Don’t wait for the clients to come to you, bring them to you with your words.
That’s the key factor that’s allowed me to grow – double, then quadruple – my business over the years. From anything between 2k of sessions in 72 hours to 36k of clients in 2 weeks, launches have the ability to fill up your business for months in advance.
The average Jo/Joy/Joe doesn’t care about your packages. It’s your job to make the right peeps give a shit with your marketing.
It’s a dedicated set of blog posts/Instagram posts/newsletter emails/etc over a specific period of time with one goal: to sell a certain number of your coaching/design/copywriting packages.
How the eff do I launch my services?
Launch your most expensive/top-level service first.
Buying a $$$ package becomes so much easier once they’ve gotten stirred up about the $$$$ package. Always go from high to low when presenting your offers.
Decide on the length of your launch.
I’ve had equal success with short (72 hours) and long launches (2 weeks) when it comes to services. For higher level services I’d recommend starting with the 2-week launch to get your feet wet.
Remember who you’re talking to.
Your top-level service is for a different person then your entry-level offer. Remember how those two clients are different and how you’ve created something to fit their different wants. You’re going to use that in your content.
Engineer the content.
Content = social media posts, blog posts, videos, cartoons, etc. All of these need to work together to answer the following:
How will this change your client’s business/life?
How could they take the first step without you?
Will it work for them? Have you done this?
What should they expect?
Why’d you put it together this way?
What’s the big picture they need to see?
The fundamental role of all your posts/videos is to lower hesitations and resolve obstacles for the person buying. You need to step into their Hannibal Lector snack and see the world from their eyes.
Each offer should have its own sales page. That helps to keep the reader’s focus and increase the likelihood of them buying it.
All of this extraordinary learning they’re doing is worthless without wrapping it up with what they should do next. Examples are: ‘Pop your email in and I’ll send you a free workbook’, ‘Click here to secure your spot’, ‘Go here to learn more.’ The human brain loves being told what to do because it makes the decision-making process easier – yes or no.
Get your tech sorted.
My fave way of selling services is Satori + my WordPress site. Satori allows you to set up packages (vs ## of calls) and it’ll take care of the scheduling, payments, contracts, call reminders, questionnaires with one click. I copy/paste the button code, slap it on my sales page, and I’m good to sell.
All this work can be done ahead of time, that way you show up to answer questions and do scopes live to let people know about it. Definitely schedule the social media content in advance for sanity’s sake.
It doesn’t matter what industry you’re in or how long you’ve been in business, you gotta launch. I go into greater detail about launching your packages (you can unlock that here).
Launching your packages is a crucial part of my method for getting you booked in advance.
Be Booked Out is an 8 week LIVE program that takes you through my proven method of getting you clients booked months in advance.
Your first coaching client is the most strenuous and MAGICAL of clients because more often than not you’ve been fumbling blindly to get someone, ANYONE to sign up then BOOM! They sign up and your life is full of smizes (eye smiles).
You’ve been trying to ‘sell’ your free sessions, free website design, free courses and getting no clients.
You write, promote, and hustle hard but nada, zip, zero.
Every time someone comes to me saying they can’t even sell their free stuff, I tell them to put a price tag on it. When a client is asked to pay for your services they instantly value it WAY more then when it was free. That’s because our brains associate higher value with higher price points (even if it’s the same thing for a higher price – check out #5 + the turquoise jewelry case study).
Adding a price onto your services isn’t enough to bring in Coaching Client #1 though, you need to do these three steps to make it happen.
Step 1: Being helpful up close
The problem most people have with their blog advice is that it’s too vague which means it swings and misses whenever a new reader shows up. So you’re going to go into FB groups, Twitter chats, Persicopes, and webinars and give super SPECIFIC advice to every person who asks you a question.
Where are the clients at?
The best way to connect with them is to get to know them in their natural habitat. This is why knowing WHO you’re targeting is vital because if they’re an online business owner maybe they’re in business FB groups, if they’re a mom on the run maybe they watch Scopes in the car, if they’re a teenager then master Snapchat.
How to find the right place: if you’re not sure where your peeps are hanging then you’re targeting the wrong person. Take a look at who you already know (and chat with) online and make services for them.
How to make it work: go in, ask questions, LISTEN, answer other people’s questions, make friends.
Step 2: Write a compelling sales page
You NEED to master writing sales pages (the marketing way) because they turn strangers into clients. This one page is the keystone to making profit online. It allows you to test your service and package ideas quickly and effectively. I often will come up with a new service and have it up on my website within 24 hours. It can create thousands of dollars in new client work if written right.
There’s no shame in asking for help online especially if you’re the sorta person who gives heaps of help/support/value before asking (ahem, step 1).
By asking for help you invoke the feeling of usefulness, and helpfulness in the peeps around you (again only works if you filled up the friend bank first). PLUS, people like DOING favors more than receiving them, it engenders positive feelings towards you.
Ask for help but make it EASY to help you, use Click to Tweet so it’s only one click of effort for them.
How to ask for help: Add this blurb to a FB group and your custom Click to Tweet links.
“Hey! I’m super pumped about my new package but I need help getting the word out there. If you could spare a share, I’d really appreciate it.
Click to Tweet link
Click to Tweet link
Click to Tweet link
Thank you so much in advance!”
The strategy: by asking for the share vs the sale you allow people to engage with your offering. I find that the majority of your clients will come from the people you’re asking to help share it.
Once you have that first sweet coaching client in the door then you can start getting booked out. I find that you need to get paid to do the work first before knowing if this is the right business model for you. It’s standard to keep evolving your coaching practice till you find the perfect mix of what you find easy to do with what people will pay you to do for them.
I can teach you to get months of clients booked in advance and lining up to work with you in Be Booked Out and it starts on March 1st!
Here’s a podcast to compliment your reading experience because listening + reading = 20% of the senses. MATH!
You’re perusing the internet, jelly-stalking other designers, perving on new fonts, and Pinterest-ing like it’s your job. Because, oh yeah, it is!
Woot! Woot! As a designer, your job is to ogle and produce beauty and that’s glorious!
But it’s not all rainbows, more than once you feel like a #464646 amongst a sea of #CCCCCC.
Check your self-doubt into the overhead compartment because your talents, personality and style make you a snowflake on the shores of Hawai’i on a dry-heat summer’s day.
You are valuable, unique, and delicious like a blue banana amongst yellow bananas.
Believe it because once you do, you get better clients, projects and higher prices.
I’ve worked with many designers (developers, illustrators and artists this is for you too) and not one of them is the same.
The only reason your design business can’t keep its head up among the internet waves is because you’re not communicating your value, coming up with unique packages and booking yourself in advance.
Which is what marketing does for you.
(It also boosts you up to be a top designer charging $9,000+ per project with products and programs that create passive income.)
This is how we do it.
(Yeah, Montell! A classic about Friday night marketing strategies and the power of designated drivers.)
Six ways to show off your blue-banana-ness:
Ideal client is crucial.Not every designer wants to work with beer companies or young authors or coaches. By knowing WHO you wanna work with you get better clients, projects and can charge more.
Cultivate your style. Your website is your biggest testimonial and regardless of what your college taught you, the client buys based on your website’s own design. Your client testimonials are for backing the results.
Keep raising your rates. Every new client brings in additional experience and makes you more valuable so raise those rates a little bit each time.
Have an opinion on your industry. Lover of neon? Hater of sans-serif? Believer in talking to clients via Voxer? Let your opinion flag fly.
Cultivate your word-of-mouth. Your favorite clients should be talking about you because you’ll get more dream clients. Stay on their mind by following them up. (Ex: this article reminded me of you, how’s your cat doing?, did you master that lasagna recipe?)
Marketing funnel magic.It’s easier to sell to past clients than strangers. Have a service that sells the next step so that you don’t miss out on working with your favorite people on your favorite projects for mega-cash. (Ex: having a maintenance package (or referral) after you finish up a website, following up in a month’s time for additional touch-ups, add-ons and extras, etc…)
Be Booked Out is my signature method that helps you get those higher paying clients with the cool projects you actually wanna work on.
Be Booked Out is booked solid for this round but you can find out first if you sign up here.
RANT ALERT. Click away if you’re not comfortable with strong opinions, accurate information, and casual use of swear words.
There’s something about sales pages no one is telling you – you should be writing your sales pages like the person reading them ALREADY wants to buy.
Those long ass videos? Irrelevant. The rhetorical questions? Off-putting.
Trying to force them to care? A waste.
The people who are reading your sales page are those who have already self-selected to be your clients. They’ve said ‘yes’ to the blog posts you’ve written, they felt like you got them in your videos, and they are taking the next step to move forward with you.
So to land on a sales page that treats them like a distant stranger vs a business best friend? Cold water on a hot prospect.
Here are three easy ways to make your sales page get more clients in the door:
1. Talk to them like they want it
Sometimes you find it hard to picture a stranger wanting to buy your services. You get all full of queasy self-doubt that stops you from moving forward and you begin to doubt your perfectly wonderful service. TOTES NORMAL. What I want you to do is write your sales page like the person on the other side has already told you ‘TAKE MY MONEY’, your sales page will come across as confident, close, and compelling. Trust me, it works.
2. Drop ‘imagine’
My creative writing teacher once drilled into me “show, don’t tell” to evoke emotion in your reader and when it comes to sales pages you want your potential client to FEEL something – hope, enthusiasm, excitement, confidence – so that they’ll take the action you want – clicking the buy now button. You can’t do that though if you keep using weak language like ‘Imagine your life as a cheese model’. Ummm no, that’s not their job to figure out what that looks like, that’s yours. Take out all ‘imagine’ phrases and take the time to ‘see’ what the end goal looks like for your potential client. Hint: it’ll look like the successes you’ve had with past clients.
3. Stop hiding your buy now buttons
This fucks me off more than anything else because you’re shooing away money when you make it super fucking hard to find your ‘buy now’ button. You’re hiding it by choosing a color for it that camouflages into the background or making it super fucking tiny or only having one at the very end of a never-ending sales page. Buy now buttons are invitations for your client to get started and you should never make getting started hard. Add multiple buy now buttons throughout your sales page to make it easy for clients to give you their money and get the results you’re promising.
Bonus tip: You do not want to distract your potential client when they’re on your sales page. Absolute focus must be on them clicking that button. There are three common fuck-ups when it comes to this.
Videos on your sales page – you’re distracting your potential client from buying your package when you give them a 5 minute video to watch first. First off, NOBODY is watching that video all the way through and second, they already want what you’re selling so what do you have to talk about?
Side-bars – my Be Booked Out students have often heard me rant about side-bars but particularly on sales pages there should not be anything competing for the reader’s attention so scrap the side-bar on your sales pages (actually all together but that’s a different post).
Pop-ups – we all have shorter attention spans these days and so we need to rush to get vital information into our readers’ view. A pop-up will ruin that delicate cone of concentration that you rely on to get them to hit the buy now button. No pop-ups on sales pages, they’re a shiny cockblock for sales.
Kimber Lee – Halley is truly a sales page ninja! Without promotion or consults I have been able to get my highest offering sold, just based off my sales page, twice! I followed her formula for my other sales pages and just like magic paypal was alerting me of payments made for my programs.
Halley is truly a sales page ninja!Without promotion or consults I have been able to get my highest offering sold, just based off my sales page, twice!
￼Constructing a sales page can feel like getting your finger nails pulled out one by one. Agonizing.
The worst part is that is how it feels to read sales pages that were written feeling that way. When you don’t have a logical progression of how to craft a sales page they usually trigger the following:
OMG WHAT AM I DOING? NOBODY WILL PAY ME MONEY FOR THIS.
IS IT TOO LATE TO SELL MY SOUL ON EBAY INSTEAD?
WHY WOULD ANYONE CARE ABOUT THIS?
WHO IS MY MOTHERRRRRR????
Now the last one I can’t help with (try The Goog) but the others I can.
These thoughts are 1. Bullshit and 2. Easily conquered by having a method you can fall back on.
I cover the full method that works in my newly revamped Written Gold – the sales page course to end all sales page rambling – (get it here).
Here are the top 5 reasons why your method of writing your sales page isn’t securing you new clients while you nap.
1. Rambly AF
It takes you too long to introduce your service and what it does. I know this because most people think they can ‘sneak’ what they’re selling into a sales page and it’ll make people feel ‘safer’ since it’s not ‘in their face’. All of this makes for a rambly sales page that takes ages to get to the point. You want to be up front with your reader about what you’re selling so they can connect the dots, get comfortable with the price, and pull the trigger on working with you. That can’t happen if you take ages to show them your solution.
Point for you: Introduce your service/package by the third paragraph at the latest.
2. Vague AF
You’re writing your sales page for the WHOLE internet. Hoping and praying that you’ll net a client. But the same way a fisherman chooses the right lure for a specific type of fish, you need to get specific about who you’re writing to and what their goals, wants, and troubles look like.
Point for you: You need to pick one person and write your sales page specifically for them.
3. Hard AF
You must be a pro at Easter egg hiding because girl, you’re hiding your buy now buttons like they’re made of milk chocolate. Buying should be easy. If your reader finds buying from you hard, they’ll just walk away. No questions, no emails, no asking, because if it’s hard to buy from you then it’s hard to work with you.
Point for you: Make your MANY buy now buttons big, loud, and proud so they’re easy to spot.
4. Trying AF
You spend 4 paragraphs rambling on about why your reader needs your service. That’s not convincing. Being succinct with your ideas and what you’re selling conveys more confidence, confidence increases trust, and trust makes sales.
Point for you: Condense your main points into a couple of sentences.
5. Lonely AF
If you’re the only way harping on about how magnificent your package is and why the reader should buy it, your sales page comes across as weak. Get other people (preferably past clients but friends/beta testers will work too) to give you a strong testimonial that backs up the results that you’re selling. It’s meaty and enthralling to have other people sing your praises with you than you singing solo.
Point for you: Have testimonials on your sales page to make it stronger and back up what you’re saying.
I’ve put together my tried and true method into Written Gold course so that you no longer need to worry, and let’s start getting you more clients.
Yeah, so I wanted to get booked out and … guess what? It fucking worked. Halley knows her shit. Do it!
It fucking worked.
Yeah, so I wanted to get booked out and … guess what? It fucking worked. Halley knows her shit. Do it!