As business owners, one of the greatest challenges we face is the act of really selling our products and services. I mean, let’s be honest - a pushy salesperson can be downright cringe-worthy! I wouldn’t even blame you if reading the word ‘salesperson’ just now made you wince.
We’re all too familiar with that awkward moment when you’re browsing your favorite shop and, BAM! Suddenly you’ve got an overly-interested shopping partner perched on your shoulder, keen on parroting the qualifications for every discount and pointing out every new product. Ew.
The thing is, when you run your own business, you’ve got skin in the game. It’s personal! So as business owners, especially those fueled with heart (which defines the vast majority of us), we’re petrified over making that same uncomfortable impression on our potential clients and customers. The reality is that our products and services can’t just sell themselves, so the question then becomes, how do we sell without being pushy?
The answer lies in your copy, and the motto is this: Use your words wisely.
Thanks to a little something called consumer psychology, we’ve been able to learn a lot about what inspires a person to invest in a product or service. And while your ideal client may be different from mine, these insights offer brilliant tools and strategies for selling subliminally -- no matter who your ideal client is.
Strategy #1: Speak Directly to Your Ideal Client
You’ve likely heard it before, but I’ll say it again: Your number one job in business is to understand your ideal client like you understand your spouse or best friend. Being in tune with their wants, needs, pain points and personality enables you to speak their language. Speaking their language enables you to gain their trust, because you get them. You really, really get them.
And when I say speak directly to your ideal client, I mean both figuratively and literally! You should be using words like ‘you’ and ‘your,’ because they’re trigger words that establish an emotional connection with the reader… and are proven to yield better results. Take another look at your site copy, and work in these strategies:
Strategy #2: Always Write Assumptively
If you’ve ever taken a class in sales, you might be familiar with the good old “assumptive close,” or the act of speaking to your prospective client in a way that “assumes” the sale has already been made. This is a tried-and-true method that still works wonders, and there are a few ways you can work it into your site copy without coming off like a used-car salesman. Here are a few of my favorite strategies for writing assumptively:
Strategy #3: Ask Leading Questions
Leading questions are questions that lead the reader to the answer you’d like them to choose. So, with a prospective client who lands on your site, your goal is to guide them down the path that leads them to hiring you. Right? By asking leading questions, you’re priming them to do just that! There are two different ways to use leading questions to your advantage:
Strategy #4: Predict and Overcome Objections
Another one from the Sales 101 toolbox! Don’t wait until someone’s contacted with questions to tackle their objections. Instead, nip them in the bud by predicting and overcoming objections through your site’s copy! Write down a list of reasons why your ideal client might not hire you, and work them into your narrative. Your goal should be to refute as many objections as you can think of, as tactfully as you can. Here are a few subtle ways to approach objections:
Strategy #5: Frame Negative Statements Positively (A.K.A. Positive Reframing)
This strategy also focuses on ways to overcome objection, and is a good rule of thumb to follow for all facets of your business! Every time you find yourself writing or responding to a negative statement or objection, stop and ask yourself, “is there a way that this could be reframed positively?” These positive reframing techniques can be powerful tools both in negotiation and in daily communication with clients:
If you’d like to learn more about copywriting strategies and how writing conversion copy can boost your leads, you can download my introductory Conversion Copy for Creatives workbook here!