Hi Reader,
This email is part of my What’s Working Now email series, where I’m bringing in some of my internet friends to share their perspective on what smart service-based business owners are doing in their branding and marketing.
You can check out past emails here, or invite your friends to join the fun here.
This week we’re featuring Ren Benedicto, a launch copywriter and strategist who's spent years inside five, six, and seven-figure launches. She helps repeat launchers find the one thing quietly leaking their launch, and fix it, so the next one works without starting from scratch.
I’m in a mastermind with Ren and she is an absolute wizard at turning data and analytics into insights that solve problems and make doing business so much easier. Here’s what she has to say about what’s working now in launching for service providers!
There are tons of launch strategies online, but most are built for people selling courses or products. Someone is looking for a solution and they've got a program to solve it...so you create a sales page and highlight the modules, the bonuses, the transformation.
But when you're a service provider, the biggest thing you're selling is you. Someone looking to hire you is deciding: do I want this PR strategist, OBM, designer, coach… all up in my business.
You're already on their short list...and now they're wondering if they can picture themselves voxer-ing you, hanging out on zoom and letting you in on the inner parts of their business that most people can't see.
So letting them see and feel your "youness" makes it easier for them to picture themselves working with you.
How this plays out in real life:
A friend of mine recently shared how a launch caught her completely off guard. She'd launched the same offer for years and never had trouble filling it. But this time,she sent the emails, opened her calendar for calls like always… and got nothing. Not a peep. Her first instinct was to blame everything else: maybe the list was tapped out, maybe it was the economy, maybe it was AI shifting the whole market.
That is until she handed her copy to a colleague who knew her (how she worked, how she talked, how she coached her clients). The feedback she got was that the copy, while good, was missing her "youness". If people are deciding whether they want to work with her, her colleague pointed out, that has to come through in the words. And it wasn't. (BTW The lesson here isn't "don't hire someone to write your copy." A good copywriter is worth it. It's that someone, you or someone you trust, doesn't get lost in the process)
So she rewrote it in her own voice, launched again, and filled it.
The lesson for your next launch?
When you're launching an offer or in a season of filling your calendar, ask a fellow entrepreneur who knows you (how you show up, how you do business, how you talk) to read through your launch copy before you send it.
Not to fix it. But to tell you two things:
- Does this sound like me, or could anyone, even AI, have written it?
- And can you tell exactly who it's for, and that I get what they're dealing with right now?
Yes, it's a little old school. But sometimes old school works better than adding more bells and bonuses to our launches. As service providers, sometimes we forget that the biggest thing we're selling in our launches isn't just the transformation, it's us.
And if you're like most service providers (myself included), we can be too close to our own offers. We get so focused on being clear about what we do that we forget, or even shy away from, talking about one of the biggest reasons someone says yes… US!
So if you're looking to revamp your next launch, go old school, borrow someone else's eyes, and make sure the you they're deciding on is actually there on the page.
Next steps / how to dive deeper:
Want to get more out of your next launch? Subscribe for weekly notes on making sense of your launches, connecting the dots for the people you're trying to reach, and finding the one tweak that matters.
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Thank you so much to Ren for taking over the email this week! To connect with her and say thanks for contributing, you can visit her website or find her on Instagram.
And don't forget to read the past emails in our series here, or share the signup linkwith someone who would enjoy this!
Have a great weekend!
Kristen