Bite Size Steps for Creating Ace Promotional Copy

In my last post, 7 Quick & Fun Steps to Biz Planning Your Whole Year, I showed you how to plan your next year in just one hour. One critical step for your biz was to decide when and what programs you’ll promote. The idea is to think through now how you’ll earn your desired income. If you did that, you’re ready for the next series of bite-size steps — writing ace promotional copy.

First, I’d like to normalize this process for you a bit. I know it can feel scary to promote your programs. You might be afraid of irritating the people on your list. You may believe promotion is ugly or at best a necessary evil. Or you may have judgments about your abilities.

Here’s a prosperous reframe: Think of promoting your program as if you’re inviting people to a party where you’ll serve up your very best. You want them to be there and accept your gifts. You’re offering them a meaningful experience. I have 12 little steps to help you create your “invitation”.

To write compelling copy, become crystal clear about what you’re offering, why you’re offering it, why someone would want that, what it will do for them and all the details they’ll need to know to decide.

Guess what? That’s exactly what’s in a sales or landing page. Here we go!

Let’s assume you want to promote an 8-week tele-workshop, that you’ve already designed content for, and it begins (or launches) in twelve weeks. That will give you plenty of time for each little step to design your promotion.

Create Copy for Your Sales Page

1. What outcome or transformation will your program help your target audience achieve? Or, what solution to what specific problem will you provide that they know they urgently want?

2. List specific take-aways participants will get from your program.

3. What are the “pain points” and challenges your target audience faces related to the overarching topic and key takeaways of your program? What are they trying to avoid or get beyond? What mistakes do they keep making? What’s missing for them to get where they want to go? What is it costing them not to have the desired outcome they want right now?

Go deep. Be very specific. Get it down roughly at first. Then, go back and finesse the language so it strikes a resonant chord.

4. If they achieved the outcome your program promises, how would it benefit them? What would it do for them personally, socially, and financially? And what else? How would achieving that outcome help their family, community, and the world? Why is it so important to them?

Go deep. Be very specific. Get it down roughly at first. Then, go back and finesse the language so it strikes a resonant chord.

5. Why should your target audience listen to you? How does your own story relate to this topic in your tele-workshop? Write a brief story about your challenges, how you transcended them, and now have a system or steps or insights for others. Finesse that story. Be sure to relate it to your target audience. Weave in client success stories.

6. What are the specific details of your program? What are the dates/times of the sessions, what time zone, and how long? Will they get mp3 recordings, notes, transcripts, exercises, private support, and Q&A sessions? As you list features, add in benefits of the features. For example: You’ll get: mp3 recordings of each session so you won’t miss a thing. Plus pinpointed exercises to help you immediately implement what you’ve just learned.

7. How will your program be priced? What is the regular price, early bird price, and if you’re going to use promotional partners, the partner price for your program? Will you offer payment plans? (Incentivize single payments; make a bit of money on payment plans to cover admin and credit card charges.)

8. Will you offer a guarantee and what are the terms? It’s a good idea to offer one. Look at other programs similar to yours to see what they are doing.

9. Craft a snappy outcome-based title for your program and a few juicy headlines. Look at other programs you’ve enrolled in for models.

10. Hire a designer to create a small “thumbnail” graphic to advertise your program on your website, in emails, on social media etc.

11. Now pull all this together to write copy for your landing or sales page. Look at sales pages for programs you’ve invested in and follow that model. You can create a vertical sales page with sections to read or a “horizontal” sales page in a video. You’ll want to still include some details in written form below the video.

12. Put your sales page on line. Use a web designer to do this for you, or use a great creation software called

Let me know your thoughts about this in the comment section below. I’ll get into other details for your promotional plans in the weeks to come!


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