This week, we’ve been talking about the simple formula to a successful online business + how to make your online presence work for you. Your sales funnel is broken, and today we need to talk about why.
Too often you get caught up in doing for doing’s sake in creative business. You might make products even though your current inventory’s not moving (making for making’s sake), post status updates online even though what you’re saying isn’t connecting (marketing for marketing’s sake), email because you know you’re supposed to (emailing for emailing’s sake), and research everything you can find online to try to make what isn’t working work already (training for training’s sake).
That’s scrambling, my friend. And you’re better than that! Your work deserves more attention, your time is extremely valuable, and your business is meant to give back! So, let’s look at what’s not working.
The Sales Conversation
Remember the customer flow chart (aka “the sales funnel”) I shared a few days ago? It should be having a constant sales conversation for you – meaning, in your absence, the business should still be selling.
But, I bet it’s not doing its job.
Before we talk about sales conversations, allow me to show you a glimpse into the buying process. First, let’s look at the buying process in the physical world. When you leave your house to go shopping for a specific item in an actual store, you …
- Enter the store,
- Scan the aisles for what you want,
- Spot the item you’re looking for,
- Pick it up and handle it, and
- Decide to buy
Now, we’ll look at the buying process for online shopping, which is somewhat similar. When you shop online, you …
- Search for the product you want,
- Scan the storefront or website,
- Click on the item that interests you,
- Read about it, and
- Decide to buy
Regardless of where you’re checking out – store, website or online storefront, what’s important to notice is the underlying movement of the buying process. There’s a pull, a driving force, a strong desire to the product, and then later, the decision to buy.
Attract, Connect, Convert
Attract, connect, convert! I’m chanting over here! Look at all the questions we constantly ask in creative business:
- How do I get people to my website?
- How do I convert views into sales?
- How do I get fans to see my posts on Facebook?
- How do I get social media fans onto my email list?
- What am I supposed to say in email broadcasts?
- How do I find new customers?
- How do I make more sales?
All of these questions mean that you have the gears of an online business in place, but they’re not moving. They’re static, stalled or stuck. They’re failing to work together.
Enter copywriting. I know what you think copywriting is – you probably know the textbook definition of it, which is to write in a persuasive way that markets, advertises and raises brand awareness. And yes, it’s all true, but it’s so much more than that.
Copywriting is the language that builds relationships online.
Contrary to popular belief, it’s not about getting cute or clever with words. It doesn’t matter whether or not you consider yourself a “good writer”; anyone can do it well. And it’s definitely not a pushy or spammy trick to sell.
Good copywriting adds movement. It honors the buying process. It’s what motivates your customers through the sales funnel, guiding them from new visitor to loyal friend. The language you use online is what gets these gears moving.
Copywriting is simply a language to be learned. It will help you build an online sales machine that represents you in the most authentic way imaginable.
And here’s my favorite part: When you learn this language, it makes everything you do online more successful. You begin to say what your customers have been waiting to hear, you easily attract more interested buyers, you connect in a way you never thought possible, and converting sales becomes the easiest part of the job.
We’ll work on improving your copywriting together, starting next week. If you’re not already, make sure you’re subscribed to my email list below so you don’t miss a beat.