Level Up Your WordPress Business-WCATL2019 v3 · an online marketing expert that specializes in helping high level experts sell their products/services more eﬀectively. ... •

Level Up Your WordPress Business7 Ways you can level up your WordPress business

and have a profitable second half of 2019

Level Up Your WordPress Business | WordCamp Atlanta 2019 Slides: jasonmcc.com/wcatl19

Download the slides and other goodies


jasonmcc.com/wcatl19

WHO IS THIS FOR?Freelancers, Independent Workers, & Digital Marketing Agency Owners who Design, Develop, Manage & Maintain WordPress websites.

• Who need to get clear on who you seek to serve in the marketplace

• Who wants to work with the right type of client

• How you can quickly deliver your value and get paid on time

• Who need to setup a basic sales page for their service(s)


What You’re Going to Learn:• Customer Clarity: You will learn who you need to target for your

services

• Define your unique value

• How to communicate your unique value in a way that speaks to your customers’ needs.

• How to write a sales page that speaks to your customers expensive problem


My Promise to You.• At the end of this talk you will know the formula for defining your value

• You will know the formula for writing a great sales page for your services

• I will give you free stuff (in digital form)

• 2 Master financial spreadsheet templates with formulas

• Client email templates

• Dream Client Tracking Template


Some Rules Before We Start.• This is not a push button technique. This will take some work to get

implemented but the results will be worth every second.

• This is only going to work if what your service or skillset can actually help people on the other end.

• The stuff that I’m going to show you doesn’t work if your product or service is mediocre.

• The people that take what I’m about to show you… and make it work… are hustlers and experts at what they do.


Does this Sound Familiar?• You are generating leads but you are not closing any sales

• Almost every lead you talk to wants to haggle with you on price

• You get hired by the client from hell!

• Your client is sloooooooooow to pay that invoice

• You would rather cut your arm off with a pocket knife than write a sales page


The Actual Problem.• What you’ve been doing isn’t working because it’s based on flawed

principles

• You have not clearly defined that “dream client.”


The 6 Pillars to Communicating Your Value

• Today, I’m going to walk you through how I completely changed the way I positioned myself and how I sell my Products and Services…

• To make this work… you’ve got to focus on 6 critical steps.

• I’d like to walk you through those in the next few minutes.

• Ready to Rock?


Who am I?• My name is Jason McCullough and I’m

an online marketing expert that specializes in helping high level experts sell their products/services more effectively.

• I teach freelancers how to raise their rates, get more clients and make better business decisions.

• I am the national marketing leader for the Freelancers Union and host a free monthly workshop here in Atlanta, GA.


Just 10 years ago…• My business was full of tons of complication.

• I was busy selling my skills for peanuts. I was creating websites for almost minimum wage and dealing with extremely difficult clients.

• I was performing a skill that was extremely high value… but I didn’t know how to charge more for it… or find the kinds of people that would pay me more for it.

• As a result… I was a highly effective developer/marketer that was making next to no money… even though I was getting people big results.


My Lightbulb Moment• I read two books:

• The 22 Immutable Laws of Marketing

• Duct Tape Marketing.

• Those books showed me what I was doing wrong.


What things look like now for me.• I have a successful business based on helping people get rid of their

headaches or expensive problems.

• I have worked with over 200 really, really great clients

• Even though I “specialize” I still get work from all types of businesses


Purple Unicorn Strategy1. Who do you seek to serve?

2. What problem do you want to help them with?

3. The exact ways that you help them with that.

4. When can they expect the result?

5. Exactly what it will cost to get the result?

6. Exactly how you deliver your help.


Pillar 1: Who do you seek to serve?• Go 3 layers deep

• Get really specific

• Example: I want to work with marketing directors/managers in the medical device industry who are looking to increase their patient outreach programs


I’m a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM. Unlike my competitors, UNIQUE DIFFERENCE.

- Jonathan Stark


Pillar 2: What problem do you want to help them with?

• They have lots of problems.

• Help them with something big and really expensive.


Pillar 3: The exact ways that you help them with that.

• What are the 3, 5, 7 ways you can help them with their expensive problem?

• These are the “features & benefits” of your service offering.


Pillar 4: When can they expect the result

• Time matters in a business

• Giving a time frame is going to set you apart from the rest


Pillar 5: Exactly what it will cost to get the result

• Notice I said…. RESULT

• Limit your scope and set a fixed price


Pillar 6: Exactly how you deliver your help.

• Are you developing on a staging site then migrating to their production site?

• Are you developing locally and sending them a zip file?

• Will you setup their content or place lorem ipsum text as a placeholder.


Purple Unicorn Strategy1. Who do you seek to serve?

2. What problem do you want to help them with?

3. The exact ways that you help them with that.

4. When can they expect the result?

5. Exactly what it will cost to get the result?

6. Exactly how you deliver your help.


Easy Sales Page Formula1. Pain

2. Dream

3. Fix

4. 1st Call to Action

5. Social Proof

6. Overcome Objections

7. Uniqueness

8. 2nd CTA

9. Urgency


PainThis is also referred to as the “Problem” section. It’s literally just you describing the pain that your ideal client is experiencing. For example, if your ideal client is someone who got caught out in the rain, a pain statement would be: “You are cold and wet.” Illustrating the pain with a story - either your own or a client’s - can be a powerful trust builder.


DreamIn this section, you present the reader with the mirror image of the pain. Sticking with the rain example, a dream statement would be: “You are warm and dry.”


FixThis also referred to as the “Offer” section. It is here that you answer the “But how?” question by describing your product or service. Paint a picture of what the engagement would be like, how it would work, what is included, what is not included, and a price (or prices if you’re offering multiple tiers).


1st Call to ActionIn this section, you provide a button that will allow the reader to do the thing you want them to do - e.g., make a purchase, complete a questionnaire/application, schedule a call, etc.


Social ProofClient logos, testimonials, case studies, etc. Bonus points if your testimonials contain “objection busting” information.

“Trust Signals”


Overcome ObjectionsIn this section you address any common objection in the form of a frequently asked questions list.


UniquenessIn this section you want to highlight the things that make you more attractive to your ideal client than your competitors.


2nd CTAAnother chance for them to take that specific action that you want them to take.


UrgencyFinally, add some urgency to the offer. For example:

• I only take on one new client per month.

• Only one spot left!

• Limited supply!

• First ten people will receive [VALUABLE BONUS]!

• Sale ends at midnight on [DATE]!


Easy Sales Page Formula1. Pain

2. Dream

3. Fix

4. 1st Call to Action

5. Social Proof

6. Overcome Objections

7. Uniqueness

8. 2nd CTA

9. Urgency


How I can Help You Move Forward…• I’m hardwired to want to help people that have put in the hours to

master a skill so that they can help others.

• And because of that, I want to show you how to stop doing what doesn’t work…

• AtlantaFreelancersUnionSpark.com


Download the slides and other goodies


jasonmcc.com/wcatl19

Documents

Level Up Your WordPress Business-WCATL2019 v3 · an online marketing expert that specializes in helping high level experts sell their products/services more eﬀectively. ... •