If this is your first time visiting our site, I invite you to check out our free reports, take a business assessment or read some of the articles. But you might also be wondering what makes us different from the next copywriting firm, and why you might want to work with us. (It’s a very good question, and I’m glad you asked!) I’m also happy to answer it…
Behind the Lines Copywriting is a little different than a lot of copywriting companies in three very important ways… First of all, because we’re not all about helping you to write copy that uses ‘JEDI mind control tactics’ or ‘hypnotic phrases’ that ‘force your prospects to buy from you’ – study after study have shown that kind of hyped-up, used-car sales-y type of copy doesn’t work anymore with today’s consumers. They’ve already been there, done that, and have tossed the T-shirts into the Goodwill bag.
Instead, we’re about helping you to build relationships – with your prospects, your clients and even your past clients. Studies have shown that today’s consumers are more sophisticated and connected and pressure sales tactics just don’t work anymore.
Today, people buy from people they know, like and trust. Especially when it comes to professional service firms like yours.
So building that trust is the first step you need to take to creating a continuous stream of clients who want to work with you. And even more importantly, you’ll find that they’re the clients YOU want to work with – the ones who love what you do, and are happy to pay your fees!
But experience has shown that while having good copy can take your business part of the way there, it’s not enough to create the kind of always booked, five or six-figure income that most of my clients want.
The reason is, while the words you use are vitally important, in order to create real relationships with your prospects and clients, you have to have a system – that does three things.
You need a system that helps you to 1. Build the relationship, 2. Nurture it. And 3. when the time is right, gives your prospects the information they need so they can make a decision to buy or not. Period.
Why the Marketing Funnel is Dead
That’s another thing that makes us different. Undoubtedly, you’ve heard the phrase “marketing funnel” over and over again… You’ve been told you need to have one, so that you can push prospects into one end of it, and when they come out the other end, you can sell them your products and services.
So what’s the problem?
Well, while most people love to buy what they need and want… No one likes to be sold. Again, think about how you feel when someone is trying to ‘sell you’ something… You have a natural resistance – a kind of built in radar detector. It’s almost automatic – like when you go into a clothing store, fully intending to buy a new shirt, or suit, or winter coat – but as soon as that sales person walks up to you and says, “Can I help you?” the automatic response is, “No, thanks. I’m just looking.” Right? Well, that’s exactly how your prospects feel too. And it doesn’t matter if they come to your Website or your office, the initial response is going to be the same.
At Behind the Lines Copywriting, we believe the ‘marketing funnel’ is dead. Instead, what we believe in is your customers’ ‘buying cycle’ – because we all have one. Even if it’s just stopping at the store for milk and bread on your way home from work. (Chances are, you’ll look for somewhere that’s along your usual route, has parking and doesn’t have long lines – which is why convenience stores do such a booming business – they understand their customers’ buying cycles.)
So rather than forcing people into an artificially contrived ‘marketing funnel’, we determine what your customers’ buying cycle is for your products and services.
We take the time to understand what they’re looking for – not what they need, but what they want. (Hint: Core buying emotions don’t have anything to do with ‘needing’ a new Website, or finding a coach, or hiring a business consultant.)
Your customers’ core buying emotions are all about the ultimate transformation – the light at the end of the tunnel. What they want is what’s going to happen as a result of working with you.
And their ‘buying cycle’ takes them through a natural process – and there’s a specific order in the way they look for information and then decide who they want to work with or what they want to buy.
So whether it’s being able to get in and out of a store in under five minutes on your way home from work, or having a Website built that increases sales conversions by 350%, or hiring a coach that helps someone move into a better paying and more prestigious career – it’s all about understanding who your ideal clients are, and what information they need to know to make the decision to buy from you, and then making sure they have it in the way they want to receive it.
How We Take You From Being the “Best Kept Secret” in Your Niche, Industry or Local Market and Position You to Be the “Go To Expert” You Already Are
In order to be positioned as an expert, and the go-to leader in your niche, industry or local market, you don’t have to be ‘all over the Internet’ – in spite of what you may have heard.
You only need to be in the places your prospects and clients already are, so they can find you. (Isn’t that so much easier and less complicated?)
And it gets even better than that… Because we help you implement an automated marketing system – no more jumping from thing to thing, or getting overwhelmed by everything there is to do… No more chasing your tail, trying to be everywhere and doing everything.
All you have to do is be where your ideal clients already are, and give them just the information they need to get to know you, like you and trust you.
You can start slowly, by building a relationship with them. And over time, (usually it takes less than two months), you deepen the connection, by giving them that information in the way they want to receive it, when they want it.
And for you, it’s a very simple and easy process, because we’re doing all the heavy lifting. No more overwhelm, no more trying to juggle a hundred different things at once. Our system works because all the work is done on the front end – and once the information is created, everything from that point on runs on autopilot. You can literally set it and forget it! It only needs to be updated when you change or add to your services…
And as their trust in you builds, the type of information your prospects want increases too – and that’s exactly what we’ve already put into place to give them.
It’s not about ‘selling’ them, or pushing them in any way. They’re going through their own natural buying cycle, in their own way – which is exactly what we all want. And the ultimate result – most of the time, is they choose to buy from you. You become the ‘only solution’ because you’ve become the recognized expert in their minds, and you’re the one they like and trust.
And we can help you get there – no matter where you’re at right now, and how unhappy you are with your current results.
If you’d like to know more, click this link to find out how we can work together.