Personality Entrepreneur

Selling Yourself

Sales Copy For The

Personality Entrepreneur

Yourself AND Sleeping At Night

Are you ready to reveal yourself?

by Amy Harrison

www.harrisonamy.com Copyright 2011

Personality Entrepreneur

AND Sleeping At Night

Are You A Personality Entrepreneur?

Hello my little Personality Entrepreneur (or otherwise just curious little friend) it’s lovely to

have you reading this, and we’re going to cover some exciting ground in just a few pages.

If you don’t already know me, my name is Amy Harrison, chief

copywriter and afternoon nap-taker at Harrisonamy Copywriting.

I created this eBook just for you. It doesn’t matter that a whole

bunch of other people are reading it as well, my attention at this

moment in time is all on you.

You see, it’s one of the key parts of being a Personality Entrepreneur.

What the heck is a personality entrepreneur?!

Personality Entrepreneurs are people who don’t just want to run a

business doing any old thing (buy low, sell high people), they’re

interested (and fiercely passionate) about getting income from:

Using their expertise and personality to add value to their target market

Personality Entrepreneurs tend to be at the forefront of their brands, providing services like:

• Coaching

• Training

• Consulting

• Service-Based Businesses

• Speaking

• Entertainment

Personality Entrepreneurs know that customers want to do business with people they like,

know and trust, which is why they spend a lot of time putting a personal connection into their

marketing.

They blog as themselves, they hang out in social media, they record training programs, or

create live events where they act as host.

As a result, their business community builds because:

People feel like the know them

Oh, and there’s one more thing...

Personality Entrepreneurs Tend To HATE Writing Sales Copy

(Don’t Take It Personally Mr. Sales Page)

Most Personality Entrepreneurs I’ve worked with HATE writing sales pages.

Or, more accurately, they hate writing “those” sales pages.

Yeah – I think you know what I mean. Hype, scaremongering, yellow

highlighter pens anyone?

If you’re reading this, you probably don’t like them because they don’t

sound like “you” and they are way too pushy right?

But today you have to sell online and if there are so many sales pages

out there that follow that formula, it must be what works right?

Well, yes and no.

The Evolution Of The Highlighter Sales Page

The long, highlighter saturated, online sales pages you see today have emerged from copying

the style of direct mail pieces (read: junk mail).

Direct mail is still a lucrative marketing method for some businesses and the online sales pages

you see echo this style of “interruption marketing.” Want to know why direct mail pieces are so

loud and brash?

Because most people ignore junk mail.

The average direct mail response rate is between 2-3%. That means for every 2-3 people who

welcome your sales letter, you’re interrupting up to 98 people!

As I mentioned however, a lot of companies still use this method successfuly, but online it’s a

little different. Most Personality Entrepreneurs “pull” people to them through valuable blog

content, awesome free reports, free teaching sessions, and by highly targeting people they can

help.

Bad highlighter...to your

basket...

So What Other Kind Of Sales Pages Can A Personality Entrepreneur Use?

I’ve written for Personality Entrepreneurs who have made up to $50,000 with very calm,

reasoned sales pages that sounded just like them.

And there are a number of extremely popular courses around today using this same personality

approach to sell out their programs at more than $1,500 a place.

If you’re selling something as a Personality Entrepreneur, you’ll be pleased to know that

“those” sales pages are no longer the only way to go.

And in the next few pages, I’m going to show you how changes in the world are making

Personality Entrepreneurs realise they need sales pages that:

• Build trust (in a world where trust is fragile)

• Let them sleep at night

• Complement Personality Businesses

• Establish expertise (that people actually listen to)

Are you ready to find out more? ☺

Personality Entrepreneurs are figuring out that the calm

approach works pretty well...

Why It’s Harder For People To Trust Businesses Today

(And Why This Is Great For Personality Entrepreneurs)

Things have changed dramatically in recent years when it comes to trust.

The financial crisis, the housing crash and corporate indiscretions mean many are wary of who

they believe – especially when it comes to buying from someone.

With the increase in online information sharing, and the speed at which stories can travel

around the world, consumers have a greater power when it comes to choosing people to do

business with.

And that is a great thing.

Businesses have to work harder to gain consumer confidence, but this is actually easier to do

for Personality Entrepreneurs.

The BIG Shift In Who We Trust

Every year, global PR firm Edelman conducts an extensive

report which gauges how much people trust businesses,

governments and NGOs across 23 countries.

There have been some significant changes since 2005...

In 2005, trust shifted from the “authorities” to “peers.”

People took to their communities to find out information

about businesses and were more influenced by what

people around them were saying, than by messages

directly from the organisations.

In 2006 this went one step further with participants

claiming they were more likely to trust “a person like

me.”People were more likely to trust those who are like

them, who they can relate to and who they can have

rapport with.

And today, what’s interesting is that the people we are

most likely to trust are...

When Manny-Kin wanted to know which fashion

retailers to trust, he asked those who were "just like

him"

“Academics Or Key Experts”

And guess what –you are a “key expert” to your business community.

What does this mean in your sales copy?

Trust cannot be taken for granted (not that you would).

As a Personality Entrepreneur, you’re fortunate that more people are placing their trust with

key experts.

And when it comes to writing sales copy, there are a few key things you can do to take

advantage of this opportunity and keep your customers happy.

• Write honestly about your product (don’t ignore the skeletons). You can still write

persuasive copy by highlighting some of the negative parts of your product. “The Mail

Order Maverick” copywriter Joe Sugarman once created a very successful advert for a

Thermostat control by introducing how ugly the unit was! Don’t ignore anything about

your product that you think might be a shaky spot.

Bring it out into the open, be honest about it and

your customers will trust you more.

• Write honestly about you and your business - Times

have changed and being a solopreneur or small

business is nothing to be ashamed of. Gone are the

days when you had to pretend you were a multi-

national global corporation when it was actually just

you and your cat.

Whilst manic at times, your old

assistant did love getting her claws into

a new project

The Growth Of Personality Businesses

(Why Sane People Don’t Want To Sell 100,000 Fake Flip Flops)

I move in some odd circles. Places where people believe you can have a business doing

something you love, helping people and being paid well for it. It’s flippin hard work – but I’m

very peppy living that lifestyle. Sometimes I forget that not everyone thinks like that, as this

conversation with a friend showed me:

“The only way you’re going to get rich is if you have a

big scheme that takes people in and then disappears

overnight. What you should do, is buy 100,000 cheap

flip flops, stick a logo of the Brazilian flag on each one

and then charge people £18 and pass them off as real

Havaianas. When you’ve sold everything, shut down

the company and disappear...”

She wasn’t joking.

As a Personality Entrepreneur you can’t have a shoddy product because a big part of the

product is YOU.

In 1923, copywriting genius Claude Hopkins wrote “Scientific Advertising” and included a story

about 2 companies that sold clothes on credit to girls who couldn’t afford to buy them outright.

Company One treated the transaction as an exchange of money for clothes. Company Two had

a lady at the forefront of the marketing. She was a maternal figure who understood a girl’s

desire to look nice, and the struggle of finding affordable and fashionable clothing. The sales

copy was written in her voice, signed by her and her image was used in their adverts.

Unsurprisingly, Company One had to quit. Her personality was rocking the sales of the product!

What does this mean in your sales copy?

• Ditch the sales speak– Don’t try and copy someone else’s style of writing if it doesn’t

sound like you. Your customers will notice and feel disconnected from the “you” they’ve

know and love

• Write with passion– If you smile on the telephone did you know the other person can

hear it? (It’s true). Well it’s the same with copy. Write from a point of passion that you

have for solving your customer’s problems and a desire to add value to their lives and

they will pick up on it when they read it!

Bad business idea

The Jaw-Dropping Truth About “Experts”

(And How To Use Their Tricks For Good)

Did you know that most “expert” predictions are thought to be about as accurate as a dart-

throwing chimp?

Recently, Professor of Psychology Philip Tetlock completed a 20 year study where 284 experts

across many fields, made almost 30,000 predictions about the future and followed up on the

predictions to see how accurate they were.

All in all, the experts were pretty rubbish with their predictions, but here’s the interesting part:

Tetlock found that the more famous the expert was, the less accurate they were...

Why?

Well, it’s thought that the kind of experts who rise

through the ranks of fame are the ones who:

• Tell a clear story

• Have a compelling angle

• Keep things simple

Even though they don’t always give the most

rounded of opinions, they are easier to listen to and

digest because psychologically, we enjoy clear,

concise and simple stories.

What does this mean in your sales copy?

As an expert in your field, it’s easy to get bogged down in details because you know so much

about helping your customer. The easiest way to combat this (whilst keeping your integrity) is

to:

• Focus on one main benefit in your sales copy – e.g. If you sell marketing products, do

people love them because they attract clients quickly, or attract high paying clients, or

offer a low-cost marketing solution? Pick one and lead with that – don’t try and sell all 2

ideas together.

• Use other benefits to support this main point – In your body copy you can start to

introduce some of these other benefits but you should keep referring to the main

benefit as the theme for your sales copy.

Unwitting expert or genius ape?

So What’s Next?

Well I hope you’ve taken heart and realised that as a Personality Entrepreneur you can write

sales copy that helps you shine, sell and sleep at night.

I believe strongly that people will continue to desire a personal connection with businesses in

the future and if you’re a Personality Entrepreneur, I’m really excited for you.

I’ve loved writing this little eBook for you and hope it gives you confidence to keep being

yourself in business and as an expert in your industry.

But it’s not the only reason I’ve written it of course!

I want to let you know about:

The Personality Entrepreneur Sales Page Bootcamp

Heart-Based Copy From Headline To Hell Yeah!

I’ve designed a sales page bootcamp where I show a

group of Personality Entrepreneurs how to write a

sales page from the headline to your call to action.

If you’ve enjoyed this report, I think you’ll love this

virtual 2 day course and I’d love to have you as part

of that special group.

You know, as one of the “real” experts in this world

☺

Be first to know when doors open by clicking the link

below:

http://harrisonamy.com/sales-page-in-a-weekend-boot-camp/

Till next time, keep believing