If you want to get the attention of your best prospects and get them to say “Yes! This is the guy/girl I want to work with!”, there’s only one thing you’ve got to do.
Do this and your sales pitches will never feel heavy handed. People will actually enjoy your sales video/letter and feel better after going through it.
I’ll explain what it is with a quick story. Then show you an example of someone who does this as well as anyone I’ve seen.
How to let your passion sell for you
Back in college, I signed up for philosophy 101. I had no idea what I was getting into and signed up on a whim. After my first class, I was hooked.
What sold me was my professor. He had so much enthusiasm and passion for what he was talking about. Every point he made he brought up like it was the greatest idea ever.
And that is the core of selling and copywriting. It’s all about transferring your excitement, your enthusiasm, your belief in what you do onto the reader.
Get them to feel as excited about your work as you are and you’ll have quality customers pouring through the door.
Someone who does this phenomenally well is Kute Blackson.
Watch his videos, the guy is bursting with excitement and love.
He doesn’t hold back. Even on his sales pages.
Take a look at this video that’s right at the top of his sales page for his Boundless Bliss program. You can’t help but feel good watching it.
This is the kind of thing you’d watch simply to feel good and motivated. And it’s part of his sales page!
But here’s what’s smart about Kute.
Enthusiasm by itself is like a loose firehose. Flying all over the place, spraying everything.
But putting that enthusiasm through the right form makes your copy devastating and effective.
So on this sales page, he’s not just going on about how great he is or his program is.
He’s targeting the burning pains of the reader. Then showing them their hopes and dreams. By doing all this, he connects deeper with his reader and show’s he’s the guy they can turn to because he understands them.
How to ensure your enthusiasm resonates
For example, early on the sales page, below the video, he taps into the reader’s pains and frustrations.
Here’s an excerpt of the copy:
I believe that one of the greatest pains in life is to live a meaningless life. To walk around each day feeling that so much of your potential isn’t fully expressed, and that you are not living your true life’s purpose and destiny. You can have “everything,” but if you don’t know who you truly are, you have nothing.
Of course, if that’s all he did he’d leave the reader feeling down. So he picks them back up with aspirational copy later on. Here’s copy addressing the reader’s hopes and dreams that add a positive emotional punch at the end of his sales page:
Imagine living your full potential boldly and loving each moment of your life.
Imagine living your purpose, giving your gifts to the world and leaving a lasting legacy.
Imagine living life in the flow, where your goals, desires, intentions, manifest with grace and ease.
Imagine living a life of true freedom, where you can stand unshakable amidst the chaos of everyday experiences.
Imagine living a life where inspiration flows through you and you create abundance effortlessly.
Now this is great. (Though if he wanted to strike an even deeper nerve he could use more descriptive language. I teach you a fun, easy way to do it in my guide to writing Dream Copy).
He’s captured attention with a fun, inspiring video where you can see and feel his enthusiasm.
He’s tapped into the burning pain they feel. And ended the sales page with a promise of a brighter future.
But even Kute’s enthusiasm and connection may not be enough to get the reader to apply. He’s done a great job but his reader may not feel as excited for this program as he is. If that’s the case, what do you do?
One thing Kute could easily add to beef up his sales page is a reason to buy now.
A sense of urgency to take the reader from “this looks great, I’d love to do it sometime” to “I’d better sign up or I’ll miss out!”.
Using urgency to close the sale
In Kute’s case it would be super easy.
This isn’t an online course that’s always open and available. It’s a retreat that only happens a few times per year. And only 21 people get to go.
That’s a huge lever sitting there waiting to be pulled. All he has to do is explicitly call it out towards the end of his sales page.
Here’s how I might write it:
“You don’t have to decide now if you want to do it. We have a careful vetting process to make sure you’re the right fit.
But remember, only 21 people are invited on this journey. And we only do this twice a year. Last time, spots sold out 3 months in advance. It’s become so popular we’ve had to start a waiting list.
Apply now and we can hold a spot for you if you decide to join. But wait too long and you could miss your chance.
That first line “you don’t have to decide now” is key in relieving pressure. And the line about how we have a “careful vetting process” gets the reader to see this isn’t for schlubs. If they get it, it means they’re a cut above all the other applicants. They’ll be more likely to join then because they’ll feel special.
The rest of the copy gives real, specific reasons why they’d better apply now.
Note how we didn’t create “false scarcity”. None of that “If this gets too popular I may take this page down tomorrow for good!” nonsense.
You can do stuff like that if you want. It works, but most of the people in the personal development world I write copy for and coach want to be authentic. They’d rather build a business on trust and honesty than getting a few cheap sales.
So if you’re stuck on a reason why they should buy now, here’s a counterintuitive exercise to help.
I use this a lot when writing hooks and openings. If I’m staring at a blank page unsure of how to start a blog post, I’ll brainstorm a bunch of different ways. Most of them will be garbage, but a few will be good.
You can do the same thing for urgency. Brainstorm 10 different “reasons why” they should buy from you now. And why it’d be disaster if your reader decided to wait.
Most of these reasons may suck, but who cares? All you need is one good one and you can spark that fire that gets them to take action right now.
Recap of all the copy greatness we covered
If you want to resonate with your reader and gets them excited about your program, here are 3 things you can do:
- Let your enthusiasm shine through in your videos and copy. Feel that passion you have for your work and the people you help as you create your copy and they’re more likely to feel it when they read it.
- Don’t make your sales page just about you and your product. Connect to your reader’s pain. Then, show them what that better life looks like. The one they’ve been dreaming about. The more descriptive, specific language, the better.
- Spur them to take action by giving them a reason to buy now. A real, specific reason showing them if they don’t buy it now they may never get a chance again.
And remember, at the end of the day, copy and sales is nothing more than transferring your own enthusiasm for the work you do onto the reader. It’s about getting them as excited as you are for how the product or service you have can change their life.
In fact, let’s tap into that enthusiasm now. In the comments let me know, what makes you so excited to do the work you do? How would the world be different if your work caught like wildfire and was as popular as, say, morning coffee?