class 5 sales sets you free how to authentically and ... · step 1 – enticing ... doing so gives...

MAKE GREAT MONEY WITHOUT SELLING YOUR SOUL: BUSINESS BASICS 101

MEG Enterprises, Inc. www.meg-enterprises.com Marjorie Geiser, MBA, RD, BCC

CLASS 5 –

SALES SETS YOU FREE – HOW

TO AUTHENTICALLY AND

HONESTLY PROMOTE YOUR

SERVICES

Marjorie Geiser, MBA, RD, BCC

©Copyright 2012 MEG Enterprises, Inc.

Duplication prohibited without prior permission



2 Steps to Sales Made Easy

Step 1 – Enticing promotional copy

Step 2 – Discovery session script



Seven Elements of Enticing

Promotional Copy

One of the quickest ways to get business NOW is to make an offer. You have to put the word

out that you are open for business and ready to serve your clients. This means you need to send

out an email to your list!

Do not worry if your list is small. It doesn’t take many people to spread the word about what

you have to offer. BUT, you have to be able to SPEAK to your target audience in a way they will

hear you and be interested in what you have to say!

This template will walk you through, step-by-step, how to write promotional copy that will

encourage your audience to take action. Feel free to use anything I have included in here: The

purpose of this template is to help YOU create your own.

However, you don’t want to put this out there on your website, making it an ongoing offer.

Doing so gives the message that you’re available all the time. Doing so devalues your services!

You want your potential clients to realize that they have to take action and take you up on your

offers, because you are NOT available all the time. Your services are special, unique and

exclusive. And if they want to be part of your “tribe”, they must take you up on your occasional

offers. You want them coming to YOU. Yes, you are making them an offer, but THEY must follow

up on that offer. This is how to make that happen. Use these first pages to explain how to use

the template.



Subject of your offer

When you create an email offer, you want to make sure that the subject is very clear and that

people know who it’s from. If not, it could end up in their spam folder and they never see it.

Here are the 7 elements of an enticing offer:

1. Deep connection copy

2. A name for the offer

3. A bold list of benefits

4. A reason why

5. Scarcity

6. A checklist

7. A questionnaire (optional)

Notes for each section

1. Deep connection copy.

The deep connection copy is where you talk about the problem and what it’s like to be going

through that problem. It introduces and sets up the free session offer and it shows that you are

there to help them. You want to connect to their pain. It shows them you understand what

they’re going through.

2. A name for the offer

You want the name of what you’re offering to be concrete, tangible. Something they can look at

and know exactly what you offer. This goes for a teleclass/webinar or even a consulting phone

call. You want the reader to respond by thinking “I want that!” It needs to be visceral –

something they feel inside, that causes an emotional reaction.

You also want the title to be problem or solution oriented. You need to get into the mind of

your prospective client. You can use a title that focuses on either benefits OR problems; either

works fine. As you work on the deep connection copy, the answer/solution might be your title.

For example, if you wanted to work with people who needed to lose weight, you could start

with something like this for the deep connection copy: “You imagine finally losing that weight

and enjoy seeing your reflection in the mirror, but you’re afraid to try again, because you have

failed every time in the past.” Of course, you’d want to go deeper, but this is just to set the

stage. So, for a topic such as this, your title might be something like “Loving the new, thinner



you: Melting away the weight loss struggles along with the weight,” or “Love your mirror again:

How to take weight off without dieting.”

SPECIAL NOTES:

Notice in my email offer that instead of calling my offer “free” I called it a “no cost”

offer. This is to prevent spam filters from tossing it into the spam filter.

If you are offering a free consultation call, be sure to indicate the length of that call. This

will help you cut it off when necessary.

3. A bold list of benefits

This bold list of benefits is what they will get from this offer. People are always asking the

question “What’s in it for me?” This list is telling them what’s in it for them! You literally can

use my same list of benefits I use in the template; you’ll just personalize it to what YOU offer.

When you take something hard and make it look easy, or take something easy and make it look

hard, the reaction you get from people is “Wow; that could really be valuable!”

These could include:

Clarify your vision for XXXX

The XXXX will be where you’ll personalize it. The end of this benefit for you might

be “..for your ideal body.”

Create key milestone objectives

Creating key milestone objectives just means identifying things that have to

happen along the way in order to get to where you want to go. Key milestone

objectives can be short-term goals. You are taking a problem that seems big and

breaking it down into simple steps to make it easier.

Uncover hidden challenges that might be sabotaging your success

In your actual session, you will be asking as simple a question as what has been

getting in their way of success. THEY will uncover these challenges just by

answering the question!

Develop a plan/ Develop a 3-stage plan (optional)

If you are offering a teleclass/webinar, this could be a valuable piece of

information. If you are offering a 20-30 minute phone consultation, however,

you may want to just include “develop a plan” as you’ll see in the example I



include of one of my emails, and determine what that will look like, in order to

keep the call at your determined length of time.

4. A reason why

The reason why is important because it takes away some of the skeptism. It also helps people

see that this is something special and doesn’t happen all the time. YOUR reason why can be

anything, including that you want more clients! No matter what your reason why, DO come up

with a reason. An ideal reason why for health professionals is the New Year, or moving into

spring, or getting ready for summer…

5. Scarcity

As humans, we are drawn into things that are rare. When you make your offer rare, people take

more notice. And example would be “Space is limited”, or you’ve seen it on commercials, “Call

now and get…”

You may not HAVE a limited number of spots, but those you make the offer to won’t know that

unless you tell them! Naturally, you don’t need to live outside of integrity of yourself, either, so

you be the judge of how you will take advantage of the concept of scarcity. Another option

would be, if you were charging for your offer (yes, you can use this for paid offers, too), you

could say something like “sign up/purchase today only, and get a special rate of ….”

This topic also addresses the issue of helping people make decisions based on taking action,

now, based on THEIR real desires. This is the basis of offering a ‘buy now’ special discount. It

helps people step into what they WANT to create, preventing them from getting into their head

and coming up with all their usual excuses of why not.

6. A checklist

A checklist makes the value of your offer more clear, tangible, more obvious and more personal

to the potential client. The purpose of a checklist is to help the person see all the things they

need help with, and to give them an idea of the things you can help them with.

Even though you may have a checklist, do not feel that in your consulting call you have to

resolve all of these issues. But it gives them an idea of what you COULD help them with, should

they choose to work with you.



For health professionals, you might have such things on your checklist as:

Emotional eating

Snacking on high fat foods

Keeping lost weight off

Knee pain

Sticking to an eating plan

Not enough time to exercise

7. A questionnaire

You don’t really need a questionnaire, and it’s best used when you’re offering a free

consultation call. The value of it is it can help pre-qualify people to see if they are really people

you would like to work with. This entirely depends on where you are with your business. If your

business is new, and you’re just trying to get clients, you might want to have these

conversations with anyone interested. If you want to refine who you have this conversation

with, though, it could help save you time and better focus your energy on people who are most

likely to actually hire you.

One example of a way to pre-qualify would be to include in your email/offer, “when you sign up

for your call, please send in the answers to these questions.” If you could either include the

questions in your email at this point, or you could create a simple Survey Monkey (free;

http://www.surveymonkey.com) and include the link in your email. Another example would be

that you might have something on your website, such as a ‘readiness to change’ survey, which

you could direct them to.

http://www.surveymonkey.com/



Example Template

Feel free to use any wording in this template to help you create YOUR promotional copy.

Subject: Personalized business advice from MEG Enterprises

Dear _____,

1. Deep connection copy.

With the coming of the New Year, I am constantly asking if you are putting YOUR plans together

in order to achieve the success you imagine. And, if you have been reading my eblasts for any

length of time, you know how committed I am to helping other professionals grow their

businesses. It is my mission to empower others who have a business dream realize they really

CAN live their dream! I am, and I have helped many people do the same. This is why I am Chair

of the Nutrition Entrepreneur’s Dietetic Practice Group (NE DPG)!

If you would like to get your business set and on track for 2011, and get personalized expert

business and marketing advice from MEG Enterprises, then you’re in luck!

2. A name for your offer.

For the next 3 weeks, only, I’m offering a special zero cost 30-minute Business Breakthrough

Planning and Goal Setting Session for a limited number of business owners.

3. A bold list of benefits.

Here’s what you’ll get in our 30 minutes:

Clarify your vision for a thriving business in 2011

Identify key strategic milestones

Uncover hidden challenges and blind spots that could be sabotaging your success

Create an immediate action plan for going into the New Year



Leave the session renewed, inspired and re-energized about your business and how your

business can bring you everything your heart desires.

4. A reason why.

Now, why am I offering these no-cost sessions? It goes back to what I said in the beginning; I

really do want to help people turn their business dreams into reality. And, as I end the most

incredible year for my own business, I want to provide you with a boost for your own business,

too! I know you’re going to get a great deal of value from this call, though, so that you’re going

to want more. And if I feel you need more, I’ll ask you if you’d like to hear about my services. If

not, that’s ok, because you still will be walking away with a solid picture of what you need to do

next.

5. Scarcity

These sessions will be filled up on a first-come, first-served basis, so if you’d like to be one of

the few business owners to have one of these special sessions, please click here (this would be

your link, if you are using a scheduler. You may want to include an email address if you or your

VA are manually handling call appointments) to schedule your call, now.

6. A checklist

What areas do you need the most help with?

Sales

Marketing

Leadership

Social media

Program development

Attracting ideal clients

Imagine turning 2011 into YOUR best year, yet? To get a kickstart, set up your call, now. I know

they will fill up fast, and the earlier you act, more likely you are to find a date/time that works

for you. To schedule your call, click here (or email…).



7. A questionnaire

Thank you for your continued support and if you have any questions about this offer, feel free

to contact me.

Margie



Business Building Discovery Session Script

The key to success is getting business! The key to getting business is offering your services to

potential clients! Until you get clients or generate revenue, your business is just a concept. It’s

critical that you start ‘practicing’ your practice asap! Only once you start working with clients

will you be in a position to adjust/tweak what works/doesn’t work, and refine your

services/products/programs.

I am aware that many people want to work on creating the business, and getting things “just

right”. However, the key to success is literally to JUST JUMP out there and get to work!

Many professionals HATE the “Sales conversation”, however, and shy away from having such

conversations. This template will help you have a conversation with a potential client and not

only provide them with some VALUE from the conversation, but also create a process of “pull”

marketing, rather than “push” marketing. This means you show them your value, then let them

decide if they would like to work with you.

Sure, you ARE asking for their business, but only after you have helped them see what they

want, what it could cost them to not get what they want, and see that they could get that from

working with you!

It’s very important that in any conversation with a potential client, that you first understand

what they’re going through, what they want, and where they struggle. It’s then important to

give them a sense of what they’ll get working with you. All before you tell them about your

fees. You must first establish what they would value and how you can provide that value before

discussing their investment in your services.

Follow this script as closely as possible. Practice it a few times on family or friends so it

becomes natural for you. Pay close attention to sections in the script that are in bold. The bold

is an indication to NOT change the wording. Use it exactly as it’s printed. And trust the process!

Eventually you will personalize it, but until then, save this file and print it up to use with each

potential client you have a conversation with.



Script Template

Goals & what they mean:

1 – Tell me a little bit about yourself (or whatever you need to ask, such as ‘tell me about what

you’re struggling with right now’)

2 – If you could wave a realistic magic wand, where you would like your (health, weight, etc) to

be in the next (3 months, 6 months, year)?

3 – If you had that (personalize what they just told you) in just the way you’d like to have it,

what would that do for you?



4 – What would be the best part about that?

5 – Why (if this fits)?

Challenges and their impact/Cost:

6 – What do you think could be slowing you down, standing in your way, or stopping you from

having (personalize to what they said above)?

7 – What ELSE do you think could be slowing you down, standing in your way, or stopping you

from … (above)?

8 – What impact do you think these challenges (personalize it, here) are having on your (weight,

health, etc)?



9 – What impact are these challenges having in other areas of your life?

10 – How long have these challenges been going on? (they may have already told you this)

11 – What’s the worst part about these challenges?

12 – Why? (Don’t skip this question)



The turn-around/light at the end of the tunnel:

13 – If you could turn all of these challenges around and flow freely toward your goals, what

would that do for you?

14 – What would be the best part about that?

15 – Why?

(NOTE: If you are offering a themed call, based on the “Seven Elements of Enticing Promotional

Copy”, you would include your plan and milestones section, here.)

16 – What have you found most valuable about our time together so far?



17 – I have a program designed specifically to help people overcome these sorts of challenges

and achieve these kinds of results. Would you like to hear a little bit about it?

How you can help them:

18 – Explain how your program works (personalize it, here, but feel free to use my examples)

I work with clients for (what length of time is your program) and we work on these X (your

number, or use this 5 part methodology in the call) 5 things:

1. Clarify your direction (Explain what this means and relate this to their

goals/challenges)

2. Strategize your actions (Explain what this means and again relate to their

goals/challenges)

3. Upgrade your skills (explain and relate, as above)

4. Optimize your environment (this relates to various aspects of their environment, such

as people in their lives, physical location, thought-process, etc)



5. Master your psychology (this relates to what’s going on inside their head and what

their perceptions are, related to what they believe they can accomplish/not accomplish)

NOTE: You should have your own program in at least the rough stages before you have this first

conversation. HOWEVER, you do not have to have all the details of your program completed.

Each of these five items can relate to any program.

19 – Check in with them to see if they are with you after each piece of your program (or the five

part methodology above). After each part, ask them “Does this make sense?” or “Would this be

valuable to you?” Or “Do you have any questions about that?”

20 – Explain any guarantee you may have.

21 – Explain your fees, termed as an investment, including any payment play you may have. If

you offer a ‘buy now’ option, include it at this time.

22 – (If you have two payment options) Which of these options feels like the best fit for you?

23 – Would you like to give it a try?

24 – Great. Let’s get you entered into the system!



COMPLETION After you have completed this class, answer these three questions:

1. What did you find most helpful about this class?

2. What do you feel you’re going to struggle with, from this class?

3. What will you do to resolve your struggles?

class 5 sales sets you free how to authentically and ... · step 1 – enticing ... doing so gives...

Documents