why people pleasing sneaks into your copy and stifles sales

I witness this strange phenomenon every Tuesday.

As part of our Luminaries coaching program, we critique sales emails written by women who want to sell their online programs (copy critiques are something we do for our clients in the Luminaries coaching program)

Their first drafts often come across as if they're knocking gently on someone's office door and asking in a soft voice, "Oh, hey, hi there. Um, sorry to bother you, but do you have a minute to listen to my idea? If not, I can come back later."

The "office," of course, is the inbox of their readers. Their whispered written words reveal they don't want to disturb their readers or take up “digital” space. They’re tip-toeing into the inbox and hoping like hell that no one is irritated.

Stop writing so that no one will negatively judge you.

When you begin writing a sales email worrying about what other people will think, your sales are doomed before you type the period of your first sentence.

Email copy that people pleases is so benign that no one can criticize you for anything because, well, you're not saying much of anything.

Phew. Everyone is happy.

Oh, crap. No one is buying.

Here's a bold reframe:

You need to write an email and be ok that some people won't like it, won't read it or will have some negative thoughts.

Once you accept this premise, you’re free to say what you really want to say.

• Instead of:
  Just want to pop in and let you know that I've started training in functional medicine and thought you should know.

• It becomes:
  There's a new functional medicine program in town, and it's going to help you lose that hormonal tummy.

• Instead of:
  I wanted to share with you that I may have a new course that you might like.

• It becomes:
  My new program, "How to Stop People Pleasing," is launching next week, and if you want to know how to ask for what you really want, this is for you.

Bring your excitement.

Bring your energy.

Believe fully in what you know you can do for your clients.

Write from that place and watch the phenomenon of readers bolting for the buy button.