You’d think that would go without saying, but I saw some version of this on several sites I looked at:

::::::::::::::::::::::::::::::::::::::::::::::::::::::::

Hello! Thanks for stopping by and checking out my website. I’d love to hear all about your plans for the big day! You can customize any of my photography packages. My base wedding package begins at $3,400, and all packages include image files.   

::::::::::::::::::::::::::::::::::::::::::::::::::::::::

And that’s it, end of story.

There was no call to action directing folks to get in touch, and no contact information. You have to scroll back up to the main menu at the top of the website, then click on the “Contact” page nav button to reach out to the photographer. This is an obstacle in the path to buy. Ain’t nobody got time for that.

:: Do tell people about your process and how it works. Many photographers don’t do this, yet most people have never hired a photographer for anything, and are uncomfortable if they don’t have all the information about what to expect. So give them that. You can do this on an FAQ page, and link to the FAQ page from your Investment page with a call to action like, “Want to learn more about my process? Check out my FAQ page here to get all your questions answered!” or something similar.

:: Don’t refer to yourself in the third person, as in, “John is available for weddings worldwide.” It’s off-putting and creates a barrier between you and the potential client. Better to be warm, personable, and approachable by writing your copy in the first person.

:: If you ask folks to email you for pricing information, do say something like, “wedding packages begin at $3200,” or “portrait sessions start at $500,” or similar to give potential clients some idea of what to expect.  You don’t want to waste their time or yours if they have a maximum budget of $2000, and your lowest cost package is $3500.

:: If you do include detailed pricing information on your Investment page, lead with your higher priced packages for price anchoring.

Conclusion

And there you have it. I hope this resource helps you write an Investment page for your photography business that vastly increases the number of high-quality client leads you get.

Resources for Photographers

By the way, I’m launching a budget-friendly course for photographers, 30 Days to a Magnetic Marketing Message That Sells: A Course for Wedding, Portrait, and Lifestyle Photographers, in Fall 2017.

This course will help you determine who your ideal clients are and what your unique selling proposition or “meaningful difference” is, & teach you how to use that information to create a client-attractive marketing message for your photography business that helps you stand out in an overcrowded market, attract & connect with your ideal clients, & get more bookings.

Get on the VIP notice list to find out when the course launches right here.

What a Personal Development Classic from 1959 Can Teach You About Writing Web Copy That Sells

magicofthinkingbig image

[EDITING NOTE: This post was originally published in November 2014. Because its topic and principles are evergreen, and because I’ve gotten lots of questions lately about how to write for your ideal clients and how to “paint a picture” with your web copy, I’ve decided to republish it.]

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Wherein we talk about how to create killer copy for your small business website by painting a picture, and I give you an example of how it’s done . . .

So a few weeks ago I was at a friend’s house drinking wine, chatting, and having a gay old time, as the old-timers say.  On the way out the door, I stopped by her bookshelf – I’m a sucker for spying on what other people read – and spotted a book called The Magic of Thinking Big: Acquire the Secrets of Success . . . Achieve Everything You’ve Always Wanted, by David Schwartz, Ph.D.

(Even though this book is a classic published way back in 1959, I’d heard of it; in fact, it was on my mental list of “inspiring books to read soon.”  A mental list which, miraculously, hadn’t been erased by all the booze I drank on vacation last week, or I might never have remembered I wanted to read it.)

While the book is certainly worth reading so you too can train yourself to “harness the power of thinking big,” what I want to talk about today is a specific passage in the book that perfectly describes what your small business web copy needs to do if you want to attract your ideal clients and customers, and that thing is “paint a picture.”

This picture you’re painting with your copy is of your ideal customer’s ideal outcome, and if you do this well, these ideal customers will want to give you money for your products and services. 

Say, wouldn’t that be just swell?

Painting a Picture with Your Web Copy

On page 71 of the afore-mentioned book, the author tells us to “see what can be, not just what is.”  Which is a perfect instruction for small business copywriting.

He illustrates this concept by telling us about a successful realtor he knows.  This realtor is selling lots of unattractive rural property that other realtors in the same area can’t sell on a bet.  How does our realtor do this?  By selling the property not as it is, but as what it can be.

As the realtor states:  “I develop my entire sales plan around what the farm can be.  Simply telling the prospect, ‘The farm has XX acres of bottom land, and XX acres of woods, and is XX miles from town,’ doesn’t stir him up and make him want to buy it.  But when you show him a concrete plan for doing something with the farm, he’s just about sold.”

So here’s what successful realtor guy does:  He comes up with three possibilities for what the farm can be, and sells prospects on one of those three possibilities, fully fleshing out the benefits of owning this farm so the prospect can see in his mind’s eye exactly what an idyllic life he will have once the farm belongs to him, revenue-producing possibilities included.

Keep this technique in mind as you’re writing your own small business web copy.  You want to highlight the benefits of your product or service.  (“Sell a good night’s sleep, not the mattress,” as a famous copywriter once said.)  In our example here, the “XX acres of bottom land and XX acres of woods” are features, not benefits.  And while it may necessary to mention features at some point, remember “facts tell, benefits sell.”

The Realtor’s Painted Picture

In my favorite of the 3 scenarios, our realtor paints a picture of the farm converted into a riding stable.  Why does this work so well?  Because the farm is near a big city, which means access to a large, sophisticated market of eager end users of the riding stable. Our realtor knows that big city residents of a certain income level like to escape to the countryside to enjoy the great outdoors on weekends, and that many of those people like to ride horses.  All he has to do now is sell the potential buyer of the lot on this scenario.

So, instead of selling his prospect on XX acres of bottom land, and XX acres of woods, and is XX miles from town, he shares the compelling vision of a thriving riding stable business, with glossy horses and wholesome couples with disposable income riding off into bucolic nature with their picnic baskets full of expensive artisan cheeses and fine champagne. (OK, I made that last bit up – there is no picnic in the realtor’s painted picture, but there would be in mine.)

Using this method, our realtor says, “Now, when I talk with my prospects I won’t have to convince them that the farm is a good buy as it is.  I help them to see a picture of the farm changed into a money-making proposition.”

Smooth, right?   He is not selling the land, the dirt, the acreage – the features, in other words – but the full-blown dream of a horse farm with a riding stable and beautiful couples riding happily through the trees, which they will pay handsomely to do.

So whatever it is you sell, help your clients and customers see what can be for them, in their particular situation. Show them the payoff of using your product or services by selling them the solution, the results, the vision of what can be.

A Real World Example from the World of Interior Design

Now, let’s look at a real-world example of copy that does not paint a picture from the world of interior design.  Specifically, an interior design business’s “About” page.

Why an “About” page, you ask?  Well, here’s what I see over and over again on interior design websites and blogs:  designers using their About pages to list their education and design credentials, when what they should be doing instead is “painting a picture” of their ideal customer’s ideal outcome, while weaving in their credentials and experience.  Because even in your About page, you want to paint a picture of what you can do for your clients. 

This is a much more powerful way to connect with your prospects on an emotional level, which is key to driving more sales in your business.

(And because I would never want to hold anyone up to ridicule publicly, names and specific details have been changed to protect the innocent in the following example.)

Jane graduated from Parsons with a degree in interior design and a minor in studio art. She is an active member of ASID Carolinas Chapter and the local design community.  She attends many conventions and workshops locally and internationally to stay on the cutting edge of design. Jane makes each project unique for each client and has a fine-tuned ability to work with a variety of interior design styles and settings.  Her signature style combines practicality with sophistication.

Where do I begin?

From a strictly writerly perspective, that copy commits a cardinal sin – that is, it tells rather than shows.  We want to know HOW Jane makes each project unique for each client – show us.  Also, it’s boring.  And thirdly, it talks about Jane, not the client.

When looking at this copy from a “painting a picture” perspective, you can see that, beyond being deadly dull and not really saying anything very useful to the client, it does not, in any way, shape or form, make an emotional connection with the reader/potential client and show them what can be by working with Jane.

Here’s how we might improve Jane’s copy:

You’re one-of-a-kind.  An iconoclast.  The “rules” you follow in life are your own.  Not everyone gets it. And you want your home to be a reflection of your unique perspective.  Your approach to life can’t be replicated on an assembly line, and your home’s interior shouldn’t be either.  

Hi, I’m Jane, an expert in telling your story, your way, through your home’s design. Together we’ll create a truly singular space that boldly expresses your one-of-a-kind personality and translates your unique sensibility into a home that could belong to no one but you. 

My approach to design is less about rigid rules and color schemes and more about translating your personal tastes and preferred lifestyle into a sophisticated oasis that is luxurious, yet livable. The result?  A home that gives you that “I-can’t-believe-I-get-to-live-here” feeling every time you walk in the door.

Jane could add more “painting a picture” copy here, then add information about her training and design credentials.  But she should lead with painting a picture

Now obviously, if I were writing this copy for an actual interior designer copy client, I would meet with said client to get the details about their target audience and their target audience’s needs, wishes and desires so that I could write copy specifically for that audience.

Here the copy I wrote was meant to appeal to a design client who has a strong vision, knows what they want, and wants to work collaboratively with a designer to achieve their dream home design.   The copy would be vastly different if “Jane the interior designer” only worked with Moms on a budget with young toddlers in tow, or a family with teenagers and a grand home on the beach, or empty nesters looking to pare down.  You get the idea.

So that, my friends, is how you paint a picture with your copy.  

[For more on writing copy that connects with your ideal clients, sign up for weekly updates and get instant access to the CREATIVE REBEL GUIDE TO WRITING A CLIENT-ATTRACTING ABOUT PAGE, plus copywriting & web marketing tips and other goodies for creative freelancers & biz owners that I only share with my subscribers, delivered straight to your inbox each Tuesday.]

 

Think your business is not “interesting” enough to stand out online and attract more clients & bookings? That’s where you’re wrong, my creative friend.

I get emails on a fairly regular basis from blog and newsletter readers who tell me they have no idea how to differentiate themselves online.

They understand there are many, so very many, other people online offering similar products and services to theirs, and they know they need to differentiate themselves to be able to attract their ideal clients and get more bookings, sell more art, or get more people interested in checking out their offerings.

But they’re at a loss for just how to do this, declaring themselves and/or their businesses, “ordinary,” “too similar to other businesses out there,” and sometimes even “just not that interesting.”

[The cheerleader in me wants to say, “Don’t say that about yourself, yes you are interesting!!!”]

I mean, of course I get it. (Do you even know how many other copywriters there are out there? Thousands, upon thousands. Upon thousands. That’s a whole lotta copywriters.)

And it’s not just blog and newsletter readers emailing me about this, a few of my clients have also shared that they don’t feel they have anything uniquely compelling to offer to get more traction online with their desired audience.

One of the questions I ask on my copywriting client intake questionnaire is:

Let’s say I turn out to be your ideal client. Could you give me two or three reasons why I should pick you/your business, versus another business with similar offerings?”

I typically get one of two responses:

:: The client understands how their business is different from others with similar offerings, but doesn’t know how to express that difference in their web copy in a way that compels their “right people” to reach out to them about working together.

OR . . .

:: They honestly have no idea how their business is unique in the marketplace, or why anyone would choose to work with them over others with similar offerings.

What I say to blog readers and clients alike is that it’s not usually one big thing that sets you apart, it’s a combination of smaller things, that woven together, make up your “meaningful difference” and help you stand out to the clients you’d most like to attract.

Let’s take me, for instance. I’m a copywriter, one of thousands, as we previously established.

BUT.

:: I work mostly with creatives; and I specialize in writing web copy, mainly. I’m also well-versed in web marketing, so I bring that knowledge to the table too. And I have a background in PR, advertising and sales.

:: Plus, I once studied photography, applied to art school, and got accepted to the photography program at The School of Visual Arts in New York City, which gives me some “street cred” (do the kids still use that phrase these days?) with creatives who want to hire me.

All of those elements taken together make up my “meaningful difference,” which becomes part of my compelling marketing message. And that compelling marketing message is what continues to get me clients who are just right for my services.

Now, there’s a wee bit more to it than that, which I’ve written about at length before. You can check that out in this 3-part series on the tale of my 3 business-repelling web marketing mistakes and how you can avoid them

But what I want to say to you today is that you DO have something unique and compelling to offer: your experience, background, founder story, talents, skills, gifts and abilities; the type of clients you work with and the kinds of products and services you offer, all combine to make up your meaningful difference and your compelling marketing message.

So don’t tell me you/your business is boring, or that you’re “just not that interesting.”

It’s so not true. 🙂

If you want to learn how to figure out what your “meaningful difference” is and how to implement it in your web copy to attract more of your ideal clients, read the 3-part blog post about how I did just that and how you can too –> here

And if you’re a wedding, portrait or lifestyle photographer and you’d like to know when my upcoming course, 30 Days to a Magnetic Marketing Message That Sells: A Course for Wedding, Portrait, and Lifestyle Photographers, is ready, get on the interest list right over –> here

Embarrassing Web Copy & Marketing Fails

So the other day I had a meeting with the owner of a web design and development company who I may be working with on some upcoming writing projects.

Naturally, we got into a conversation about some of the unfortunate website mistakes we’ve seen over the years, on both the copywriting side and the design side – including our own.

Yes indeed, even the pros make mistakes and suffer web marketing fails.

For example, I remember back in the day when I was first getting started online. Those halcyon days when I actually believed that putting up a decent website, writing some basic copy, and doing a little bit of marketing each week was going to have new clients beating down my door, fairly busting a gut to work with me.

What actually happened?

Well, friend, they stayed away in droves, to quote the late film producer Samuel Goldwyn. (Well, ok, not completely in droves, I did get a few clients from that original website.)

But why so few? Why so many hours spent trying to be visible online to get merely mediocre results, despite doing everything I was told to attract clients through my website?

Turns out the problem was that my website copy was very “flackluster” (a new word I just made up on the spot to describe something that is both “flaccid” and “lackluster” at the same time, ha ha), and so it wasn’t doing me any favors in the client-getting and revenue-generating department.

And here’s the crazy part.

I knew exactly why I was getting these anemic results – I hadn’t figured out who my ideal clients were, or worked out what set me apart among others online who were providing similar services, and all this was reflected in my sad, generic, no-personality, underperforming web copy.

All of which lead to painfully average results.

Still, I dragged my feet for months to fix the problem.

I felt like I couldn’t step off the hamster wheel of blogging, social media posting and otherwise trying to be visible online for long enough to get clear on my ideal client avatar (ICA) and my unique selling proposition (USP), so I could write web copy that was actually compelling to my ideal clients.

Though I knew taking care of these two key things would start attracting more and better clients, and bigger paychecks, I resisted.

But finally, after too many months of craptacular results, and the looming fear that I’d have to go back to work for “the man” if I didn’t get this little challenge resolved, I decided I’d had enough and changed everything.

I got clear on exactly who my ideal clients were. I worked out what my “meaningful difference” in the marketplace was. I rewrote all my web copy, every last page of it, to be compelling, client-attractive and attention-getting to the people I most wanted to work with. I infused it with my personality, worldview and unique selling proposition.

And once I did that? Well that’s when things started to turn around fairly quickly.

I got more email subscribers almost instantly – from exactly the same amount of website traffic. I started getting client inquiries with email subject lines like “I want to work with you, please call me!” and “Photographer very interested in working with you,” sometimes several just like this in a single day.

I got more clients, and not just any clients, but clients who were ideal for me and who I absolutely loved working with. And I generated more income.

Again, I didn’t increase the traffic to my website to do this – I simply wrote better, more targeted, and more persuasive, personality-filled web copy that reflected my unique selling proposition and spoke directly to the kind of clients who were ideal for me.

Why, oh why hadn’t I done this sooner?

It pains me to think of all the wonderful clients, projects, and income I left on the table, simply because I wouldn’t slow down long enough to go off the grid for a couple of weeks to get my web copy in order.

But all’s well that ends well. And I needed to learn the lesson that not understanding my audience or my USP, coupled with the generic web copy that resulted, was never, ever going to bring in the kind of clients, projects and income I wanted.

So, what about you?

Is that where you are right now? Is your web copy “flackluster” and underperforming? Is it not doing its job?

(To be clear, if you’re in business, your website’s JOB is to get you consistent client and customer inquiries, new clients, and sales. If it’s not doing that, that’s a problem. A problem that must be fixed if you plan, like most of my clients do, to use your website as your main marketing vehicle.)

I’ve written about the importance of determining your target audience/ideal clients and working out your “meaningful difference” or unique selling proposition (USP) on the blog before. I even included free downloadable worksheets to help you get clear on these things so you can start getting more traction from your website.

You can check out those posts here:

The Dreadful Client-Repelling Mistake That Will Keep You Broke (and how to fix it)

Creatives: How to Uncover Your Unique Selling Proposition (and why you need to)

Now, if you’d prefer some one-on-one guidance to help you get crystal clear on your target audience and “meaningful difference”/USP, and how to implement these things on your website for better business results, I make a few strategy sessions available each month specifically focused on these two critically-important-to-the-success-of-your business topics. If you’d like more details, simply email me at Kimberly [at] kimberlydhouston [dot] com, and I’ll send you the info.

From Full of Excuses and Failing in Business to Self-Made Multi-Millionaire: How a Dead Broke Carpet Cleaner Turned It All Around Using the Power of Copywriting and Direct-Response Marketing

Why is it that we so often stubbornly resist what turns out to be the most life-changing advice about achieving business success from those who’ve been there, done that, and know a thing or two, and refuse to do the one thing that might change things for the better and get us to the point of actual traction in our business?

The thing that might transform a wheezing, sickly, underperforming business from breathing its last dying breath into a revenue-generating, full-time income-producing thing of beauty we can be proud of? A business where the number of email subscribers, new client inquiries, and yes, sales, actually increases consistently?

I’d wager fear of the unknown and the natural tendency to avoid discomfort is probably right up there at the top of the list, wouldn’t you?

The trouble is, we often let this fear and avoidance dynamic keep us stuck inside our wretched comfort zones, where dreams go to die, all the while banging our heads against a wall, expecting something to change even as we won’t, as we go on doing the same ineffective thing day in and day out to get our business to grow.

Sometimes even to the point where the business withers and dies, and we have to – gasp – go back to work for “the man.” Oh, the horror!

Granted, not everyone reading this is in that position.

But plenty of business owners are – gravitating by default to the familiar and comfortable when it comes to marketing and selling, instead of doing something that might be uncomfortable, yet will yield far greater results.

Well, listen up as I tell you a story about a dead broke carpet cleaner who was failing miserably in his business until he discovered the power of copywriting and direct response marketing, then used this knowledge to turn things around.

And turn things around he surely did, going from flat broke and on the verge of giving up, to charging $25,000 per half day for his consulting services, and hanging out with the likes of people like Sir Richard Branson, Bill Gates and Bill Clinton.

Joe Polish is the guy.

As a lifelong student of marketing and copywriting, I’m always on the hunt for people in the copywriting field who are more – and I mean WAY more – knowledgeable and successful than I am, so I can soak up their wisdom and apply it to my business where it makes sense. Joe Polish is one of those people.

Polish is the Founder and President of Piranha Marketing Inc., founder of the Genius Network Mastermind, and co-founder of a highly popular free weekly podcast on iTunes called I Love Marketing. After creating mega-success in his carpet cleaning business, he went on to teach what he learned about marketing to others in that industry, then created a highly profitable marketing consulting business.

But once upon a time, before the accolades, the successes and the abundant income, he was that practically bankrupt carpet cleaner.

Joe’s Story

You can check out Joe’s full story in his own words here, but in a nutshell, when he was in his early twenties and struggling in his carpet cleaning business, as in, on the verge of bankruptcy, dead broke and living on credit cards struggling, he got invited on a weekend trip that would change the course of his life forever.

On this jet-ski trip to the lake with his buddies, Joe met and struck up a conversation with the multimillionaire real estate investor who owned the jet skis, a man he rightly assumed he could learn a thing or two from. He told the guy about his carpet cleaning business and how poorly it was doing. He shared that he was thinking about getting into another, more lucrative kind of business. He asked the multimillionaire for recommendations for what kind of business he could get into where he could make more money.

The multimillionaire asked him, “Are there people in your industry making money?”

Joe replied that yes indeed there were, and that a few of those companies were even making over a million bucks a year. But he said those companies had an advantage, because they’d been around for years, and had lots of employees and were well-established in the market, with name recognition that he couldn’t compete with as a newbie.

After listening to these and many other excuses Joe made for why he wasn’t successful, the multimillionaire said to him, “If there are other people in your industry doing well and making money and you’re not, there’s nothing wrong with your business, there’s something wrong with you.”

He told Joe he sounded like one of those people who think “the grass is always greener on the other side,” and that going into a new business wasn’t the answer. What he really needed to do was learn and apply fundamental business principles to his current business to make it work, said the multimillionaire.

In Which Our Hero Makes a Very Wise Decision

Our hero Joe takes this advice to heart, and decides he will do whatever is in his power to make his business successful, “or die trying,” as he said.

Cut to advertising and marketing. Except, instead of using traditional image-based or brand advertising, which essentially attempts to create a positive feeling or image around a product or company and build awareness of the brand – think car commercials and fancy perfume ads, for example – Joe decides to use the timeless, proven principles of direct response marketing, which have been working like gangbusters for nearly every kind of business, company and cause for over a hundred years, thank you very much. 

What exactly is direct response marketing you ask, and how does it differ from image and brand advertising?

Unlike brand advertising, which seeks to raise awareness, direct response marketing’s goal is to stimulate an immediate response or action, via print (yes, still!) or web communications. So on the web, that could mean things like getting someone to sign up for your email list, call you for an appointment, set up a free consult, reach out for more information about your products or services, or make a purchase of said products and services.

Direct response marketing works because, as Joe says, “it educates, motivates, and calls your consumers to take action.” (Unlike the Jeep commercial that leaves you full of daydreams about the rugged and adventurous life you might lead if you owned the latest version of the Grand Cherokee, but doesn’t provide a mechanism that allows you to take immediate action.)

And the thing that makes direct response marketing work its wonders? Persuasive writing – copywriting – writing meant to encourage action.

According to AWAI (American Writers and Artists Inc., where I got some fabulous copywriting training):

Unlike news or editorial writing, copywriting is all about getting the reader to take action. That action might be to purchase, opt-in, or engage with a product, service, or company.

But back to our hero . . .

Joe was determined to make his business a success and willing to try direct response marketing to get there. As a result, he went from grossing $2100 per month to grossing $12,300 per month, in just 6 short months. Within a year, he had turned his carpet-cleaning business into a six-figure business.

He began a second business teaching others in his industry the direct response marketing techniques that helped him go from dead broke to six-figure success. He eventually sold the carpet-cleaning business and now generates millions in revenue from his marketing training business.

All because he got out of his comfort zone, stopped complaining about what wasn’t working and opened himself up to something that did, and took action by applying what he learned.

But Will This Work for Me?

Now, you can do “image advertising” or a “brand awareness” campaign if you want to, there’s nothing wrong with that, but just know that it might take months and months to see any kind of traction from your efforts.

Whereas with direct response marketing & effective copywriting, you can create web copy and other communications today that get potential clients and customers reaching out to you tomorrow.

I encourage you to read Joe’s story here, where you’ll learn a lot more about what direct response marketing is and how to apply it, if you’re interested. At the end of his story, Joe shares four proven strategies for marketing your business that worked incredibly well for him and over 6300 business owners in his industry.

And before you go thinking, “But I don’t own a carpet cleaning business, those strategies won’t work for me,” or, “I’m not comfortable using ‘aggressive’ marketing tactics,” keep in mind what I said earlier: the timeless, proven principles of direct response marketing have been working like gangbusters for nearly every kind of business, company and cause for over a hundred years.

And you can adapt those principles in a non-aggressive way to your business and your marketing comfort level. (But don’t get too comfortable, mind you, because your comfort zone is where dreams go to die, and we actually want results here, right?)

Please note, I’m NOT saying you have to actually mail things to people or use the kind of direct response ads Joe talks about in his story (though that works too), but you can practice direct response marketing principles on your website.

If you click on the link above to read Joe’s story, pay special attention to what he says about the difference between marketing and selling, and his definition of what selling really is. I think you’ll find Joe’s definition of selling comforting.

The Takeaway

Over the years I’ve had several clients who don’t feel comfortable “asking for the sale,” or in some cases, even alluding to the fact they have something for sale.

You probably wouldn’t be surprised to learn that those people make far fewer sales of their products and services than people who know they have to get comfortable with marketing and selling to be successful in business, or act in spite of their discomfort with it.

(By the way, I find it easy as pie to help other people with their marketing, but I’m not that terribly comfortable doing it for myself, despite providing marketing & PR services to my clients for over a decade. But I act in spite of my discomfort, because if there’s one thing I’m wildly passionate about, it’s having a successful business so I never, ever, E-V-E-R, have to go back to work for “the man.”)

That said, I get that Joe Polish’s style may not be right for everyone. I understand the strategies and tactics of other wildly successful marketers I’ve mentioned on this blog before, people like Dan Kennedy, Ben Settle, or John Carlton may be a little too aggressive for your taste.

I get it.

However.

From Polish, Kennedy, Settle, Carlton and other classic marketing mentors, to brilliant marketing types like Naomi Dunford, Ashley Ambirge, Marie Forleo and others – I take what works for me, what I can adapt to my shy-ish, sensitive and creative sensibilities, and leave the rest.

No reason to throw the baby out with the bathwater, as I see it. Instead, I learn and adapt, learn and adapt.

At the end of the day, if solopreneurs and small business owners who are afraid to sell, or think there’s something inherently wrong or sleazy about selling – and therefore resist learning how to effectively market online – would let go of that one very detrimental mindset, they’d be a lot more successful.

And I can say this, because I had to learn this lesson myself in the early days when I was first launching what was then my generic freelance writing business. I fervently wish I hadn’t wasted a year and half and then some working my fingers to the bone doing what was comfortable but wasn’t working, and applied tried-and-true principles of copywriting and direct response marketing instead.

But better late than never, eh?

So my plea to you is, become a student of copywriting and marketing. Even if you don’t learn from me, that is A-OK my friend, but find someone whose teachings and trainings you do resonate with, and learn from them.

Because as Dan Kennedy says, copywriting is the #1 skill to master if you want to increase your income. I wouldn’t be in the business of writing copy for my clients, or helping my clients optimize and improve their current copy, if I didn’t believe that.

In my case, learning from masters like Kennedy, Polish, Settle, Carlton and other copywriting greats has given me a priceless return on my time investment, many times over.

I wish the same for you.

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By the way, if you’re ready to get one-on-one strategic guidance to help you to write a magnetic website that attracts, engages & sells to your dream clients {without becoming a pro copywriter}, I’ve got something that will help.

It’s not right for everyone, but if you’re interested in the details, you can check them out here:

The Shape Up Your Website Copy to Start Making More Sales 30-Day Fast Start: A Private Writing & Marketing Mentorship

 

If you’re ready to transform your website copy from lackluster to luminous, so it’s more compelling and client-attractive to your target audience and generates more client inquiries and sales this might  be a good fit for you. Click on the link above for details. 

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Afraid to Sell

By far, one of the most problematic things I see on websites I’m hired to review or write copy for is an unclear, confused marketing message. The web copy doesn’t resonate with the kind of clients the business owner is trying to attract, so when said client lands on the website, they spend 3-7 seconds looking around, don’t feel any connection to what they read, and leave.

And what compounds the problem in many of these cases is it’s nearly impossible for the web visitor to figure out how to actually make a purchase if they were so inclined.

Now, granted, sometimes the above scenario happens when you’re just starting out, and you don’t know what message your website needs to convey to appeal to your desired audience just yet, or when you’re still trying to figure out how all this marketing and copywriting stuff works to help you do business online successfully.

HOWEVER . . . .

Other times this website confusion (and the resulting poor sales performance) is a result of being afraid to sell, of being fearful of actually letting people know that, #1, you have something awesome for sale, woohoo!, and #2, hey, they can buy it right over here! (On the Work with Me, Products & Programs, or Services page of your website.)

And furthermore (well, don’t I just sound like my Mom when she was getting ready to read me the riot act?), many business owners, despite having an email list of potential clients and customers who might just love to buy something from them, have never actually shared with their subscribers that they have products or services available for purchase.

Bottom line, they’re afraid to sell.

You know, one of the questions I ask on the intake questionnaire I have all new clients fill out is “What are the last 5 things you’ve done to market your business or sell your products/services?” And I’ll tell you, an answer I rarely get is, “I made an offer to my email list/audience/blog readers/etc.”

If you’re not selling anything, let me ask you, are you offering anything? Are you sending an email to your list telling them you have something they can buy? If you’ve been at this online business thing for a while, and you haven’t made an offer to your list yet, my question for you is, why not?

Now, let me just say right here: I GET IT.  I was dreadfully uncomfortable coming right out and making an offer to my email list the first time I did it too, but I will tell you it gets much easier after you “break the seal” and do it the first time.

I actually wrote a blog post about this fear of marketing and selling called, They Want You to Be the One, So Stop Being Afraid to Market Yourself, which essentially says that, when someone lands on your website or signs up for your email list, they know you’re operating a business, so it’s not going to be a surprise to them when every now and then you let them know you have something they can buy.

They expect this.

And furthermore (geez, that word again), they were looking for the solution to a problem or the answer to a question when they landed on your website in the first place, and they’re hope, hope, hoping you will be the one who can help them solve the problem or answer the question.

So do not be afraid to sell.

Notice I didn’t say, don’t be uncomfortable about selling. I’ve been in the marketing/PR/copywriting/sales field my entire adult life and I still sometimes feel uncomfortable making a pitch for my services. That’s normal. I said don’t be afraid. Because at the end of the day, even if you do get rejected, you will survive. Rejection might feel crappy, but it won’t kill you.

And if anyone gives you any grief about selling, that just proves they don’t have the first clue about how real business works, and they’re not your ideal client or customer anyway. So not to worry.

So even though I’m not always comfortable selling either, I do it. And you know what I’ve noticed?

When I sent an email offering something for sale, people bought. I made sales. People participated in actual commerce, money and services changed hands, and we all lived to tell the tale.

And by the way, when you’re selling, you don’t have to behave like a carnival barker or be in your face, sleazy or aggressive about it.  You can do it subtly, the way I’m going to do it at the end of this blog post by letting you know I’ve revamped my service offerings and have a bunch of new services available.

You can do it in the P.S. of your email newsletter.

You can make a subtle mention of your promotion in your latest blog post.

Or you can send a full-fledged “sales message” (again, this can be done with subtlety) to your email list.

So please, please, if you have something awesome for sale, let your audience know about it. The sky will not fall if you do, trust me on this.

And here’s the part where I’m going to let you know about my new services. You can’t check them out right over here on my Work with Me page.

Or check out the abbreviated description of them below.

Happy Selling!

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{If you’re interested in any of the services below and want to find out which one might be a good fit for you, shoot me an email and we’ll set up a 20-minute, no-obligation conversation to explore the possibilities.}

The Irresistible Web Copy VIP Package: The 3 Key Must-Have, Uber-Important, Can’t-Do-Business-Online-Without-‘Em Web Pages {+ a little extra} Every Successful Business Needs

If you’re serious about having a successful website that calls in your ideal clients and sells your programs and services, you need:

  • A compelling Home page that grabs attention and gets your right people eager to find out more about you
  • An About page that conveys your unique personality and bonafides in accessible, client-focused language
  • A Services, Work with Me, or Programs page that demonstrates your singular value and gets your ideal clients dreamily thinking, “she’s/he’s the one I want to work with”

The Irresistible Web Copy VIP Package includes: Learn more here.

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The Copy Brilliance Web Copy Makeover

:: Not everyone needs their website written from scratch. You might have one particular web page that’s just not working for you – and it’s keeping you from calling in your ideal clients or making more sales.

:: In that case, I can apply my copywriter’s “let’s uncover and highlight the sales-inducing benefits in this web copy” brain to one page of your already written web copy to transform it from lackluster to luminous, so it persuasively conveys your value and appeals to your ideal clients.

:: If you already have the key must-have website pages on your site written, but you’d reallllly like some professional copywriting tweaking & fine tuning on one of those pages (or another page of your choice) to make it sparkle and shine to call in your ideal clients, the Copy Brilliance Web Copy Makeover is for you.

How it works: Learn more here.

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Copywriting & Messaging Strategy 60-Minute One-on-One Intensive

Think of this like a rapid-fire website audit from a copywriting, messaging and branding perspective. We’ll work side-by-side in one 60 minute session over the phone, as we look at your website together.

You’ll walk away with at least 5-10 ideas for improving your website copy ASAP to more effectively call in and convert your ideal clients.

 This is for you if:

:: Your website copy is in pretty good shape but you want to pick a professional copywriter’s brain for ideas on polishing it up to a fine “I want to magnetize my ideal clients to me” sheen, get feedback on your messaging, or ask questions about specific elements of your copy

:: You’re just getting starting and want some DIY copywriting advice you can run with on your own to write your own copy

 How it works: Learn more here.

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Strategy Consulting for Creatives

So, what you need doesn’t fit neatly into any of the categories above?

No worries, my creative friend.

You can invest in a pack of strategy consulting hours to discuss any of your web marketing and copywriting conundrums. This is great for things like ongoing web marketing advice, guidance and feedback on a specific marketing campaign or bigger marketing project or initiative, help figuring out who your ideal customers are or what your unique difference in the marketplace is, and so on.

How it works: Learn more here.

 

Review of Selena Soo’s Get Known Get Clients

In 2014 I decided to step up my game and invest in training that offered not only actionable content that would help me improve my business, but that also featured one-on-one feedback and support from the big cheese running the program.

This was my feeling: I’d made significant investments into my business in the past buying expensive training – training which did indeed help me create results in my business in the way of more clients and more income – but I was ready for a program that would push me out of my comfort zone (by pulling me forward to do things I knew I needed to do but was resisting mightily), while giving me direct access to, and feedback from, the expert doing the training.

That’s when I decided to sign up for Selena Soo’s Get Known, Get Clients (GKGC), because I had a strong feeling it would do all of the above. (Hint: It did.)

In this review, I’m going to share what Get Known, Get Clients is, why it worked for me and why I’m promoting it, and who I think it’s for and who it’s not for.

I’m also going to tell you about an exclusive bonus offer you can get if you sign up for Get Known, Get Clients directly through me.

Here’s a quick-and-dirty rundown of what you’ll learn in this review:

  • What the Program Is (in a nutshell)
  • My Situation When I Started the Program
  • Why I Wanted to Work with Selena in Get Known, Get Clients
  • My Personal Experience in the Program and My Results
  • What You’ll Learn in the Program
  • How GKGC is Not Like Other Programs
  • Who GKGC Is For, and Who It’s Not For
  • Why I’m Promoting Get Known, Get Clients
  • My Get Known, Get Clients Bonuses for 2015

What the Program Is

In a nutshell, Get Known, Get Clients is a 6-month program that teaches you how to earn more and stand out as the go-to expert in your field. In the program, Selena walks you through the 3-part system she used to build her six-figure business so quickly (in less than a year) and teaches you how to do the same. You’ll learn advanced strategies to get more clients, make more money, and build a great reputation in your industry or niche.

(Of course, your results will vary depending on where you are in your business now, how/if you implement what Selena teaches, and the other variables that are unique to your situation, so there are no guarantees that you’ll create the same results Selena did. But you knew that. 🙂 )

There are three overarching ideas in the course, along with tested strategies to make them work:

  • Setting up the right business model and strategy
  • Building a powerful personal brand
  • Becoming a masterful relationship builder

If you want to get all the details of the program right now, go here:

Get Known, Get Clients

My Situation When I Started the Program

When I started Get Known, Get Clients (GKGC) in June 2014, I’d already been doing business for a couple of years as a copywriter and web marketing consultant as a side hustle to my daytime freelance writing gig, so the foundations of my business were in place.

I had enough clients to keep me busy, and I was doing ok income-wise, but . . . I didn’t necessarily have the clients I wanted, the projects I wanted, the income I wanted, or the time freedom I wanted.

It’s one thing to be able to earn a decent living from your entrepreneurial hustle, but if it said hustle requires you to work 7 days a week doing work you don’t love, well, then, life ceases to be fun. And that’s what happened to me – I was working all the time, but not enjoying my life or my work very much.

My daytime freelance writing gig paid well enough and gave me the opportunity to work on some fantastic writing projects, with terrific colleagues (for which I am eternally grateful), but it wasn’t the best fit for me (big organization, corporate environment), there was a fair amount of stress of the nonstop-hurry-up-and-get-this-project-done-so-we-can-give-you-the-next-writing-assignment variety, and despite this being a freelance gig, I was required to work on-site, which is definitely not the way this liberation-loving girl likes to work.

Why I Wanted to Work with Selena in Get Known, Get Clients

The main reason I wanted to work with Selena is because I identified with her experience – she had a very similar story to mine of starting her first business and not really enjoying her work and not making much money, despite working nonstop.

Then she found the right business model, and by implementing what she teaches in Get Known, Get Clients, was able to generate $157,000 in her new coaching business in one short year. And she was able to pull this off despite having no clients and no email list when she first got started.

Second, I was drawn to Selena’s program because, like me, she’s an introvert. And if Selena can create an uber-successful business as an introvert, then that means other introverted business owners can too.

And third, Get Known, Get Clients was a perfect complement to the way I teach marketing and outreach, which relies more on online networking, web marketing, and nailing your compelling marketing message and conveying it with personality on your website, whereas what Selena teaches, while incorporating some of those elements, relies more heavily on creating a business model that will set you up for success, creating premium packages and programs, and developing relationships with VIPs and influencers, etc. (This is a short list of what you’ll learn in GKGC.)

My Personal Experience in the Program and My Results

Before I share my results, let me point out that as of May 2015 I’m still implementing a few of the strategies and tasks that I didn’t complete during the course (the course ended in November 2014).

When I take a course, I keep on top of the weekly coursework, attend all the live trainings and Q & A’s, interact in the community, and implement what I can as I go along, but I often crank out the majority of the implementation part in a massive push after I finish a course, so I can focus on showing up and availing myself of the training while it’s happening live. Because, you know, there’s only so much time in the day.

I bring this up because your results may vary – if you implement faster you may achieve different results. That said, I still got kick-butt results from GKGC, and I haven’t finished knocking out all of Selena’s advanced strategies yet.

So, here’s what I accomplished:

:: I put together a lower-priced offering based on the work I did in the first module of the course, Identify Your Target Market, and did $1396 in sales ($349 x 4).

:: Two of these clients provided referrals to other clients.

:: Two of the clients who booked me for the $349 offering then signed on with me for copywriting projects, which resulted in an additional $3396 in income.

:: During the target audience interviews from the same module, I sold some copyediting for around $300, without even trying.

:: A second person from the same set of target audience interviews also wanted to hire me for a project, but I simply didn’t have the bandwidth at the time, and had to say no.

[It’s important to point out that the target audience interviews weren’t meant to be sales or promo conversations in any way. As Selena teaches (and provides scripts for!), they were conversations meant to connect with my target audience and find out what their challenges were so I could create exactly the kind of offerings they would be happy to pay for. Booking the new projects as a result of doing the interviews was an unexpected bonus.]

:: I started attracting and working with more of my ideal clients, and charging more for my services.

:: And the very best thing I accomplished as a result of the work I did in GKGC was the ability to leave my onsite freelance writing gig to go fully out on my own with my copywriting and marketing consulting business 3 months after completing the course. I am practically floating on air just writing that!

These are the more tangible results I got from investing in Get Known, Get Clients. There’s more though – I gained a whole new level of confidence in my services, and especially, in my ability to get premium clients who are just right for what I have to offer and happy to invest in working with me.

Let’s just say lots of mindset shifts happened for me during and after the program, mindset shifts which have directly impacted my ability to get premium ideal clients and increase my income, and which will continue to serve me over the life of my business. And that is priceless.

Your mileage may vary, but if you implement what Selena teaches, I don’t see how you wouldn’t create similar, or even better, results in your own business.

What You’ll Learn in the Program

You’ll learn to identify your target market, create your valuable offerings, have genuine sales conversations that get clients excited to work with you, how to get referral partners, how to elevate your personal branding, how to speak to sell, how to build your email list, how to connect with VIPs and influencers, how to create your launch plan, how to create a team to grow your business, and more.

You can get detailed info about what’s in the course right here:

Get Known, Get Clients Course Information

How GKGC is Not Like Other Programs

:: GKGC is set up to start getting you wins quickly. As I mentioned above, I started to get results right away, in the very first module, simply by doing the homework. (And by “results,” I mean actual clients and actual sales, not just “mindset shifts,” as important and necessary as those are.)

:: GKGC teaches you how to get clients NOW, even if you don’t have a website or an email list, which I felt was one of the program’s biggest benefits.

:: It’s a 6 month program, which is longer than any online training I’ve ever done by about 4 months. And that means you’ll get plenty of opportunities to interact with Selena directly and get your questions answered.

:: I also found the private Facebook group to be uber-helpful as well. Not only is Selena in there consistently answering questions and offering feedback, but you’ll also have the opportunity to get to know and interact with your colleagues in the course.

:: There are 3 live training calls per month, 18 opportunities in total in which you’ll have direct access to coaching and feedback from Selena. I’ve invested in other pricey programs where getting your question answered is as rare as winning the dang lotto! Not so here. Selena knows every single person in the program and genuinely cares about each person’s success. That came through in a big way when I took the course in 2014. (By the way, this is the last time Selena will be teaching Get Known, Get Clients LIVE and offering this much personal coaching. So if you’re interested in getting extra support, now’s the time to join.)

:: There are regular check-ins from Selena and her team to keep you on track, and homework designed to get you to implement what you’ve learned quickly.

:: You’ll receive word-for-word scripts for everything you’re asked to do in the course so you’re never left figuring out how to apply the strategies Selena teaches. Scripts for having genuine sales conversations, asking for referrals, exactly what to ask in your target market interviews, and lots more, are all part of the course.

:: I felt supported and “seen” in this program in a way I haven’t in other online training programs. As I mentioned before, Selena will know exactly who you are, and exactly what your business is about.

Is Get Known, Get Clients Right for You?

Like any training program worth its salt, this program is definitely not for everyone.

If you’re committed up to the eyeballs right now, it might not be the best choice for you. That was my situation when I took GKGC last year – between my client work, the GKGC course load, and my other obligations, there were times I felt like a was on the verge of an over-commitment nervous breakdown.

But hey, I’m still here and I didn’t get committed to the psych ward, and I achieved increased sales, new ideal clients, and other compelling benefits from doing the program, so it all turned out for the best.

The most time-consuming homework was front-loaded into the first two-three modules though, so once I got through that, I started to feel almost sane again. To be clear, this pickle wasn’t because of the GKGC course load specifically, but because I had a boatload of other stuff going on at the same time. Just a little tip from me to you.

The course homework and implementation takes time, but if you stick with it and you do the work, you will get results. I’m still implementing what I learned nearly 6 months after completing GKGC, but I got some results very quickly, which kept me motivated and helped me stay committed to doing the work each week.

If you’re anything like me, GKGC will also take you out of your comfort zone, maybe even way out of your comfort zone. That’s what I wanted going in, though, because I know that’s where the real results and big wins are.

But there were weeks I was really resistant to doing the homework, because I was, well, terrified. Such as the week we had to set up and have sales conversations. Which turned out to be not that big of a deal once I did a couple, so the joke was on me.

If any of the above puts you off, then I’d say this is definitely not the course for you.

It’s also not right for you if:

:: You don’t have a business idea, or you haven’t started your business yet. You can be in the early stages of your business, but you have to have one to work on in this course.

:: You aren’t good at receiving and acting upon feedback, or have a “that won’t work for me” attitude.

:: You have a product-based business. Get Known, Get Clients is specifically for coaches, consultants, and service providers – people who offer expert, advice-based services.

:: You want overnight success or need to make $10,000 by next Tuesday.

:: Taking the course would be a financial hardship for you. I always tell people that if making an investment like this will cause them anxiety and stress beyond the usual, “wow, I’ve never invested this much in myself before” variety, that is, if it would put them in a real financial bind, then they should say no and come back to it when there’s more leeway in their budget.

GKGC is probably right for you if:

:: You’re tired of “playing business” – you’re ready to learn and implement the advanced strategies that will help you make big leaps in getting new clients, increasing your income, and securing higher profile opportunities to share your work with the world.

:: You’re looking for a high-touch program with lots of personal attention.

:: You feel great about the work you’re doing, you’re very good at it, and you’re ready to play on a bigger, more high-profile stage.

:: You’re not afraid of hard work or getting out of your comfort zone. You’re also an action-taker and an implementer.

:: You want a clear step-by-step system to generate consistent revenue in your business.

Why I’m Promoting Get Known, Get Clients

If you’ve been around these here parts for a while, you’ll notice I don’t actively promote other people’s paid programs on my site, on my blog, or in my newsletter.

I decided to promote GKGC for one simple reason: because I went through the program myself and it works – I got what I consider to be really good results, results that allowed me to leave my corporate writing gig and go out on my own, something I still sometimes have to pinch myself to believe.

And because the impact of GKGC has been so positive for me, I knew when the time came, I wanted to share it with my own audience.

Now to be crystal clear, I am an affiliate for Selena’s program. This means I get a commission if you sign up directly through me. And that’s why if you purchase through my link, you’ll get access to the exclusive bonuses listed below.

My Get Known, Get Clients Bonuses for 2015

I understand that GKGC is a meaningful investment, and one not to be taken lightly, and I know the work may at times feel overwhelming and/or uncomfortable to do.

So I wanted to put together a bonus that will help relieve some of the anxiety when you get to the modules in the course that involve optimizing your personal brand, and writing and messaging, specifically, and I think I’ve come up with a meaningful way to support you.

This will ensure you keep the GKGC momentum going and don’t get bogged down in the writing/messaging part you need to nail down in order to magnetize your ideal clients with your website and related copy.

Please note that the price of GKGC does not change when you sign up through my link, but I do earn a commission which allows me to offer the following bonuses:

:: Web Copy Transformation Package: This is where I apply my copywriter’s “let’s uncover and highlight the sales-inducing benefits in your web copy” brain to the three key pages of your website – your Home page, About page, and Services or Programs page – and we work side-by-side to edit and transform your copy from lackluster to luminous, so it’s more compelling and client-attractive to your target audience.

:: 60-minute one-on-one web copy strategy session: Over the course of GKGC, you’ll be developing your personal brand, creating or refining your compelling opt-in offer, writing a nurture sequence for your email list, creating your valuable offerings, and other important copywriting-related tasks. In this 60-minute session, you’ll have the opportunity to pick my copywriter’s brain and ask questions about any of the writing tasks you have to implement during the Get Known, Get Clients course, with a focus on highlighting the benefits of your brand and your offerings in a way that most appeals to your ideal clients.

:: Review of one guest post pitch and one guest post/article + copyediting suggestions to make it sing!

:: Review of your compelling opt-in offer and email opt-in form copy + copyediting, so you can get those website visitors falling all over themselves to sign up for your email list.

*Please note, you’ll get access to your bonuses after you complete the Personal Branding Module OR after you complete the full course, whichever works best for you.

How to Access Your Bonuses

Simply email me at Kimberly [at] kimberlydhouston.com to let me know you’ve enrolled in the program so I can slot you into your very own place on my copywriting and strategy session schedule. I’ll email you back to say hi, and share my best contact info so you can reach out when you’re ready to claim your bonuses!

[Note: The bonuses are only available after GKGC’s refund period is over.]

What to Do Next

I know if you apply yourself in the program, Selena can help you get big results. If 2015 is the year you vowed to invest in yourself and grow your business, and you want the kind of personal attention and support you won’t get in other group programs of this caliber, then GKGC could be exactly what you need.

If you also know you could benefit from one-on-one copywriting advice and strategy to really apply what you learn in Get Known, Get Clients to your business, click here to enroll in the program through my special link.

Have questions? Please feel free to email me at Kimberly [at] kimberlydhouston.com and I’ll get back to you within 24-48 business hours! And whatever you decide, I wish you the very best of luck!

 

Authentic Marketing & Selling for Introverted Creatives

{What’s this post about in a nutshell? How to market your work if you’re a creative and/or an introvert and don’t feel comfortable promoting yourself.}

Let me guess.

If you’re a photographer, writer, illustrator, web designer, crafter, fine artist, interior designer, musician, or virtually any other kind of creative person who earns a living (or would like to) from your creative pursuits, you don’t feel entirely comfortable promoting yourself or your work.

Sure, you get that marketing and selling is necessary to make the wheels on the business bus go round and round, but you really wish you could just hire someone to do all that marketing and selling stuff for you, so you could stay in your creative cave and make stuff.

I get it.

But at the end of the day, we are each responsible for our own success, and the “build it and they will come” approach usually only works in the land of unicorns and rainbows.

Back in the real world, we have to create our own opportunities.

That said, as an introverted creative myself, I’ve found that creating a robust presence online is the best way to build buzz around your work and “promote” yourself and your services without feeling lower than a snake’s belly in a wagon rut, as we say here in the dirty South.

So I’ve rounded up some of the very best advice on doing just that to share with you here.

Behold, dozens of great ideas for building buzz around your work in a way that feels authentic and doable:

49 Creative Geniuses Who Use Blogging to Promote Their Art

In which Leanne Regalla, in a guest post on Boost Blog Traffic, poses (and answers) the question, “For today’s artist, building a tribe is non-negotiable. But how?”

If you’ve ever doubted that blogging could help you sell your creative products or services, this read is for you.

You’ll find inspiring examples of musicians, visual artists, illustrators, writers, actors, music producers, filmmakers and other creatives who used blogging to create a platform from which they consistently and successfully sell their ideas and their work.

Go check it out here:

49 Creative Geniuses Who Use Blogging to Promote Their Art 

Why Artists and Creatives Have an Unfair Advantage at Internet Marketing

If you still have doubts that creating your own robust home online can help you make a good living from your creative pursuits, then do yourself a favor and be sure to read this piece, in which Mark McGuinness, poet, coach and creative entrepreneur lays out the built-in advantages creatives have when it comes to marketing online. (With examples! And we do love us some examples ’round here.)

Love his truth-telling here: “Probably the biggest hurdle for many creative people is the very idea of putting yourself out there and selling things. You might worry that it feels like ‘selling out’. Or that it’s just plain scary. I’m afraid I can’t sugarcoat this bit: if you want to earn a living from your creative work, you need to learn how to sell.”

And that’s the truth, folks. But selling doesn’t have to be scary when you do it the way McGuinness recommends.

Learn more about the “unfair advantage” your creativity gives you when it comes to marketing and selling and how to put it into practice here:

Why Artists and Creatives Have an Unfair Advantage at Internet Marketing

Want To Sell More Art? Sell Yourself First.

I particularly loved this article because of its focus on something I talk about a lot on this blog and in my weekly newsletter: the absolute necessity of differentiating yourself online (or offline, if that’s how you do business) if you want to find your ideal clients and customers and achieve success as a creative business builder.

As the authors (successful creative business builders themselves) point out, one very effective and easy-to-implement way to do this is to share your story, and they outline their 5 element formula for sharing a captivating story that engages likely buyers.

And best of all, they include real! live! examples! of how it’s done.

Check it out the article here:

Want To Sell More Art? Sell Yourself First.

Effective marketing for introverts

Here successful writer, web designer, and all-around fabulous creative Paul Jarvis aptly notes that a lot of the knowledge out there on marketing and promotion is not geared to introverts, and shares his own effective self-promotion process.

I love that his advice is about playing to your natural strengths when it comes to promoting your work; it’s not about trying to force the kind of marketing you’re often told you “should” or “must” do, you know, even if it makes your skin crawl.

As he says, “As long as you’re sharing your work with other people—the right people—then you’re marketing. Because really, all marketing is, is communication. And even introverts know how to do that, even if it’s in small doses.”

Find out more here:

Effective marketing for introverts

The Introvert’s Guide to Book Marketing

In which book marketing expert Tim Grahl shares how introverts can become good at marketing. While he’s talking specifically to authors, the tenets here are adaptable to marketing any kind of creative product or service.

I love that Grahl focuses on mindset first. After all, we are responsible for creating our own success, and if your thinking tends to be of the “marketing is icky and slimy” variety, you’ve simply got to rid yourself of that mindset if you want to earn a good living from your creative pursuits.

As Grahl says, “Once you change your perspective from ‘marketing is tricking people into buying something they don’t want’ to ‘marketing is helping people connect with my meaningful work,’ it takes on an entirely different tone.”

Hear, hear! And read all about it here:

The Introvert’s Guide to Book Marketing

And there you have it. A boatload of great advice on marketing and selling for introverted creatives from writers who know whereof they speak.

Which of the strategies these writers share are you most excited to pursue? Let me know in the comments!