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2 minute read
You hear “FTC” and you feel like the horror movie main character that goes down the stairs when she hears a noise.
You know there’s danger but you don’t know how to avoid it.
This is how most marketers and a fair share of business owners feel since the Federal Trade Commission put its eyes on marketing practices.
How do we keep marketing our products and services without ending up in a black plastic bag on the coroner’s office?
(Okay, the worst that can happen is to be fined, but the terror is real, so, keep that feeling, it will save you in the end.)
The solution is actually pretty easy: don’t use misleading and fraudulent marketing strategies.
”Easier said than done!”
”How do I create hype without exaggerating a little?”
”But everyone keeps doing it and they’re still in business”.
I know, I know.
Gurus promising to be a millionaire in just one course launch are still out there making money.
For now.
And this is your answer.
Do you want to have a long lasting, profitable business or make a few more figures now, then lose all of them and some (plus your reputation) on a huge fine?
I’m sure we can agree you want to stay safe.
So, here are two ways to market yourself, your business and your services in a profitable but ruin-free way.
➤ Stop promising people results.
You can’t possibly know what they will do with your course or program.
Provide them with the best possible experience and support, but don’t guarantee them they will succeed.
You simply can’t know.
Honesty calls for honesty, so you will attract a higher level of customers: the ones who get the work done and won’t blame you anyway.
➤ Don’t use money as the only hook.
Unless you truly generated that result for yourself or others, of course.
But even then, be very clear that some circumstances cannot be replicated and results may vary.
That number is the potential they can aspire to, but don’t lure them in with it.
What’s left then?
If by removing these two strategies, you have no idea what to do to convert clients, it’s okay
It simply means your message needs work.
The right copy doesn’t rely on big promises.
It builds trust, authority, and a connection that makes the right people say yes.
You can achieve that with storytelling, a content strategy to educate, teach and help people understand why you are the best choice.
No need for fake hype or exaggerated results.
You know you are good at what you do and it works.
People will be better off WITH you by their side.
Just tell them.