When she was 2 years old, someone handed Tina Dietz a tape recorder – and that was that! A lifelong love affair was born. Today, Tina is an internationally acclaimed business coach, audiobook publisher and launch specialist, podcast producer, and a bestselling author who has been featured on ABC, Inc.com, Huffington Post and Forbes. Her company, StartSomething Business Solutions, helps clients who want more than just a business and more than a routine life – they want a “Business Oasis,” and she herself splits her time between the US and Costa Rica. Tina Dietz, welcome to the show!
Interested in learning more about audio marketing?
Here are 4 steps to writing sales pages and making it easier on you to create sales and program pages that are authentic.
I really blame sucky sales pages on the internet for a lot of things. Customer dissatisfaction, lack of registrations, over saturating the market, and excessive yelling at computer screens. Maybe that last one is just me…
BUT, even if you partially or entirely outsource your sales page writing (more on that later) you still have to participate in writing them if you want your work to be accurately represented and in YOUR voice.
AND, if you want to use the Internet as a source of sales for your business, regardless of your industry, you need pages on your website where people can buy your stuff, or register for your course or program, or schedule an appointment.
The solution? Here are four steps to making it easier on you to create sales and program pages that are authentic (and won’t make me yell at the computer-you wouldn’t want that, would you?). This process will also help you create new programs and products as well, because time is gold, doing things twice is lame, and you want to be reading a good book with a glass of wine very soon, yes?
Step 1: Design Your Course or Program
Key Question: What are you going to offer and how?
Choose the topic for your program, product, or workshop and outline what it will include. Oftentimes this is something you already have done but you’re not sure how to get it out into the world. You will also need to choose the “vehicle” you’re going to use-whether that’s a live workshop, teleclass, webinar, online course, etc. Choose what content you will include, the number of sessions, your price points, etc. If you’re not sure what the best direction is for you or what the right vehicle for you would be, that’s something I can help you with one on one.
Step 2: Create Your Program Promises
Key Question: What will people get from you?
In bullet points, determine what your audience can count on you to deliver. What will they learn? What materials will they get? What’s the format? What are the benefits?
Step 3: Real World Application
Key Question: How will participants apply what they learned out in the world?
If you’re providing knowledge and techniques, what can people do with that out in the real world? Write out examples (If you’ve worked with people before around the topic you’re offering) and all the ways you can think of that people can use what you’ll be giving them.
Step 4: Paint a Picture of Results
Key Question: If participants take what you’re giving them and they used it fully, how would their lives change?
Imagine participants taking what they learned and applying it fully. Write down either in a narrative or in bullet points all the results they could create, achieve, and generate. This is why we do what we do-for people to have amazing results!
This is not the end of the process.
You have two options at this point now that you’ve got this all written out.
You write the page yourself
You outsource the writing
If you write the page yourself, then you do this: You REVERSE steps 1-4 for your sales page, like this:
4. Begin with painting a picture of the results people get
3. Tell them this is how it gets used in the real world
2. Outline what the promises are
1. Share with them the points of the course/program/product itself.
BONUS WRITING TIP: Remember to write your page as though you were talking to one person rather than an audience of people. Imagine a particular client or friend in mind who you know is your ideal audience for this program or product as you write.
Give this process a try and let us know how it went. Did you add any other steps?
Ready to get your next product, program, or service ready to launch and want some expert guidance? Schedule a Discovery Call and we'll explore the best options to meet your goals.
The best ways to get clients are the most authentic to YOU. That’s why while it’s important to have reliable systems, a lot of the cookie-cutter programs out there don’t work the way they’re advertised.
One of my fabulous clients shared her breakthrough week with me, outlining not just the results she generated but the lessons she learned on the way as well. I was so blown away by her insight that I asked her if I could share what she learned with all of you as a case study in generating new clients for a new business. One of the many things I love about Gail Jessen is that she can WRITE. Man, can she write. I couldn’t put what she shares into words here any better.
#1 Way
THE COACHING: Write up a detailed, visceral description of your Perfect Day (using the audio exercise I gave her) and share it with at least 30 people. Originally, Gail wanted to approach this in a more analytical way, but we moved her through that so that she could receive the full benefit.
WHAT GAIL DID: She wrote up her Perfect Day as a blog post and shared it with her subscribers.
THE RESULTS: She booked a workshop registration within 12 hours of putting up the post.
LESSONS LEARNED (in Gail’s words):
Vulnerability and authenticity are crucial to building a personal brand. I put the semi-vulnerable perfect day out there and bam…someone resonated and registered within 12 hours. It makes me hopeful when I think about the other posts I’ve lined up to promote my workshops. It reinforces to me that my writing is a significant feature of my brand. It also reinforces that marketing is really just resonance and attraction.
Networking and giving time/info for free can be ultimately beneficial. Once a month I go to a Desire Map book club. I didn’t know anyone when I first went last fall. It’s been a good social outlet, but also good conversations very focused on this particular topic. I never knew what may come out of it business wise, but I take my business cards and I talk about my workshops anyway. Well, the person who registered is part of that crowd and now she’s officially in my growing workshop tribe. Bam.
#2 Way
THE COACHING: Create a coaching product(s) for private, one-on-one coaching as a follow up product for your Desire Map workshop participants. Private coaching was not part of Gail’s original business model, but we worked together on her stepping into this part of her identity as she’s more than qualified.
WHAT GAIL DID: Put together 1 session and 3 session private coaching products and put them up on her website, sent a follow up email to her workshop participants letting them know it was available and that she was available to support them further in their journey.
THE RESULTS: She booked a private client in a quick 15 minute conversation who called after she received the email.
LESSONS LEARNED (in Gail’s words):
Done is better than perfect. I have zero infrastructure behind the private coaching product I put online and posted half-heartedly on my FB biz page. I don’t even have a sales page for it or integration into my current sales page…just the product in the shop. Old Me would’ve meticulously planned every last detail to death before she even spoke about the product out loud. Well, surprise. Now I get to scramble a bit before this first client comes online, but I feel so calm and right about that. I really only mean I need to create a worksheet or two that gives some meaty structure to the conversations I’ll have with people. The fact that it excites me to scramble to do that tells me I’m on the right path (vs debilitating panic attacks in the bathroom at my other work when someone asks me for a budget report, a’la two weeks ago).
I can charge my friends money to talk to me…and it was easier than I thought. This is so so so huge. We’ve talked about this being a block for me. The person who wants to book the hour session is a friend. She’s not a hang-out-regularly-inner-circle friends, but she’s also not a stranger. We’ve known each other for years and have a lot of mutual friends that keep us all connected. In our 15-min Q&A phone call, I spoke calmly about the two different coaching options. Answered her questions about what the outcome is intended to be. Didn’t offer a discount or offer to “just talk” to her anyway. It felt like I was a real live grownup business owner 🙂
Also, I’m so grateful for your coaching. We’ve been working together for maybe almost two months and bam. Magic. Intention is magic. If Gail hadn’t taken the coaching and implemented it, the results wouldn’t be there. I’m grateful to have clients who do awesome work in the world and who allow me to help them expand and grow.
When she was 2 years old, someone handed Tina Dietz a tape recorder – and that was that! A lifelong love affair was born. Today, she is an internationally acclaimed business coach, audiobook publisher and launch specialist, podcast producer, and a bestselling author who has been featured on ABC, Inc.com, Huffington Post and Forbes. Her podcast, The Start Something Show, was named one of the top podcasts for entrepreneurs on Inc.com and her company, StartSomething Business Solutions, helps clients who want more than just a business and more than a routine life – they want a “Business Oasis.”
Did you know that 1.5 million MORE audiobooks were downloaded than ebooks in 2015, and in 2016 sales are up 34% over 2015 numbers?
Tina is going to share these nuggets:
Why you don't have to narrate your own book to get the best results.
How authors can protect themselves from royalty scammers and the hidden pitfalls that scare away readers.
How you can get your audiobooks produced for 50% less than what it costs the big publishers.
Audiobooks can make you money even when your book is free!
As part of her own business oasis, she herself splits her time between the US, Canada and Costa Rica. You can find her online here:
You might be hurting your credibility as a leader every time you open your mouth, and it’s not what you’re saying. It’s your voice.
A study in affiliation with Duke University analyzed 792 male CEO voices and found that a deeper voice was advantageous in positions of leadership. Results indicated that CEOs with lower voices had longer tenure, led larger companies, and made more money — to the tune of $180K+ per year.
This research poses a bit of a conundrum. What if you don’t have a low voice? Does that mean you’re doomed not to rise in the ranks of leadership? Fortunately, there are a number of other factors in the vocal realm that contribute to your credibility as a leader, and these factors are far more controllable than how deep your voice is.
Another study conducted at Gonzaga University revealed that a variety of vocal factors influence whether a speaker is perceived as trustworthy — and therefore credible. Regardless of the pitch and tone of your natural voice, these important factors can be controlled and practiced:
Articulation (clear pronunciation of words). An articulated vocal performance reflects a thoughtful representation of the speaker’s inner conviction, and thus leads to the perception of a more educated and credible speaker. Articulation can be improved by repeating difficult words until one can say them correctly; slowing down your speech can also make articulation easier. Beware, however — over-articulation can produce a less than normal speaking tone and therefore reduce credibility.
Fluidity (flow of your message). The more fluidity with which one speaks — that is, the more you don’t have to reach for your words — the more expert and confident you are perceived, engendering trust. This takes us back to the dreaded “ums” and “ahs” we work to eliminate in public speaking scenarios, podcasting and audiobooks. Rather than filling the air in a conversation or meeting with such “thinking noises” or hedges (“sort of” or “kind of”), be intentional and transparent regarding your thinking process. If posed a question, pause and make eye contact with your listeners and take a moment to answer their question with, “let me think about that for a moment.” Doing so indicates that you’re taking their question seriously and giving it your full attention.
Tempo (speed at which you speak). This vocal cue is closely tied to gaining and maintaining the attention of the listener. No one likes to hear a boring, slow delivery; monotone presentations tend to put people to sleep or move them to distraction. Keep energy and interest alive in your voice when speaking and your listeners will remain more engaged.
On the other hand, speakers who speak too fast can end up slurring their words, affecting the articulation and clarity of their message. A speaker’s “normal” rate of delivery has been found to rank the highest in perception of credibility. In other words, it’s important to “be yourself” when communicating. Note that both tempo and fluidity can be improved by bringing increased attention to your breath. Make sure that you’re actually breathing as you speak, and not inadvertently holding your breath.
Sonority (pleasantness of one’s voice). Several factors can contribute to sonority, but one controllable, contemporary factor is known as “vocal fry” and refers to the low, vibratory sound occurring particularly in women at the end of spoken sentences. A study published in 2010 analyzed 800 male and female participants who spoke with vocal fry, or “creaky voice,” and found them to be less desirable job candidates compared with those speaking in a normal tone. Take note and eliminate this vocal trend before it spreads any further. Please.
Another common vocal pattern that deeply impacts credibility but is one of the simplest to identify and address is “uptalking” the end of sentences. Uptalk sounds like you’re making everything a question? As if you’re not sure what you’re saying? And that makes what you say hard to trust? Focus on making your statements more declarative.
Do all of these factors leave you feeling overwhelmed about perfecting your vocal delivery? Don’t sweat it if you can’t change them all — not everyone was born with a deep or pleasant voice. Of all of the aforementioned influencing factors, articulation was found to be the most important — so if you have a big impending speech, start by practicing using clear and careful pronunciation. Through external feedback, objective coaching, and diligent practice, you can become a better communicator and perhaps even a bigger earner.
I want to share with you four little words to grow your business, get referrals, more clients, and create unlimited resources for your business and your life.
Today I want to share with you a short “how to” video: How to grow your business with celebration and contribution. And you don’t even have to talk to strangers.It all starts with four little words that are incredibly powerful. These four words have been used by my clients to do amazing things like double their clients in six months! Check it out, then try it out, and let me know what you think.
