Add These 2 Words to Make More Sales
Your ideal client doesn't care the cadence or timing of your calls, whether your program is delivered via video or audio, or how many modules are inside. What she needs to understand is the transformation she'll receive by going through your offer. Get into the habit of using the words 'so that' as often as you can and watch your sales climb!
The Missing Piece in Your Content That’s Costing You Sales
Let's talk about a crucial element of your content that, if overlooked, can prevent you from attracting your ideal clients and making sales.
If you'd prefer to listen to this rather than read it, you can catch the podcast episode here.
Recently, I had a delightful experience that perfectly illustrated the point I'm about to make. While Emily and the kids were visiting the cottage, we realized they had outgrown last year’s hats. The next day, we ventured into town, and Em was determined to find new hats. She emerged from the kid's store with a huge bag, and we all sat at an outdoor patio while the kids tried them on. Watching this, I had a burst of inspiration for a piece of content.
That’s the beauty of creating content as a Generator or Manifesting Generator – it’s spontaneous and magical. While that's not the focus of this post, I want to highlight it for you here because people always ask me what response actually looks like in real life. It looks like responding to even the little 'hits' you get from life and turning them into something in your business.
Let's explore what’s missing in your content that could be why you’re not attracting clients.
Picture this: It's a sunny day and the kids are excitedly trying on new hats. These hats were vibrant, summer colours. Navy, turquoise, seafoam and yellow. They were lightweight and quick-drying, with chinstraps to keep them secure. I wondered how my audience would describe these hats if they were selling them. Would they focus on the features like the big brim, chinstrap, or the quick-drying fabric?
Here’s the kicker – those features aren’t why people buy hats. When you’re creating content to sell your offers, think about what your customer is actually buying. It’s not the features; it’s the benefits on the other side of those features.
Let’s go back to the hats. Why does a mom buy a hat with a chinstrap that dries quickly and has a big brim? She buys it to prevent her child from getting sunburned, to avoid pain, to ensure her child sleeps well without the discomfort of a sunburn, and to protect them from skin cancer. She buys it so her kids can play outside longer, get tired, and soak up vitamin D, ensuring a good night’s sleep. These are the real reasons she buys the hat, not the features themselves.
Now, apply this to your services. Suppose you’re offering Human Design de-conditioning services. Side note - avoid jargon like “de-conditioning.” Instead, explain in simple terms what you’re offering. You’re helping people heal. Why does someone need to heal? To know themselves better, which leads to better relationships and more confidence. And why does more confidence matter? It allows them to stop second-guessing themselves and have a greater impact.
Check out this blog post on how to simplify your message so that more people buy your services.
Let’s look at weight loss as another example. Instead of listing features like daily workouts, meal plans, and grocery lists, focus on what the client is truly buying – confidence, the ability to turn heads, being fit and healthy to play with grandkids, or not feeling embarrassed at a high school reunion. These are the real benefits your clients seek.
In your content, focus on the deeper benefits, not just the features. Use phrases like “so that” to drill down to the core of what your client really wants. This shift in focus can transform your messaging and resonate more deeply with your audience so that they're compelled to hire you. See what I did there? ☺️
Try this approach and see how it lands with your people.
The magic lies in understanding and communicating the true benefits of what you offer.
Happy content creating!
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