The Marketing Word | Differentiation Marketing

On Selling False Hope

A while back I wrote a manual for a client.   He asked me what I would charge to create a sales page for him.  Copywriters charge a lot of money for sales pages.  Some of those copywriters are worth the money and some aren’t. But the truth is, unless you can drive traffic to the sales page, it doesn’t matter how good the copy is.

I told him I didn’t do sales copy for anyone other than myself. I won’t make promises that my magic words are going to bring in thousands of sales and millions of dollars. There’s a science to writing sales page copy. Good copywriters spend time researching the target market’s buying process, taking pains to ensure that the copy covers all the touch points for various buying types, crafting the right hooks to intrigue the buyer into pressing that “Add to Cart” button.

Sometimes, in spite of the copywriter’s best efforts, the product doesn’t go. The page doesn’t convert.  Or, more often, the page doesn’t get enough traffic to determine whether or not the copy is doing its job. You can SEO a page from here to eternity but if the niche is crowded or has big players, the page may not crack the first page of Google without strong marketing support from other quarters.

I am more honest with clients than I should be sometimes. Many copywriters would have charged an arm and a leg (including a backend cut of product sales) and have written copy that was … shall we say… less than fresh. I can write that kind of copy. All day long with my eyes closed.  I don’t.  So my client went off to find a copywriter for his sales page.

That was over six months ago.  He popped back up (as my favorite clients do) about two weeks ago. He said that the person writing his sales page had dropped the ball and wanted to know if I had any recommendations. I know he is on a budget. I know he needs to get this thing off the ground. I know he’s probably been ripped off. I offered to do it at a cut-rate price.

After a little bit of back and forth, we finally got down to the real nub.  He asked me, “Do you think this product is viable? I want to know if I will make my money back.”

Again, I was more honest with him than a good businessperson should be. I told him that the sales page alone won’t sell his manual. That it would take marketing efforts such as talking to groups, email marketing, social media, etc. etc. etc.

Yes, he is looking for reassurance. Yes, he has a pretty good product that has an easily targeted market. And yes, my sales page copy will convert prospects to buyers. But at the end of the day, there are no guarantees. There are no magic words. There’s just probability and rolling the dice to see how that all plays out.

I would love to tell him that YES! He will definitely make his money back.  But as I said to him, anyone who flat out declares that you definitely will have the sales numbers you need is selling soap.  And that’s where the toughest part for any entrepreneur comes in. At some point, you have to roll the dice, take the chance, close your eyes and jump. Sometimes you win. Sometimes, in spite of your best efforts, you lose. But you’ll never know until you put yourself out there. Something I recommend wholeheartedly.

And, shameless plug:  I’m re-playing my webinar “Marketing in 4 Hours a Week” this Tuesday night.  If you want some ideas on how to market your business in a time-efficient and effective  manner, tune in.  Register here:   Marketing in 4

 
Barbara Grassey
 

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4 comments

  • Brenda Ellison · 11/02/2012 at 2:38 pm

    I read a ton of articles a day but I have to be honest….I look forward to your articles Barbara.

    Honesty combine with integrity and knowledge is too powerful to pass up.

    We are what we put out there. You know who you are but who others are too….the formula equals awesome.

    Success comes from many intricate veins pouring into one main line. I think you struck it.

    Thanks!

    Brenda Ellison
    MyInfoSnap

  • Admin comment by Barbara Grassey · 11/02/2012 at 3:20 pm

    Thanks Brenda. This one is heart-breaking because he has a good product and is a very likable and knowledgeable guy. He just lacks the confidence to go ahead. Wading into unknown waters is tough. I am in awe of so many people, friends, clients and even strangers who take the risk of putting themselves out there, not knowing how they will fare. You, my dear, are one of those people I look up to. :-)

  • Ayla Willer · 11/03/2012 at 1:19 am

    Love your wonderful written articles! Thank you Barbara.

  • Admin comment by Barbara Grassey · 11/03/2012 at 6:13 am

    Thank you Ayla. I know you have helped many entrepreneurs over that obstacle.

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