So, who am I?
My name is Jennifer Lancaster and I’m an SEO-trained copywriter and book author. I wrote the book ‘Power Marketing’, along with ‘Creative Ways with Money’.
I ranked my own website in the top 3 for self-publishing help & writing coaching across nine years. I have helped 50+ small businesses, including five different accountants, get better website copy and/or lead magnets (reports).
Diverging, I put time into editing nonfiction books and mentoring authors. But because time is precious in life, in 2023 I returned to the most effective form of communication – sales copywriting.
How would we (you and my team) aim for this lofty promise?
Well, let’s figure this out in a basic way for first year with this system. SKIP DOWN to the relevant example. (Income is not guaranteed and examples are given for illustrative purposes only).
According to the U.S. Bureau of Labor Statistics, the median annual wage for personal financial advisors was $94,170 in 2021. Half earned more, half earned less. You can do better on your own… or can you?
Advisor Perspectives say that 80 to 90% of financial advisors fail in the first three years!
A new marketing system is what you need when you’re growing as an advisor. Everyone sells the same old services… but there is a gap in the market for individual or investor cash-flow planning.
Selling Cash-Flow Planning is a lucrative and valued service. It affects your clients in extraordinary ways. They never could plan bills and expenses before and hated to get hit with unexpected bumps in expenses or yearly tax shocks.
You can plug in a software like Fathom Forecast to gain serious visual mapping and reporting of KPIs. The raw costing is included below.
Regardless of your choice, the sales letter script and introduction script for any Cash-Flow Planning service that we research and write is $1,500. It will keep selling for you, as long as you like.
Put the systems together, add our 3-step LinkedIn introduction messages, and you could have a year-round sales funnel. If 80 clients are added, this is an example scenario for ONE service:
Sell Cashflow Planning. Revenue $1200 x 50 = $60,000 per year ($8,000 per month)
LESS $5,700 annually… Fathom system ($350 = 10 customers per month) + our sales letter & messaging scripts
Leaving a Gross Profit After Sales Copy & Software of $58,150
Because it’s all systemised and explained in depth, these 80 clients are not grumblers who rob your evening hours. Bonus!
You can scale the system with further “one service offers” and landing pages. To increase growth, plug-in creative ads to this, get a VA, and watch the calendars fill up.
US Accountants earn far less than their antipodean counterparts, around $70,000 in salary. Success Tax Professionals said that averaging revenue across top 100 accounting practices means that each firm earned just $257,625 per firm (2018). THAT IS PER FIRM!
To earn more, you perhaps need to provide business advisory services to higher-level clientele.
For this, you need particular BUSINESS problem-solution web pages that fills a dire need and creates an urge to enquire for your annual Business Review & Planning package (suggest a package is circa $2,500). Notice I didn’t say accounting service pages.
Business Review package: $2,500 x 24 clients = $60,000 revenue
Less $1,500 copy and funnel cost
Less $10,000 in click advertising costs, as your ad manager is asleep at the wheel
= Revenue of $48,500
Not too bad! But there is more in store.
The client said that they wanted annual advice but later you find out they need a virtual CFO. Upsell is extra profit without extra lead generation costs.
Say the Virtual CFO service (6-7 different services) is $5,000 a year and one-quarter of clients take it up after the explainer video letter. That’s another $30,000 in revenue.
Or the Annual Tax Return service, Xero Accounts Service, etc, is taken up because of your chatty emails (thanks Copywriting Heroes) – Another $16,500 comes in.
Total New Client Revenue (ROAS) is $93,000
Each Client Lifetime Value (CLV) from First Funnel = estimated $3,875
(ROAS = Return on Ad Spend.)
You scale the system to $1 million revenue by advertising further “one service offers” and video-plus-text landing pages. Naturally, you plan to add new accountants and cater for expanding office costs in your cash flow, but the great thing about advertising and selling online, is you can turn the ‘push marketing’ tap off during tax season.
Here’s another truth: most copywriters don’t research enough, or ask enough questions, before writing the client’s sales copy. So, they have no real idea if it will engage and tick off that magic list kept in their heads… or whether it will fall flat.
When you order the Copywriting Heroes Sales Funnel, we use the tried-and-proven formula called the RMBC Method, invented by a copywriter of salesletters (Stefan Geordi). We explain this below.
Doing research is the strongest building block for any marketing. It’s where we find surprising insights about your target persona that neither of us expected.
This is also where we learn how they speak, their unique vernacular. And that’s how we vibe with the prospect – or if you’re over 30, how we connect with the prospect.
We find out:
Without this unique mechanism, i.e. service point of difference, the prospect simply goes off to find another competitor – one ‘nearest them’ or ‘cheapest’ or ‘a friend of a friend’.
A unique point of difference must give the prospective customer confidence, despite their past disappointments in this area. It explains the actual reason the person failed to reach their goals in the past, and how to fix their pain point, specifically, going forward.
It’s a hot button to push that convinces a perfect stranger that this is the ideal solution for him or her. They want to talk to you right now – so they book into your calendar and look forward to that time. (This is great for those of us who aren’t adept with sales).
From all this information, we work up an ideal brief to write from. This ensures consistently great sales letter copy (webinar copy, sales page copy) that hits all the emotive points and desired outcomes, with reasonable claims.
This part has six sections and, although to you this seems very long, the formula used has been working for direct response marketers for the past 19 years and will continue to work long after the robots take all our jobs. We may decide together to put the script into a video format, but the structure remains the same.
Start thinking about what bonus report, video, coaching session or book you can offer. Advice on this is given from the start.
Sidenote: By the way, now that AI copy is here, let me assure you that any sales copy written for you is not done by AI (a bot) or an Indian sweatshop worker. It’s not that formulaic, nor is it that easy, because there are many engagement aspects to tick off.
In league with you, the client, we revise any copy that needs it and continue on to check the web pages and funnel set-up as the campaign ticks on.
Whereas other freelancers leave too early, we like to monitor and check that all the page elements look right, that the web traffic is opting in or contacting you as expected, and that you are happy as a client.
Here’s some of the secret sauce to our sales letters and VSL (video sales letter) copywriting.
As we said, RESEARCH and UNIQUENESS is a big part of the copy’s ability to engage with the right readers.
There is no stone left unturned and using our methods it takes about 10 hours to research, conceptualize and write a sales page or script, before design. This is besides our initial call.
Some headlines will attract the right people, and this applies both to sales letters and VSLs – or any other funnel.
That’s why we choose from the copywriter bag of: ‘headache problem question’, ‘ego-boost statement’, and ‘beat the enemy’, along with many others that will out-pull on responses against ordinary service-type headlines.
You may even A/B test our headlines and core promise against any original sales page and leading ad. (If it doesn’t out-perform it by a 10% margin, then simply ask for a new concept to be written for free).
Writing Curiosity Bullets to intrigue people into your instant video is a no-brainer. We also use these in the lead line of the copy, in advertisement creatives, in headlines, or when selling a special service.
Subject lines that make your emails get opened WAY more than the dismal average – but also don’t put off those master’s degree-holding, BMW-driving potential clients.
We write awesome introductory emails as part of the funnel, ones that align with your values and other answers in the briefing call. Ones that are not too sales-y… but still get a good response rate after the first four are sent.
You know that social proof is paramount to sales conversion… so don’t be humble. We find and share testimonials gathered from Google Reviews, Directors’ LinkedIn profiles, your letters vault, etc…
It’s not a ridiculous claim urgency, but it is enough to say, this offer is going away shortly… or, we only have three team members to service this offer, and so you better book in now.
Jennifer has been crafting words for us over the years and always has made a great job of turning my ideas into easily understood, high converting prose. Thanks for the fast, efficient service once again.
Jennifer does more than edit my writing. As a first time writer, she gave me a lot of information that has made the process much smoother than it would otherwise have been, saving me time and money.
Jennifer is very helpful and reliable. Ready to help and improve by bringing out the best quality in the work. (Copywriting)
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