Would you buy from you?

Having a poorly written homepage is akin to showing up for a swanky first date in shorts and flip-flops. It just doesn’t fly.

You have only seconds to make a good first impression with your website’s homepage before that infamous song by The Clash – Should I Stay or Should I Go starts ringing in your visitors’ collective heads.

If you’d like them to run, run away fast, do these five things. Guaranteed, this will make people not only exit your site quickly, but ensure you make no sales.

Talk only about you and what you can do for them – Have you ever been with someone who talks only about him or herself? It’s somewhat annoying, isn’t it? If you want to alienate your readers, talk only about what your business does, how many widgets you provide, how long you’ve been in business, how great you are…. You’ll definitely see your bounce rate go up. (Note: This isn’t a good thing.)

Push the “Buy” button at them too soon – Have you ever bought a car from a sleazy car salesperson? That’s what pushing the buy button too soon reminds people of. Don’t be so desperate that you ask for a deal consummation when you haven’t even gotten through “hello.”

Say the same thing, just differently – There are no prizes for lengthy web pages, so if you must ramble on, do so by adding value and new information, don’t simply repeat the same thing in a slightly different way. But if you really want to bore your visitors, keep repeating yourself.

Market to the world – Don’t know who your target audience is? No problem. Just sell yourself to everyone. The perfect people will filter themselves out, right? Wrong. Marketing to the world doesn’t work. Until you realize this, you will leave sales on the table and frustrate potential customers.

Be boring – Droning on and on in your copy will put people to sleep. This will improve your bounce rate, but only because they’ve passed out before they click away from your site. This doesn’t mean be someone you’re not, but at least have engaging copy that is interesting and mildly entertaining.

If you’re not sure your homepage copy is doing its job, let me help. I’m a copy enhancer – someone who can take your existing words and make them sparkle. It’s taking your words and making them better, stronger, faster. Kind of like making them bionic.

Contact me for more information on how together we can take your homepage from basic to brilliant!

 

© 2012 Sarah Wood

 About the Author: 

Sarah Wood, also known as the “Magic Pen,” and author of “How to turn a No or a Maybe into a Yes” and producer of “Magnetic Phrases,” is a copy enhancer/ writer who transforms copy on your website into sexy and sizzling from boring and blah. For a list of testimonials go to her website and check out her long list of happy customers at www.evolvingadvisors.com . She is also a marketing strategist at overcoming objections for coaches, mentors, real estate agents and entrepreneurs.


5 Critical Objections to Consider When Writing Sales Copy

March 17, 2012 by  
Filed under Coaching, Copywriting, Overcoming Objections

1. “Are You Relating to Me?” Have you branded? Have you researched your target market? This is the critical factor that will make you credible to your audience and make them attract to you. You can never have enough attraction coming your way. You will have researched your target market, knowing what periodicals they read, knowing what their interests are, knowing their concerns and what keeps them up worrying at night. You will be an expert at addressing their concerns. You will have the truth about what they know and they will value you as an “expert.”

2. WIIFM!!! What kind of acronym is that? It stands for “What’s in it for me!” You need to know your product, really well and be able to explain why your product is unique so they should buy it. It might sound something like this, “A new way to transform your business and why nobody else gets it.” What makes you unique?

3. KISS. Keep it simple. Describe your product in plain English. Don’t try to impress with big words or techno-babble. Talk about how you will reveal the best kept secrets,” to rivet their attention. Talk to them in terms of benefits, not only features. Ask them where they want to see their business in a year, something they can envision. Ask them questions such as if they have enough clients or enough income or enough time off or if they are feeling overwhelmed.

4. Testimonials. They are at this point saying “Prove It!” So you have proven testimonials on hand. They will transform any critic’s thinking. These testimonials are written proof that the clients have had remarkable success in working with you, they have improved their income, and their business wouldn’t be the same without you. What else could they ask for?

5. The Guarantee. This is for the prospective client who says, “Yeah, it worked for them but it probably won’t work for me.” It removes all cynicism so they can take the next step forward and carry on through the sale. It lessens all objections and puts everything on a neutral basis. If you make your guarantee for 365 days, even better, it takes the pressure off what a 30 days guarantee does. Most clients will feel relaxed and forget all about it.

How to Turn a No or Maybe Into a Yes!

Have you ever been confronted with “I’ll think it over, it’s too much money, I’m too busy, send me the info, you’re too new.” Of course you have if you are an entrepreneur. And if you don’t know the correct responses, you have “ummed” and “urred,” made up a story, switched the subject or backed away from the sale, usually kicking yourself as you thought of the correct response later. Knowing the responses spells the difference between failure and success in the enrollment conversation.

When I first went into real estate 20+ years ago my friends and family told me how great they thought I would be, so it was to my surprise how poorly I performed at the sales conversation when confronted with an objection. I stammered and backed away. Dejected, I would return to the real estate office and tell my tale of woe to the office manager. He would say, “why didn’t you say this?” When he said it like that, it sounded so simple.

I then made a decision to take him out on all of my presentation calls, knowing I would have to split my commission with him 50/50, I decided it was worth it to gain from his expertise. I became a fast study and was stepping up the ladder of success within 6 months. So I know how you feel. I have been there. You can learn the answers to the three most stubborn objections within 24 hours if you apply yourselves.

REMEMBER an objection rarely means a no. So why do people object? As a means of protection. And why do people need protection? It’s no secret that there are many reasons. They may feel out of their realm of knowledge, feel they haven’t been given enough information, afraid they are going to be taken advantage of, afraid of making a mistake, maybe uncomfortable with the surroundings or the coach etc. Maybe they think it won’t work for them but everyone else. Your job is to make them comfortable through persuasion which I discuss in my book.

Let’s do one. “Send me the information, I’m busy.”

“No problem, insert name, I will send you the information even as we speak, may I ask, is increased profit of interest to you?” See how I caught the prospect off guard? Of course increased profit is of interest. This will now open up the conversation. I also used the person’s name, essential tip number one. Always use the person’s name.

This one is just the tip of the iceberg. I would be happy to help you with more at www.evolvingadvisors.com/products/ebook/ with a bonus for a courtesy consultation to help you naturally construct two answers to the most stubborn objections you’ll ever hear. I hope you enjoyed today’s blog post.

 

© 2011 Sarah Wood

 About the Author: Sarah Jo Wood is founder of Evolving Advisors Inc. and author of ‘How to turn a No or a Maybe into a Yes!”  Her coaching program teaches entrepreneurs like you to overcome objections so you can sign up all the clients you want, fill your practice, and increase your bottom line.  To begin supercharging your sales, download your complimentary sales package today at www.evolvingadvisors.com.

Three Tips to Overcoming Objections

Do you stand up when there is a standing ovation?

If you learn about why you do this, you can use this proven formula in your marketing to reach more clients and make more money . Did you know in some theaters there are professional clacques used to start clapping and start standing up to get the other audience members to stand up for ovations?

Do you look around yourself to see if others are standing up or do you just stand up on your own?

This strategy is called Social Validation. It suggests that 95% of us are imitators and 5% of us are initiators. Here is another example of it. A restaurant in Bejing asterisked certain items on their menu as most popular and at the end of the month they discovered that these items had risen in popularity by a whopping 13%.

I am sure you have seen at Amazon.com when you purchase a book online, It shows you other similar books that are also popular.

So how can you use this in your marketing? I use it in my response to objections. If someone says, “It’s too much money…,” I then respond with something like this: “Many of my clients felt that way at first but changed their mind after…”

See how I said “Many of my clients.” That is social validation. People like to do what other people like to do. They are joiners. It has been proven they like to buy what other people buy also. It makes them feel safe, a secret formula for you to use in you marketing.

Another tip to use when you are dealing with objections is to isolate the objection. By this I mean make sure there aren’t any other objections standing in your way. Here’s what I mean. “Insert Name, may I ask, aside from the price factor is there anything else standing in your way of making a decision today?”

You have now eliminated “I want to think it over; I have to talk to my partner, etc.” You and your prospect are now gaining momentum, without pressure.

Use benefits instead of features. Let’s pretend we are in the stereo store eavesdropping on the sales clerk who is citing off the features of a new stereo system to a young couple. It has turned into a major yawn-fest for the young couple, who are thinking about dinner instead of the stereo unit. If only he would say something like, “Imagine, lying back in your own living room, listening to the Boston Pops, with this unit you would be so thrilled.” The latter statement evokes the senses where as the list of features doesn’t.

Benefit statement sound like “earning more income, taking more time off, adding clients etc.” Try to talk about the benefits in your descriptions. “My last client got a lot of new clients using my product.”

I hope these tips have been helpful for you. They can be found in my book, “How to turn a No or a Maybe into a Yes!”

 

© 2011 Sarah Wood

 About the Author: Sarah Jo Wood is founder of Evolving Advisors Inc. and author of ‘How to turn a No or a Maybe into a Yes!”  Her coaching program teaches entrepreneurs like you to overcome objections so you can sign up all the clients you want, fill your practice, and increase your bottom line.  To begin supercharging your sales, download your complimentary sales package today at www.evolvingadvisors.com.

Do you feel guilty about enrolling????

When most people think of enrollments, particularly in one-to-one enrollment conversations (think free consults), they typically experience a feeling of guilt or shame.

As if they’re somehow duping or manipulating someone else into doing something they want to do. Or they feel self-serving, like making a sale, and reaping the financial rewards, is somehow a negative thing. But I’m here to shake up that line of thinking, and to do that I need to break something to you that might be a bit hard to hear.

Thinking of sales like this, in a way that makes you feel guilty about the enrollment, only hurts everyone:

You – because you aren’t bringing in revenues, and without revenues, your business doesn’t even have a chance of surviving.

Your prospects – because they aren’t getting the help they NEED in their lives.

Let’s face it: the idea of sales as self-serving is actually selfish in and of itself. Because it’s NOT all about you. Yes, selling your products and services will help you, financially and perhaps emotionally (in the satisfaction of helping others). Read more

Numbers are in a league of their own!

Know the statistics in your business and use them in overcoming objections. Numbers and statistics are perceived as facts. What is the range of time it takes you to achieve your results? How many people have you helped? How long have you been in practice? How many coaching clients do you sign up per year?  What is your retention rate?  If you can make powerful statements like “MOST” of my clients choose_____, they will most likely want to choose that also if they are convinced you have a good coaching practice.

Clients want to feel included in what the majority is doing, another example of social validation. They want to feel important, a part of something. If everyone else is doing something and they decide to do it too, they feel safe.

Maybe coaching clients who commit to a yearly program rather than less have better results, and you have statistical results to prove it. The point is to be a statistics analyzer in your business and be able to educate your client, so that she/he will be comfortable fitting in and “belonging” to a statistical group and will want to say yes.

Numbers are the most important impression you will leave on your client so it is important to know your own numbers.  Numbers mobilize emotions in people if they are used correctly.

Just look at the magazines and you will see “7 tips to…” or “5 Insider Secrets” or “21 days to a Firmer You.”

I give lots of number examples in my responses that you can customize to your own business. I talk about return on investment, number of coaching clients, number of products, and number of repeat clients.  Numbers are more powerful than descriptive words.  Please don’t underestimate them in choosing the kinds of responses you work with.

Before:

I have a lot of coaching clients who sign up every year.

After:

I have 15 coaching clients in my practice right now and 12 of them say they will stay on with me.  Soon I will have to have a waiting list.

See how inserting numbers and quantifying it, makes it interesting and credible, making you the desired expert.

If you have 3-4 you could say you are:

30 % filled and have vacancies and are offering a limited special to the first three who sign up.

If you’re just starting out or don’t have any numbers, you can always get numbers from your industry, and from star performers in your industry.  You will not be “borrowing” their personal stories.  But you can quote their results as an example of how powerful your service can be.

Sarah Jo Wood is founder of Evolving Advisors Inc. and author of ‘How to turn a No or a Maybe into a Yes!”  She fills practices through enrollment conversations.  Her coaching program teaches how to overcome objections so you can sign up all the clients you want and increase your bottom line.  She’s been an entrepreneur for over 20+ years and awarded consistently.  She is a dual citizen of the U.S.A. and lives in Toronto, Canada, with her b/f and four pets. www.evolvingadviser.com

7 Tips for overcoming objections – most conversations are won or lost at the objection stage!

  • The golden rule for responding to an objection is to make the client your friend.  This can be stated as empathizing with your client, don’t ever argue you will win the argument but lose the client, once you have made the client your friend they will feel included and safe proceeding with you.  It can be done in all kinds of ways such as, “I see your point, Jim or That makes sense to me, Michele.”
  • Another essential to do is isolate the objection by repeating it back and asking if there are any more objections.  An example would sound like. “So let me see if I have this right, you want x amount of coaching consults but can only afford x amount of money, aside from this is there anything else stopping you from signing up today?
  • As they say things like Wow through your presentation, stop and say “I see it didn’t take you long to think about that, did it.”  Repeatedly saying this through the presentation makes it difficult for them to say “I want to think about it” at the end.
  • Always be sure to use the person’s name in every sentence.  It is critical that we use the person’s name to ensure that they feel included.
  • Take three seconds before answering the objection, so it seems like you are giving it some thought.  If you reply instantly it sounds defensive.
  • Always be overcoming objections in your presentation.  For instance maybe you are a little more expensive. Anticipate this in your presentation.  Maybe you offer certain benefits but not others, so anticipate these in the presentation with such statements as:

“You are probably wondering…”

“You might be thinking . . .”

 “If you’re worried about . . .”

 “A concern I often hear at this point in our conversation is . . .”

  • Always ask for consensus before asking for enrollment.  For instance ask questions like:

“Does that make sense to you?”

“How does that sound?”

“What do you think of that?”

“Are you in agreement so far?”

 

Sarah Jo Wood is founder of Evolving Advisors Inc. and author of ‘How to turn a No or a Maybe into a Yes!”  Her coaching program teaches entrepreneurs like you to overcome objections so you can sign up all the clients you want, fill your practice, and increase your bottom line.  To begin supercharging your sales, download your complimentary sales package today at www.evolvingadvisors.com