Whether you have a landing page for a brand new freebie you created, registration for a wellness workshop you’re hosting, or enrolling in your paid program, your copywriting can make or break the number of people saying yes to your offer.
Let me ask you a question…
Have you ever promoted a free offer, a workshop, a paid program or something else and the results were less than stellar? Most of us have created something new and it didn’t convert nearly as well as we thought it would.
Like I said, this happens to almost everyone at some point but once you know how to troubleshoot and make the right changes in your copywriting, you’ll start seeing much higher conversions.
Bridging the gap between what you’re selling and what you’re promoting is also a critical part of your copywriting. If your pre-launch strategy messaging and the copy you’re using for your paid program isn’t aligned your conversions will likely suffer.
Today on this episode of The Wellness Business Podcast we’re sharing 4 common reasons your copy may not be converting as well as it could be.
REASON #1: YOU ARE SPEAKING MORE ABOUT THE FEATURES THAN THE BENEFITS
A common mistake I see many coaches and wellness business owners making when they are selling their program is the emphasis they place on WHAT the client will get in the program. This could be PDFs, coaching sessions, Zoom calls, a Facebook group, etc. These are all features of your offer, which are great to include, but they won’t sell your offer.
When your clients are looking at your offer and making the decision on whether or not to purchase your program, your clients want to know what transformation your program will give them. What does your program do for them and what does life look like for them after working with you?
You want to focus on the benefits and the overall outcome and solution your paid offer provides. For example:
- Reduce hot flashes caused by menopause
- Learn simple and delicious gluten-free recipes that don’t make you feel restricted
- Lose 10 pounds in 10 weeks
- Get your blood sugar levels in normal range
In your copywriting (sales page and email marketing), be sure to talk about the outcome of your offer. In the end, it’s the transformation and not the features of your program that will make your ideal client take the next step with you.
REASON #2: YOU ARE NOT FOCUSING ENOUGH ON THEIR PAIN POINTS
Your ideal client is looking for help from someone they trust and those who they know understands where they are and where they struggle. You want your audience to think he/she totally gets me!
When you’re writing the copy for your paid offer, you need to be very specific about the pain points of your potential clients so that they feel like you’re talking about them and their challenges.
Pain points are the things your clients are looking for help to solve. This could be their:
- Needs
- Concerns
- Problems
- Desires
- Cravings
When you know what problem or challenge your program or coaching service is solving, you can leverage this in your copywriting. When people can see you understand what they are going through and that you ‘get them’ they are much more likely to want to work with you as opposed to just sharing factual information about their challenge and your program.
If your program helps new moms overcome anxiety, you may want to talk about specific negative symptoms and experiences caused by anxiety which your program addresses. However, if your program helps busy entrepreneurs learn how to meal prep, you might focus on how their sedentary lifestyle and poor diet impacts their work productivity or other specific aspects of their work and life.
People have a natural tendency to try to avoid pain, so if your copywriting addresses ways to solve these pain points through your paid offer and is both specific to your niche and in alignment with your program outcome, you’re on the right track.
REASON #3: YOU AREN’T USING THE WORDS OR PHRASES THEY ARE USING/SAYING
In the same way you should aim to use your ideal clients’ pain points in your copywriting, you also want to make sure the language is aligned with words and phrases they are using or saying themselves.
A great way to gain insight on the words and phrases your ideal clients are using, take a look at the questions they’re posting on social media, asking in your Facebook group, or sharing with you in another way. You might also want to poll your Facebook group members or Instagram followers to get even more specific.
You also want to avoid using industry jargon that your ideal client doesn’t understand. A confused customer does not purchase, so this is very important, and it is part of your copy and messaging.
For example, rather than saying you help women balance hormones (what does that mean to them?), say you help women (pick an age range) over 50 get rid of hot flashes and lose the sudden weight gain. Your ideal clients may not know they need to balance their hormones, but if they have hot flashes and they’ve gained weight they can’t seem to lose, they know they want help with that.
REASON #4: YOU AREN’T ADDRESSING AND DISARMING THEIR OBJECTIVES
There will always be some people who have some sort of objections to your offer. In my experience, the objections are usually due to a lack of belief that the program or offer will work for them based on their past experiences. It’s your job to make sure your copywriting addresses these objectives and disarms these obstacles.
Three of the most common objections are lack of time, the cost of the program, and how do they know the program will work for them.
For the objection of time, how can your program actually save them time now or in the very near future? Maybe you have a process that cuts meal planning and cooking time in half. Maybe your exercise routines can be done in 30 minutes or less per day. This will depend on your niche, but think about how your program benefits them from a time standpoint and include that on your sales page.
No matter what you charge for your program, some people will have an objection and you don’t always have to address it, but if you can, it’s helpful. For this objection, is there something about your program or process that will actually save them money in some way once they implement what they learn – either right away or in the near future? You can also increase the perceived value of your offer by including bonuses and displaying their dollar value to minimize price objections.
You may also get questions like, will this program work for me? Although you cannot always guarantee results, sharing success stories from other clients who have gone through your program and experienced a transformation or win is a great way to help people overcome this objection. If you can show them that other people have successfully implemented your program through testimonials, they are less likely to question whether or not your program works.
EPISODE 202
I’m thrilled to share more examples with you in episode 202 of The Wellness Business Podcast. You’ll learn 4 reasons why your copy isn’t converting AND how you can troubleshoot and tweak your copy to turn things around without having to start from scratch.
Copywriting is a skill that is built over time. It comes into play with ALL everything you write, from your emails and social media posts to your sales pages, landing pages for your free offers, your website, your blog posts and more. Learning our simple tips and strategies to improve your conversion rate will be the game-changer you’re looking for right now.
Listen in to learn more about these 4 reasons and how you can easily turn it around to get more people taking action today.
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