I have a confession to make.
For the past couple years, I’ve been creating content to one day make available for sale on Owning Pink. I’ve developed a very complete program about getting out of your own way so you can rock your business and your life. I’ve written an e-book with a complete step-by-step cookbook guide that shows exactly how I manage bioidentical adrenal, thyroid, and sex hormones to help women optimize their vitality. I’ve worked with Tricia Barrett and Laurie Erdman to develop a complete detox cleanse guide so you can take charge of your health and your body. I’ve written every secret I learned in the publishing world and developed the Bring Your Book To Life e-book. And I’ve got several more in the works.
I’m a doctor. I’m an artist. I’ve never run a business in my life. So I hired a brilliant, highly-respected, über-Pink internet marketer under the guidance of a trusted friend who genuinely wants nothing more than to help me rock my business.
I jumped in with the enthusiasm of a freshman on the first day of class. I read everything she gave me. I did all my homework religiously. And then I saw the sales letter she developed.
You know the kind of sales letter I’m talking about, the one that reminds you how shitty your life is, dips you into a dark place of despair, and then guarantees that if you pay $149 this week only, all of your problems will disappear lickety split because I -- and only I -- hold the keys to your happiness.
I wanted to vomit.
I said, “When did Owning Pink turn into a used car dealership?” To her infinite credit, she laughed.
We went back and forth over 10 drafts of this sales letter until I finally said, “I’m just going to tell them you wrote this because nobody in my community would ever believe I would write something this manipulative and cheesy.” She said fine. So that was our compromise. I let her do it, but I refused to sign my name to the whole thing. Everything in my gut told me it was a bad idea. But I did it anyway because I doubted my business acumen and trusted the friend who suggested I go this way.
And then it worked. People are buying a boatload of the Get Out Of Your Own Way e-courses. And it’s confusing the hell out of me.
Still, when I look at the sales page, I get a bit queasy. I think about how I feel when I read other people’s sales pages -- as if I’m being manipulated, tricked into buying something I don’t really want or need, and pressured into doing it RIGHT NOW because if I don’t BUY NOW, it’ll cost twice as much (even though they’ll likely extend the deadline and might not ever actually increase the price of the perpetually “on sale” product).
But people are buying my e-course. I’m thrilled. Owning Pink is making money for the first time EVER. So why do I still feel shitty about this sales letter?
Because it’s not authentic -- at least not to me. And I’m pretty much 100% authentic in everything I do, so why would I compromise my integrity now?
I can’t figure out whether I have some massive, self-sabotaging hang up regarding money that needs to be released or whether this niggling sales letter issue is just my Inner Pilot Light speaking up and asking to shine forth.
I keep asking myself “Should I ditch the whole research-proven sales letter technique and write one straight from my heart? Or should I get out of my own way and keep doing what’s already working for millions of internet entrepreneurs?”
I honestly don’t know.
I was about to ask you -- my beloved readers -- what you think. But then I realized that this is part of my problem. This is how I give my power away, when I already know the answer.
I have to rewrite the sales page. I have to make it 100% authentic to me and my Inner Pilot Light. I have to let go of the fear that bucking marketing tradition will reduce the sales of my e-course. I have to be ALL ME, ALL THE TIME, and let the chips fall where they may.
For those of you who are entrepreneurs selling stuff, how have you navigated this path? What works for you? What guidance can you share about how to ROCK your business and get paid well for what you’re creating without feeling like you’re marketing snake oil? How can we market from a place of love, not fear?
Please be honest. I really care about your feedback.
100% committed to being true to me,
Lissa Rankin, MD: Founder of OwningPink.com, Pink Medicine Woman coach, motivational speaker, and author of What’s Up Down There? Questions You’d Only Ask Your Gynecologist If She Was Your Best Friend and Encaustic Art: The Complete Guide To Creating Fine Art With Wax.
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