One of the most important parts of getting butts in the seats of your next workshop or seminar is having a magnetic registration page. On that registration page, you should share your story, or what Michele PW calls, your million dollar story.
Michele PW is an expert at creating copy that sells and turns visitors to your webpage into actual attendees. Now considered one of the hottest direct response copywriters and marketing consultants in the industry today, Michele PW is your Ka-Ching! marketing strategist and she has a reputation for crafting copy and creating online and offline marketing campaigns that get results.
Michele PW talks about creating your million dollar story:
So what comes here is something that I call your million-dollar story because your million-dollar story is where people are going to get a sense of who you are. So there are a few things million-dollar stories do. First of all a million-dollar story is of course your story, it can be a combination of your bio…
Daphne Bousquet: You don’t have to have made a million dollar for yourself?
Michele PW: No. I call it a million-dollar story not because you have to have made a million dollars right now but because it can be worth a million dollars to you. Once you’ve got it nailed, people will choose to buy from people based on their story.
This happened to me. Actually I coach with Melanie Benson Strick, and part of the reason I coach with her – this is a long time ago – I heard her on a call and I heard her story. The thing is I’ve been a freelancer, I was making about $50,000 for about five years. I was very frustrated, I wanted to break out of that. I’m on the call with her and she told her million-dollar story, which was she was making less than a thousand dollars in LA and she called her dad for a loan and her dad said, “Honey, maybe you should get a job,” and she just dropped everything and got really focused. Then six months she made six figures.
I thought, “Gee, so she went from a thousand dollars to six figures in six to nine months,” whatever that was. I’m half the way there, I should easily get there. So I wanted to know what she did so that I can do it too.
So that’s what really these things are, and a lot of people get hung on their story because they don’t feel like their story totally matches their ideal client. But that’s okay. There’s a research I want to share with you if you want to get into more detail with some of these. We do walk you through million-dollar stories, what happens if you don’t feel like your story is that exciting. You want to pick a story that your ideal clients can relate to and a story that makes you seem human and reveal something.
Ali Brown’s million-dollar story, and you may have heard this or not –she’s a freelance copywriter – she’s waiting for a check to arrive from a client and it was supposed to come and it didn’t. So she has less than $20, she had about $18 in her checking account, and she was walking around the mall looking for the one ATM machine that she could take out $10. Everybody else had to take $20, and she was just crying. That was her like rock bottom hit.
Most of us have been there, I mean as a freelance copywriter I know exactly what she’s talking about when it comes to clients’ check is in the mail and it’s not. Especially when you’re a freelance copywriter, you don’t have a lot of money coming in from a lot of different sources. If you’ve got a couple big projects which are great because they’re big paydays, but if they’re late paying you it can really screw you up. So all these people out there who also had that, they completely relate to that.
See how it builds credibility for her, it builds her likeability because people buy from people they know, like or trust. So now you know a little something about her, and because you know something about her you probably like her better because you’re like, “I’m in that same boat, I get where she was” and that can help build the trust. “She’s been where I am, she gets it; she understands it. I bet her solution will help me solve my problem.”
This was just a tiny portion from Michele’s interview for the Winning Workshop Secrets Series. If you want to know more about how to create a registration page that sells, as well as audios and transcripts from 4 other workshop and seminar marketing specialists, be sure to check out the Winning Workshop Series.