“Can you help me with my sales page?”, asks Jean during our discovery call.
“I would like to create an online program for children where they cook or bake something with their parents. The goal is not only to learn how to cook, but also to teach life lessons. Through this process, kids will develop creativity.”
Jean tells me that where she is living, people don’t have the culture to cook meals or bake. They get food from a store or (takeaway) restaurant. A program like hers can benefit her community, and beyond, by going online.
Before the ‘corona’-situation, she did live workshops. Now she crossed paths with me so I could help her create an online program.
Your Recipe for Online Sales
“That’s a great concept that you have! I love how you combine learning life lessons with something like cooking! How can I help you? What is preventing you from continuing?”
“I know damn well how to prepare a cooking program. Selling online, sales funnels and stuff that’s a whole different story. Do you have a recipe for that?”
Lots of coaches and experts are good at helping people within their field of expertise, but they are not a chef in (online) sales.
That is especially the case for impact-makers that do business with their heart. Concepts such as ‘sales’ and ‘marketing’ don’t seem to align with their vision to help people. ‘Funnels’ and ‘sales pages’ are like strange ingredients that they have never used, but somehow need to incorporate into their online sales recipe.
“You are not alone! You don’t actually *need* complex sales funnels and smoothly structured sales pages to start selling.”, I reassure her.
“We can build a system, step by step, where you can find your own aligned way of selling online. Creating and evolving a well-converting sales page takes some time. I can help you through this process with a focus on getting results. I can also help with the technical stuff.”
Put On Your Strategy Hat
Like a delicious chocolate cake, you can plan to sell your offerings online. Start by creating a journey where you list all the moments of contact with the customer or with your business.
Use your ‘strategy hat’ instead of a chef’s hat and do some thinking time. It might take some time to get it right, but this is a very valuable exercise.
During this process, put yourself in the shoes of your customer and plunge into their worldview.
Just like Gordon Ramsay, you are about to create a recipe that delivers an exquisite customer experience as they get closer to the moment of sale.
Investigate Before Doing Random Action
“Okay, I get it… I need to take some steps back and investigate what my customers really want. Some of the things you mention are still unclear. I have a small group of people who can shed some light on this. How do I start with researching my audience?” Jean continues.
I can assure you that you don’t do user research by making up a detailed persona or avatar, describing how many children ‘An’ has, and that she is married to ‘Patrick’, with a photo of a delicious meal that will make your mouth water.
Too many unnecessary details will create distraction instead of bringing clarity. Insights into specific distinguishing features, and then taking action, is what will reveal the right answers.
What are these specific distinguishing features? That depends on your product or service. And of course, your audience. For instance, a coach working with entrepreneur moms, will aim for … uhmn… a woman with children, who also has the ambition to run a business.
When you ask the right questions to your audience, their answers lead to a path where you inspire, stir and convince them when experiencing the customer journey that you have designed.
User research will provide answers about everything related to human needs, wants, values and expectations. A Sherlock Holmes-worthy investigation is executed with a combination of tools: qualitative interviews, questionnaires, watching social media where your audience is active or with live networking.
A Comprehensive Customer Journey as Marketing Foundation
Journey Mapping is a process for creating a great experience for whomever comes into contact with you or your company. The result can be used as foundation; It contains the essential ingredients to craft your marketing strategy.
This journey and the desired customer experience will determine how to use the right marketing channels that align with you. You can use parts (or all) of the journey in one channel and use them in another way in a different channel.
When you have clarity on how to do the strategy, then you know what place your sales page will take in the journey and what kind of messaging creates the desired experience and action towards your goal: doing a sale.
Here is How to Structure Your Sales Funnel
Okay chef, so you investigated your audience and mapped out a journey. Now it’s time to cook a yummy sales page by looking at the starting situation, the desired outcome and the (emotional) experience that you want to deliver.
You tell a story of how your product or service helps them from going from the starting situation to the desired outcome. No need for sleazy marketing tricks… You can also use hearth-centered methods, when you did your homework.
Once you know what works, you can start with automating it in a sales funnel.
Mixing Your Sales Funnel, Just Like You Want It
Think of a sales funnel, like an automated customer journey. It could be a giveaway, a subscription to a mailing list, followed by an invitation to a webinar where you pitch your offer and close the sale.
But you could start with a very simple ‘funnel’: invite someone for a (sales) conversation and close the sale over a good chat.
Just bake the cake of your choice (or something else) … If you want a good recipe, I can refer you to Jean 😉
If you need help with your sales page or customer journey, just send me a message.
P.S. I have created a checklist for creating a good sales page, that you can find here.