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We've all seen those old-school sales pages with yellow highlights, screaming red text, and a slew of "BUY NOW" buttons, and that's often what comes to mind when we think of copywriting. While that type of sales page can be effective, it is not the only way to generate leads.
In fact, by being more subtle, you may find that you generate more interest—and possibly more sales.
Stories are popular.
Stories are an effective way to entice readers to click through to your sales page. These can be your own or other people's stories, with the goal of assisting your readers in seeing themselves in the same situation.
Did you assist a client in transforming her chaotic household into a calm oasis by improving her organizational skills? Her story on your sales page will generate more clicks than any amount of yellow highlight you can purchase.
What about the time you threw out your entire business plan and started over because you simply weren't interested in your work? Your prospective business coaching clients will be eager to learn more and will click through without prompting.
That is the power of stories, and you can use them anywhere: in blog posts, emails, sales pages, and even videos, social media, livestreams, whatever you want.
Be Genuinely Beneficial
Do you want to establish yourself as the go-to person in your field? All that is required is to assist others. Respond to questions on social media, volunteer to speak to groups in need of your counsel, and write blog posts that address the most common issues your readers face.
By donating your time and knowledge, you will reach a large number of potential customers who may require your services in the future. Who will they seek help from? That very helpful person who has gone out of her way to help in the past.
We're not saying you have to volunteer all of your time, but if you really want to show off your skills, nothing beats a little volunteer work. Don't believe us, Just ask Dr. Maureen Orey - who quantified the ROI of Volunteer Leadership. Her research and dive into the ROI quantified it at 246%, you can learn more about her here: www.wlpgroup.com
A colleague, past client and an incredible leader who has done amazing work in the space. She has done so much work in resilience and in the space of leadership it's incredible to know here. I mean, who do you know that gets dissertation of the year? I didn't until I met her.
Keep in mind, you will not only make an impression on the person you assist. But chances are she'll share it with her friends as well, broadening your audience even more.
Of course, this does not rule out the use of a strong call to action in your business. On sales and opt-in pages, "Click here to buy" and "Learn more right now" are still useful (and even necessary). The key is to understand when to make a subtle offer and when to provide a little more hand holding.