The Art of the Soft Sell: How to Get the Click Without (Really) Asking for It
Let’s face it, we’ve all seen those old-style sales pages. You know those ones filled with yellow highlights and screaming red text and lots of “BUY NOW” buttons, and when we think of copywriting, that’s often what comes to mind. While that style of sales page can be effective, it’s not the only way to make sales. In addition to the blaring old-school ads, there is also a Soft Sell, you know where people click your offers and you didn’t even ask! That is my kind of sale, what about you?
In fact, by taking a more subtle approach, you might even find that you generate more interest—and potentially more sales. I personally, react to the soft sale much better than those old-fashioned pitches. And, it is as easy as sharing. Why is that?
One effective way to entice readers to click through to your sales page is with stories. Who doesn’t like a good story, I have since childhood. These can be your stories or those of other people, with the goal of helping your readers to see themselves in the same situation. Relating to your audience is important.
As an example, maybe you help a client turn her chaotic household into a calm oasis with better organizational skills? As a result, she is HAPPY and her story on your sales page will get more clicks than all the yellow highlight you can buy. How great is that?
What about that time you trashed your entire business plan and started over because you simply weren’t passionate about your work? As a result of that story, your potential business coaching clients will be anxious to learn more and will click through without you even asking.
That’s the power of stories, can you see how that builds an organic relationship? You can use them everywhere: in your blog posts, in your emails, on your sales pages, and even in videos and on social media.
Be Genuinely Helpful
Do you want to build a reputation as the go-to person in your niche? All it takes is to help people. People are looking for help, making things easier for them or their business, or to do something they cannot or choose not to do. It is simple really.
As an example, answer questions on social media, volunteer to speak to groups who need your advice, write blog posts that address the most common issues your readers face. Share your knowledge, be helpful without an agenda of trying to sell.
Therefore, just by volunteering your time and knowledge, you’ll attract a wide audience of potential customers who may need your services in the future. Who will they turn to? That very helpful person who went out of her way to offer assistance in the past. Simple, right?
Clearly, I am not saying to you to give away all your time, you are running a business after all! However, if you really want to show off your expertise, you can’t do better than a little volunteer work. Meanwhile, you make an impression with the person you help. The chances are good that she’ll share with her friends about you as well, further expanding your audience. Winning, networking just by helping.
Of course, this doesn’t mean that there is no place in your business for a strong call to action. The “Click here to buy” and “Learn more right now” links are still useful (and even necessary) on sales and opt-in pages. They just are not the ONLY options. The key is to know when to make a subtle offer, and when to offer a bit more hand-holding. Reading your audience and knowing how to reach them is the key to your marketing plan. No worries, you’ve got this!
In summary, share your time and share your client's stories, for some easy marketing!
If content marketing feels overwhelming to you, let me help you! Sign up for my short self-study course Content Repurposing Workshop: Don't Rewrite, Reuse by clicking here.
Would you rather just hire someone to take care of your content? Click here to schedule a time to chat with me.