Do you worry that you can’t promise concrete outcomes on your sales pages? Do you freak out about having to choose between either overpromising results that you can’t guarantee, or losing out on sales?
Mandy Galbraith from The Flow Dimension (http://www.theflowdimension.com.au) had those concerns, and I’m answering them for her (and you) in today’s sales-page-related reader question.
Mandy Galbraith helps women in business to achieve more by slowing down and working in their flow. However, she worries about not being able to promise concrete outcomes on her sales page. Mandy says, “I have a problem with promising concrete outcomes. The process I use means the shifts are often subtle in the short term, and take time to become real changes for my clients. How do you get that across without being wishy washy on your sales page?”
This is a tough question, and it’s one that many holistic and energetic healers deal with regularly. My answer in a nutshell is a combination of, “Be honest, and qualify the results you talk about, but don’t be afraid to mention them altogether, either.”
Here’s what I mean.
It’s essential to realise that whatever you sell, people don’t actually buy your service or product. Instead, they buy whatever that service or product will do for them. That means they buy the benefits, the solution to a problem, or the feeling they’ll have after using your product.
In other words – they’re buying an outcome.
So, for example, if you’re a massage therapist, your customers aren’t buying “a massage”. They’re buying the experience of being pain-free, or of being able to lift their arms above their shoulders again.
If you’re a business coach, your clients aren’t buying “coaching”. Instead, they’re buying “more clients” or “more sales” or whatever it is that your coaching promises to achieve for them.
And product-based businesses are the same. People don’t buy earrings – they buy the feeling they’ll get when they wear them. They don’t buy art – they buy the joy of seeing the work in their home, and the experience of showing it off to their friends and family.
It can be really hard for heart-based businessfolk to talk about those kinds of outcomes in their sales pages (and other marketing copy) for several reasons.
For a start, your client’s success is often at least partly up to them – and that’s out of your control. If they don’t implement the tools you give them, they simply won’t see the outcomes you want them to have.
Secondly, not every method you use will work for every person. Not every situation/client will create the same results, which makes it super hard to promise particular outcomes.
And thirdly, as Mandy mentions above, sometimes the immediate results you create are subtle, and the concrete results only come with time. Sometimes it can be quite a while before a client realises that it was YOUR work that shifted things for them.
If promising concrete outcomes is an issue for you, I’d suggest starting with your existing clients. In particular:
Above all, don’t worry that by mentioning a concrete result on your page, you’re automatically promising that result to everyone. It’s OK to qualify the results you talk about (more on that in the next section) so that you feel honest and in your integrity.
Just don’t let the fact that you can’t guarantee a particular result to every single person stop you from talking about it at all.
Feeling clearer about the ultimate concrete results that your ideal clients want (and that you’re reasonably confident you can deliver to most of them)? Excellent. Now it’s time to think about whether you need to qualify what you’re promising, and how you’ll do that if so.
Again, the key is to be honest and informative and then let people make their own educated decision. Be careful not to sell yourself short just because a certain outcome may not happen for every single client.
I hope that helps to answer the question of what to do when you’re not comfortable talking about concrete outcomes, Mandy!
For everyone else who’s had this question, if you still need help, it probably comes down to two possible issues:
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