GCM Expert

June 22, 2011

Sales doesn't have to be scary

carolyn_herfurthA few months ago I had the pleasure of meeting, Carolyn Herfurth, The Sales Confidence Mentor.  Our very first chat and subsequent conversations have been highly energetic and purposeful because this lady knows her stuff!  Her successful sales career spans more than 22 years and 6 figure income.  Carolyn is also one of the experts for the Certified Group Coach program specifically in Sales and I'm delighted to share her expertise with you so you can see firsthand just what I mean:

You're invited to:  Insider Secrets to Confident Sales Conversations That Close. More details

In this meaty session you'll learn that sales doesn't have to be scary because Carolyn will tell you:

  • The rejection prevention plan that consistently converts qualified prospects into paying clients…and with less stress.
  • Action-inspiring secrets that come from conveying your compelling message to your ideal prospects…all without being pushy.
  • Foolproof closing steps that come from meaningful, authentic sales conversations.
  • And objections dissolvers that allow you to proactively build trust and close sales.

You will not want to miss this free call on Thursday, June 23rd. I'm already registered! Register here.  You'll be glad you did!

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December 29, 2010

In Copywriting, What You Say Is Just as Important as How You Say It

The best illustration of how important copy really is was shared by my good friend, mentor and colleague Lorrie Morgan-Ferrero. She explains that copy is the DNA of all marketing materials. I have to agree.

Imagine stripping all of your marketing materials of words. How well would your website, brochure, print ads, sales letters, press releases or broadcast scripts work without words?

Although it’s been said a picture is worth a thousand words, a picture alone isn’t going to sell your products or services as effectively as when pictures are accompanied by clever copy.

Let’s take the importance of copy a step further and discuss word choice.

Word choice is a vital component of the copy for your marketing, advertising and promotional materials. In fact, your copy can make or break your sales efforts. I always say “copy counts and actually your sales count on your copy.”

It’s best to use words people will readily understand in your copy. After all, your copy should connect with your customers by speaking their language to move them towards the sale.

Not only is it important to use words people understand. It’s equally important to choose your words wisely.

Words have different meanings to different people. That’s exactly why it’s vital to consider your choice of words carefully.

Here’s an example:

Would you rather do business with the oldest garage door company in town or the most experienced garage door company in town?

“Old” can seem less desirable, even behind the times.

“Experienced” positions a business as an authority.

Would you rather work with a Realtor who wants to sell you a “house” or help you find your dream “home”?

“House” is a word that can seem generic.

The word “home” is warmer and connotes a much friendlier feel. Notice how using the term “dream home” increases the warm and fuzzy feeling even more.

As you can see, words definitely have different meanings to different people. Plus, the way you arrange words can impact your results, too.

Here’s another example. Consider using the word “bonus” instead of “step” when it comes to referring to blended families. Bonus mom or bonus child each have a much more appealing ring than stepmom or stepchild (remember Snow White?).

Take Action Challenge: Consider your industry, products and services and most importantly the people who are interested in what you have to offer. What words do you use to describe your offerings? Could you use an alternate word or synonym to make your marketing materials more effective and really connect with your clients?

Copywriting Expert

Copywriting Expert

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website

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December 27, 2010

Social Networking: Does Outsourcing Lower Your Trust Factor?

allbuttonsI’m seeing this issue a lot lately.  Are you?  Some internet entrepreneurs have an assistant or behind the scenes person doing social networking for them.  Others swear they do it all themselves and it’s a rip off to do it any other way.  Who’s right?  I think BOTH are.

On one hand, social networks are about being social and connecting with others.  They are about getting visibility for your business and creating trust with potential clients so the relationships are profitable.  They are also a place to connect with like-minded people and have stimulating conversations about your chosen profession.

On the other hand, there is a lot of work involved with social networking.  The profile maintenance, the branding customizations and the plug-in additions.  Not to mention the actual communication that goes on.  Much of this can be handled by a skilled social networking expert who knows the technology.

So, what’s possible to outsource?  Well, that depends on how much time you have for social networking.  If you have time to communicate and run the technology without taking time away from other income-generating activities, well then have at it and do it all by yourself.

If you have limited time for social networking, but it’s been a huge reason that you have been successful, then it might be time to consider outsourcing it.  Okay, so what EXACTLY can you outsource on social networks?  Let me give you a list:

  • Profile changes. Especially in Facebook, where there are so many apps and customizations you can make.
  • Branding changes. When you change your brand, your networks need to be updated.
  • Friend/Follow maintenance. Once you set up a clear criteria, this can be handled by someone else.  Give them a list of all the people you just met an event and they can add them into your mix too.  To keep your voice in it and continue building trust, write out some personal connection messages, so your outsourced professional can use them when they create connections for you.
  • Marketing Messages. This is great for a Fan Page where it’s all business.  Have a great writer take what you’ve written for your marketing campaign and break it down into conversation starters, then post those on your networks.
  • Affiliate posts. If you are an affiliate, have someone pre-set your affiliate postings if possible.  Have them go in on a regular basis and post updates with affiliate links.
  • Customer service issues. If you get people coming to you through social networks asking standard questions that your customer service team can answer, have them do so.  Make sure they identify themselves as such in the responses.  This will represent your company in an honest way…building trust.

Now, the every day responses to others will be all up to you.  Your outsource company can get the conversation started, but you need to be present to keep it going when you get a response.  You also need to put your “in the moment” thoughts out there, because these are most attractive to potential clients.  You don’t need to be into the technology.  If you are making money from being on social networks, then you can invest in a team to allow you more time to serve the clients you get from you social networking activities.

So, the answer is yes and no.  Yes, you can outsource if you’re business is growing from social networks.  No, you can’t outsource EVERYTHING…because no one is you and your social networks want to know YOU.  Your trust factor increases when you are consistently present on social networks and are personally engaged in the conversation. You CAN get help from professionals when it pays off.  So, are you ready to outsource yet?  What are your thoughts?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery.  She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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