I know how it can feel—like ice water thrown on embers that are starting to ignite. When a writer spends years developing her craft and finally musters the courage to submit her work to an agent or publisher, it can feel utterly defeating to learn that writers need an established platform to be considered. It was the need for a platform that helped me realize the powerful benefits of a sales funnel.
A writer may have ideas, talent, an established writing voice, and a strong message. But to reach a wider audience through publication, she must already have a strong email and social following. This is the “platform” that she must bring to the negotiation table.
In seasons past, publishers would carry the burden of sales and marketing on behalf of their authors. But in today’s market, it’s up to the writer herself. Now, a writer must have her own following. She must develop a listening audience with whom she can share her words and prove to agents and publishers that she has sufficient influence to promote her own work.
Building a platform takes time. It can take what feels like centuries, especially when the levels of expected followers can number in the tens of thousands. But with a step-by-step plan to follow and by crafting a compelling message that attracts a target audience, building a platform can feel easier than you expect. In marketing terms, using a tool called a sales funnel can make all the difference.
What is a Sales Funnel?
Imagine becoming known for the problem you help solve. What if you could attract the very people that you feel called to help with your words? How could your writing business become stronger with readers who grow into loyal, raving fans?
With the right tools and frameworks, this is all possible. To build a strong writer’s platform, you need a sales funnel. While the term “sales funnel” may throw you off a bit, it’s a tool that does far more than sell. It helps you take your readers through a natural, relational journey and increase the level of influence you have with them.
A sales funnel is a simple, inexpensive, and effective way to begin attracting the right audience for your writing brand. The even better news is, anyone can create their own sales funnel with just a bit of know-how. It’s a process that uses digital tools to convey your brand message and attract potential customers. Your sales funnel provides a way to communicate with your prospective readers, pique their curiosity about your product, develop engagement, and ultimately ask for the sale.
A Marketing Funnel Can Move a Writer from Invisible to Easily Recognized
The life of a writer can feel pretty lonely—as if you’re on an island by yourself, pouring out words you hope will touch lives, then wondering if anyone is listening. I get it. Without an engaged audience, you may doubt the strength of your message. You may wonder if you have what it takes to be a successful writer.
It shouldn’t be so hard to reach a wider audience who truly needs what you offer and will engage with your words of hope. But how do you find the people who need you?
As a writer, you can keep searching the internet for tips and ideas on marketing, trying different tidbits here and there and hoping they work.
You can keep writing without developing your audience, essentially reaching only your friends and family.
Or, you can discover the steps to implement a sales funnel (sometimes called a marketing funnel) and take the mystery out of growing your audience.
I understand how it feels to publish blog posts that no one reads. I spent years trying to build an online audience, truly to no avail. Finally, I reasoned that if I did not find a way to market well, then I was essentially writing for no one. Through what I learned, I began to set my sights on learning proven methods and discovered the techniques of a sales funnel. That’s when everything clicked. I saw massive increases in my email list, the engagement I have with readers, and income from product sales. My business is still growing in all three areas!
A Sales Funnel Has Many Benefits for Writers
If you’re longing for
- engaged readers who share your social media posts,
- subscribers who look forward to reading your email content,
- customers who pay for your books and supplemental products,
- higher income,
- an established subscriber list,
- and social media followers that help you stand out to agents and publishers,
a sales funnel is the most efficient and cost-effective way to get there.
As I reference a sales funnel, I am speaking of a handful of different components of your marketing plan:
A clear message that addresses the problem your customers face; a compelling elevator pitch, a website that converts leads into sales, a lead generator, an email nurture campaign, and a sales message.
When it’s well-executed, you’re sure to see these 6 surprising benefits of a sales funnel for writers:
1. Move your readers through the natural stages of a relationship
There are three stages of any personal relationship, and they also apply to marketing. The first is curiosity, where a customer becomes curious about what you offer. She wants to know more about you and how you can help her solve a problem she faces. This generally happens through your website and organic social media posts.
The second stage is enlightenment, where you begin to inform your potential customer and help her become more aware of the benefits of doing business with you. The final stage is commitment. This is a natural time to present your customer with an opportunity to buy. These two stages or relationships happen through your email nurture and sales sequence—one of the primary ways of communicating inside your sales funnel.
2. Build trust with your readers with your sales funnel
When potential customers enter your sales funnel, they are curious about you and wonder if you can help them solve a problem they face. They may have met you at a barbecue where you shared a few well-crafted words about what you do, and then visited your website. At this point, they’re unsure whether you are what you say and if you can do what you promise. But they download your lead generator and begin receiving your emails.
By connecting with them regularly and sharing content that will help them discover how to overcome a problem, they’ll begin to trust what you say. Over time, they’ll also begin to develop trust with you as a brand and will be more likely to make a purchase.
3. Enhance the customer journey of your readers
With a strong sales funnel you’ll give your readers an enjoyable experience. You’ll put care and purpose into the journey that you lead them through and they will begin to look forward to hearing from you. This is accomplished by sharing empathy, lightening the mood with a bit of well-placed humor, and giving them timely motivation to move toward their own transformation into who they’d like to become. When you give them an enjoyable experience, they will become loyal followers and brand evangelists who tell others about what you do.
4. Generate sales to sustain and grow your business or ministry
While the purpose of your sales funnel may be to grow your audience, there will be an added benefit. Following the steps will lead to a natural sales cycle. Even if you don’t regularly “sell” to your email list, you may be surprised by people who ask for products they can pay for because the content you share for free is so helpful to them. When you generate sales, you’ll no longer need to sustain your business or ministry with personal funds—you’ll begin to see an income that you can use to bless your family or invest in continued growth.
5. You’ll no longer feel like marketing is a struggle
The time you invest in building an effective sales funnel will bring a return you can feel proud of. You’ll begin to feel confident with the words you use in your messaging and marketing, and you’ll start to see your marketing work. It will feel great to stop feeling as if your marketing is an experiment that never works. Instead, you’ll find it easy and effective as you watch your audience—and your sales—grow!
6. Grow audience numbers that stand out to publishers and agents to advance your career
With an effective sales funnel, you’ll watch your number of followers grow with consistency. You’ll see it on social media, in your website traffic, and most importantly on your email list. (By growing your email list, you have ultimate control of the content your subscribers see and don’t have to trust ever-changing algorithms). Staying in touch with your subscribers will help you develop engagement and loyalty. You’ll demonstrate to publishers that you have the influence needed to market your products with success.
If you need help developing a brand message that’s clear adopting a proven sales funnel strategy, I’d love to introduce you to Platform Builders. It’s a 12-week masterclass paired with group coaching to help you excel.
A sales funnel does far more than sell your products and services. It will help take your readers through a relational journey and increase your level of influence. If you’d like to learn more about creating a sales funnel, I offer a masterclass called Platform Builders that will help you learn and execute a proven framework to grow your audience.
Join Platform Builders Today
Instead of writing for a small audience of friends and family while wondering if you’re making a difference, you can grow your reader base, develop your brand, and earn the trust of the people who need you most. A sales funnel offers surprising benefits to writers and is the tool you need to take your brand to the next level.
Let’s face it. Most entrepreneurs didn’t start a business to do ALL THE THINGS, like branding, customer service, financials, negotiations, and marketing. They started a business to help customers with a problem. But doing all the things is just what a business owner has to do. I’ll wager you’ve done a ton of work perfecting your product and getting really good at your craft. But when it comes to adopting solid business principles, maybe you feel woefully insecure. If you’re feeling the strain, you may need a business coach.
Some of the questions I often hear are
“I’m already so busy, how can I find the time for coaching?”
“Is small business coaching worth the money?”
“How much do business coaches cost per hour?”
“Is it necessary to commit to a business coach long-term?”
I have to admit, I used to wonder these things, too. Here’s what I’ve discovered: With the help of a business coach, you will adopt solid strategies and frameworks that will help grow your business. When you invest in an hourly or monthly rate and implement what you learn, your business should see a healthy return within several months.
An Investment That Pays For Itself
Business coaching will reap rewards to offset any sacrifice you make to engage. I have clients who have hired me for or four or five sessions, and I have a mentor who worked with a business coach for more than 20 years. Whether it’s long or short term, coaching is an investment that will pay for itself.
Can you envision how it would feel to operate your business with confident strategic planning instead of always researching the Internet for what you need in the midst of a crisis?
Good coaches have an execution plan. Just like the playbook for a football team, experienced coaches will share proven frameworks that you can adapt to make your business run more profitably and efficiently.
Every business reaches a crossroads. At that moment you’ll know that without substantial changes, you’re going to keep getting the same, disappointing results. Our entire world—and the way we need to operate our businesses—has shifted. If you want to stay ahead of the game, you’ll benefit when you request help from a coach with a plan.
Below are several ways that your business can benefit from a business coach:
10 Compelling Reasons Why Your Small Business Should Hire a Business Coach:
As a Business Made Simple Certified coach, these are just some of the ways I help small businesses every day:
Help you recognize your blind spots
Every business has them—routines that are so ingrained, you don’t even think about them anymore. You do things because you’ve always done them that way and they feel comfortable. But the truth is, those things you do by rote can actually harm customer relations or worse yet, drive customers away. Sometimes your blind spots pertain to organization and systems. Other times it is your style of execution. Regardless, a coach can help you see things about your business that you’re too close to spot.
Business coaches may recommend that you change a few simple things to improve your flow. Examples range from how your store your passwords to how you fill client orders, or how you guide customers to success. Even small changes can help make a big, overall impact.
Living in reaction mode is stressful. Without a vision and plan for your future, you don’t have a clear path to follow. And where there’s no path, there’s no progress. A Business Coach can help you carve out time to define your dreams and ambitions for the business, then plot a path to get there. With frameworks that focus on the most important strategies, a Business coach will help you increase your productivity to achieve more in less time.
Support you as you cast a vision
When they reach certain milestones, business owners often believe they’ve hit their stride and “arrived” at the destination of success. A Business Coach can help you step back and analyze your progress, then help you chart a course for scaleable services that help more people and achieve higher revenue—all while working smarter, not harder. Inviting someone from outside your company will provide a fresh perspective and the creativity to think bigger.
Equip you to communicate a clear mission
Every one of us longs to be part of a mission that is bigger than ourselves. It’s built into the way we were created. We have an inner hunger to be part of a team and walk shoulder to shoulder toward a common goal. With a clear mission for your company, you can attract (and retain) top talent and loyal customers, then unite them around a common purpose. You’ll find that you’ll waste less energy, time, and resources by uniting around a goal. A Business Coach can help you get there.
Give you a competitive edge
People don’t buy the best products and services, they buy those that they can most easily understand. A clear business message will help you stand out in a crowded market and give you a competitive edge. Business coaches can help you show customers that your products and services will make their life better. They’ll help you communicate that message in a way that is easy to understand, then customers will listen and become eager to buy from you.
Improve your marketing strategy
A large part of your marketing strategy will be crafting a clear message that your customers can easily understand. Another crucial component involves delivering that message to the marketplace. An effective marketing strategy will help you earn the trust of new and potential customers, and communicate with them often. With a strong marketing framework, you’ll be able to consistently convey what you do and why it matters. Your Business Coach will give you feedback and encouragement to make sure your marketing platform comes together.
Provide strategy when you want a change
If you go to bed at night and wake up each morning with a sense of dread about your business, you know it’s time for a change. While running a company isn’t always fun, it should always bring a sense of purpose and offer rewarding challenges. But when it becomes drudgery, a Business Coach can help you evaluate and revise your course of action so you can achieve goals while attaining work/life balance.
Move your business forward more quickly
Every business is different, but each has common components that determine its success or failure. When you know and understand the foundational elements of a business, you and your team will be able to make sound decisions that will keep your business healthy and propel it forward. Believe it or not, some entrepreneurs who have been in business for decades do not understand the foundational elements that will help a business thrive or decline. A Business Coach will help you analyze the core of your operation so that you can move forward quickly.
Grow (not just sustain) your business
In this season of our culture, many businesses have been in survival mode, hoping they can find a way to stay open. I get it. But with the help of business coaches, many have found ways to grow, even through uncertain times and challenging economies. By improving systems, developing an executable plan, and prioritizing the most important activities, your business can re-discover growth. It’s time to think big again and take intentional steps to help more people and generate higher income.
Provide partnership and accountability
So often, an entrepreneur feels utterly alone in the business environment. When they become owners of a company, they are responsible for every sales decision, the details of each program, and determining the best course of action—alone. I believe every entrepreneur needs a business coach to come alongside and offer partnership and accountability. By taking a “better together” approach, entrepreneurs will no longer need to strive toward success in a vacuum. They’ll heave the business support they need to grow the company and achieve the dreams they want.
Why a Coach is a Good Idea for Your Small Business
I know you want to help others with your business and believe in your product’s ability to do it. Sometimes we all need support, a structured way to move forward, and execution tools to find success. Your products and services deserve the investment.
You could keep searching google for trending answers, living in reaction mode, and feeling as if you’re constantly dealing with a crisis, or you could put intentional structure in place. A business growth coach is a good idea for any business that wants to scale its business growth with sound, repeatable methods.
Do I Need a Business Coach Near Me?
No. With today’s technology, it’s easy to work with coaches from anywhere in the world! Either an individual or group coaching program would prove a sound small business investment. Individual programs focus on your specific needs and can conform to your scheduling needs, while with group programs, you also benefit from peer feedback and networking opportunities.
Running a business is not for wimps. I feel your pain and have coached more than a hundred individuals, businesses, and government agencies through solid, repeatable frameworks. As a Business Made Simple Certified Coach and a StoryBrand Certified Guide, I have adopted frameworks from some of the best business minds and am prepared to help you do the same.
It’s easy to get started with a business coach:
Getting to know one another through a call or video chat is the best way to ensure principles align and we’re a good fit for each other.
Make the Investment in Yourself
It often seems that business owners are willing to invest in many things, but pause when it comes to investing in their own development. A business coach will be one of the best investments you make.
Watch Your Business Grow
There’s almost nothing that feels better than dispelling the doubt that you have what it takes. When your business grows and you see success unfolding before your eyes, you know that every sacrifice of time and money you’ve made was worth it.
So, schedule a discovery call today. It’s a free way to have a casual conversation and learn if coaching is right for you. As a Business Coach, I try to get to know a client during the discovery call and answer questions that are most pertinent to you. I’ll give you an overview of the programs that are available and give you my promise that you’ll never feel pressured.
If you’re ready to see better results, you may need better systems. Investing in yourself as you grow and develop your business is a sound investment that will pay off for years (and possibly generations) to come. Think of the blessing a successful business can be to your family, especially when you adopt practices that allow you to balance your work and family life in healthy ways.
With the help of a business coach, you can adopt solid strategies and frameworks that will help grow your business. It’s an investment that will pay for itself.
Schedule a Discovery Call
Instead of wondering if you’re moving on the right path, make sure you are. Stop reacting to every crisis and allowing it to pull your focus away from your customers. With the help of a business coach, discover and adopt a proactive plan and watch your business soar!
It’s not easy to come up with new content for social media posts. Simply said, it’s hard to know what to say. Social media marketing is (obviously) important as you work to promote the products and services you offer in your business. Social media channels have proven value in building awareness and trust for your brand. While it’s not easy, there is a simple hack to develop a solid posting strategy. By asking 6 questions before writing your social media content, you’ll always have a compelling message.
Developing a Strategy for Your Social Media Content
Nearly every business owner has been there, staring at her keyboard, wondering what in the world to post each day on Facebook, Instagram, Linkedin, or other social media channels. Content ideas don’t often flow naturally. Having a predetermined strategy can be helpful, but let’s be honest. Developing an overarching strategy for your social media content can feel like a daunting task. It feels like all pressure of a single post on steroids. Suddenly you’re not thinking of one post to write, but a myriad of posts, and you find yourself wondering if it’s worth it.
How much easier could it be to manage your social media accounts when you know exactly what to say? When it comes down to the nitty-gritty, crafting the words is by far the hardest part of social media. By asking yourself key questions before you begin, you can make the process much easier. When you consider the right questions, your content will practically write itself—and be more engaging and enjoyable for your audience.
Writing Engaging Social Media Content
When you post on social media, no matter how professional you keep your posts, you’re putting a small piece of yourself out there. It’s easy to feel scrutinized each time you post. What will my friends think if I’m too business-oriented? What will my clients think if I get too personal? It feels vulnerable to publish any type of content. That vulnerability adds to the enormous pressure that we already put on ourselves when deciding what to write. Writing content that engages your audience just shouldn’t be so hard.
I get it.
Our team has managed social media accounts for our clients for nearly 5 years and has established some best practices that draw followers into an interesting story.
We understand that social media is a great platform to help customers know, like, and trust your brand. We also know that it’s a ton of work. That’s why it doesn’t make sense to waste the energy or the opportunity by putting out mediocre posts.
Creating a Memorable Social Media Strategy
There is a simple way to make sure your message is interesting and memorable to your social media followers. By taking some extra time at the front-end of your planning, you’ll begin to reap great rewards with your social media activity. Imagine how it will feel when your followers begin to engage, or when they sign up for your freebie, or better yet—make a purchase. How would it boost your confidence to get DM’s that thank you for sharing your wisdom and making life better for those you reach?
These are the types of results we see from social media channels week after week. And it all stems from 6 simple questions that we ask before drafting posts. The series of questions will help you draft a collection of posts and add to your overall social media content strategy.
Want to know those 6 questions? Here they are:
Question1: What do I want my followers to remember?
Social media content that rambles on without making a point will annoy and frustrate your target audience. It shows them that you have nothing meaningful to say and that reading your posts is not worth their time. Instead, when you stick to a clear main point and give them something to remember, they’ll come back and engage with your posts time and again.
Question 2: How can I help my followers overcome a problem?
By showing your followers that you understand the problem they face and that you have a plan to help them, you’ll develop loyalty and trust. Your posts will draw them into a story of their own success. Consider your own expertise and what problem you can best help them solve. Then use your social media content to show them that you’re here to help.
Question 3: How can I empathize with followers and share my credibility?
In order to guide your followers to the transformation they desire, you’ll need to show them you care. Help them see that you understand what they’re going through and that you feel their pain. Consider sharing a short personal story that paints a picture of a similar problem you’ve overcome. Mention any certifications or experience that you have that relate to the assistance you share. This will convey your expertise and make you a credible source of help.
Question 4: What is my plan to help them solve their problem?
People want to follow someone who has a plan. So, be sure to give them a 3-step plan for engaging with your brand. Now I realize there may be a lot of steps involved in your process, but summarizing them in three key steps will help your customers see how easy it is to do business with you. They’ll also begin to see their own success as just a few steps away.
Step one can be your primary call to action, such as “Take my course.” Step two can be the execution phase—something similar to “Apply what you learn.” Step three is the success phase, such as, “Fulfill your dreams as a writer.”
Question 5: How will my customer’s life look better because of the solution I offer?
Here’s where you’ll really use your writing skills and show them what success will look like. If you’re helping them quit smoking, paint a picture of the money they’ll save, the weddings they’ll attend for the grandchildren, and the long life they’ll enjoy with their spouse. Don’t just tell them they’ll have success, help them envision exactly how it will look and feel.
Question 6: What action do I want my customer to take next?
Never forget to call your followers to action. What next step do you want them to take to engage with you? Do you want them to comment on your post? Ask them to do so inside your social media content. Should they visit your website? Invite them to follow the link you provide or see the link in your profile. If you want them to sign up for your course or download your freebie, give them instructions and help them along. When you clearly call your customers to action, you’re demonstrating that you are confident in the help you provide.
Asking 6 inspiring questions before you compose your social media content will help ensure that your followers will engage and deepen the trust they have for your brand. You’ll give them many reasons to keep reading your posts and to see you as a source of help.
I invite you to download the printable worksheet that you can use repeatedly as you plan out our social media content. The worksheet provides room to write out your answers to these 6 helpful questions then use your answers as a tool to organize your content strategy.
Download the free worksheet here.
By asking 6 questions before writing your social media content, you’ll always have a compelling message that you can also use for blog posts and other content marketing. Your followers will remember your posts and continue to think about them even after they’ve logged off. Remember to download your checklist here!
You can do this!
Instead of wondering what to say in each post on different social media platforms, take some time to consider the expertise and wisdom you have to share with your followers. There’s no one on earth who can help them in your unique way. So walk through these 6 simple questions and enrich your content so that it becomes more exciting and memorable. Invite your customers into a story of their own journey to success and they’ll follow wherever you lead.
It’s a question I hear often. As I introduce brands to the idea of bringing the power of story into their professional marketing strategy, it often brings a moment of confusion. Small business owners who want to transition their message from self-focused to customer-centric often ask, “How do I write an about page that engages my audience?”
There’s some tension and even a bit of mystery around the idea of focusing on your customer while writing copy about your company. So it’s a fair question.
The powerful truth is—writing content that focuses on your customer, will increase conversions and result in higher sales. Your about us page is no exception.
As You Write an About Page, Show The Problem You Solve
A visitor comes to your business website for help with a problem, hoping your product or service can help them win the day. When you make your brand the hero of the story in your business messaging, you are inadvertently driving them away. But when you can write copy that shows visitors how your products can transform their lives, they will pay attention. Over time, they will become loyal, raving fans of your professional brand.
Imagine what would happen if you began to write your message to show customers you care about them and their success? How would a visitor react if they realized that you wanted to help them become the hero of their own story? When you make all of your business messaging about your customer—including your about us page—you’ve made huge progress in an effective marketing strategy.
Shouldn’t Our Company Page Focus on Us?
Believe it or not, the about us page of your business website should not be entirely about your professional brand. Instead, it’s an opportunity to strengthen your writing show how your company will serve as a helpful guide. Your about page can convey your ability—and your passion—to help a client find the success of their dreams. An effective marketing strategy for your business should include writing content as an engaging story that conveys your empathy and credibility. It will show the confidence you have in your products and services. Remember, insecure people talk about themselves; confident people focus on others. And it shows.
Obviously, the about us page is the perfect place to tell your story, how you’ve walked in the shoes of your client, and how you overcame adversity to achieve success. Tell the concise story that equips you to help them find success of their own. By conveying your empathy and authority, you’ll help a new client trust you as a helpful guide.
Why Play the Guide When You Write an About Page?
Every customer wants to be the hero in their own story. But in every good story, the hero needs support from a helper in order to succeed. They need a guide to give encouragement, critical tools, and wisdom so they can win the day. Marty McFly needed Doc. Simba needed Rafiki. Even Iron Man needed Pepper Potts.
In the movies, we rarely get to see the back story of the guide. For example, we know very little about Yoda, the guide Luke Skywalker relies upon to become a Jedi Warrior. In The Hunger Games, Haymitch guides Katness to success in the arena, yet we don’t learn his backstory until the second movie. Even then, we discover very little about him.
As you guide your customers to success, use your about page as an opportunity to give a few highlights of your backstory. As your story unfolds, it should emphasize how you are best equipped to help your customer, and it should always remain client-focused. If you position yourself as a hero, your customers will lose interest. But when you show them how heroic they can become themselves, they will actively engage with your brand.
Tell Your Story—Not Your History—on Your Web Page
Believe me, I understand the tension. As a Story Brand Certified Guide, I work with clients every day who want to tell too much of their history on their about page or even worse on their home page. The truth is they’re proud of the history of their company—as they should be. The story of a brand’s history—how much work their grandfather did to start the company or how two best friends took a risk right out of college—puts a brand into the role of hero.
It’s not that the sentimental story should never be told, but it is best reserved for informal conversations that come much later in the customer journey. As you work to attract new customers to your business, playing the guide of the story you tell will help potential customers start to know, like, and trust you. They will listen and engage with your brand and buy your products when they know that you genuinely care about their success.
Purchase your copy here!
A 3-Step Template to Writing A Compelling About Page and Examples
There is a simple, formulaic way to write your about page in a way that stays customer-centric. The words you choose will send a clear message to your customer about your experience and understanding of the problem that they face. Use the following prompts as a template to write your company’s about us page:
1.) Start With The Problem Your Target Customer Faces
As with all messaging, readers are drawn in when you start with a problem as you write. In movies, there really is no story until a problem surfaces. A movie or a television show about an easy life with no conflict is not interesting. When writing copy for web pages, starting with a problem that our customers can identify with will quickly capture their attention.
When you start to write your about page, immediately address the problem that your target customer faces. Explain that you understand what they’re going through, what it is they want, the obstacles that are in their way, and how you can help them work toward success.
2.) Write to Show You Understand How They Feel
The next part of the marketing template for an about us page is to show empathy. Many brands are becoming more vocal about helping customers solve a problem. But you can take the marketing strategy even deeper and help your company message stand out in a noisy marketplace. That’s what an interesting story will do.
How? By identifying with how your target customer feels if they face the problem. When you identify with their pain points, show you know their internal struggle, and have experienced the emotions of encountering this problem, the doors to trust will open. A customer inwardly says, “She really knows what I’m going through, and I trust her to help me out.”
3.) Write Your Story (Not Your Business History) and Why You’re So Passionate About Helping
Once You have shown potential customers that you know what they’re facing and how they feel, and even that you know what injustices they’re battling, that is the time to begin to share an overview of your story. Keep it concise—write in a way that is as easy to read and scannable as possible. Paint the picture of your personal experiences that brought you to this point. Explain why you are so driven to help others. Then detail how your work with other customers has delivered success and transformation.
To give you some examples of compelling about us pages, I’ll share my own and a couple of others I love:
Why You Should Write an Update for the About Your Company Page
Most businesses focus their energy and attention on the website’s home page and sales pages. However, the about us page is generally the second most visited page on your website. People do want to know about the company they’re doing business with, and you can score a home run when you write your about us message carefully.
So take the time to write an update to your about page. Even if you only write small changes and start making your about us page more customer than company-focused, you can see results. Imagine hearing potential customers say, “I feel like you really get me” or “I knew right away that you could help me with my problem.” It makes all the effort worth it when you earn the trust needed to move your target customers to action and guide them into the transformation they seek.
Remember, the message on your website will help your customers keep your brand top of mind. Your website copy is a great place to focus on your customer and demonstrate how much you care. When you craft a strong message for your brand and invite your customers into a story about their own success, it will increase your website engagement and result in higher sales. It’s a simple (but not always easy) thing that goes a very long way.
Share Your Progress!
As you start to write and update your about us page I would love to see your finished work! Please share it with me in the comments or through email.
Rather than positioning yourself as a hero and telling your history on your about us page, use this valuable real estate on your website to show your customers that you care and are well equipped to help them overcome a problem they face. Paint the picture of their transformation and help them see how good their life can be when they follow the plan you provide.
It’s not your history your customers want to hear it’s your story. And they will engage with you more quickly when you show them you’re on their side and have a plan to help. Give them a reason to trust you with their business. All of this can be done as you write the copy for you about us page.
Nearly every small business owner understands the importance of having a good elevator pitch—a prepared introduction to your products or services that you can recite in 30 seconds or less (the time it takes to ride from floor to floor in an elevator). It’s a phenomenal tool for networking and has many other benefits as well. The problem is, it’s hard to pare down what we think is important when we’re passionate about our business. I’ve often been asked, “how do you write a killer elevator pitch?”
Think of delivering your pitch this way: It’s a short learning exercise that will encourage someone to remember what you do and how you can help them (or someone they know). By including 3 key aspects in your 30-second elevator pitch, you can stir others to become excited to engage with your business. Here’s how:
A Simple Way to Pitch Your Brand
I’m always surprised to see the number of business owners and ministry leaders who are uncomfortable sharing what they do. They don’t want to feel pushy or sales-y. When they envision telling someone about their products or services, they imagine themselves as a used car salesman in a bright yellow suit. It’s no wonder they choose to keep silent.
It shouldn’t be so hard to muster the courage to share what you do. And with the right elevator pitch, it doesn’t have to be.
Consider a conversation with a person who shows a need for something you offer. Suddenly you see how you can actually help them. Your demeanor changes. You straighten your shoulders, speak with more clarity, and portray a level of confidence you didn’t know you had. Suddenly, you’re talking about your company with authority and purpose. You feel the assurance of your giftedness and it shows.
When you include the right aspects into your pitch (also called a one-liner), you can walk into any conversation with that level of certainty.
What Do You Say in an Elevator Pitch?
When someone asks you what you do—even if it’s one of those passing questions and you suspect they’re simply making conversation—it can be easy to draw them into a meaningful conversation.
Remember that you’ve worked hard to develop your craft and make a career out of your passion to benefit others. You have what it takes to make a difference in the lives of others—to help them overcome a problem or challenge. That leads us to step one of in this face-to-face way of promoting your company:
1) Identify the problem that your customers face.
Let’s face it. Most people feel a need to talk about the problems they encounter. They want to know that someone else understands what they’re going through. Most want to know they’re not alone and they search for any help available.
So, when you share the problem that your potential customer faces, you’ve started a strong pitch for your company. You’ve given yourself a comfortable way to connect with and grow your audience.
The second step of the plan is equally simple:
2) Share your solution you offer.
Whether you’re in ministry or business, selling products or services, or offering support through a non-profit, you’re offering a solution that your customers need. The next phase of your sales statement is to demonstrate how you can help. You’ve shown them that you understand the problem they face, now convey a short, simple statement about how you can help.
Since your aim is to recite your pitch in under 30-seconds, you don’t have a lot of time to get into nitty-gritty details. Give them a birds eye view of the solution you deliver—just enough to create some curiosity and make them want to know more. Share how you can help in a clear and compelling way.
Then you can move on to the final step of the plan:
3) Show them the benefit of doing business with your company.
By showing empathy for their struggle and demonstrating your carefully planned solution, you’re ready to hit the ball out of the park. It’s time to share the benefits they’ll enjoy when they engage with your brand. Paint a picture of how much better their life can be when they’re free of the problem they’re facing.
Use visual words and paint a clear picture of success. They won’t reach the same conclusions on their own, so invest all the time you need as you create this portion of your pitch. Describe how much better their situation will look, feel, sound, and even smell (if that’s appropriate) by engaging with your company, brand, or organization.
Using Your Pitch Beyond the Elevator
Not only is a clear, compelling elevator pitch a helpful tool in networking situations, it can shine in other parts of your promotional collateral as well. You can use your “one-liner” (which refers to the single statement, not necessarily a single sentence) to showcase what you do. . .
- On the homepage of your company website
- In your “about us” section
- In your bio
- As an opening or closing remark in a promotional video
- On your sales page
- And many other places as well
In reality, an elevator pitch is rarely used in an elevator, so bust it out and use it whenever possible to show empathy for your potential customers, showcase your ability to help, and paint a picture of success for those you serve. It’s a small but mighty tool for your company. It does more than help your audience engage, it can generate new leads, website visits, and even sales!
For more examples of engaging elevator pitches and ways to use them beyond the elevator, I invite you to check out The Ultimate Marketing Guide for Non-Marketers.
Is an Elevator Pitch Really This Simple?
I’m one of those shy, introverted, business-minded professionals who used to struggle to share what I do. Truth be told, making conversation with strangers is not a strong point and I’d much rather stare at my smartphone in an elevator than tell someone about my business or my career.
When I developed my one-liner, however, things changed. Not in an elevator per se, but in a variety of networking settings. When I attend events with my husband or meet new people at a dinner party, it’s inevitable that someone will ask, “What do you do?” Now I have a prepared answer to provide. It only takes a few seconds to say, it feels comfortable, and I’m often amazed at the conversation that follows.
An Example of an Elevator Pitch
When asked what I do, I can say, “I’m a business growth coach,” which is slightly descriptive. Or I can say “Writers and ministry professionals often struggle to apply strong business principles. I offer coaching through proven methods and frameworks to help them reach a wider audience and grow their brand.”
Even if the person I’m talking to isn’t a writer or a ministry professional, they likely know someone who encounters the problem I’ve described. If they personally don’t need my help, I can see their mind filling with names and faces of others who might. Then, when I paint the picture of success, it opens new doors. Suddenly it becomes easy for them to ask for my website or schedule a consultation.
I no longer step away after meeting someone agonizing over a missed opportunity. I feel confident that I’ve presented myself in a professional, helpful manner. Even more impressive are the new contacts I’ve made, some of which have resulted in website visits, product purchases, and coaching agreements.
How to Writer a One-Liner and Get the Job Done
Because your one-liner (aka elevator speech) is such a foundational component of promoting your brand, I’ve included step-by-step instructions in one of my most popular products: The Ultimate Marketing Guide for Non-Marketers. It breaks down each piece of your pitch into surprisingly simple steps that help you create, analyze, and fully develop your one-liner. The guide also provides several practical examples of elevator pitches that our team has created for businesses. Reviewing realistic examples will help you say “I can do this!” and confidently move through the process.
I understand that most people don’t start a business or ministry because they can’t wait to market it. They love helping people, not promoting what they do. Most of the time it feels awkward to “self-promote” but it doesn’t have to. With the right tools, you can promote your brand by using proven methods and frameworks taken in bite-sized chunks. You can feel comfortable and at ease while sharing what you do and the Ultimate Marketing Guide will show you how. I invite you to purchase your copy today. It’s a low-cost but highly impactful resource that you can use for each product, service, or aspect of your business or ministry.
Feeling Confident in Your Pitch
When you include the right aspects into your pitch (also called a one-liner), you can walk into any conversation with confidence and certainty. Incorporating the three vital aspects of identifying the problem, sharing your solutions, and showing the benefits of what you offer can be a game-changer for your organization.
Stop losing contact and sales because you don’t know what to say. By writing a pitch and practicing to memorize it, you’ll free yourself of the paralysis that strikes when you meet someone new. An engaging elevator pitch will make sure you’re always prepared to show the effective job you deliver for your customers.
Polishing Your Elevator Speech
After you’ve worked to write a good elevator pitch, I’m happy to provide you with feedback. It’s incredibly beneficial to gain insight from someone who isn’t familiar with your company and can strengthen your communication to an outsider. Simply schedule a free appointment and I’ll help you put an extra layer of polish on your pitch.
And if you just need a little extra encouragement to get the job done right, don’t forget to grab your copy of The Ultimate Marketing Guide for Non-Marketers. It provides all you need to walk through every stage of the process so that you feel confident when you say your pitch and make potential customers excited to engage with your brand.
Creating your elevator pitch is something you may have put off doing. But I encourage you to generate yours as soon as possible. When you practice saying it until it feels comfortable to deliver, you’re sure to be amazed at the way it will help you generate new leads, website visits, and even sales!