Hi, I'm Clive Maloney and I'm the host to the Get Real About Business Podcast. I teach small business owners how to get more clients and grow their business while maintaining some sense of sanity in their lives.
I don't think anyone starts a business with their eyes completely closed. You knew it was going to be hard and you realised there will be a learning curve. Sooner or later though you hit a road block.
For many it's because they don't know how to generate consistent sales in their business.
They go through the onsies-twosies. You know what I mean - Get a client lose a client. Get a couple of clients, lose a couple more. Maybe you're getting ahead a bit, but it all feels stagnant and frustrating.
Then, once you've figured out how to generate more clients, the next big thing is keeping on top of everything. You realise you should be concentrating on income generating activities but instead you're running around like a headless chicken with your clients pulling you this way and that.
The trouble is that there's no time to think anymore. You're spending most of your time playing catch up. You realise you're in a trap and you know if you could just catch up with yourself then you might be able to figure out a way forward.
And every other business owner around you seems to have everything figured out and running like clockwork. Argh! It all winds up with you feeling somehow inadequate and strange.
If this is you right now, I want to assure you that there's nothing strange about you. You are more than capable. You just need a little support and pointing in the right direction.
Rome was not built in a day, so they say. Building a successful business means putting in place systems so everything is organised, efficient and fast. It also means bringing in the right tools, people and resources. The trick is knowing what to implement and when.
Michael Gerber's bestseller, E-Myth Revisited, explains why 80% of small businesses fail, and how to ensure yours isn’t among those by building a company that’s based on systems and not on the work of a single individual.
Gerber gives an example of how one pie shop owner can free herself up by getting other people to do the work she's least best at and concentrating on the work that generates the most income.
While this is first-rate advice, the mistake I see is entrepreneurs rushing out to hire staff or outsource parts of their business. Before they know it their costs are up and their profits are down. Worst still, now they're working even more hours because they have to make up for the shortfall they have in income. How can that be right?
Believe it or not, growing a business is relatively simple. Everything you can ever need to know about growing a business is just a Google click away.
People say we're in the Age of Information. Yet all the information in the world won't help you implement what you've learned. Success requires more than just a "how-to." It can be summed up by this simple formula:
S = I + C - R
Success = Information + Consistency - Resistance
Success is therefore about applying the right strategies and techniques (Information), on a consistent basis (which drives up quality and generates predictable results), BUT in order to do so we must overcome any internal and external resistance.
I know that sounds strange so let me explain...
Companies and organisations are increasingly aware that training alone will not dictate change in workforce behaviour. Ultimately, this is what education is about: providing the right information so that people can behave more effectively at home or at work.
You've probably experienced this yourself. You go on a course or read a book about something you want to learn. Then, when you go to apply it in real life it's not quite as easy as you thought.
You have questions. Sometimes people or technology behave differently than expected. That creates more questions.
What you've experienced is resistance. Some of that resistance (such as technology not working for you) is external. The rest - probably most of it - is internal. It manifests as a lack of confidence, difficulty in making decisions and uncertainty.
We must overcome this resistance if we are to consistently implement things in our business.
We must create the right environment for us to live, grow and thrive!
Ed Crow of TurboExecs gives a great example of resistance at work...
"For example, say that I’m your boss and you’re OK at your job, but you and I have conflicting personalities. We don’t get along, so you start to resent that I’m your boss. No amount of training will change those feelings. You and I should try to work out that problem together as coworkers."
While skills and training is important, it's ultimately the people elements and how we manage our relationships and feelings that dictate whether what we learn gets applied in real life.
And ultimately this is why you struggle. Because however smart you are, there is always the people, resource and emotional aspects that throw you off. There is always resistance.
an example of a simple image section: use images or icons to illustrate a point you're making. This can assist in your story telling or be used to showcase features (although only if you use it further down the page, after the product reveal).
Keep it simple. You can use the icon feature in Content Builder for the images.
Don't over-explain in these text sections below each individual image.
Let the images do the talking. If something needs more explaining, add a text block below.
You've set the scene. You've captured your visitors' attention. You've related to them and told them everything they need to know to truly understand what your product is about. Now it's time to start introducing them to the product.
Keep one thing in mind: your product is the solution. At first, don't talk about it in terms of a product. Talk about how you found a solution and about how this same solution can help others too. Why do all this? Because if you set it up right, you will be the opposite of the slimy, used car salesman stereotype we all despise... you will not be pushing product, you'll be doing everyone a favor.
Try mixing paragraphs with sub-headings of two different sizes (H2 and H3). You can use smaller sub-headings like the one above to make an important point or for quotes that relate to your story.
Ever notice how non-fiction authors love to use quotes throughout their books? That's because quotes are a nice change of page and they lend authority and gravitas to what you're saying.
Similarly, you can use subtle text highlights, text boxes, short paragraphs, sub-headings and other text formatting to draw your reader's eye to important parts of the text. This also helps break up the page, to prevent wall-of-text-syndrome.
Now it's time to present your offer as the perfect solution to everything you've been talking about so far in your story.
While we were holding back before, it's now time to be very specific. Talk about your product, what it is, what your customer gets when they purchase. At this point, after all the buildup, your readers really want to know what you have to offer, so don't hold back.
Hoorah for Clive Maloney of Get Real About Business! I've known Clive for a while now from our networking meetings and up until a few weeks ago, I was certain I was doing ok... but since signing up to the Mastermind Group and taking advantage of the courses available to me, I can see how much I needed Clive's help to get me back on track!
Since joining, I have made some changes to the way I work and implemented ideas into the business, all of which are having a positive impact in the way I work.
Thank you Clive, for the much-needed boost!
I have some truly quality business owners around me that I can turn to for advice, without judgement and know that I am not alone in my struggles.
The mastermind helped and continues to help me because of the accountability and consistency that are built in, together with the evident skill and experience that Clive has. Confidence-building is part and parcel of the masterminds, together with being able to brainstorm with other business owners who are at a similar stage in developing their business. Each of us at some time seems to have similar issues or questions which another member of the group may have managed to tackle for themselves and is able to share that experience to the benefit of everyone.
Here we have a highly attractive purchase section. We display another paragraph of text, which is a strong call to action to your readers. In addition, we have a product image, unmissable large button and some guarantee and safety symbols.
100% Satisfaction Guaranteed
Clive is constantly looking at providing new, up to date information and business tips that I otherwise wouldn’t find or consider.
Clive helped me create my unique business system which I’m super proud of, which not only has really improved my own business, but I’m now doing personal speaking at several regional events (another goal achieved!) sharing that very system with hundreds of others to improve their businesses too!
I’ve achieved more in these last few months working with Clive than I’ve done in several years! And the more I achieve – the more I seem to do! So the best is definitely yet to come!
Creator of the Get Real About Business Mastermind
When selling online, it's easy to forget that people prefer buying things from other people. If there's any element of personal branding in your product, use this section to write a few paragraphs about yourself.
Keep it short, as this page is about your product, not your life story. But a few personal details mentioned here can help build rapport with your reader. It's a reminder that there's a real, trustworthy person behind thi
s product and they aren't buying from a faceless corporation.
After the first call to action, use testimonials, case studies, more points lists and more text blocks to address all possible objections your visitors may have. Knowing these objections is very important... and you can learn all about them by talking to your customers and visitors. Give them a way to communicate with you and you'll quickly learn what's on your reader's mind as she goes through this page.
This part of the sales page can be a lot longer than it is in this template. There may be many objections that come up and you can address them all. If you dedicate a separate text block or a sub-heading to each one, your visitors can easily find the ones they have on their minds and skip the rest.
People are risk averse. We dread making a mistake and wasting our time and money on something that turns out to be rubbish. This is the part of the sales page where you can appease all those worries. One of the most important things you must learn about people in your market is what kinds of objections they have, so that you can effectively address them here.
Membership on the Get Real About Business Mastermind is by application only. This is because I want to make sure everyone is a great fit for the programme. Before you apply make sure you tick the right boxes below.
100% Satisfaction Guaranteed
You are fully protected by our 100% Satisfaction-Guarantee. If within the first 30-days you're not totally happy and you can't see this is a solution that will help you grow your business, not only can you cancel your membership immediately but we'll give you your money back in full.
Just let us know and we'll send you a prompt refund. No mess, no fuss.
A section like this is perfect for addressing buyer objections and smaller concerns that your visitors might still have.
An easy way to get pre-sales feedback is to add a "Contact Us" link to the bottom of the page, so that visitors can send you questions by email.
You can also use the built-in exit intent feature to open a lightbox with a contact link and invite visitors to leave some feedback before they exit the site.
A great way to populate the FAQ section with questions is to invite pre-sales feedback from visitors. Your visitors will happily tell you exactly what questions are on their minds.
There are also many services you can use to add a live chat widget to a page like this. Inviting visitors to a live chat is a great way to learn about common questions and also increase sales conversions while you're at it.
We're using content toggles in this section, which allows you to present many questions in a compact form. Your visitors can easily read more about the questions they themselves have and ignore the rest.
P.S.: Welcome to the post script section of the page. You can have one or several of these. This part is all about loss aversion. Here is where you can remind your reader that if they don't jump on this opportunity right now they will be missing out.
After the post scripts, use the link below to link to your purchase section or the checkout page.