003: Heart vs Conversions (at any cost)

In this episode I talk about selling with a "heart promise" versus a "money promise," emphasizing authenticity and client connection over conversion metrics and how overly optimized sales pages that aren't aligned with actual client experience lead to refunds - argh!

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Transcript

0:01

Hello, hello, welcome back. I wanted to share that I had a really interesting conversation with someone a few months ago. It just came to mind again. She is a very skilled salesperson, extremely skilled at selling in DMS, and she used to work with a very well known leader in the course creation, coaching membership space, and we were talking about selling with a heart promise versus a money promise, like, you know, I promise X number of conversions within the X number of days you know, versus I promise to really see and hear you and help you feel expressed in a authentic way like you never have before, to where you're finally proud to share your brand and your website everywhere you go, that, that kind of thing. And I was having feelings like everybody was telling me, you know, when I would enroll courses to try and better my sales techniques or my copywriting skills. Everyone's like, you need to just sell the data, sell the conversions. And I don't always hear about conversions from my clients. And yes, I could start tracking those for them. But I also I come in and usually do one task, and then I leave. I'm not there to work with them over time, to apply experiments and nuances to get their conversions to work like I have a friend Lee Scott from xanataine Consulting, who does conversion rate optimization, where she's working with you, month after month after month, analyzing all the data and making those tweaks I come in at the beginning or later on, even in projects with her, with some data that's been gathered about the client, and then using industry best practices in my own intuition and communication skills to write copy that is intended to convert, but really dialing it in happens over time. Some people can do that on their own, and some people need someone to guide them, and that's what Lee does. So I've sometimes felt a little less than that. I don't have those skills, or I'm not a data person that I work so much from intuition, but my clients are so thrilled to work with me. They're so happy with what I do give them. And it is, it probably is quantifiable, but it feels like something you can't really quantify. And I saw a post on, I think it was LinkedIn today, where someone was talking about their new service. It was some guy, he said, I left Mr. Beast to do blah, blah, blah. I don't remember exactly what he said, but apparently he worked inside Mr. Beast's program, and he was talking about how they dialed in every single nuance and click and tiny, tiny little detail in Mr. Beast business to make sure that everything converted all the time. And sure that's that works, right? That works for big corporations, that works for big companies, that can work for small companies. But here's the thing, when I was talking with that woman, the salesperson that I mentioned earlier, who has worked inside other programs, she mentioned how they too, had this kind of persistent goal to optimize everything at all costs. Like she said, they would put anything on the sales page to get the numbers and the data on the chart to go up into the right, right, like anything to get it to convert all kinds of promises. And what would happen is people would get into the program. They'd be like, This sounds amazing on the sales page. They get onto a webinar and be like, Wait, that's not what you talked about on the sales page. Or they would actually join the program. And there would be a disconnect between the promises that were on the sales page and what was actually there, or the vibe, or the, you know, overall culture, or the things that you walked away with, and then they would ask for refunds, or they would just quit and leave. And that is a data point that a lot of companies like, like this person's company don't. Care about. They're like, well, it's all about the numbers. We get x percent of people in and X percent of people are going to pay and X percent of people are going to ask for a refund. And it's it's fine with us. We're fine with those losses because we're getting in front of so many people making so many conversions that we've made our money. But for businesses like mine, or the clients that I work with closely, it's it's generally like such caring people, people who want to change lives. I work with a lot of women business coaches who and web designers who support those business coaches who have an end client of other women business owners, and they're trying to give them freedom, and they're trying to give them autonomy, and they're trying to give them skills to succeed so that they have wonderful, beautiful lives and can put great things out into the world and create a better, more positive place For us all. And I wouldn't want to attract 10 times more people, if those people are the wrong people, or are people that my client can't help, or get people in who are dissatisfied and leave and then talk crap about that company going forward just because of a miscommunication, just because of a misalignment in the messaging. So there's something to be said for pulling back from focusing so much on conversions and sales at any cost, and leaning into quality and honesty and integrity and alignment instead and leaning into the heart and the care that so many of my clients and their clients, you know, that's such a major part of their personality. So, yeah, it's an interesting discussion, an interesting argument. You might disagree, but I'm done feeling less than about the fact that I hone in on helping people express themselves fully, and I don't lean into the data. That's what collaborations are for. That's where I can pull in Lee or refer clients to her and be like, Hey, here's your amazing sales page that I wrote based off of information that you gave me and my understanding of the kind kind of client that wants to be in your program, that needs to be in your program. We're going to put this out there. We're going to see how it goes, and then you can work with Lee to figure out what you need to learn to make it better going forward. And then if you need, you know, an update to that sales page down the road. Once you have more information, you can come back to me, and I'll do that, but I'm not the one that's analyzing that data. That is just not where my brain goes. My brain goes to the intuitive understanding of people, to the empathy and the compassion that is just a natural part of me, and that's that's what I bring to the table, and that's what I'd love to bring to the table for you as well. So if you're looking for someone that can help you finally sound like you in your copy, where you don't feel like there's this weird disconnect between who you are as a person, or who you are on stage, or who you are in your podcast and who you are on paper, then you're going to want to work with me. You know, if you're unclear about what your goals are, or you think there might be some interesting stories in your background, but you don't know how to pull those out. You don't know how to translate how to translate those into stories and tie them back to your calls to action. I can help. All you have to do is book a call and we'll talk about what what we can do. And I would love to work with you. So thanks for listening. Hope you enjoyed the story, and we'll see you next time. Happy. Selling you.