Q: Should I promote my waitlist?  I’ve been coached that it’s a good idea to promote my waitlist. So, I added this to my marketing materials, including a landing page to fill an upcoming program, and I’m not getting the conversions I’d hoped for.  What do you think about this approach? A: Promoting a waitlist can be effective when you actually have a waitlist.  Some coaches and consultants will tell you to add waitlist language to your message to create a sense of scarcity and urgency. The only time it is appropriate and effective to promote a waitlist is when it’s true. The effectiveness of your marketing messages to create long-term business sustainability hinge on your integrity. When crafting any message or using any marketing, advertising, promotional, or copywriting technique make sure you’re coming from a place […]

Which approach do you prefer? Passion points versus pain points in marketing?  What works best for your business and your ideal clients? The biggest energetic disconnect that many feel when crafting marketing messages is the methods that focus on pain points. Listen in as Debra Kasowski, host of The Millionaire Woman Show, and I discuss passion points versus pain points in marketing.   You’ll discover: How to create marketing messages with integrity in a way that feels good and amplifies PASSION points Why pain points often escalate unhealthy emotional responses, manipulate the sale and perpetuate buyer’s remorse and return rates What to expect as you grow in your life and business — including how to navigate the stretchy feeling as you evolve into the next version of YOU Click here to listen to The Millionaire Woman Show on […]

Q: Is long copy or more copy more effective when writing copy?  Some say long copy is ineffective and others swear that short copy is the way to go. I cannot seem to find a straight answer. Some articles I’ve Googled on digital best practices have conflicting information, too. I’ve also read your take on passion points versus pain points and have found your techniques work. What gets the best results when it comes to copy length and how much is too much? What’s your experience? 80% + open rates with long copy A: The answer is both AND it depends.  When writing copy, there are times when a long sales letter is going to pull better than short copy and there are times when short copy will get better results.  It will also depend on your audience […]

Q: What if I don’t have case studies or results to share? This question was posed after I posted this on Facebook: Just because something can work…take, for instance, focusing on pain points…it doesn’t mean you should do it. In most applications it’s manipulative and preys upon vulnerabilities and lack (not to mention amplifies buyers remorse and return rates). Plus, it creates a HUGE energetic disconnect. When you want to build trust, strengthen relationships, and tap into painting a picture of possibility to create long-term sustainable success, flip the script. Focus on PASSION points, meet people where they are with empathy and understanding (and treat them like people, not numbers), clearly showcase your value proposition to illustrate how you’re the natural choice (think case studies and results), provide solutions and information that positions you as the natural […]

Q: How often should I post on my blog? A: The answer is, it depends. First, start with a clear Content Strategy Plan. The best results for long-term business and brand sustainability come when you have a plan.  I recommend starting with strategy and writing into your strategy.  Start by mapping out your 90-day Content Strategy Plan with a focus on your overall theme/mission. Then chunk it down into your monthly focus and weekly focus.  This gives you and your team a clear guideline to follow. You can then create your content to lead to the specific sales and/or actions you want your readers to take. This allows you to pull content for social media, email and beyond to tie in with your theme and create brand message consistency. The key is to have a strategy for every […]

Q: How do I overcome sales objections? A:  This is such a great question. My short answer is “DON’T”.  When you are clear about your value and the value you deliver, you don’t have to overcome objections or push anyone into the sale (although plenty of coaches, consultants, and mentors will tell you otherwise). I’ve found that when you can articulate your value proposition, you don’t have to overcome objections. And, based on the type of objection, you will know if the potential client is a good fit or not. I often get inquiries asking “Will you sell my products or services for me?” – More on that here. My answer to that question is “NO.” and I ask a series of questions to find out where the inquiry is coming from. More often than not when […]

Q: Can I hire you to do the marketing for me? Will you sell my products or services for me? Can you fill my programs? A: My answer, in a nutshell, “No!”.  These questions roll in all the time. When it comes to implementation, sales and filling your programs, you’ll need a clear plan and strategy. I can help with the strategy but I won’t implement for you. You’ll need to fine-tune your sales skills or expand your team to support that role. These inquiries and similar questions prompted me to share some hard truths. Let’s start with a specific example. The inquiry: “I’m looking to partner with a marketing person. Can we connect to discuss?” Me: Rolling into ‘Who, What, Where, When, and Why’ mode… and asking pointed questions: “Who do you serve? Where do you currently market? […]

What does your brand say about YOU? Your clients? Your services? Your results… You see a brand is more than a logo. More on that here. Too many people jump on the re-branding bandwagon when it may or may not be completely necessary. People mistakenly think their logo is the entire brand and often are “sold” into re-branding packages that won’t actually produce immediate ROI (return on investment). That’s why I say “Don’t throw the baby out with the bathwater.” It isn’t always necessary to re-brand AND a brand evolution can help clarify your message, mission, and revenue streams. Being clear about strategy, projections and message alignment is more important than you might realize. Getting outside perspective when you’re considering changes will also help you determine if upgrading or revamping some of your brand images is necessary. […]

There are four cornerstones of long-term, sustainable, business success: Messaging/Copy Branding/Image Planning/Strategy Publicity/PR Each of these elements must be in place to ensure your marketing success and long-term business sustainability. While these cornerstones are invaluable, it’s imperative that you deliver on your promises. We’ll talk more about that later. In order to get your big mission and message out into the world your message must be in alignment with your core values and the value you deliver.  I often say values equal value. It’s vital that your CORE message is clear and compelling. For example, I teach, train, and transform with my simple, values-based, 3-step “Challenge.Solution.Invitation.” framework to create marketing messages with integrity and improve all communications by highlighting PASSION points instead of poking at pain points.  THIS is the CORE message of my brand and everything that I offer […]

I’m often asked how to create marketing messages that matter, make a difference, and make money. I’m delighted to share that it all boils down to being in alignment. I love speaking, teaching, training and transforming with my values-based, simple, 3-step “Challenge. Solution. Invitation.” framework to create marketing messages with integrity to get better results. During this podcast interview with Michelle Reinhard of Entrepreneurs Globally Unite, we dig into what it takes to master your messages and ensure your marketing is done with integrity. Listen in as we discuss why it’s time to ‘Unlearn’ some things and look deeply into your own core values and step into ‘Marketing with Integrity. We pull traditional marketing apart and give you a look at ‘What’s working now’ Tune in to learn why the old ‘pain point’ methodology is ‘OLD NEWS’  and what sort […]