When unprecedented or unexpected circumstances land on your clients' doorstep, it can feel icky, gross, or even downright wrong to think about selling your offer or writing sales messaging aimed to drive revenue.
And while that frame of mind absolutely makes sense, I want you to know it's totally okay to still sell your services.
The key? Being mindful of the tone and language you use in your sales messaging.
Fellow boss babes, you don’t have to stop supporting yourself or your passion or making money when crisis mode/tough times hit. You can totally still lead yourself, your company (whether it’s just you or a team), and your clients.
Leaders tend to emerge during times like these. This is how you can sound like one, still make sales, and make a massive impact in changing people's lives for the better – even in uncertain times:
Sales Messaging Tips for Uncertain Times
TIP #1: Decide on your message BEFORE you begin.
WHY IT MATTERS: Before you write any kind of communication to your client – whether it be an email, a landing page, or even a social media post – get SUPER clear on the main message. Focus on a single idea and what you want them to get out of it before you sit down to write your first word.
WHAT TO DO: Write an outline with the key takeaway, the emotion you want your reader to feel, and the main action you want them to take at the top of your document. Then start writing. Your messaging will follow a clear emotional path that takes your client from unsure and scared to feeling empowered when you focus your message in this way.
TIP #2: Acknowledge the challenges, but don’t drown your messaging in them.
WHY IT MATTERS: Difficult situations and pain points should never be ignored. In copywriting, focusing on the pain points is one of the ways to hook the reader in. It’s what often gets you that “How the heck did you know what I was going through?” reaction.
But when your clients may be facing challenging circumstances, there’s no need to remind them of it so much that it’s the only thing they think about after reading your copy. Your messaging should be a moment of reprieve.
WHAT TO DO: Be careful of drowning in too much pain. Be empathetic, acknowledge the difficulties, let them know you understand and offer some value. Use words like “What I heard you say,” and open-ended questions to get a feel for what’s going on in client conversations.
TIP #3: Err on the side of serious caution when suggesting that a crisis is a reason to invest.
WHY IT MATTERS: Difficult situations and pain points should never be ignored. In copywriting, focusing on the pain points is one of the ways to hook the reader in. Don't make a crisis or situation the reason why someone should invest in your services when you're writing out your copy or messaging.
It can make your potential client feel like you’re taking advantage, you’re guilt-tripping (never the way to go if you want to work with dream clients), or you’re being insensitive/exploitative. That can lead to lost trust with a client – and it’s that know, like, and trust factor that gets people to buy.
WHAT TO DO: Empower your client. Let them know that while this is a difficult time, there can be some light at the end of the tunnel. You’re happy to show them what that light could look like and how you can work together to turn an obstacle into an opportunity. And don’t forget to be careful of using “you should” or “you could be doing this” type language.
TIP #4: Create a connection by telling a personal story. Be human. Be collaborative.
WHY IT MATTERS: There’s so many companies out there sending out crisis communication messages and it’s easy to think you should follow their lead. But what will set you apart and brand you as a leader, coach, subject matter expert, and just an overall genuine human being is telling a personal story.
WHAT TO DO: Talk to your client about a personal struggle or how you’ve dealt with (or are currently dealing with) a tough time. Then make sure you let them know it’s not a comparison, but rather that you’re coming from a place of compassion and understanding. Offer a tip on how you were able to navigate it. Drive the conversation, but leave open space for discussion. Foster a sense of unity & collaboration in your messaging by using “we” and collaborative language such as “together,” “work with,” and “let’s.”
Looking for more tips on how to communicate during a crisis? Check out fellow BossBabe Victoria Bisch’s article to learn more.
Alicia Castro, founder of glorious copy co., is a copywriter, content marketer, and sales messaging consultant for purpose-driven female entrepreneurs who want to skyrocket their sales, scale their businesses and build super-engaged communities. As a self-professed word-wielding warrior, Alicia's word wizardry has pulled brands out of the messaging rabbit hole and into a cash-generating Wonderland filled with purpose, prosperity, and power.
Dedicated to designing luxury copy experiences for her clients so that they can spend more time ON their businesses and not IN it, she's written for entrepreneurs in a variety of verticals. Whether it's writing sales emails for high-ticket executive career coaches, penning done-for-you sequences for wellness consultants or redesigning e-book and webinar messaging for love and relationship experts, Alicia's passion lies within making sure the world not only hears what you have to offer – but that those who see your message actually buy into it, too.
When she's not sprinkling a bit of her linguistic magic for small businesses, she can be found writing blogs for several female entrepreneur-focused membership programs, spicing up SEO content during the day for major Fortune 500 brands, or sipping on a hot cup of matcha tea.