Tag Archives for " mindset "
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 an anal child. Bordering on obsessive, though I don’t believe in a disordered way. I liked everything in its place, organized.
My books shelved according to genre and then to height and then color.
My clothes folded just so in my drawers. White socks with white. Colors with colors.
My bulletin board organized in an artistically disheveled, on purpose, manner.
My course notebooks had color coded notes from those old 4-color ball point pens, in perfect handwriting.
Mama Sacks was much the same…still is. Her home, cleaned and decorated as perfectly as a model home, still gets deep cleaned once a week by professionals. I doubt they have ever found even a speck of dust upon arrival.
Then something changed. Drastically. I emerged from the nest and became kind of a disheveled, though very high functioning, slob.
I began leaving things out on the counter to save me time the next day…and leaving clothes all around after a long night of “happy hour.”
I began relying almost entirely on my brain to remember things…never using any kind of calendar appointment or to-do list system until far into my career.
My books…they are kind of everywhere.
At around Age 22 I became a lost soul among the walking disorganized…and a few weeks ago, I was FOUND.
Notion.so feels as if Evernote married one of the many project management systems, and then had a team management baby.
I’m not writing the whole sales page here, especially because I’m not an affiliate (yet). And because you can try it for free and see what I mean.
Now is the time to get it…because soon I’ll be sharing how I organize, create, and use these daily emails for various functions around the web…and Notion will make it a snap for you.
BUT WAIT! Before you go…
I have some free publicity to offer you…
I am getting ready to full on publicize my blog, which is really mostly my daily emails edited for blog life…
If you would be so kind as to hop on over to lindsaysacks.com/blog and give me a comment or social media share for a recent fave…and reply to this mail with the link, I‘ll gladly give you a backlink* in one of the future blog posts I publicize…
*Backlink means I will link to your website or article in my blog with some kind of nice reference to you (probably in reference to the comment you write for me).
This is NOT available for a link to a sales letter or promotion, as I only provide promotional links to products I use myself.
In every sweet new freelancer’s heart, a hope appears. A hope for their first BIG job.
Not the one off blog post or the teenie tiny splash page with three bullets and a button..
I’m talking The BIG One.
Maybe it’s a daily email retainer that pays all the business bills.
Maybe it’s the long form sales page for a high value product that pays the big residual down the line.
Or maybe it’s my personal favorite, a full funnel from paid ad to upsell (or down) with webinar scripts and 3 VSLs, and affiliate mail to boot.
It was June, and I was a freshly minted Copywriter. I’d actually minted myself, since, sadly, there is no fairy godmother of copy to sprinkle dust and make the declaration to the world on our behalf.
And by “minted myself” I mean, I announced it on Facebook. And if it’s Facebook official, it must be true.
So here I am, faced with a big job straight out of the gate…
Aside from one course and reading some books, I had natural skill and a dream.
And a vast network…
I knew I needed a portfolio fast, so I’d reached out to my Mastermind Group for leads. The job was mine the very next day, “Just send me a proposal.”
What in the world was I supposed to charge for that much work…and how much time would that actually take?
Clearly, I wasn’t gonna be a super rookie and charge by the hour.
I didn’t have a mentor to turn to at the time, but I did have ONE PROPOSAL TRICK I’d learned from business consulting…and I’d been using it for the few tiny jobs I’d had up until this point.
It is NEVER too early to start tracking your time. Before I was asked to propose on my first full funnel, I had been tracking my time as I studied and worked on a tiny smattering of mini-jobs.
I knew how long it took me to write an email.
I knew how long it took me to do client research.
Even though I’d never written one, I kind of knew how long a sales page would take based on the other stuff (although I was very light on the editing time).
Armed with just this tiny timeline, I could figure out how to price my very first job.
Here’s an example:
I knew if it took me a half hour to write a persuasive, infotaining email, and I had to write 30 of them for the launch, and I needed to make at least $100 per hour over a 20 hour “chargeable” week to live…well, my emails had to be $50 per. Right? **
And so it went. For every part of the funnel I figured out the minimum it would take for me to survive while writing.
Do not wait until you have a BIG opportunity to figure out how long things take. You will inevitably lose your shirt, and possibly your house by way underestimating how fast you can write, way overestimating the number of hours you can write in a day, and thus, charging less than you should.
You MUST track your time NOW.
It’s free to use the basics, it’s super easy and it’s available on your phone and desktop, so you have no excuse to not understand IN TOTAL how you spend your day.
Don’t make the mistake of just tracking writing time either!
You need to know how many hours you have to work for clients…how much time you prospect, read, learn…and how much time is sucked away scrolling on social.
I’m not an affiliate of Toggl…Just spreading the word on an app I love and use.
I do sometimes promote products as an affiliate (if you have one you’d like me to try, by all means, get in touch) but Toggl is not one.
** Pricing is illustrative only and is in no way indicative of my actual charge rates (or living wage rate).
Before I developed friendships with many entrepreneurs, consultants, coaches and the like, I thought everyone was always hustling, winning, productive every single day. And always with a smile.
What a joke.
I thought no one understood the on again/off again days. The days where 2 solid hours of excellent productivity are followed by 6 hours of trying, and failing, to get back in the flow.
Where exercise, nature walking, shower breaks, lunch breaks and another cup of coffee simply cannot restart your engines.
Deadlines coming…plans tomorrow…just one more section of the writing is hard to come by.
A butt in seat problem. A fight against my own power.
I’m glad to know now that we all have these days. It’s nothing to fret over or beat myself up for.
It’s my subconscious telling me to relax. Avoid the frazzle. Kick my feet up.
My blast of motivation, creativity and acceleration toward the goal is on its way….
When I stop straining and stressing.
If you find yourself on a rough path of resistance…remember, it’s best to go with the flow and allow resistance to pass than fight it head on and get yourself in a tizzy.
We have all been there. Often. And those of us who ultimately succeed understand…
The next burst of brilliance is about to break through.
I don’t just mean acknowledging a compliment by saying, “thank you” or deflecting a compliment with false modesty.
I mean do you know how to fully receive the compliment, like deep down, where perception shifts occur?
Every single solitary person I know struggles with impostor syndrome at some point in their life.
In fact, according to recent psychological research performed by the Behavioral Science Research Institute and documented in the study, The Impostor Phenomenon, it was discovered Impostor Syndrome is felt by a wide majority of people, and that “It is estimated that 70% of people will experience at least one episode of this Impostor Phenomenon in their lives” (Sakulu, Alexander, 2011).
And…it’s not just the high achievers in the workplace. Impostor Syndrome is felt everywhere.
Some will look at their kids and think, “I have no business parenting. I’m still a kid myself.”
Some will look around a corporate boardroom and think, “How did I get here? I’m way too young to be here.”
Or, some will change careers, call themselves a copywriter and think, “How do I know if I’m even any good at this?”
Many people do an incredible job of hiding their fear of being discovered as a “fraud” behind bravado, superiority complexes, and attitude. Some have done a lot of brain coaching to work through it…
I remember back in the corporate days…I was the girl sitting in the conference room, dressed up in my board of director meeting regalia of pencil skirt and matching jacket, 4 inch heels…and all I could think is, “what if they find out I’m not the woman I say I am.”
I felt about 21 inside. But I was playing a capable executive in the drama of my life.
The outside not matching the inside eventually burnt me out. Nothing confuses the mind more than being incongruent with yourself.
Here’s the good news:
Sounds super woowooooo, I know. But I promise you, if you get this part down, you can become as confident at selling your wares as Kylie Jenner is selling Lip Kits. (She made $8M in 20 minutes and broke Google mid-launch…look it up..it’s unreal.)
Back in the days of corporate life…I’d only ever focus on the one or two improvement points on every one of those terrible 360 degree reviews. The ones where they pick apart your performance once a year.
I never integrated the good review points into my psyche.
Now…I never miss a chance to do so, and neither should you.
What is the last positive testimonial or comment you received on any work you’ve done?
Do you have a file of such comments at the ready for a pick-me-up when things get rough? (Because let’s face it…every business and life has its ups and downs, even throughout the day).
Read that last comment over and over and accept it as you. Take it in front of the mirror. Read it to yourself. RECEIVE IT!
Don’t worry, my friend, I’m not going soft on you. You told me you wanted to learn how to sell more and get what you’re worth…
And I am telling you, if you do not believe in your worth, your prospect won’t either.
One way to be great is to take the course that has spurned greatness…CopyHour.
Right now, on the front page, you can take a quiz to find out The ONE Thing Holding You Back From Writing Copy That Converts. Take the quiz…and get on the waiting list for the best course I’ve ever taken about copy!
It’s not just for copywriters. If you want to learn to sell with words…it is for you.
I (practically) cried at the gym today. Real tears. As in, I had to have the following stern discussion with myself:
“Lindsay! There is no crying in the gym. You’ve gotta be tough. Think of the Olympians!”
Less than one year ago, I was in really solid shape. In this same gym, I could show up daily and rock through my workouts…lifting over 225 lbs. with my legs, more than 10 times…or lunging around the building with heavy weights overhead.
Back then, I could finish an hour long spin class. And do more things…
Today…I was fatigued to the point of nausea after only 15 minutes. At a very low pace.
I never chose to leave the gym.
My hands chose it.
First with an injury to my left thumb, then with some sort of nerve damage in my right fingers.
I could have gone back, but I didn’t. Instead, I began to write and work like a madwoman (and follow the work with ice cream and candy corn and Cadbury cream eggs).
I used pain and then rain as an excuse to stay home.
I got sick and then tired.
Enough is enough.
Thankfully, I had my trainer to return to…
The same trainer who kicked me out of the gym when my hand was broken but I would not get it taken care of…
He pushes me to finish, but reminds me to be patient. He teaches me about muscle memory and assures me I will get back to where I was.
He will not allow me to quit but he will also not allow me to compare where I am now to where I was when I was at the top of my game.
He makes me want to go to the gym, even when it is hard, even when I get nauseous or dizzy from exertion, even when I’m frustrated because I can’t do what I used to. I still want to go.
And so it must be for any coach, guide or mentor.
Whether you pay her for 1:1 coaching or whether you receive your mentorship from afar through daily emails.
As I reviewed your surveys, I noticed several things…
I felt a distinct frustration in the group…and I know you all wanted more concrete pathways to selling.
I get it. Marketing is fun but it sure is frustrating.
Happily, there is no one-size-fits-many solution to making money quickly. Sure the goo-roos will tell you their program is one way, or even a guaranteed way…but if that was so, wouldn’t everyone be doing it?
I cannot walk into the gym, have a trainer hand me the workout plan that built Arnold Schwarzenegger’s 20 something body into a 7-time Mr. Universe winner, and expect it to squeeze my 40 year old body back into a bikini like shape by May.
I need a trainer’s knowledge, his guidance, his gentle nudge when I’m tired or frustrated or just want to quit. I need to be accountable to show up and to push myself.
So too, I cannot expect one step-by-step, fill-in-the-blank tool to provide me a path to copywriting superstardom and rockstar millionairess status. I need my mentors to show me how they made it…what principles they followed to attract clients, to write converting copy, to build their expertise, their teams and their good name.
And you, my friend, do too.
The best we can do as we learn and grow is to surround ourselves with the people right in front of us on the path we wish to take…those who will mentor us and show us the way and push us through our frustration and fears.
Who will help you forge your way to more clients, better results and greater mastery of your craft?
If you are truly committed to learning to grow your copy business through networking, connecting, prospecting, selling and exceptional service and results, your mentor could be me:
I have one spot open for 1:1 mentorship and will not take on another person until after summer at the earliest… connect with me if you are interested.
I have read your comments, received your emails, and I have heard you.
Great workshops and technical emails are in the works to help you move up the ladder on your way to success…
Let me share a teary little tale of Lindsay’s Terrifically Terrible Travel Day.
About a month ago, I had a terrifically terrible travel day.
I was stuck in a small airport, for almost 8 hours straight, with not a flying planes in sight. 10 planefulls of pissed off passengers pacing in one gate area with only a pizza place and a small bar, and one tiny book stand to occupy their time. No one was smiling. Each person had missed their connection…each person was looking at a full night of no sleep at their next airport destination.
Weeping and gnashing of teeth could be heard far and wide. Myself included. I was sick, feverish and emotional. I needed to get out of the cold airport, away from the throngs of smells and voices, and into a bed.
As if from heaven itself, a friend’s voice came to me (over the phone), reminding me the truth of the writer.
You see, everything happening around me was fodder for my next email, sales page, story. All I had to do was move about the building, listening to conversations around me, watching the humans in their unnatural habitat, psychoses of all types emerging as exhaustion and frustration grew high.
Why am I telling you this?
Because I want you to think differently about the world around you…peer around you with a new set of glasses, a critical lens of the writer, the marketer, the coach. This is the way of great copy.
People ask me about tiny tactics, request fill-in-the-blank formats and checklists, want to know if you really need to delete the word “that” from all copy for all time. And there is nothing wrong with tools and guidelines…trust me, I use them too.
But what you write in those blanks…in the sales letter format of choice…the stories you tell is what connects…so go out and witness the humans of the world. Learn their stories. And write good copy.