An Interview with Vrinda Normand: The Three Biggest Online Marketing Blindspots

June2013EventDay2V2 195x300 An Interview with Vrinda Normand: The Three Biggest Online Marketing BlindspotsVrinda Normand is probably one of the best known copywriters in the whole conscious business scene.

She’s got the goods. Years ago, she did a 30 minute review of my sales copy for a new program I was launching and just tore it to shreds (and helped make it much better). So, I’ve seen her work first hand. She told me about the four stages that a potential clients needs to go through to want to work with you. And you can see seven mini samples of her work in this post.

And if you’d like to check out a series of free educational videos she’s recently put out on how to grow your business by creating virtual programs and products, you can check them out here.

She’s got a new program coming up that I want to make sure you knew about and so I did a little interview with her so you could get a sense of who she is and where she’s come from.

Vrinda speaks a lot about growing her business to seven figures – that might not be what you want but, believe me, she knows what she’s talking about and, at the very least, she can help you be a lot more effective at achieving whatever your marketing goals might be. As much as I am not drawn to the discussion of six and seven figures at this point in my life, I think it’s a mistake to dismiss it and the people sharing it. 

A big message she has here that is worth heeding is to stop winging it. Stop trying to make up the path to success by cobbling it together from things you see around you (that you might not fully understand). Vrinda is big on proven systems, checklists and making it easy for her clients. I’ve got a lot of respect for her.

Where did this program come from? What was the need you saw in the community that had you create this?

It all started when I was an investigative journalist for a Silicon Valley newspaper. I was getting burned out in my job, working too hard and not seeing the cover stories I wrote making a big difference in the world. Important political issues were brought to light but never significantly improved, and I started feeling unfulfilled and out of alignment with my purpose.

My career crisis collided with a health crisis – I became fatigued and my hair started falling out. I barely had enough energy to drag myself off the couch. I discovered I have a serious liver illness and I realized I could no longer keep living the same way – faced with constant deadlines in an underpaying job that made it very hard for me to take care of myself.

So I took a medical leave for a few months and started looking for a new career path. At the same time, I was getting natural healing treatments from a few holistic practitioners. They knew my career background and my situation and told me, “Vrinda, we need help with our marketing writing and YOU know how to write.”

They both invited me to attend a business seminar to learn more about how I could help them grow their businesses with my writing skills. That’s when I realized there was a whole new way I could help people and make a more positive difference.

When I attended the seminar – which was really the biggest eye-opener for me – I learned I could start my own business offering information products and group training programs to help people. This leveraged business model would allow me to break out of the dollars-for-hours cycle that kept me so overworked and underpaid.

I KNEW this was the right path for me. I was so excited to start my business. I invested in my first mentor that weekend and got the training I needed to create info products and programs.

The first product I sold, “E-Zine Articles Made Easy,” got a great response right away, and I knew I was on the right track for helping my clients get the support they needed. 

So in a way, my niche found me and told me how I could help them!  I now work with 1,000’s of holistic practitioners, coaches, consultants and other heart-based entrepreneurs empowering them to grow their businesses online with irresistible marketing messages and strategies.

I’m curious about your learning curve in doing online sales? Were you a natural at this or were there some hard learning curves for you?

As with anything, learning something takes practice and the results in the beginning are likely to be smaller as you’re still becoming competent at a new system or practice. 

My first program launches selling courses online were smaller, generating $20,000, then $50,000 and now we usually bring in about $200,000 with a successful online program launch. 

To get results and keep them growing, you need to follow a proven system – get one laid out for you by a mentor who’s accomplished what you aspire to. Don’t try to “wing it” by copying various things you see others doing online. This will just cause you a lot of headaches and lost income potential. I’ve seen too many people struggle this way.

The people who really master online sales success are those who invest in mentoring, put it into action and stick with it. You also need to be unstoppable – create your product or program and your online sales system, and get the professional mentoring and coaching to improve it as you grow. It’s a constantly evolving process.

And remember to have fun! No matter what level you’re at, growing your business online means you’re helping more people.

What are the three biggest blunders you see people making in online sales?

Great question!

BLIND SPOT #1 – SKIMPY COPY:  The first biggest blunder – or what I call “blind spot” – to watch out for is making your marketing copy (the words on your website) too skimpy, too short. 

Well, let me clarify. You want to write your promotional messaging in a succinct way, which means you use the fewest words to describe your point clearly, so it’s easy and quick for people to understand.

However too “skimpy” means you left a lot of important information out of your copy and people don’t have enough clarity about the value of your offer to take action and buy from you online. This is very common with online sales pages, especially when entrepreneurs are shy about making their page “too long” because they think people won’t read it.

The reality is, sales page copy can never be too long, it can only be too boring. So if you’re afraid people aren’t reading your stuff, you need to take a closer look at making your writing more irresistible, more compelling to your ideal clients.

And you need to make sure you have a complete formula to follow so you don’t miss any important pieces when enrolling clients online. Don’t be afraid to make your page long. Instead, make it thorough and highly engaging.

BLIND SPOT #2 – TALKING ABOUT PROCESS TOO MUCH:  The second “blind spot” is making your sales page too process driven. You focus too much of your messaging on the delivery of your program or product, so it’s all about your solution and how it works. 

That’s not very attractive to your ideal clients. They don’t care so much about process. What they care about is getting a solution to their problem and getting the end-results of the process. 

So focus on your ideal client and what they WANT, show them what outcomes are possible for them if they say yes to your program or product. 

This is very related to the first blind spot – process-driven copy is boring. So to make it more exciting, focus on the results and pleasures your ideal clients can look forward to.

BLIND SPOT #3 – TALKING TO EVERYONE: A third blind spot to avoid is making your copy too vague, not having a clear focus on a specific ideal client. 

You’d be surprised how many people think they know what a “niche” is but are still making this common mistake. 

When you try to please too many people at the same time, making your copy speak to different types of ideal clients because you don’t want to leave anyone out, the power of your message becomes watered down.

And even though you think you may attract more clients when you broaden your focus, you actually attract far less people because very few will be able to see how your message is relevant for them.

When your sales page has what I call “multiple personality disorder” your potential clients will become confused – they’ll see something that describes their situation but then they’ll see something else that’s very different. They’ll think your program isn’t right for them and go away without buying. 

 So to get the best results and truly serve people with your online sales copy, focus your page on 1 specific ideal client, and write as if you’re crafting a personal letter to 1 person. Imagine them in your head – this will make your page so much more intimate, conversational, and pleasing to read.

You’ve got a program coming up about online sales, can you tell us a bit about it and why you structured it the way you have?

My Irresistible Online Sales System enrollments are open for a few weeks this month (August 2013) – and I LOVE offering this program because it’s my most popular, most effective training to help entrepreneurs discover their irresistible marketing messages, create programs and sell them online. I specialize in working with entrepreneurs who want their marketing voice to be authentic, feel natural, and at the same time, be irresistible so clients respond and take action.

I’ve been evolving this program for the past 6 years and over 1,000 entrepreneurs have graduated from it. I feel it’s the strongest it has ever been in terms of teaching effectively and breaking down the proven step-by-step system to sell online. 

The program is taught with 7 virtual training modules, focused on the 7 key stages to enroll paying client online:

  • Market research to create the right offer for the right people 
  • Package your program for wildly successful sales
  • Craft your Irresistible Sales Page to Inspire a YES
  • Create your Compelling Offer Video that enrolls paying clients on the spot
  • Build Trust and Desire with Your Educational Videos
  • Get the proven launch plan to attract a rush of online sales
  • Get the team and technology to support you

The program also includes several forms of implementation support, coaching and Q&A opportunities that give my clients accountability, clarity and inspiration to fully implement the system.

I find that people need both a clear system to follow and the guidance to get it done right – that includes getting professional feedback on your marketing messages to make them compelling to your ideal clients. We also devote a significant portion of the training to helping people clarify who their ideal clients are and what program or product to offer – this is the most important foundation of any online sales system and that’s where we start with the program.

The Irresistible Online Sales System is right for any entrepreneur who wants to create leveraged income by selling an information product or group program online. If you don’t know what to offer yet but you know you want to grow in this direction, that’s great – I can help you with this program. It’s valuable for entrepreneurs with new or established businesses – both can create leveraged income online with success.

To learn more about how The Irresistible Online Sales System can benefit you, come to my complimentary webinar on “How to Enroll Paying Clients Online 24-7.”

It’s happening very soon! Save your spot now by clicking here

 

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