Convince People to Buy Your Product or Service

Is there a store that you love so much that you have a hard time going inside without buying a million things that were not on your list? For me, that store is Target. And if you don’t have a Target near you, I’m so very sorry. It’s the best place on earth.

Honestly, I normally go to Target with a very specific need. Maybe it’s some toothpaste or a pair of socks. I wind up towards the checkout counter with so many things in my cart that I start to question as I get closer and closer to the checkout, do I really need all of these things? Do I really need that box of scented candles? Do I really need all of those markers? Do I really need those pair of shoes that are on sale? And if I decide that I don’t need them, I take them out of my cart and I put them back on the shelf, granted not the right shelf. I try to do it sneakily, so nobody sees me.

I’m wondering if you have the same problem. I’m really hoping I’m not the only one, but what I do know for sure is that this is something I call reshelving syndrome, and it’s something that your clients and customers are doing when they read your sales page. Reshelving syndrome is simply that voice in our head that tries to be the voice of reason and ask us, “Do I really need this thing that I’m compelled to buy right now?” We try to prevent ourselves from making impulse purchases, which is great, but this voice can also prevent us from buying things that are going to give us what we really want.

It’s your job to overcome these hesitations and address reshelving syndrome on your sales page, and I have got four ways that you can do that right now.

1: Step back.

I want you to look at your offer and I want you to ask yourself, really honestly, is this an offer that people really want? Is it solving a problem that my audience really wants to be solved and I know that because they’ve asked me to solve it, or did I look at my passions and talents and create an offer based on something that I really want to do? Now, in the best world, it would be both, right? But in most cases, you’re going to need to create an offer, even if it’s not exactly the way you’d want to do it, it has to be what people want. That’s the most important.

2: Focus on the benefits.

For every feature of your offer, you need to give me the reason why that feature exists. People don’t really care that your ebook is 25 pages or that it’s a six-week course. They trust you that that’s the best way for you to communicate what you need to in order to get them the result that they want, but what they really care about is why is it six weeks? Why is it 20 pages? What is included? What am I going to learn? And how is that going to give me what I want?

Let’s say that you have a personal finance program that helps people to get out of debt, and let’s say that one of your lessons is about how to consolidate your credit card debt. Well, people don’t really care about learning about that, right? But what you need to tell me is why I should care about learning about consolidation. What is that going to give me? How is that going to help me to reach my ultimate goal? And that’s what you need to talk about on your sales page.

3: Give people a reason to decide now.

It’s amazing how humans function. We like to wait and wait and wait to make decisions until we’re given a deadline and then we wait until the very last minute to actually do what we need to do. We fill up the full space allotted in order to make that decision. As long as I know that those shoes are still available at Target, I don’t really feel totally compelled to buy them. If I don’t have a specific event that I need them for or I have a pair of shoes that can serve the purpose that I need, I’m not convinced that I really need to buy them. By giving people a date or time limit to buy your offer, you’re forcing them to make a decision whether that decision is yes or no, and that’s totally fine and up to them.

4: Show people that you understand the problem that they’re facing.

If you’ve been through the same problem that you’re helping your clients and customers to solve, it’s a great idea to share that story with them. I’m always amazed that when I share my stories of struggle and overcoming and triumph, that people always love them and they often mention that they’re their favorite parts of my webinars and sales pages.

Another way that you can build trust with your audience is by getting testimonials from your past clients and putting those on your sales page. Testimonials really are worth their weight in gold, and you do not want to have a sales page without them.

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How I Organize My Entire Business

In this blog post, I’m going to show you how I organize my entire business. So we’re going to go over my physical office space, how I organize my digital files and even my to-do list. What I want you to know starting off, is that I am not naturally the world’s most organized person. It does not come easily to me. So I’m hoping that because it’s not something that comes easily to me, I’m actually going to be a better teacher of giving you strategies that you can use for yourself as well.

I know some people said, “It looks pretty tidy.” This mess and this mess drive me crazy. This is what I want to take care of today. All right, it’s looking pretty good, and let’s talk about the must-have elements for me for having an organized home office that is totally functional. So number one, everything must have a place. And I’m not the best at this, I’m a rule breaker remember? I like to change things up, I move my furniture all the time, I reorganize things all the time. I love that, it’s part of my creative passion to change constantly. But if I show you what my shelf looks like or my drawers look like, ideally everything has a spot, so that when I do pick up or I do want to put things back I know exactly where to put them.

Now let’s talk about organizing your files and paperwork. First of all, for any tangible, physical papers and paperwork, I have one place and one place only where I put those documents, and it’s just my inbox, my physical inbox in my office right behind me on a shelf. All the papers go there, and then I sort them when I get around to it, to be honest. But how about those digital files? So let’s dive into my Google Drive so I can show you how I have everything organized in my business.

Now we’re in Google Drive and this is inside of my folder for the entire business. So we divide everything into either operation or offers, or marketing. And in operations, we have things like our metrics, any kind of legal documents we need, budgeting and finance stuff, team operations, et cetera. In our offers folder are all of our products, and when you go into those folders it would be all the documents I need for each one of those products. And then finally we have our general marketing stuff. So this is where we have all of our blog documents, I write all of our video outlines and scripts and ideas here, all of our headshots and photos and graphics go in here. So I can easily find any headshots that I want to pull up because I know exactly where they’re located.

There’s one more thing I wanted to talk to you about, and that is how I manage my to-do list every single day. So we use an app called Asana, it’s totally free, to manage our entire business and do all of our project management. But then I actually have a physical planner here that I write in every day and put my to-do list right in this planner.

I log into an Asana every single day in order to check on my list of to-do’s and make sure that I’m up to date with everything that I need to get done. So what I do is, I’ve created a little save search here of just pulling up the things I need to get done on that day. And as you can see, there’s a lot of video stuff that I’m doing today. And I’ll just look at this and this is the stuff that I will then go and put into my paper planner. And when I plan my week, I have a project called To-Do This Week. So I’ll click on that and then I can actually outline my entire week all at once and make sure that I’m on top of all of my tasks.

Those are the main things that I do in my business to make sure that I am functioning at my highest level of productivity, and that I am completely organized even though the organization does not necessarily come naturally to me.

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How I Booked 3 Months of Clients CONSISTENTLY

You know that cycle where you hustle your butt off to get clients, and then you hustle your butt off to work with the clients, and then you stop working with the clients and realize that you don’t have any more clients, and then you freak out about how you’re going to make your rent payment this month? We have all been there. It’s a completely normal part of business, but what is not normal, however, is staying in this cycle for too long. The trick is to book our clients for a few months in advance. I’m going to share my four best strategies for booking out consistent clients in this post.

When I sat down to think about what I really did to take my business from struggling to have consistent revenue to 1.5x-ing my revenue every single year, I realized that there were four main steps that I took, four main things that I did to make that happen. The first step, which is the least sexy and the one you’re probably going to avoid the most and is probably the most important, is that I niched way the hell down. Picking a niche is not picking an industry. It’s not about picking something to do that has a ton of competition. The opposite, in fact. The way to get consistent clients when you’re a bootstrapping business owner getting started and trying to make a name for yourself is to conquer a niche that doesn’t have a ton of competition, yet people are craving.

Here’s the trick to niching down. Look at your industry that you’re currently in, whether it’s wedding planning, or web design, or photography, or whatever, and ask yourself, what is the sub-niche that I’m going to conquer within this industry? Then you’re going to go one step deeper. Now that you have that sub-industry, I actually want you to solve a specific problem within that sub-industry.

Okay, so when I did this, for example, I was a copywriter for entrepreneurs. That was my industry. My sub-industry is that I worked with creative service providers who had online-based businesses, sub-industry, and then very specifically I decided that I was going to focus only on sales pages for those people. A big sign that you are not niched down enough is if your potential clients and customers are price shopping. This means that they’re looking at a whole bunch of people in your industry and then going with the cheapest option.

Step number two to consistently booking out clients for months in advance is to show the F up with consistent and valuable content. I don’t care what vehicle you choose for your content, whether you want a microblog on Instagram, or write a blog on your own website, or do YouTube videos, or podcasts, or whatever. The key is that you need to show up and you need to show up consistently wherever you are creating content, and that content has got to be valuable for your target clients. I cannot tell you how powerful this is to have an array of blog posts, or podcasts, or videos that are already answering people’s burning questions. It makes you look like such a pro.

And that allows me to do step number three, which is a big one for service providers, and not enough service providers are doing this, is I would run promotions for my services. Now I am not talking about discounting your services, and giving people coupons, and dropping the price. Hell no. There are other ways of doing promotions for your services that will help you to get a slew of clients all at once and book out a couple of months of clients at a time. I like to call this doing a popup promo, and the puppet promo is something I teach in-depth in my program, Yay for Clients, but for the purposes of this video, I want to give you a rough outline of what that might look like for you.

When you do a popup promo, what you want to do is create a limited time offer. This could be offering a service like a mini service that you don’t normally offer. You could offer it for just a week and only have a limited number of spots, which is another way that you can get more people signing up to work with you. Or what I also love to do is run a promotion before I raise the price of my services. So let’s say I’m going to raise my service price from $500 to a thousand dollars. I would do a promotion around that before I raised it to a thousand dollars and get a slew of clients in at the $500 price. Whenever I did this for my signature services, I was able to book out at least two months of clients at once, which still allowed about a month of time for organic clients to come and hire me as well, and so it always had a steady stream of client bookings.

My fourth and final step for you to get your business booked out for months is to do what you say you’re going to do. It is astonishing how many service providers fall off the face of the earth while working with their clients, and oftentimes it’s not that the service provider is trying to be really shitty, it’s just that they don’t realize how important client communication is for their clients.

I have got a serious tip for you here, which is that communication is more important than quality. Meaning, you communicate with your clients regularly, and keeping them updated on the progress of your work is actually more highly correlated with client satisfaction than the quality of your work. So yes, there are always ways that you can go above and beyond for your clients and send them gifts in the mail and make them super duper happy, which is awesome. However, essentially you just need to do what you said you were going to do, and show up on time, and give them stuff, and maybe go like a little ounce above and beyond and you are going to do amazing.

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