This is Part 2 of a two-part series.
The first post focused mostly on things you can do to attract more customers using your website.
But, this week, we're going to focus on broader things you can do ranging from customer service to asking insightful questions.
So, following on from the 8 tips you've already got, let's get started.
9. Under promise and over deliver
Generosity trumps all the other tactics you could possibly use in building your business. Generosity lets your potential clients see you as a real person that they know, like & trust, instead of some stranger that’s trying to sell them something.
Alexandra Franzen is the perfect example of this.
She has 10,000+ people on her mailing list, works with huge names across the internet & 7-figure businesses. Yet, she still offers really small, intimate workshops for people who aren’t as far along their entrepreneurship journey. Her blog posts are crazy helpful. She has cheap, useful books & guides (under $10) for anyone who needs help, but is on a tight budget.
And a core element of her teachings is to create little miracles. She wants you to think about what would feel like a miracle to your clients.
Then, do that for them.
Alex has built a healthy 6-figure business using this tactic & you can too.
You do not need to be a sleazy marketer to be an online success.
In fact, I think the opposite is true. The more honest and above board you are, and the more you really care and try to provide value for your customers the better you will do. If not in the immediate time frame, then definitely in the long run.
10. Get strategic copywriitng.
There is a big difference between creative copywriting and strategic copywriting.
There’s an avalanche of creative copywriters servicing the female entrepreneur crowd these days. But creative copywriting doesn't necessarily pay your bills.
Creative copywriting is often focused on making your website seem "sexy" or "seductive" - essentially, it's just you handing over good money for someone to give you a new way to describe your work.
But how do you know that new way of describing your work will actually resonate with your customers? You don't. It’s a gamble.
Strategic copywriting looks at who your customers are... what they need / want / desire that you can deliver them.
It's about doing the research into who your customers really are & how to speak their language so that they know for sure that you "get" them.
Strategic copywriting is about psychology, consumer behaviour & truly understanding how your audience ticks. It's what persuades people to buy.
Let’s say that 1% of people who make their way to your website decide they want to work with you. Out of 1,000 visitors, 10 people sign up & pay you. It might not sound like much, but that’s actually a pretty good outcome. (Pat yourself on the back.)
Now, imagine this... simply by changing the words on your website, you start to get 2% of your website visitors signing up to work with you.
Now, twice as many people visit your site & agree to pay you for your wisdom & expertise.
In other words, you’ve DOUBLED your revenue practically OVERNIGHT simply through your strategic copywriting - the kind that actually gets your products or services into more hands & makes you money, instead of merely filling the page with prose.
11. Know what really motivates your customer
Generally, your clients or customers will come to you with a project — “I need you to do XYZ for me...” But that’s a red herring.
Your job is to understand The Real Why behind the project. Your goal is to uncover the core truth that really brought this project idea into the client’s mind.
Let’s say that the project is designing a website...
You need to figure out first what’s wrong with their current website. Why do they want to spend more money on a brand new site?
(Hint: it’s not because it’s ugly or out dated.)
If you ask questions & work backward, you’ll soon be able to get them to admit that the problem is not about the look of the site - it’s actually that it doesn’t attract enough customers.
They’ll admit that their gorgeous online store isn't making enough money to be sustainable, & they blame their website for not getting them the customers they desperately need.
And knowing this gives you a huge advantage over your competition.
Imagine you’re the client for a second. You're meeting with 2 different designers & trying to decide which one to hire. One designer is busy talking about code, design & copy.
The other designer is talking about how to create a design that will attract more clients, growing your business & helping you recoup the money you invest in them.
Which designer would you choose?
See how valuable it is for your client when you really, truly understand their needs?
By focusing on attracting customers & not the appearance of website, you can deliver a much better outcome for the client.
And they’ll be delighted with the result.
Then, they’ll be raving about you to all their friends & colleagues (which will bring you even more clients).
12. Write stellar proposals
Let's assume that you have a service based business where clients approach you for a quote and you have to respond by giving them a proposal of what work you'll do together.
The proposal is the gateway to getting the gig.
So, you have 2 options to getting more clients through your proposals:
get more proposals out to more people by churning them out faster
write fewer proposals of a higher quality, with a higher chance of persuading your potential client that working with you will be good for their business.
Which would you rather do? The one with less effort & better results? I thought so.
Check out Marie Poulin’s proposal makeover for inspiration on how to spice up your own proposals.
13. PIggyback off someone else
Have you heard of the high-end women's clothing boutique that piggybacked off BMW’s client list?
They offered a free silk kimono to every female customer of a local BMW dealership. The women had to come into the boutique with a letter sent by the dealership offering the gown as a thanks for buying a BMW.
More than 600 women took up the call, picking up $100 kimonos that cost the store just $16 apiece. Those 600 women spent an average of $400 on other things in the store during their visit.
If you’re not good at math, let me break it down for you: the boutique spent $9,600 &, in return, they got about $240,000 in sales.
Most importantly, it also helped them begin building their own client list.
If you, too, want to piggyback off another business, start by making a list of all the businesses that serve your dream customers.
Then, create a customised offer that you can pitch to each business. Pitch the plan & make sure you highlight the benefits to the host business.
Take it a step further & write a letter for the host's to use, so that it’s super easy for them to participate. It’ll also help get the ball rolling a lot faster.
Don’t forget to create a strategy to convert redeemers into repeat customers. You want them to take up your offer AND spend more money, so that you can build a longer term relationship with them.
14. Learn to write a great email newsletter
When people sign up to get email updates from you, it’s like they’re raising their hand to tell you, “yes, I’m interested in hearing more from you; yes, I might like to work with you one day.” It’s their first step on the buying journey.
Some people are early adopters and may buy from you the first time they land on your site. Others (like me), like to take their time & want to hear more from you before they buy.
Writing a great email letter (that they open & read) makes you more likely to be at the front of their mind when they’re ready to buy what you sell.
If you want some inspiration on how to write an awesome newsletter, check out Denise Duffield-Thomas and Caroline Winegeart’s Self-Made Society. They’re both completely different & completely awesome. You might find inspiration in them to start writing your own newsletter.
(Caveat: do write one, but don’t actually call it a newsletter. Find something more compelling & persuasive - like Caroline calling hers the Self-Made Society.)
15. Blog more frequently
Every time you publish a blog post & share it around, people come to your blog to read it. Those people might also click around your website & get to know more about you.
They'll start to learn what you do &, if you keep writing great blog posts, they might even keep coming back for more.
People have repeatedly signed up to work with me 1-on-1 without ever having met me because they’ve come to know, like and trust me through reading my blog posts. And you can get the same effect too.
So, if you're blogging once a week & you start blogging twice a week, people will most likely come twice as often. You could have twice as much blog traffic & twice as much opportunity to persuade people that you're an expert that they should work with.
(P.S. This tip comes with a caveat.
Blogging more frequently does not mean doing it everyday. It IS possible to blog too much - meaning, you're investing so much extra time in it, but not attracting any more readers. Keep an eye on your analytics if you’re worried that you’re overdoing it.)
16. Surprise them
We're all very internet savvy these days. We use it every day. We’ve seen just about every trick in the book from internet marketers. We’re very conscious when we’re being sold to - and it puts our backs up & our blinders on.
So, if you can find a way to shake up expectations, then you’ll shake off those blinders & get more attention.
For example, just about everyone has a horizontal opt-in box under their website header these days, so we’re starting to glaze over them.
Instead, try a different tactic, like they did on the She Takes on the World website.
The opt-in is prominently featured at the top of the page, but it’s a graphic that looks like real mail. It’s noticeably different to the mainstream appearance of opt-in boxes these days, so it makes you sit up & take notice.
For copywriters, like me, you can switch up the way you describe things on your site. For example, which of these do you think sold more gift cards:
$3 for 8 cards
300 pennies for 8 cards… which is a bargain!
I wouldn't have guessed, but it's actually the second one. It sold double what the first one did.
Because, when you surprise your website visitors, you disrupt the brain’s autopilot & they have less resistance to whatever you’re showing or telling them. (You don’t even need to trust me on this one - it’s supported by research.)
Shake up their expectations & you’ll get more attention, while also lowering the resistance that can often stop customers from buying from you.