It’s been a while. Since May 25 to be exact. Quite a while for a daily emailer to “go missing.”
And go missing I did. Without warning or notice…for me either.
Now, I didn’t really “go missing.” I was here the whole time. But in some ways, I am changed. In late May, something happened to my insides, where the fears and feelings and inspiration lie. I got a stirring, which became a clear message, and then an illuminated path…away from my current life in San Diego and into the wild unknown in Northern California.
Although it isn’t unknown, but where I grew up…I’m headed for a change to the place I’m from. Ironic, right? I don’t have family there anymore. I have a lot of friends, and a couple new business partners and a few clients and it’s where I belong.
Why am I blabbing about me? Me me me does not a good email make.
The stirring of knowledge that some part of life, however big or small, needs to be re-imagined, transformed, and made better is the tiny little opening of light worming its way into in a person’s sealed bubble of sameness…
The tiny opening you need to identify in your ideal client…your message crafted in the perfect size and shape to fit through the opening, illuminating the path your ideal client must take to tear down the bubble’s walls, and walk confidently into their new world.
This may sound super woo, so let me give you a very mundane, every day example:
Mr. Clean Magic Erasers
One of the most un-fun aspects of selling my house is erasing all signs of me and Buddy the dog, by cleaning and staging. When facing down a newly empty pantry soiled by over 2 years of honey and oil drips, spilled protein powder, and other still undefined matter, my bubble of denial cracked. My pantry was gross.
Enter Mr. Clean’s image in my head (thanks to an empty magic eraser bag). Not 10 minutes later I was buying a 20 pack at Target.
See what I mean. If I’d been listening to the radio and some Molly Maids commercial had come on…I’d have probably paid an emergency fee instead. So busted was my bubble.
And there you have it. Your first tip of the day in 3 weeks and its a doozy. Know your ideal client well enough to KNOW just how that crack will feel when it comes to needing your product…and make sure your message is perfectly sized to fit in the crack and open their minds to your incredible offer.
Yours from my impeccable pantry,
Lindsay Sacks O’Magic Erasers
I am not promising I’m back to daily mailing…but I will not go another 3 weeks…I promise that. What about making it easy on me during this moving time – Tell me what you are dying for help with in your business and I will add your question to my topic list!
Copywriters, Business Owners, Marketers!
Lend me your eyes….
For what I share with you today may forever change you.
We are talking my numero uno, hottest takeaway from my weekend at Jeff Walker’s PLF Live.
Now, if you don’t know who Jeff is or what PLF is…no worries…more on all that in future mail. Today, I mention Jeff Walker to give credit for my tidbit where credit is due. (He actually took it from someone else, but I can’t recall the name).
As copywriters and marketers, our main job is getting the right candidates to press that ole BUY Button. That’s it. The whole shabang. We can help get likes, and a following, and an enormous list…but if we can’t bring home the buy, we don’t keep the job.
When I’m right, I’m right.
So, what do I mean by “landing the plane.”
Here’s an example from real life:
A client comes to me and says, “My program helps my corporate women feel more balance and joy in their lives.”
This plane is still in the sky. Like…waaaaaay up there at 30,000 feet. The offer is general, abstract, and intangible. It cannot be measured. It sounds woo-woo and like far too many bullshyt programs sold by snake oil salesmen looking for a quick buck.
Most people nowadays have seen these overzealous, undefined claims a million times…
Jeff gave us the following bullet point list to help ground an offer in concrete reality…an offer people can believe in, and will buy.
To land the plane, your offer must be:
For those of you working in the personal development space, this little formula will take a LOT of thinking…especially the verifiable and external criteria…how do you measure “feeling oneness with the Source” after all?
Still, even in that space, even though the ideal customer is aware of what you “mean” bringing it down toward the ground will create more sales.
Back to my example…how could we change the offer?
“More Balance” = “You will discover an extra hour to spend time with your family using our specific time management hacks, morning rituals to get you out of bed at 5 with an hour to exercise before you start your day, meal systems to cut down on daily cooking and provide 30 minutes of extra time for hobbies….etc,”
All can be measured…all can be seen through a camera. Right?
“More joy” = “You’ll feel a pep in your step, find yourself smiling for no reason, less prone to tantrums or yelling at the kids, your inner voice will become more complimentary and you’ll sashay rather the skulk…”
The corporate woman’s colleagues and kids could actually see the results. Right?
The ability to visualize the life after your program will draw more of the right people to you..the people who have been looking for those precise promises you describe. The promises demonstrate your commitment to your prospect, your understanding of how they feel and think, and, most importantly, your trustworthiness because you have done something others don’t…
You’ve promised something measurable.
I was at home, snuggled up on the couch in Marin County CA, preparing to watch Game 3 of the 1989 World Series. Dubbed the “Bay Bridge Series” because the Oakland A’s were facing off against the San Francisco Giants, the Bay Area was abuzz with excitement and rivalry.
Maybe we all had too much energy. Because that night, with my dad at the game and me watching from home, the earth began to shake. Harder than I’d ever felt it shake. Pandemonium rocked the stadium. Bridges and freeway overpasses were falling. Live…on TV.
In the wake of that earthquake, and as happens in crisis, the Bay Area came together as never before.
Over and over, we have seen communities rocked by challenging times…this weekend’s terrorist attack (and so many before it) remind me of the need for connection and community.
So many of us, as marketers, online business owners, and entrepreneurs are working to change the world from behind our screens…often alone at home. Remember, connection happens outside these 4 walls.
It happens with the person sitting next to you writing at the coffee shop, or at the top of the mountain on a hike, or at sporting events, or conferences, or the grocery store.
The world is our community. The world is filled with our potential clients, our supportive prosperity partners, our coaches, our healers, our mentors and our friends.
The past week, I’ve been a bit more offline than usual..connecting in human form. I attended REACH Academy Live…a speaking conference, and came away with fantastic new tools to share with you over the coming days.
Stay tuned…because what I am bringing you next could impact your business forever.
Lindsay “the sherpa of strategy” Sacks
I remember it like it was yesterday…
I was sitting in my friend Colin’s house, begging him to let me join his network marketing team. Yes…I was begging him. I wanted in so bad. I had just left corporate America in an exit less like a triumphant and smooth exit and more firey burn-the-boats explosion.
I needed a new purpose, and I needed it now. Used to working 60 hours per week and making many six-figures per year…I was a money hoarding, scarcity minded machine of nerves seeing my bank balance decreasing month after month.
Unfortunately, I was an abject failure on the network marketing scene.
Not because I didn’t have a fantastic and inspirational personal story. I did.
Not because I wasn’t a natural leader. I was.
My failure was in the follow-up.
I simply did not want to appear pushy or bother someone too much. Once someone said they would think about it…I took them at their word. Sure I’d follow up once…or even twice if I was really bold. But that was it.
Salesy and pushy were not reputations I desired…no matter how much I believed in the product or the impact I could have on the world.
And because 91% of people are afraid to be persistent, for fear of bothering someone or appearing salesy…9% of people make all the big bucks.
It’s facts and science.
So, how can you become truly comfortable and systematic about follow-ups? Use follow-up to build the relationship, rather than push for the sale.
Be a person people are begging to work with…just as I begged Colin.
On May 23 at 5pm PDT, I will give you the precise system I use to create genuine, long lasting and lucrative relationships with my ideal prospects through the art of following-up.
The live online workshop is $97 and will be 90 minutes (or more depending on Q&A). If you cannot attend on Zoom, there will be a recording sent to you, and you have the opportunity to email me your questions.
I am not going to sell anything during the workshop. This workshop is the product.
What I teach you will create tens of thousands of dollars of sales when you apply it to your business, just as it has for me….
Plus…a guarantee! If you attend the workshop and feel I have not given you a way to perfect follow-up and make your $97 back in your business…ask me for a refund and I’ll gladly give you your money back.
I am that confident you will find crazy value in this workshop.
Can’t wait to see you there.
Unless you are already a master of follow-up, what I teach is the most critical skill in scaling your sales to the levels you deserve. It’s time to uplevel your connect, prospect, sell game.
Don’t regret missing this opportunity.
I remember back in the olden days when I first got into mentorship and personal development…my corporate coach (a fan of cliche) gave me this well known nugget of wisdom:
“How you do one thing is how you do everything.”
He was referring to my innate inability to have a reasonable and responsible filter when upset. I was reactive…and it extended to all areas of my life…including emails, which had gotten me in a bit of trouble with a board member.
And while I am not a huge fan of using cliche’s in coaching, I do believe this adage to be true.
In today’s online world, there is often confusion as to how to show up.
While authenticity wins the day, what we choose to share or not share, how we choose to give or receive, is a signal to clients, partners, and customers how we will treat them…
As business owners (and yes, freelancers are also business owners), our marketing messages must be tight, and consistent across all media…or we bring confusion to the market…and confusion turns off customers…and turned off customers do not buy.
I had this experience last night in fact…I am in Colorado Springs at a speakers conference…and I was attending the VIP event. Because I have been doing so much studying and teaching on introversion and connection, I wanted to focus my conference experience on creating a keynote about this topic.
However, I’m also here to connect, prospect and sell. Because, duh…that’s my jam.
After one botched conversation after another, I realized I needed to choose which business opportunity I was representing. I chose marketing strategy and copy, and I immediately found my next two (potential) clients.
Does this mean my keynote will be on copy? Not necessarily…but I am showing up here as Lindsay Sacks – Strategist and Copywriter. Period.
Ask yourself…where is your message messing up your connection and ability to sell? Where are you trying to be too many things to a single person?
I’d love to hear your thoughts!
Just a quickie for you about traveling to conferences.
I personally believe I am far more committed to a conference if I am not in my home town. For one thing, I will not flake out on attending (which I have done a bunch at home). Second, I will stay for the meals, happy hours, night caps. Third, I am “off the grid”…sort of, as I never bring copywriting work to conferences.
Of course, it costs more upfront to travel…and I am 100% confident in my ability to get a full return on any conference investment (if I use my Who, Why, ROI method of selection and do the pre and the post-work well), so travel costs are always money well spent.
Soon…you will be too.
If I have 3 pieces of advice about travel it’s this:
– NEVER eat alone. Conferences are for connection. No matter how you want to introvert, remember…you can do so when you get home. When traveling to conferences you are working…even at meals.
– STAY with a roommate. Yes, even if you have the money to stay alone. And especially if you are introverted. I experimented with staying alone twice, and both times, I missed a big part of the conferences because I had a place to “be alone.”
Added bonus: your roommate will become a friend. A real friend. Even if you don’t see them much at all (which you won’t), there is something bonding about sharing space. And that bond tends to lead to introductions, new leads, and sales.
– The best connections and business deals happen AT THE BAR. I don’t drink, but I always hang out at the bar after dinner. The bar is where friendships are made…where pictures are taken and posted and tagged, leaving you forever a “friend” and giving you a chance to connect with an image after the conference is over.
Now, I want to check in with you guys….is this helpful? Are you enjoying this series? Anyone feeling motivated to network, prospect and sell?
Please let me know…
A few times a week, I leave the security of my computer and I take a walk with my dog, Buddy, on a path near my home, overlooking the ocean.
During these walks, I talk with Buddy (out loud, like a mad woman) about what my desires are for life and business. We talk in detail…from the next client or connection I’d like to make, to an inspiration I need to finish a sales page, to any fears that seem to be cropping up for me, to my to-do list for the day.
My mother tells me I’m odd. And this probably does sound odd. Especially to others on the path (just kidding…there are rarely others on the path in the middle of a weekday).
What happens as a result of these talks is nothing short of FULL ON WOO:
I get what I ask for. Often.
Just the other day, I was pontificating about finding some connections in virtual reality…getting into that writing market.
Not one hour after the walk, a connection I made at PLF Live (a conference I attended in April) contacts me, and refers me to a new client in the VR space.
I constantly see people suffering from lack of money or clients…and I have taken my introversion and learned to master the most potent skill for generating wealth, joy, happiness and a prosperous life: Connection.
Connection is a controllable force of business power.
If you can discover and master the skills to connect, prospect, sell, and maintain relationships,…you will always have the resources available to thrive in business.
Follow-up is the difference between a conference friend and a client or lifelong mentor or referral partner. And MOST do not do it….even the charismatic, extroverted, popularity contest winning people fail when it comes to follow-up…leaving their connections at the conference to whither and die.
On May 23, 2017 at 5pm Pacific…you are invited to an online, interactive Zoom workshop focused on follow-up – Turning Conference Connections into Clients, Partners, Mentors and Colleagues.
The cost is only $97 for the 90+ minute event…a nominal cost considering the return you can get from just one successful follow-up.
My follow up process has earned me a waiting list of five figure clients, mentorship and confidants, and prosperity partners all over the world.
And it can do the exact same for you.
The Enquirer is the quintessential must read for any copywriter.
Many of the great copywriters, including a personal favorite of mine, Joe Sugarman focused on rag mags like The Enquirer to help them write in the language of the everyman.
Nowadays, we have apps to judge our writing…to let us know if we are creating ads understandable to the average 5th-9th grade reader…
But those apps cannot demonstrate the key ingredient to any great copy…something The Enquirer, Cosmo, and the New York Times (among many other great publications) have truly mastered…
And something I see copywriters struggle with often.
The Headline + The Perfect Lead Paragraph Combination
Now, I’m not talking about what lead for what audience a la Breakthrough Advertising.
I’m talking the one-two punch so fierce the reader MUST READ FURTHER…
Almost 100% of my own writing, other’s copy I critique, and the vast majority of sales copy and content I see could do this far better…
Notice, I’m not talking the entire lead…I’m talking the first one or two paragraphs of the lead.
Read all the copywriting texts and blogs you wish…gather all the great ads and the best swipes. But DO NOT MISS studying The Enquirer, Cosmo, and The New York Times as great sources of Headline/Lead combos.
Study the combination of the two…how one leads to the other…and how that lead paragraph gives you a synopsis of precisely what you’ll learn in the story…and teases you to keep reading.
Here are a few examples:
Spaceman John Glenn’s Surprising Dying Regret
John Glenn was a heroic fighter pilot, a two-time astronaut and a U.S. Senator, but the American icon was haunted by a deep regret – he didn’t become President of the United States.
A good example of telling the whole plot in the first paragraph…while still leaving the reader sort of scratching their head…how did this longing play out in his life? Why didn’t he run? Can we, as humans, ever truly be satisfied with our accomplishments?
Frozen Tots Sue Their Modern Family Mom
Sitcom sexpot Sophia Vergara is tangled in a bizarre legal wrangle – she’s being sued by her own frozen embryos.
I mean, who would not want to read more about frozen embryos bringing their mom to court???
Where Anti-Tax Fervor Means ‘All Services Will Cease’
ROSEBURG, OR – Some voters in rural Oregon are seeing what happens when taxpayers force government into retreat. Libraries are blacking out. Jails might be next.
As a reader, two things hit me…it is possible to not pay taxes, and prisoners may be let loose all over the land. MUST READ MORE…
You get the drift.
These periodicals survive, even in the age of the internet, because they drag people in with their headlines and their opening paragraphs (and of course the images). As marketers and copywriters, we can look to these articles as articles that work to get readership, rather than looking at various sales letters as samples without necessarily know how well they converted.
Obviously you will still need to learn psychology and technique for writing persuasive sales copy…if that is your thing. And all the psychology and persuasive writing…even the very best offer can’t hit home without the reader becoming sucked in first.
Lindsay of the Leads
If you haven’t claimed your seat for the Stupendous Live Online Conference Connection Follow-Up Workshop…Get in here!
May 23, 5pm Pacific, ZOOM (with video)
I just closed my second 5 figure deal from my last conference,…and I am going to teach you how to do exactly the same.
Even if you can’t attend in person, the replay and a Q&A chat session will be available to you so I can answer your questions directly.
Last week, a daily email subscriber and friend of mine, Monique Nelson, sent a message with a HUGE and TIMELY tip for a magnificent way to connect with speakers and influencers at conferences.
I’m in post-conference follow up mode right now! Reading this email got me to wondering…as the conference QUEEN, have you ever volunteered at an event? If not, I suggest you give it a try at least once. It will be an entirely NEW experience for you.”
She then followed with a copy of a post she made about her experience in the green room at Social Media Camp…meaning her job was to socialize with the speakers.
Just a few of the perks of the job: connecting with 17 of the 50 influencers and speakers in 1:1 conversation, influencers asking her for advice and selfies, attending the conference for free and receiving a huge wealth of connection in return.
If you ever feel fear about going to a conference alone, volunteering truly is a perfect remedy. Yes, you have to work…and sometimes hard…and you don’t always get to listen to the conference (you sometimes are assigned to jobs outside the main room).
You do have a job and a purpose, and because you’re wearing the conference shirt, people come up to you to talk…so no need to work your way into conversations or stand around looking lost (often a treacherous nightmare for introverts).
And once you meet all those influencers and speakers and high quality prospects?
It’s up to you to follow through.
I just closed over $8,000 of new business last week from 2 new clients…one I met at a conference in December. One through a connection I met at a conference in April.
I know of which I speak…and I’d love to show you precisely how I turn a chance meeting or a lunch or a late night conversation at an event into cold, hard cash in my account.
Click here to grab your seat for my live, online, interactive workshop…DEEP DIVE INTO FOLLOW-UP, and I’ll show you my ways. (May 23 at 5pm Pacific and recorded for those who can’t make it)
This workshop is a steal at $97, and until midnight Pacific time you can get in for $47 Seriously…imagine the gains in sales you can create learning my follow-up system…
CLICK HERE to grab your seat.
Lindsay “Conference Queen” Sacks
If you met your ideal perfect client tomorrow at a random party, coffee shop, or event….wouldn’t you want to know exactly how to follow up and close the deal without sounding desperate or salesy or awkwardly aggressive?
If yes..my DEEP DIVE INTO FOLLOW-UP is the best $47 you will ever spend.
CLICK HERE to grab your seat
A special thanks to Monique Nelson for her massive tip!
Yesterday, a newer member of my elite email list unsubscribed.
This, in and of itself, is no big deal. While my rate of unsub is Antartically low, it happens. To be brutally honest, I don’t really even notice.
But this member notified me, basically stating he was leaving because he was “sick of me selling in my emails.”
Holy Crap! I hope he isn’t a business owner, copywriter or marketer…
I love writing and sharing my tips of the trade with you, but I don’t give out my hard won wisdom for free. After all, you are a powerful business owner…not someone needing handouts and freebies.
Instead, I’m participating in the fine art of email marketing (and I hope you taking my example and others, and are doing the same with your lists).
I write emails to build a relationship with you…daily emails carefully crafted to bring you serious strategies you can use right away to build your influence, excellence, and make cold hard cash.
What my friend the unsub didn’t seem to understand is this:
Email marketing has an ultimate goal…turning a prospect into a happy, successful client.
Email marketing builds a camaraderie. We learn about each other. I email you…you email me.
When it’s time for me to make you a super valuable offer, you know me, you trust me and the quality I bring, and therefore you are hopefully excited to buy my offer
After all, I’ve proven to you I will go above and beyond to give exponentially more than the price I charge,
Take, for example, my latest offer for Deep Dive Into Mastering The Art of The Follow-Up where I share conference follow-up strategies that will score you friends, clients, and referral partners for years to come.
When you attend live on Zoom, you can ask me anything you’d like about the entire conference connecting series. We will walk through your specific scenarios as well as the content I’ve prepared.
I will give you the exact organization and connecting method I have used to close over $100K of freelance writing business in my first 6 months of freelancing, all from people I met at conferences.
The same exact strategy I used to close 6-figure deals in my consulting business.
I’m charging $47 until May 12. Then, it’s $97.
How much can you make from one strategic connection? 20x that? 50x? 100x? More?
Sounds like a win/win to me. Join us on May 23 at 5pm Pacific (or you can get access to the recording and email me the Q&A).
Never let a great connection slip or money making opportunity through the cracks due to lack of skillful follow-up. Ever. Again.
Lindsay “Shakin’ My Money Maker” Sacks