Performance Based Sales Strategies PLUS Copywriting
Leveraging Your Existing Assets to 10X Your Sales.
“I learned how to sell the hard way: face to face, belly to belly. Selling intangibles, no less. Over the years I made millions. Now I bring these skills to the online world of copy and content. Need help? Just ask” Kim Willis
Hello and Welcome,
So, why are you here? Maybe you have a business and need help: you want to ramp up your sales. Great – you’re the person I want to talk to.
So, let’s get down to business. Is this you?
- You’ve got website traffic but not happy with conversions (leads, appointments, and sales).
- You’ve got an email list but not happy with the sales generated.
- You’re getting a steady flow of leads and inquiries, but KNOW you should be making more sales.
- You’ve got customers but can’t figure out how to remarket to them for cents on the dollar.
- You’re active on social media but think it’s a waste of time.
If you said YES to just one of the above points, relax. Have no fear, I am here and will solve your conversion problems. GUARANTEED.
At heart, I’m a salesman and marketer. And I learned early in my sales career that sales success is about words, and how to use them. From talking to people on the phone, to face to face presentations, to video and text-based content – it’s all about words.
This page is about the words you use on your website pages, blog posts, emails, sales pages, social media pages, and so on.
It’s called copywriting or to be more precise, conversion copywriting. Everything I do is driven by an insatiable desire for results. So if I work with you, that will be my goal – to help you ramp up your sales. Always.
Take a few minutes to review this page. I bet you’ll learn a thing or two about copywriting and content.
Then, if you qualify, move forward and request an appointment. I look forward to it.
P.S. Now that you’ve identified yourself as a person who I may be able to help, educate yourself about some core marketing principles, the first one being: The Key to Great Marketing. This key is so obvious yet so often not understood, that it’s worth repeating. Take a look……
The Key to Great Marketing
Forget the theoretical blather. Great marketing is about one thing and one thing only:
“Connect on an emotional level and activate people’s innate urge to take action.”
How do we do it? There are different ways to connect on an emotional level with customers. My fav way is with stories. Remember this: people remember stories long after facts and figures have been forgotten.
Keep reading because soon I am going to pull back the curtains and show you how my story-based approach works.
But before I do that, I need to cover a couple of core concepts one of which is this……
Leverage Your Existing Assets
Rather than spend money on advertising, consider leveraging the assets that already exist in your business.
Assets such as your:
- Website and Blog.
- Facebook Page.
- Previous Inquiries and Leads.
- Current Inquiries and Leads.
- Current and Past Clients.
- Email Lists.
You Have Enough Already
Ok, so you’ve got it. To acquire more customers, you don’t necessarily need to spend more money on ads. You may already have gold in your business – gold that’s worth exploiting. Indeed, if I work with you, your ad expenditure may drop like a stone.
Before I continue, let’s look at three core sales principles. Are you ready?
Three Keys to Sales Success
1. Bridge the Gap
Ask this question of your target audience: where are they now, and where do they want to be? Your job is to bridge the gap. Sales opportunities open up when we highlight the gap in glorious technicolor.
2. Remind Them Why Nothing Has Worked Before
Perhaps it’s because they made the wrong choice before. Or maybe an errant supplier let them down. Whatever. The point is that effective education about the realities of the marketplace adds further weight to your argument. You will help them bridge the gap, but only if it’s on your terms.
3. Show Them How to Solve Their Problem
Position your product or service as the solution for which they’ve been looking. When they make a purchase, they have reached their personal summit.
How do we achieve these objectives? Good question, thanks for asking. The next section will answer it for you, but first, check out my promise to you (see above).
Wait. Before you do that, understand what I mean by a guarantee. I stand behind the work I do for you. You WILL get a great ROI on the money you pay me. If by chance things don’t quite work out in the time frame specified, I will keep working with you till it does, at no charge.
Now that we’ve got that out of the way, continue on and learn how we satisfy the requirements of the 3 Keys to Sales Success. It starts with stories – take a look at the video, then keep reading….
How We Do It: The Role of
Enhanced Testimonials and Case Studies
We create a series of stories based on favorable customer experiences. Then we leverage the stories into Enhanced Testimonials and Mini Case Histories.
But more than this. It’s often better to educate rather than aggressively sell. So, we will review your current content portfolio and inject educational-style copy into the mix.
The purpose of this content is to educate prospective customers about the key differences between your offerings and that of your competitors.
Time To ‘Woo’ Your Customers
I’m thinking now of a great Australian Maths teacher, Eddie Woo. Eddie is famous on YouTube and was awarded Australia’s Local Hero Award.
Eddie educates his students on the finer points of algebra and trigonometry. But he also enthuses them on the potential for maths to solve complex problems.
Just as Eddie Woo turns his students onto Maths, you should see yourself as an evangelist for your products and services, and their ability to change lives. Up for the challenge?
The use of me-to clichés such as ‘fast, friendly, service’ has no place in your educational content. Often terms like these are used because owners and managers are not crystal clear about their Unique Selling Proposition (USP).
So, if necessary, we will help you craft a value proposition that comprehensively puts you ahead of your competitors – without the clichés.
From there we will feature these enhanced content items on your Facebook page and website. If you have an email list, we will also create a series of potent email formats. If you don’t have an email list, we will organize that for you (assuming you have customer and/or prospect lists). The foregoing assumes you have a valid product/service with positive customer experiences/testimonials.
If you have website traffic but it’s not converting into many leads or sales, we will also review your site with the goal being to implementing an optimized conversion strategy.
Educate Don’t Sell
My natural inclination is to educate rather than aggressively sell. It’s in my DNA. That’s why I created digital marketing courses for people who can’t afford my copywriting service. It’s also why I run coaching programs. I like to teach.
And even if you’re not that way inclined from a marketing standpoint, educating your audience about your products, services and even about your business, is essential.
Let Stories Do the Selling For You
Listen up. This is a story about stories.
Businesses live or die by the stories they tell.
- Think of Steve Jobs and the Apple Story. Was Jobs the hippest man on the planet? And what about Apple’s oh so cool devices, and the story of Jobs bringing the company back from the brink? Like a white knight rescuing the damsel in distress, he rescued Apple from likely bankruptcy and oblivion.
- Or the Story of Harley Davidson. I’m in Hog Heaven, what about you?
- The McDonald’s Story. Ray Croc transformed a one outlet hamburger joint into a global fast-food behemoth. ‘You want fries with your burger, sir?’
What about you? What is the story of your business? Does it excite? Have you enrolled people in your vision?
I bet it enthralls you. But what about your customers? Does it get their heart racing? Or is it another case of ‘same old, same old’?
What are the stories your customers carry in their heads? Do you know?
And how will you bring these stories to life? You want stories that put customers at the center. Potent stories so relevant that they’ll instantly say to themselves, ‘It’s like he’s talking directly to me.’
What do you prefer – watching a dry documentary or a good movie? Which has the most impact? And how much will you remember after a few days? Most people would say the movie, assuming it’s good.
Some movies feature an ensemble cast, but most focus on one main protagonist – the Hero. Supporting characters might include:
- The sidekick
- The villain
- The love interest
Think of John McClane in the Die-Hard series. A good guy placed in a stressful situation he didn’t ask for or want.
The audience became part of the story and lived vicariously through our Hero and his journey. I bet you were barracking for that guy. I know I was. But more than this: I imagined myself as him.
After many heart-stopping moments, John finally figured out how to get out of that ghastly situation and escape the clutches of the dastardly Hans Gruber. We call this the ‘reaching the Summit’ stage. John encountered many problems and used his wit and resourcefulness to figure out different ways to overcome all of them. Phew!
That’s what needs to happen in your business. Your customers as Heros; they reached the summit and solved their problem with your product.
Who is your customer’s villain? The villain or antagonist is a metaphor for a challenge like coping with pain, lack of sales, or a leaky roof. Other examples could include company red ink, poor time management, lost opportunity, or poor cash flow.
Money management problems, lack of energy, being overweight, or financing problems could also be appropriate depending on the type of business.
When you are crystal clear about the obstacles faced by your prospective customers, take them on a journey of discovery. We call it the Call to Adventure. They’ll check out competitor offerings, and do their research. But until they find you, they haven’t solved their problem.
How did I learn all this stuff? Belly to belly sales in the life insurance industry. I started when I was 19. Although I was wet behind the ears, it didn’t take long before a pro took me under his wing and helped me ramp up my sales.
Learning how to sell an intangible like life insurance, was one of the greatest experiences I’ve ever had. My mentor showed me how to tell stories to stimulate the prospect’s interest and get them to buy.
I learned how to tell stories in such a way that previously nervous and skeptical prospects were asking: “where do I sign?”
What sort of stories? I told stories about recent experiences with clients who lost their partners from accidents, illness, or both. Then I showed them how these folks were ‘saved’ from financial oblivion when the company paid out a large lump sum to the surviving spouse. Blessed relief.