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Lightbulb! Super Easy to Fix Sales Page Mistakes.


This August I had a beta run of a new e-course I put together, Sales Page E-Course. It was SPLENDID. The people who signed up were magnificent and the two days flew by. The first day we went over the basic equation for a sales page that sells your smarts and then the second day we went over everyone’s sales pages, and you know what?

There was a Lightbulb! moment… the sales pages had the same gaps.

Wanna know what the top three are? (That you’re probably doing… no judgement.)


1. Too vague

How long will the calls be? When will you be meeting? How many pages does the e-book have? 

Don’t tip-toe around the facts, tell your reader straight up the logistics so that they can plan accordingly.


2. Qualifying your price

“A ten week course for $340.” “All this for $70.” “It’s just $1,000.” 

Don’t obscure the price with text around it. State it. By adding that qualifying text you sound like you’re apologizing. If your sales page is written well, you should be confidant in your price because the value clearly exceeds the chedda they’re handing over. 


3. Small + discreet buy now buttons

 Big red buttons. Red or orange buttons have a higher rate of being clicked than any other color. They’re not pretty and they’re not supposed to be. You want them to stick out like sore ankles so that your reader actually registers the opportunity to buy. You also want to make sure you have buy buttons at different points in the sales page. No time to be shy. 


The beauty of sales pages is that they’re infinitely adaptable but the mainstays of what works are rock-solid.

The Sales Page E-course is open again and there are only 15 10 spots left. Click here to grab your spot before it goes.

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Behind the Scenes of a New Phase of Evolution

Evolve + Succeed has reached its current visual upper limit. I decided in June to re-invest in its branding and website after having my first 13k month. I have been researching graphic designers, brand agents, and developers for a couple years now. And although I’ve worked with a couple of choice designers and developers, I wanted something cohesive and unusual.

Take a look at the previous Evolve and Succeed phases:

I had Francesca Marano to step in and make this look wayyyyy better than what I tried to cobble together at first.


Green goo Evolve and Succeed


(I thought neon green was cool cuz it reminded me of ecto-slime + dinosaurs. Turns out my clients didn’t like it. Whew, almost cock-blocked myself there.)

Then Futura came into my life!

Futura Evolve and Succeed

Instead of skimping on branding, I brought in the most excellent Nesha to design the logo and used her style guide to update the website’s colors/fonts myself (to save money).

Nesha Design Evolve and Succeed Website
The next phase is coming in two weeks!  All thanks to this amazing lady, Adele. It’s the full works, peeps! Mobile friendly, custom coding, SEXY comments section! Ooooh, yeah.

Here’s a sneak peek:

Screenshot 2014-10-07 14.23.09

Two weeks and then it’s here! Plus a new service!

P.S. Tip for designers and developers, your website is your key portfolio piece. Don’t skimp on it. Make it dazzle and a prime example of what your best work looks like. I noticed that designers have a look that they specialize in and based my hiring on that. Work with it!

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What Happens When You Have to Cancel a Workshop


Cross-legged. Red geometric comforter. Brisk fall breeze. Warm sun. Relaxation station. Portland is turning out to be a passionate friend.

Last time we talked about the Get Booked Out! Workshop I was in Brooklyn typing late at night at a Mexican restaurant. I had cancelled it but was still hoping that the lovingly planned workshops in DC, PDX and SFO would pull thru.

I’m proud to say that I got to run the DC workshop and these two lovely ladies attended – Jennifer and Mallie. It was a day of laughs, great strategies and friendship. It was something that I’d love to do again. It’s such a nice change being able to see your clients face-to-face and feed them while you dish out business advice.

Unfortunately the SFO and PDX workshops got only 1 sign-up which meant I had to cancel them. I came to a point where I could have pushed more, written more posts, and tweeted my brains out but…

I was tired of hustling them.

Part of the reason I love my job so much is that online services are so easy to experiment with. (And I ran an impromptu Sales Page workshop and was one away from selling it out!)

No one signed up to your online program? You’re out 10 hours and $100.

No one signs up to your workshop? You’re out 50 hours and $850.

I’m lucky that I had this fantastic workshop specialist on my side to help me organize these and I’m really glad that I tried something new and daring for my business.

New experiments are crucial in business.

Try it. Try putting together a workshop (or hiring Lauren).


This is what happens IF you need to cancel it. 

1. Call it before you invest more. 

I cancelled the workshop venue stuff two weeks before it happened. I still needed to buy swag bag stuff, order food, and supplies. So for me it made sense to call it before I bought all those things. 


2. Understand your legal responsibilities.

Most venues will have you put down a deposit and if you cancel before 30 days you lose it. (Depends on the business though.) Some venues will allow you to use it for another date. Keep that in mind when you’re weighing up whether to run it or not. This is why it’d be better to host it at a local fan’s house or an inexpensive public venue. 


3. It all adds up.

Know the minimum amount of people you need to run the workshop. Supplies, food, venue – all of these things add up and that’s not even including your time. I wanted to run the DC workshop but it ended up costing me to do so. I’m happy about that because I knew that going into it. 


4. Consider your clients. 

If you’re canceling a workshop, think about your clients – have they bought plane tickets to your event? If so, think about how much notice they’d need to change their plans. 


5. Refund, refund, refund.

Because in this case it’s the right thing to do. Your clients took a risk in buying this new product and if it doesn’t work then you need to take the hit not your clients/customers/fans. 


6. Make sure to learn from it. 

You’re paying for a real-life education. I realized that my audience reach isn’t big nor broad enough to make this work… THIS TIME. I’m not beaten but for right now, the only thing I can do is learn from this and take a nap. 


Have you tried running and in-person workshop? How’d it go?

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Why Attending a Workshop is Like Fanning Your Business Flame.

It’s workshop/retreat/conference season.

(Oh, you didn’t know there was a season for these things? Well, fall is it. Something about kids going back to school and adults feeling like they should probably do the same.)

Five years ago, telesummits, e-courses, online workshops, virtual insert-creative-synonym-for-workshop-here were all the rage. And people raged. Raise your hand if you ever participated in one of those online classes?

And tell me, how much of that class did you check your email, refresh Facebook, pay your bills, and multi-task?

Guilty as charged. (Don’t worry. I did it, too.)

Which is why I’m begging you, imploring you, holding your hand and shaking it vigorously: do yourself a favor and sign up for an in-person class.



You’ll be more engaged.

Stuck for two hours/two days in a room with 11-200 other people who are similarly enraptured humans? You’ll be less likely to check Facebook, pay your bills, and ignore the speaker (because what if she calls on you and you were writing love notes to your crush? THE SHAME!).

2. You get more bang for your buck.

Live workshops mean that you’re in a conference room (or studio or…) for an allotted amount of time. Instead of taking all the time on your own to write your sales page/formulate a marketing plan/design your logo, you literally have no other distractions to prevent you from getting your task done. Try sitting at home and doing all that with Netflix just a click away. #FAIL

3. You get a real life, built-in community.

People to giggle or guffaw with, have cocktails with, drink wine after class with. Not just tweets of encouragement and internet high-fives (I mean, what’s more awesome than REAL LIFE, FULL-BODY HIGH FIVES?!).

So what are you waiting for? Sounds like it’s time to find a workshop/conference/retreat that fills you up.

Lauren Caselli is a workshop and retreat planner for small businesses and entrepreneurs who want to attract their dream clients and create a supportive and creative community around their products and services. She can be found (in September 2015) on her website laurencaselli.com or on Instagram @lenaandaggy (beware. There will be glitter). Need a workshop planned? Email her at lauren@laurencaselli.com.

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