ATTRACTING HIGH-END
CLIENTS ONLINE:
How to update your online presence for a freakishly loyal buying audience, better opportunities, and more sales on everything you offer
Wednesday, August 26th 7pm ET
Is this you?
- You’re working hard and business is great. You get plenty of business from word of mouth and referrals. Maybe you’ve tried to market your business online, but you get low quality leads or little response at all. You know you need to market online to grow your business, but part of you is frustrated, even discouraged.
- You are damn good at what you do and your clients rave about you — but your website is awful. You don’t want anyone to see it. You have website shame.
- You offer high-end, boutique service – but right now, the way you present yourself online looks corny, canned, and cheap. You know it’s out of whack, but you aren’t sure how to do it differently. ARGH!
“What’s the secret to attracting high-end clients online?”
Hello, over there. I’m Stella Orange, copywriting teacher and consultant. And for the past six years, I’ve been helping business owners transform their marketing so they attract higher quality clients online.
The way I see it, a lot of businesses take a ‘fast food’ approach to marketing. Like fast food, their message is “hey, you can get results cheap, quick, and without a whole lot of effort.” The problem is, when you communicate on a fast-food level, you attract a fast-food sort of client … someone who just wants a bargain and isn’t invested in doing the work it takes to get results.
The problem is rooted in how a lot of people learn to write copy. We are taught to “touch people’s pain” and use words like struggle, stuck, and overwhelm to talk about the problem. With that approach, you are all but guaranteed to attract fast food clients. Because those people resonate with the energy of stuckness, brokeness and struggle.
Now here’s where it gets really interesting…
If you want to attract higher end clients online, ‘fast food’ marketing doesn’t work
First, let me reassure you: there are plenty of sophisticated people who want to spend money online.
But there is a catch. These more sophisticated clients do not resonate with the fast food messages so many people use in their marketing. It turns them off and repels them.
Sophisticated clientele need you to speak to them using a different set of words, emotions, and stories
In my work with hundreds of business owners, I’ve been developing a different approach, called Gourmet Marketing. The goal of gourmet marketing is to resonate with a higher caliber client online.
And the way we create gourmet marketing is by using a different set of words, emotions, energy and stories. We’ll talk about this in greater detail — with real life examples — on the call. So let’s talk results.
Feed people marketing that’s more flavorful, nourishing and rich — and here’s what happens
I’ve been testing this gourmet approach in my own business and know it works. I know it works because my last 5 private clients showed up to sales conversations ALREADY having made the decision to hire me before I’d even MET them (and one of them is based in France). I know it works because last fall I wrote an online marketing campaign (read: emails and webinars, no sales conversations) that grossed $80,000. I know it works because I have a list of 10,000 people that’s grown organically over the years and through online word of mouth, without me understanding how Facebook ads work (hey, we can’t be good at everything).
I don’t say this to brag – I say this so you see I can teach you how to do what few people can: craft flavorful, nourishing, rich marketing that builds a loyal fan base and calls in great clients online.
Using the Gourmet Marketing approach, my clients have written email campaigns that made them $24,000, and $8,000, and $11,000. My clients have rewritten opt-in pages for free calls that pull a 78% sign up rate – or have gotten 378 people signed up for their first call ever. My clients have written pages for their websites that get people on the phone who quote it back to them and say “that’s why I want to work with you.”
Find out on this content-packed
60-minute teaching call:
- Why you need to use different words, emotions, and stories to attract high-level clients online
- Real life examples of business owners who have transformed their fast food marketing into gourmet communication that resonates with high end clients – and the results
- A point-by-point explanation about how gourmet marketing looks, sounds and feels different
- What high end clients are looking for when they come to your website (and what turns them off)
- How copy, layout and design work together to signal to your audience whether you are bargain basement or an elite service professional
- A simple exercise to help you shift your language from “fast food” to gourmet so you resonate with higher caliber clients
I’ve designed this call for seasoned business owners. My assumption is that you have a website (even if it’s out of date), you’ve been sending content to your list (even if it’s small or it’s been awhile), and you have consistent income. If that sounds like you, join us. (If you are newer in business, please know that you will still get some great insights, but this is a more advanced conversation.)
And yes, this training is part of the campaign for a new program I’ve put together to help 10 business owners overhaul their website, newsletter, lead magnet (among other projects) in fall and winter 2015. That said, if you are used to people trying to sell you stuff on free calls, relax. I will be inviting people to set up a chat and see if we’re a fit to work together. But I promise you will learn PLENTY on this call that you can use right away, whether you decide to write with me or not. (I’ve gotten thank you notes from listeners, telling me “I’ve been attending these calls for YEARS – and this was the most training and content I’ve ever received!”).
I typically convert 3-4 clients from a basic ADHD coaching class I teach into my group mentoring program. The group can hold six a class. But this last round, only two people signed up and I was nervous. After working with you Stella, I did a 3-email promotion – and I filled it. I was able to reach people who normally would not have asked about the coaching group – I signed 4 new clients off that email campaign. 4 new clients = $4000+. The results had so much impact that I actually had to put a few people on a waiting list. One of the most surprising things to me is that I’m actually enjoying writing the emails and sales pages now. It’s fun – because I get to be myself, use my words, and be authentic. You once said to me, “Laurie, you’re way more fun than your emails and sales pages.” So it’s been exciting for me that when I put those emails, sales pages, and posts out there, they are quality, AND they are me. They may not resonate with everyone, but my tribe gets it and that’s the goal.
-Laurie Dupar, PMHNP, RN, PCC | Nurse Practitioner and ADHD Specialist | http://www.CoachingforADHD.com
Before working with Stella, I tried to do a number of things online. I tried email marketing. I did a 3-4 email launch series. In fact, I used another product’s formula — in fact, he is probably running an 8-figure business — and I earned about $500 from it. It was amazingly disappointing to me, because I had put so much time into it. Working with you, Stella, I appreciated that you wanted me to be me — you wanted to pull my voice out and have me use more of it in my marketing.
I got your help writing the copy with my webinar opt in page — which I had never done before — I didn’t even think that that would be important. But it was! You gave me the format of how to talk to people, what to say, and how it fit into my brand. We wrote the promo emails and the sales page together too. As a result, I got 12 people in my program, earning $24,000 because of our work together. That’s pretty significant. I’d never done that before! For me, deciding to work with you has been one of the best investments I’ve made in my business - it’s paid for itself 3 times over.
-Robin Young | http://womenbehavingwealthy.com
I decide to work with you, Stella, because I wanted to get clear on my message and to start adding my voice to my writing. My business requires a lot of education for my audience to convert. With a corporate background, I kept my writing dry and without personality. After struggling to write all copy for the past 2 years, it was great to have a partner and accountability to get projects competed. Stella + the group were a great sounding boards for web pages, blog posts, and promotional emails.
-Sonaya Williams | The Sonaya Williams Group | http://www.sonayawilliams.com
Before working with Stella I had NO idea how to write a persuasive sentence, let alone one that actually sounded like me. Writing for sales was a dark, scary, unknown. Every time I tried to talk about my work I left graspy, salesy and fake. Learning how to write for sales was easily the most lucrative thing I have done for my business. The first time I worked with her, I enjoyed my first ever five-figure launch.
I’m soooooo glad I didn’t farm this work out to a copywriter. Now I write all of it myself – my sales pages, my launch emails, everything. Writing for sales is just good manners. You can’t expect some one to pay top dollar for your offer if you can’t give them what they need to know to make an informed investment. Stella taught me how to give my people the info they need, when they need it, in my own authentic voice. Best investment I’ve ever made.
-Amy Pearson | Live Brazen | http://www.livebrazen.com