The Art Of Being Polite
In the past, I've tried to be polite to clients and take them at their word. They would tell me things that they hired the best copywriters to do their sales copy and their websites. They would also tell me all I had to do was amplify their existing web pages in different cities, and the clients would just come running in the front door, which worked well for two clients. The rest of them didn't work at all. I was going through my old files, and I came up with about 15 old clients who still need to write copy or hire a copywriter. They grabbed whatever text was inside their Wix account or their GoDaddy templates and tried to make a go out of it.
These underperformed in terms of sales. These were some of the worst-performing businesses that I've seen. I don't know how their minds work because I'm not a mind reader, but they're comfortable lying and conning themselves. They have been doing this for so long that it has become a daily way of life.
And there's a price to pay when you don't live honestly and lie to yourself. Your sales will need to improve. That's why many of these people spend two months on their birthdays, three months on vacation every year, or eight months on vacation around Christmas time because their businesses are just nothing more than hobbies. It's just something to pass the time. They're not aggressive, and they don't fit the category of an entrepreneur. That requirement to be an entrepreneur means that you must be relentless, harsh on yourself, and count your losses to move forward. In short, you fail your way to success. It is part of the process of being in business. Nobody gets it right the first time.
Good sales copy will also do other things for you, like talking directly to your audience. As I look through their copy, I can see that it's not directed toward anybody in particular, just as long it's somebody with a wallet and a pulse. When your sales copy has no niche or requirements, it's like leaving the front door open. You know what you'll get, and that's a lot of flies and bugs. To put it more moderately, you'll get a lot of tire kickers, price gougers, and people who are not serious about you as a business owner or buying your services. That's sad.
The Benefits Of Excellent Sales Copy
I have taken this whole new aspect of writing excellent sales copy and applying it to businesses in the home improvement industry, HVAC yoga, and home improvement to see what would happen. I was surprised to see that my page is ranked on Google sometimes in 12 hours, which is still hard for me to believe because it used to take months to get our SEO results, and we'd have to wait months in some cases.
Now I've shortened this to four days and even gotten page one results in 48 and 24 hours. The 12-hour results are exciting because here we landed on page four. Now, it will take some time for that to jump back up to page one, but we're going to put some links on our web pages, and we have the position of the entire link strategy to make that happen. But the capability of doing that is there, and it's enlightening.
Your sales copy and hiring an excellent copywriter are essential for success.
