I’m about to get real bold here, ya’ll. (And I don’t just mean with my font, but yes, that, too, in this case.)
There really are a whole plethora of reasons your dream clients aren’t lapping up your program like skinny-yet-ridiculously-delicious Sbux frappucinnos on a humid, sunshine-y June afternoon.
But the #1 reason your stuff isn’t selling is soooo simple, you’re probably going to laugh. Or cry. Y’know, depending on how you process things. 🙂
So what is it? I’ll tell ya.
Your program isn’t selling because you wrote a sales page that speaks to you – not one that speaks to your people.
What does that mean, exactly? Lemme break it down.
Let’s pretend for a quick sec that you’re a relationship coach. You’ve done a ton of work on yourself and you’re now the queen of super-awesome relationships. You’ve got a ridiculously hot husband, a hip, meticulously-decorated house most peeps your age would DIE for (with or without the white picket fence, because really…do houses even have white picket fences anymore?) and maybe even a kiddo or two created from you + your hub’s awesomeness.
But it wasn’t always this way. You actually were once a huge, hot mess in the ‘ships department – like so crazy that you’d creep by your high school sweetheart’s house over + over + over in your blue Ford Focus just to make sure he was actually eating spaghetti with his parents like he told you…and NOT secretly hanging out (read: banging) that Avril Lavigne look-a-like who shot him flirty glances in study hall. (Except, in your defense, he actually WAS, so, I mean…)
But the point? You went through a MAJOR transformation in how you think about relationships (and life) – and so YOU know creating a good, quality relationship is about sooo much more than the stuff you think it’s about – like looking flawlessly gorgeous in your LBD and catching up on the NYT so you know WTF to talk about on a first date. (And yes – all those acronyms were TOTALLY necessary, BTW.)
YOU know nabbing a wonderful man who treats you like a freaking princess (who can also totally take care of herself, obvs) is about loving up on yourself big time and accepting who you are and having passions outside of your relationship.
So what’s the issue? Well, most of your dream clients – the women who totally NEED your stuff – aren’t Googling things like, “How do I accept myself so a man will love me?” (Okay, they MIGHT be.) But most likely they’re actually typing in shizz like, “Why is everyone else around me picking out expensive ass wedding gowns and I’m still painfully single, ladeling Ben + Jerry’s into my mouth – alone – every Friday night?” or “Why do I keep attracting broke, ambition-less ex-cons who only want me because I’ve got a hefty amount of zero’s in my bank account?”)
YOU know the answers to those questions. YOU know finding true love starts with loving yourself and all that good stuff.
But your dream clients don’t. And worse? They don’t even realize that self love and acceptance is their problem because they don’t know what you know!
Now, you can (and should, and will, damn it) provide them with all that information + goodness in your program. Because that’s what you know, what you’re good at…and it’s what they need to know to get what they want.
But you are NOT – I repeat, ARE NOT – going to make the idea of self love/acceptance the crux of your sales page, ya hear me? Because YOUR DREAM CLIENTS JUST WANT A SWEET, WARM BODY TO COZY UP WITH ON FRIDAY NIGHT, WHO’LL SHAMELESSLY HOLD THEIR HAND THROUGH THE FAULT IN OUR STARS (for the third time)…AND WHO (HOPEFULLY) DOESN’T CARRY A SWITCHBLADE IN HIS BACK POCKET.
So what do you do instead?
YOU SELL THEM WHAT THEY WANT, BUT GIVE THEM WHAT THEY NEED.
You’re going to tell them that your program covers every.little.thing. they need to know to nab the ultimate, perfect-for-them kinda guy. You’re going to tell them that if they buy your program, they’re gonna learn exactly how to turn themselves into a good-guy-magnet so they never have to run a $29.99 background check on their next date – just in case – ever again.
You’re going to make sure your sales page speaks to them – in the way they speak about their problems in their heads. (Need a bitta help gettin’ inside your prospect’s heads? I wrote a totally fun [and non-creepy] post on how to read your dream client’s minds.)
You’re gonna delete anything that sounds like straight up “coach” speak (ahem, authenticity + clarity).
And, as always, you’re going to give it a touch of flair + personality by telling your story + throwing in some of your signature slang and/or references to other shizz you dig. (Need help with that? Crushworthy Sales Copy’s got ya covered.)
And then? You’re going to sit back, relax + pour yourself a nice, tall, sweet glass of moscato as you watch the sales roll in, because congrats, beautiful – you’ve just written a sales page for your program that’s actually gonna SELL.
Trust me on this one (especially the moscato).