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Marketing

Did I find Amy Porterfield or did she find me?

October 15, 2016 by Nancy Fields Leave a Comment

summer holidays and vacation - girls with drinks on the beach

I just purchased a training series on how to create a webinar.

My pain?

  1. I want to launch my first online product but the “webinar thing” is holding me back — it’s intimidating.
  2. I want an expert to show me the ropes so I don’t waste time, or
  3. get bogged down with tech problems.
  4. I also want to present confidently.

Down the sales funnel

In May, 2015, Michael Hyatt hosted a webinar presented by Amy Porterfield. She talked about how to use social media in a stress-free way.

I didn’t buy what she was selling, but liked what she had to say.

Since that time, her name has come up in other circles from people I respect.

Ready to buy

I love learning from webinars. I also buy products after attending webinars.

So if…

  • webinars motivate me to buy, and
  • I want to grow my business through online webinars,

and…

  • I was ready to buy training that will walk me through creating a webinar, plus
  • help me present webinars with confidence…

I chose Amy’s product because…

  1. she presented confidently and
  2. convinced me her program would ease the fear and intimidation of presenting a webinar.

Ready to do the work

Life often ‘gets-in-the-way’ the minute we sign up for self-improvement of any kind, but Amy Porterfield is smart.

The third email I receive after signing up for her course was full of mindset tips on how to get started, and how to keep going. Chances are I’ll be learning a whole lot more than just how to present webinars.

So glad we found each other.

 

Filed Under: Marketing Tagged With: Amy Porterfield, launch products, Michael Hyatt, webinars

Your Highest Converting Web Page

October 4, 2016 by Nancy Fields Leave a Comment

Photo of plants growing from pots forming arrow isolated on white

  • It’s not your home page.
  • It’s not your products page or your sales order page.

Curious?

Your highest converting web page is the one page people actually read on your website– it’s your About Page. 

We’re all naturally curious about each other. If we weren’t, People Magazine would not be the most dogeared publication in your doctor’s waiting room.

So, if people read your About Page, from top to bottom, doesn’t it makes sense to…

…tell them, what’s in it for them?

People need to see themselves in your About Page. They want to know, “What’s in it for me?”

Tell them a story and make a connection.

I’ll bet the last time you read someone else’s About Page, you didn’t remember where they went to school, or what company they worked for unless you, too, had an affiliation with that place.

Where to list your credentials

List your credentials and advanced degrees at the very bottom of your About Page unless your education or place of employment is important to attracting your perfect customer.

If it is, weave your credentials into your story — as long as you also say…

  1. how it helped you solve your client’s biggest problems, or
  2. how it helped your client reach their desired outcome.

Victoria’s shocking comment

“If I had read that crap I would never have hired you!” railed Victoria.

“But Victoria,” I countered, “the online marketing gurus say to make the About Page more personal.”

Victoria was not impressed. She is a recruiter, and a career / life coach. She helps people find jobs and coaches them how to interview so they can get the job of their dreams.

We were working on her About Page to put some of Victoria’s personality into it, but she was right — mine had too much “crap” in it, so I re-wrote it.

Be interesting, be engaging, and tell me a short story

Tell me why…

  • I should spend my valuable time and resources on you

Tell me how…

  • you solved your perfect client’s biggest problem, or
  • how it helped them reach their desired outcome

TIP: I need to see myself in your story. The perfect response is, “She (he) sounds just like me!”

Tell me what…

  • is in it for me and how my life will be better for having worked with you

That’s what your perfect customer wants to know, and that’s how to make your About Page your highest converting page on your website.

 

Filed Under: business, Marketing, WordPress Tagged With: about page, highest converting web page, Victoria Travis

How I Created Over 80 Headlines Fast

September 14, 2016 by Nancy Fields 2 Comments

Boy Speed Driving in Box Car

I joined Jeff Walker‘s Launch Club in November 2015 to learn how to launch products and services online. Instead of doing things my tried-and-true way, I did what Jeff recommended.

My thinking was, if I’m paying an expert to show me the ropes, shouldn’t I follow their advice?

Lessons Learned

In the past I’ve written headlines after writing my blog post, web page, or e-book. Following Jeff’s advice I did just the opposite and achieved greater success.

How I Created Better Headlines — And More of Them

I first reviewed my notes about my perfect customer and thought about their problems and struggles.

Having only an vague idea of the type of product I wanted to create, I filled-in-the-blanks on headlines such as:

  1. How to_____________(solve a problem or achieve a dream) without ______________(normal undesirable solution)
  2. How to _____________ in 5 minutes
  3. 7 Ways to ________________(do something)

Jeff gave us eleven fill-in-the-blank headlines, and recommended writing out 50 possible headlines from the samples.

Some fill-in-the-blank headline examples seemed easier than others, so I kept writing until those headline ideas stopped flowing. By the time I finished I had 81 headlines! 

Not all were great, and it was difficult narrowing the list down to my top 10.

The next task was putting my top 10 headlines in front of a group of prospects to find out which headlines they liked best. Out of 45 people, one headline emerged as the winner — but only by one vote.

My biggest surprise was that the headline I thought would come out on top, ended placing near the bottom.

Headline Crafting Resource

How To Write Copy That Sells: The Step-By-Step System For More Sales, More Customers, More Often is a new book from an accomplished and seasoned copy writer, who also happens to be one of Jeff Walker’s Product Launch Formula superstars. 

In his chapter on headline creation, Ray Edwards  includes a headline template. I’ve also used Ray’s template to help me write better headlines:

  1.  The “How-To” Headline
    1. How to Write a Blog Post Every Day
  2. The “Transactional” Headline
    1. Try These 5 Tactics for a Week, And be Twice as Productive
  3. The “Reason-Why” Headline
    1. 7 Reasons Why You Should Be Using Social Media In Your Marketing
  4. The “Probing Question” Headline
    1. Why Don’t Doctors Get Sick?
  5. The “If-Then” Headline
    1. If You Can Follow a Recipe, You Can Write Better Headlines

Writing Headlines Not Your Thing?

Last week I spent the most enjoyable 2 hours writing headlines with my website client Victoria Travis. She needed to jazz up her sales letter and asked for my help.

Much to her surprise we started with the headline.

30 minutes into our session she protested, “This is hard. I don’t think I want to do this any more. Can’t we just work on the letter?”

We did work on her sales letter, but only after a few more attempts to draw out some stronger headlines. By the end she excitedly said, “I love my sales letter! I want to give you a testimonial!…

When I work with you, I feel I can say how I feel and you don’t ever seem to take it personally. That way I can stay in my ‘creative’ pre-frontal cortex and together, we create the very best work!”

Do you need help writing better headlines?

I’m not only a graphic designer who builds WordPress websites with all the bells and whistles, in my 20s I was also an editor at Glamour, Weight Watchers’ and Mademoiselle magazines — and I love helping people tweak their headlines and web copy.

Contact me by phone or email. Let me know how I can help you.

 

 

Filed Under: Blogging, business, List Building, Marketing Tagged With: headlines, How To Write Copy That Sells, Ray Edwards

Top 3 Things I Learned at Jeff Walker’s Launch Club Workshop

May 2, 2016 by Nancy Fields Leave a Comment

illustration man pushing handcart with 4 boxes

It’s Not About Me

It’s not about me — it’s about the change I can manifest in my customers’ lives.

Sales and marketing gets such a bad rap for being sleazy. That’s a shame because I’m not in the business of trying to pull a ‘fast-one,’ or sell an inferior product: and neither are my clients. In fact, the glue that binds me with my perfect customers is our sincere desire to make life better for others. And that’s what we need to articulate.

People hire us because we can solve a problem for them. Our credentials and skills are secondary.

Once we can articulate the transformational benefits of how our service or product will make people’s lives better, we can begin to build the business we were destined to build, and serve the people we were meant to serve.

Best Copy Writing Tips from Ray Edwards

  1. Because sales and marketing is “all about you,” I need to write in such a way that makes you feel I’m talking directly to you. So, if I’m telling a story about me, I need to relate to your pain or aspirations.
    If I’m successful at telling my story, you will say, “Me too!” not, “So what?”
  2. Copy is never too long, just too boring.

Are You Operating Out of Fear or Faith?

Also from Ray Edwards

Every emotional response that we have is based on:

  1. fear, or
  2. faith

The more we’re operating out of faith, the more confidence we will have that things will work out in our favor because fear…

  • under values our product
  • makes us grumpy

Seems like there’s only one choice!

Filed Under: business, Marketing Tagged With: Jeff Walker, Launch Club, Ray Edwards

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