I canāt count the times Iāve stared at a crisp new landing page thatās about to go live, wondering: will this convert?
Will my message land? Will the words resonate so people opt-in, reply, or joinā¦whateverā¦?
Your wordsāand mineāonly dance off the page and into the hearts of prospects when we use THEIR exact lingo.
When we talk about
This was glaringly obvious in one of the women entrepreneurs Facebook groups Iām in.
A memberāletās call her Laurenāwanted feedback on a landing page for her new offer. She specifically asked for comments on her 2-minute welcome video.
When I looked and read the few lines of text above the video, I had no clue what Lauren was offering.
Would the video bring clarity?
The page layout was visually appealing, but the words were confusing.
I wanted to give Lauren the benefit of the doubt (could my brain be mush???).
But others also said they were unclear about her program and container. Only one person said she loved the offer.
So, I watched Laurenās welcome video, which was sharp.
š¤·āāļøBut this one thought kept me distracted throughout:
Where is LAUREN in this video?š¤·āāļø
She had vivid images, smooth transitions, and a lively music bed and voiceover.
The video closes with Lauren on camera for 10 seconds, inviting people to join her offer.
Yes, Lauren was missing from her own video.
And, I didn't see or hear how Laurenās dream clients fit into this page.
There wasn't any clear connection to the audience.
š Both are nearly invisible.š
Too many times, we forget to bring our audience along. (MIC DROP).
When I asked Lauren if she did market research, she said the copy was from an ad agency and was being āchanged again.ā
Hereās what I know āand teachāabout market research and business growth.
When entrepreneurs do market research without an ad agency, you strike gold!š
Your market research is simply a real conversation with clients and prospects.
No emails or polls, pick up the dang phone so that you uncover the pain and desires of your dream clients.
Yes, data and SEO are important, but not as critical as getting the exact words from your peeps.
You donāt have to make crap up, or guess.
When someone asks me what my dream clients want, I donāt respond with āI thinkā or āI guess.ā I KNOW.
You see, guessing is very expensive in business.
š¢When you ask the right questions in your market research, you will KNOW exactly what to say in your copy. And you'll attract qualified prospects.
And, whatās up with Lauren popping into her own video right at the end??
She said she cringes when she sees herself on camera.
I get it. It's taken me years to stop hiding behind technology to feeling comfortable on camera. I was way too self-conscious of my body language, eye contact, and delivery.
Awkward AF.
But I refused to give up.
I knew that if I went on camera and showed upāand screwed upāIād get better.
All you must do is be yourself.
Thatās what people want to experience.
Show up and get a bit better each time.š
Thereās only 1 reason to do this: YOU are the message!
People want to connect and see how you move, sound, and behave. They want the human connection, even if itās āa quick video.ā
Do you need to stop hiding behind the camera and keyboard?
Are you ready to embrace the Human Factor in business?š
When you connectāhuman to human (H2H) āyouāll be building that Know, Like, and Trust factor.
You are selling you..and if you arenāt showing up, your dream clients wonāt show up either.
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