How to know if you’re being too “salesy” and what to do about it.
If you’ve ever held back from talking about your services or promoting your offers because you were worried that you sounded too salesy, this is for you! In this post I’m sharing my process for figuring out whether or not your copywriting and messaging is ‘salesy’, so you can make sure that you’re communicating why your ideal client should buy from you in a way that feels good to you and your audience.
One of the ways that I help my clients is through copy revisions where I review the copy they’re writing for their business and help them refine it so that they’re communicating their message to their audience effectively. Most of the time we are working on conversion focused copy, (sales pages, sales emails, and content specifically focused on selling their paid offers) and one of the most common questions I get asked all the time is whether or not their copy sounds ‘salesy’.
“Do you think this sounds too salesy?”
“Am I being too salesy?”
I hear questions like that all the time, and 9 times out of 10, when I go and take a look at what they’ve written, it is not salesy AT ALL. Because it’s all about your intentions. When your intentions are to not be salesy and you genuinely care about serving people through your business, you usually don’t usually come across as salesy.
The best way to determine whether or not you’re being salesy is to look at your intentions.
If you are asking yourself whether or not you’re being too salesy, that means your intention is not to be salesy. And trust me, people who truly are salesy and willing to do whatever it takes to make the sale at any cost are NOT asking themselves that question. They’re not worried about whether or not they’re being salesy. They’re simply going out and selling in a way that comes across as salesy, without worrying about it.
So if you examine your intentions and can see that you have your ideal client’s best interests at heart, you have a genuine desire to serve your audience through your business, and you know that what you’re selling can have a positive impact in people’s lives selling is a good thing. It’s helping people get closer to a desired outcome that they want, which is not being salesy.
If on the other hand, you examine your motives and realize that you’re feeling really desperate to sign a client and your main focus is on what’s in it for you, you may want to step away from your sales message for a while. Spend some time refocusing your attention onto your ideal clients and how you can show up in a way that’s going to be of service to them.
When you are selling from a place of knowing that you have something valuable for your ideal clients and you care about making an impact in their life, selling becomes so much easier. If you can maintain your focus on the ideal clients your offers are meant to serve, everything you do will feel so much better for everyone involved.
You’ll feel better about your message, and your audience will feel better and be more responsive to it as well.
The Fundamental Elements of Sales Messaging
Some of the most common areas of sales messaging that my clients worry are too “Salesy” are actually fundamental elements of sales messaging that are crucial for getting your point across and making a sale. And if you’ve examined your motives and can genuinely say that you are selling with your ideal clients best interests in mind, there is NOTHING salesy about including these sales elements in your messaging:
Telling people that you have something for sale and how they can buy it from you.
This may sound really obvious, but people can’t buy something that they don’t know about. The fact that you have an offer that you’re selling might feel really obvious to you, but from your ideal client’s perspective, it’s probably not nearly as clear. And how are they going to buy from you unless they know you have an offer for sale? How are they even going to go and check it out and learn more about whether or not they’re interested in buying it if the fact that you have something for sale isn’t clear? It’s really important to make it obvious that you have something to sell to them by directly telling your audience what you are selling and how they can get involved.
Mentioning the name of your product or service multiple times.
Another important piece of sales messaging is mentioning the name of your product or service multiple times throughout your promotional material. In our digital world where we’re being bombarded with content and marketing messages continuously throughout the day, it’s just not realistic to think that your potential clients are going to read every single word of your content. There’s just too much coming into their inbox and social media feeds for them to be extremely attentive to everything you send them. That means most people are going to be skimming your content most of the time. It’s important to make sure that you’re mentioning your product or service and talking about it in clear and specific language multiple times on one sales page or in one email. You can’t expect that everyone reading will catch the name of your product (or the fact that you’re selling something at all) if you only mention it once.
Talking about problems and pain points.
So many of my clients and students struggle when it comes to talking about problems and pain points in their copy because they don’t want to make people feel bad or come across as negative in their content. If you feel that way, that is totally understandable. I completely understand not wanting to make people feel that and wanting to have a positive tone to your copy. But talking about problems in your copy is necessary, and there’s a way to talk about problems that doesn’t come off as negative.
The “problem” with not talking about the problem you solve comes down to our survival instincts. It is human nature to be focused more on moving away from problems or scenarios that you’d like to avoid rather than moving toward a positive scenario that you’d like to experience. Your ideal client is most likely looking for a solution that will take them out of a negative situation rather than something that will move them toward a positive situation.
Moving away from negative experiences is usually top of mind when people are looking for a product, service, or solution to a problem. If you ignore the problem or pain point completely because you want to avoid being negative, you’re actually doing your ideal client a disservice. They’re not even going to realize that you can help them and you’ll be preventing them from experiencing the outcome that they actually want through working with you.
Selling = being of service.
When you examine your intentions, and you know that your product or service can make a difference and have a positive impact in your ideal client’s lives, selling is being of service. Selling is a two way street, and by presenting your services to potential clients, you are empowering them to make a decision about whether or not they want to purchase from you. You’re not forcing anyone to give you money. By selling your services, you’re presenting your ideal clients with an opportunity to acquire or achieve something that they want, and they are fully capable of making a decision as to whether or not they want to take that next step and buy from you or not. By selling, you are simply being of service and presenting potential clients with an opportunity to get something that they want or need.
If you want more tips to help you sell in a way that feels good to you and your audience, be sure to grab my Selling with Empathy Roadmap, where I share the eight steps you need to take to create a sales system in your business that helps you ditch your fear of being salesy so you can start effectively selling to the people who need what you have to offer.
Free: Selling with Empathy Roadmap to help you Ditch your fear of being salesy and start selling in a way that feels good.
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