Welcome to Week 2 of Value-Centered Sales! I’m so proud of the work
you did last week and the AHA moments you had.
This week we’re taking the value you identified in week 1 and we’re
leading with it in your copy and content!
We must begin our sales process through our copy and content before we
ever even interact with our ideal clients. It’s crucial that you know how to
lead with that value and communicate it to your potential clients.
I believe that a value-based sales process is completely focused on
building relationships with our potential clients, and step one to building a
relationship is communicating with our tribe!
Though we can’t jump on the phone with everyone in our space and
audience we CAN build relationships through our copy and content.
Our job is to communicate our unique value THROUGH this content and to
help people to get a result, feel a connection with us, and see our unique
skills before they ever pay us a dime.
Today, I want to focus on doing that in two ways…
The first is through your website and sales copy.
The second is through your content for blog posts, social media, opt-ins,
etc.
However, both of these tie back to what we talked about last week… being
able to convey our value in different ways… the first being…meeting our
clients where THEY are at and the second being that we can show them
the result that they want and talk about our particular process to get them
there.
So in your content and copy I want you to always remember to be tying it
back to those things… the results our potential clients most want NOW and
our unique process to get them there.
Now, let’s dive into your website and sales copy. This is a place that trips a
lot of people up because we are all SO familiar with the work we do that
sometimes we communicate it in a really unclear or complicated way.
For example, we are IN IT so we see the many layers, the different ways it
can look, the different outcomes that our clients have achieved, the
different ways we support our clients, etc.
However, for our potential clients who are reading it and who aren’t IN IT…
it can be incredibly confusing.
So my best tips when it comes to your website and sales copy are to….
Keep it simple, know where your value is, and take your copy through the
“so that” or “if this then that” test.
When I say keep it simple, I mean write it like you’re writing to someone
who has NO IDEA what you do. Like we talked about last week, many of
our ideal clients don’t come to us sharing our exact same understanding of
our process and they’re simply not bought in yet. By over-complicating it or
assuming they’re bought in we’re missing out on an amazing opportunity to
keep it simple, and show them how we can help them with their most
pressing problem.
Again, the problem and the result for that problem are likely rather boring
and won’t feel exciting or unique. But when we talk about our process and
put personality into our copy that’s when we get to put our unique and
creative stamp on it.
One thing I personally do to make sure my personally is in my copy is to
voice dictate what I’m thinking of writing into my iPhone and then edit from
there. That way it SOUNDS like me talking to them, rather than writing
really formally.
So keep it simple, know where your value is, and use the “so that” test.
When most people write copy they talk about the process ONLY and leave
out the results. For example they might say something like…
I help my clients create an amazing launch plan for their course.
There’s nothing wrong with that but it doesn’t convey the RESULT to our
clients who are coming to us for a solution to their most pressing problem.
Now if we add “so that” to that sentence it changes that.
So, I help my clients create an amazing launch plan for their course, so
that they can fill their course with more ease and ditch the overwhelm.
Now THAT is what they’re paying us for right? We can get them bought
into our process, but they’re paying us for the “so that” solution.
One more example,
I help my clients create a vision for their brand and a way to showcase it so
that they can create a website that they’re proud to share and that brings in
the clients they desire.
Again, including your process AND the “so that” result is so key to making
that resonate with your potential client.
This week you’ll have a worksheet that will walk you through more of your
expressed value and “so that” statements.
Now, let’s dive into content.
Your content is your blogs, social media posts, emails, and even videos
and is a place where you can demonstrate your value in a BIG way.
The number one rule for me with value-based selling and building that
relationship with your content is to give your potential clients a result
before they’ve ever paid you a dime.
When you can demonstrate your value in that way it becomes a no-brainer
for clients to want to work with you.
I can’t tell you how many times my potential clients have gotten on
discovery calls with me only to tell me they got XYZ result from my XYZ
content and basically they’re already sold on working with me because of
that.
Now, for some of us this can be easier than others but ALL of us have the
ability to do this and to showcase our unique skills and talents in our
service-based business.
The other important thing with content is to put it out consistently. Now,
consistency can look different for all of us, but it’s part of building that
relationship. Whether that’s daily social media posts, a weekly email, etc.
is up to you but being able to routinely get your message our there.
I included my content planning party for you to work through this week to
get a PLAN for your value-based content in place. Now, this will take a little
more time than most weeks in this course will, but I really encourage you
to complete it because consistently putting out content is transformative to
building relationships and show-casing your value.
I’d also love for you to take a look at your current opt-in and ask yourself…
what is the result I’m giving my potential clients through this before they
ever begin working with me?
This week you’ll have the opportunity to work through your copy worksheet
as well as the Content Planning Party.
I’d love for you to share in the group… what are your 5 value statements?
What challenges or questions do you have around this? Let’s support each
other in figuring that out leading with your value in your copy and content.
Don’t forget you can also bring your questions and requests to the weekly
call where we will walk through this together.
Talk to you in the group and on the call this week!