Have you ever wondered how people can run a webinar once a week, or show up as a guest on a podcast episode and get a huge influx of new people wanting to work with them?
Well, what you don’t see is the time, money, and energy it took them to create systems that support them even after they’ve stopped streaming or talking.
Today, we’re going to talk about how we can use well-planned words to build systems that will increase your profits.
One of the ways I describe my professional superpower is by saying that I am a holistic business healer. Do you know what I use to heal businesses? That’s right, words!
But not just any words. Carefully selected words that help people go on a journey that takes them through different audience temperatures, the wild and wonderful points of sales psychology, and the longtime favorite copywriting mental qualities of know, like, and trust. And of course, if you’re in my world, you know we also use offer creation and personal storytelling.
Let’s take a hypothetical journey so that you can understand the kinds of systems that live behind a business that can take someone who knows nothing about them and turn them into a raving, loyal fan in just a few days. But before that, a note of caution.
One of the things I teach in my Business Boost Makeover Group Cohort is that if you give people too much information, they will think that, based on a 30-minute conversation, they can execute on your level.
Well, I’m about to give you some awesome information. You won’t be able to execute it well unless you’re a trained business writer who understands offer creation and system development. But that doesn’t mean you shouldn’t start learning about it.
The goal, however, is not for you to be able to read this, go out, and build your entire system. I want you to understand what I’m telling you and start watching other successful people. Try to spot where their systems are and what they do. Okay, that’s a long enough caveat. Back to our hypothetical journey.
Let’s say your friend Joe tells you that he just went to Nancy’s webinar and found it super helpful. Joe gives you Nancy’s full name, you look her up on LinkedIn, and bam, the QR code for her next webinar is there in her header. Amazing. Now you can go to the next webinar without having to hunt down the details. You register, and add the time to your calendar.
Next, Nancy sends you an email confirmation and a few emails to hype you up for the event. Plus, she sends you cool resources that are mostly made out of videos of her telling you exactly how you feel about the thing you need help with. You see her face. You hear her voice. And somehow, she already knows exactly what is causing your pain. She knows the pleasure you would have if that pain went away. And you’re starting to feel like Nancy is someone you can trust to help you with your problems.
You are literally counting down to the webinar, even though you know that at the end of it she is going to try to sell you something. And now, you’re getting curious about what she’s going to offer you.
In the meantime, you start to follow Nancy on social media so you’re hearing new things from her about once a day. And on social media, you get to see the real Nancy interacting with other people through comments. She seems super down-to-earth. You get even more excited for the webinar.
You’re low-key cyber-stalking Nancy now because of all the amazing help she’s giving you, and you tell a few friends about her webinar and send Joe a thank-you email because without him, you wouldn’t have known about Nancy.
The webinar is finally here! You type in responses each and every time Nancy asks for one. You love her story. You’re feeling comforted, encouraged, and inspired. The things she says in the webinar are really going to help you. And your friends are also lighting up the chat.
The whole thing is going by so fast, and as Nancy gets to her offer, you know you want to buy. But the price with a comma in it feels rough, even though she has just showed you that what she’s offering is actually worth ten times what she’s charging for it. So, you don’t sign up.
But a few days later, you get an email from Nancy. She’s encouraging you that it’s not too late. Maybe you lost the 24-hour decision bonus she was going to give you if you acted fast, but her offer is still there waiting to help. And this time, she’s offering a payment plan, which sounds way more your speed.
You already love Nancy. You feel like you know her. And you know that she’s the person you want to hire to help you with your problem.
So, do you sign up? Maybe, maybe not. But since Nancy has a system in place, she’s probably going to offer you a more affordable way to work with her. And eventually, you’ll sign up for her program because she’s taken you through all the feels.
You went from being a cold audience member to warm, then to hot. You became aware of who she is, what problem you have, and how she can solve it.
You saw what kind of person Nancy is and you got to know her story. Plus, you saw all of the value she is giving you for 90% off! And she offered you a payment plan.
And even when you weren’t determined to purchase, Nancy gave you time to change your mind and invested in your relationship by adding more value to your life without you having to pay a cent.
How did she accomplish all this? By using carefully crafted words!
The truth is, Nancy is doing this, on repeat, with hundreds of people. And she doesn’t have to put in any extra work because all of her systems are running extremely well. All she has to do is keep showing up on social media and at webinars. Her systems take care of the rest.
Now, for your homework. Go watch the people you admire and notice what systems they have running in the background.
You are amazing, I believe in you, and your business story matters.
Are you ready to learn more about how Literary Symmetry can help you communicate clearly with confidence to grow and scale your business? Awesome! Head here for two amazing, complimentary resources.
