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I recently read a sales page that perfectly exemplified how important it is to put the right information in your marketing materials - because this page definitely didn't. Let's see if you can spot the problem before I point it out. This sales page informed me that: 1. Their CBD oil wasproduced using a cold method of CO2 extraction, which produces the highest quality and best flavor. 2. The oil was quality tested and analyzed using cutting-edge equipment. 3. It was safe and ethically sourced. 4. It was 100% natural,... Read More

If you host webinars, give live presentations, have an "About Me" page on your site, or otherwise share your story with your audience, I have a question for you: Do you share your raw, real story, warts and all? Or do you present a pretty, polished version for fear of making people uncomfortable or making yourself look bad? A few years ago, I met a business owner who faced that conundrum. She'd been abused, had lived on the streets, and had struggled to support herself. Since then, she'd become a six-figure business owner, and she... Read More

When a client is thinking about making a purchase from you, they have one primary question: can you get them the result they want? How long you've been in business, how pretty your website is, and how many features your offer includes are secondary to this one all-important question. Those elements can help you make a sale, but unless the client likes the answer to That One Question, they're unlikely to buy anything. For some people, it can be a challenge to convincingly answer that question, especially if you're just starting out.... Read More

People refer to sales calls by many different names. Some call them strategy sessions, others call them consultations, and others still might use names like discovery sessions. Whatever you call the conversation, the purpose remains the same: you want to see if the client is a good fit for you, and give them the information they require so they can see that they need your solution and should invest in it now. For many business owners, this is a daunting challenge. If you feel bad about asking for time or money, are uncertain of the value... Read More

In one of the business groups I frequent, I recently saw an interesting question: "Do you believe in meeting a customer where they're at financially, or charging full price and sifting through the nose to get that customer?" Many business owners are faced with this question, and there are several valid answers. Which answer is right for you will depend on the client and the scenario, and it's important that you choose one that will create a win-win situation for everyone involved. Today, I'm going to share some principles and strategies... Read More

A few years ago, while I was on vacation, I received a very usefulsales lesson from a stray cat. I was sitting in the condo, enjoying some late-evening relaxation, when I heard meowing nearby. I got up and, to my surprise, I found a cat I'd never seen before sitting by the sliding glass door, calling for my attention. I opened the door, and thetiny animal stared up at me with a look of absolute expectancy on its face. I tried to pet it and it let me, then it continued to coax me for food. It was obvious that, in this cat's mind,... Read More

For many business owners, it's easy to feel neglected and unwanted ​- by potential clients who aren't interested, by business contacts who don't return emails and calls, and by themselves . When you're neck deep in these feelings, it's easy to be insecure, unhappy and uncertain - which will only serve to drive people away even more, thus exacerbating the problem. How can you break this vicious cycle, so you can build your business with confidence and joy that attract great people to you, and that enable you to enjoy the journey... Read More

If you're a highly intelligent, educated person, you probably have a special challenge when it comes to making sales. You explain your offering to your client, you tell them what you'll help them do, and you give them a list of the things they'll get... ...but instead of getting as excited as you thought they would, and immediately taking action to purchase a product they obviously need, they go blank-eyed and seem to lose all interest. They might ask you "What does that mean?", give a neutrally polite "that's interesting", or tell... Read More

Are you selling something your clients know they want? Or are you offering a cure for a disease they don't know they have? A little while ago, I was scrolling through my Twitter feed, and I came across this gem from Calvin and Hobbes: It reminded me of a recent conversation I'd had with one of my clients when I suggested that she change the name of a chapter in her course. Why did I want her to change it? Because her potential clients don't know that they need the mindset she was describing. And if they don't know they need... Read More

When I teach people how to describe their services, or when I write their materials for them, I often end up having to tell them a certain harsh truth: Unless they know you personally, your potential clients probably don't care about the things you care about. You know these things are important. I know they're important. But your clients don't know, and therefore, they don't care. At least, not until you give them a reason to care. Here are three things your clients don't care about as much as you might think. 1. Your... Read More