Can You Sell Stuff & Still Be Authentic?

Lissa Rankin, March 3, 2011

sales authentic

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.

But I have no clue how to sell anything.

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).

Am I Getting In My Own Way?

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

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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I hear you Angela

By Lissa Rankin on Wednesday, 03/09/2011 at 5:17 PM

I'm so sorry if my email stung you Angela. And no- I never meant to suggest that you said the down-in-the-dumps thing outright. It's more how I felt. And yes, you've been AWESOME. And I would DEFINITELY recommend you to anyone who asks.

I've just learned so much about myself in this process, including my own tendency to give my power away because I feel insecure about my own business acumen, and I doubt myself often. My Gremlin tells me "You're a doctor and an artist and a writer. What do you know about marketing. And here you are, paying an expert, so why are you arguing with her?'

And so our compromises got me to a point that I was willing to put out our final collaborative sales letter. And yet, it still felt not like me...and I wasn't honest about that with anyone but Melanie. And I'm sorry- for you and for me.

Mostly, I sincerely apologize if I've hurt you. I never meant for anyone to ever know who you were and I think it's so brave (and so incredibly PINK!) that we're having this conversation publicly here. So thank you for your courage. And thank you for the growth experience.

It's been a tough few months for me, like I"m wrangling demons right and left. And I'm just not quite sure exactly what I'm supposed to be learning. But something big is about to happen. I can just feel it. And I long for the war to be over...

So thank you. I feel like you've been instrumental in helping me slay the demons.

Thank you so much, sweetie.
With love and gratitude,
Lissa

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If something doesn’t feel good – don’t put your name on it!

By Angela Lauria (not verified) on Wednesday, 03/09/2011 at 5:01 PM

I just wanted to chime in again to say how much I’ve enjoyed this thread. One of the most satisfying things for me as a coach and a consultant is helping people get really clear on what they want and finding their own voice as a marketer. Clearly Lissa has done this (and hopefully some other people through her?) and I couldn’t be more tickled.

There are, however, a couple things I want to clarify.

First, I was a little stung by some things Lissa said on this topic in an email today that definitely do not reflect my views. She said I suggested she “make people feel totally down-in-the-dumps and tap into their fears so I can manipulate them into believing that I--and only I-- hold the magical keys to their kingdom.”

And I just need you all to know that that is definitely a mischaracterization! It is definitely not something I would say! What I will tell you is that mission I was given was to help generate as much revenue as possible as quickly as possible and quantitatively speaking people BUY solutions to problems.

If you want the best conversion rate (which was the goal given to me) then you start by reminding people of a problem you can solve. Now I definitely would never say you hold the keys to their kingdom – what I would (and did) say – is that you have a unique approach to help them solve a problem and when you highlight what’s unique about that approach – especially outside of the community that knows you – they are more likely to buy.

When it comes to my marketing philosophy, I agree with everything Jason has said in this thread – so I won’t repeat it – but much of what he said is what I told Lissa when we began. The trick for a marketing consultant is that sometimes a client says they want one thing, but then as they learn more their needs change without the communication happening about it.

For instance, here is something I said to Lissa when she expressed her concern about the letter I wrote:

“If you don’t feel good about it – I know intuitively it won’t work. So I want you to feel awesome because I want your work to spread….AND I ABSOLUTELY BELIEVE having people pay will make your work MORE powerful and MORE effective on so so so so so many levels.”

After that, she rewrote about 60% of the letter. So the letter that keeps being called “mine” was really ours. If I was working with the Lissa of today, clearly the first public draft of the letter would have looked much different. And that’s great! Life is iterative and I celebrate that. Just don’t want you all the think I’m a marketing ogre who demanded Lissa be slimey! I insisted we have a letter she felt was in her voice and was authentic to her on many occasions.

Here some other examples:

“[A sales letter is] a very different writing style so please know I want it to sound and BE 100% authentic so if anything seems weird or off putting we’ll fix it.”

“Please check out what I’ve done and continue to be honest with me and yourself so we can get to the right letter.”

So after pushing Lissa to make sure she was happy with the letter and felt it was authentic. After 8 drafts and 3 editors I asked:

On Wed, Jan 19, 2011 at 12:35 PM, wrote:
How are you feeling about it?

And when Lissa responded:
“I can now honestly and authentically sign my name to this behemoth”

I felt I had helped lead her to a letter she felt good about. I’ve heard he say since that what I had really done was somehow “wear her down” – but I think this is the other half of the lesson for all of you that I don’t want you to miss.

NEVER NEVER put your power in a consultant’s hands. Ever.

If something doesn’t feel good – don’t put your name on it!

I can assure you I would never want to put a work product out that a client didn’t love. Other marketers might, but since my goal is to market only meaningful people and products that I believe are changing the world, I’d never want them to send out something they didn’t love!

That’s why I’m thrilled Lissa has written a letter she loves – but it’s also why I want to drive home the point that when you hire someone you are responsible for getting what you want and that starts with vision and clarity.

Authenticity in the Market Place

By Jane (not verified) on Wednesday, 03/09/2011 at 3:26 PM

As an individual and as a member of the world I beg you to sell/give from your heart! Just think what a happy buzzing place this would be if we all did what felt true and good in our hearts. No manipulation, no deceit, no games.... Blaze a trail for authentic marketing. Could that be your next book, Lissa? You go Girl! ~jane

Oh thank you Jason!

By Lissa Rankin on Wednesday, 03/09/2011 at 2:40 PM

I so appreciate you and will look forward to your email.
Wow, isn't this conversation FASCINATING?
Like Marketing 101 but with such great love all around!

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Susan, I DID work from within!

By Lissa Rankin on Wednesday, 03/09/2011 at 2:12 PM

You know Susan- I TOTALLY thought of you when I was making these marketing decisions because my body was rebelling big time. I was literally SICK in my gut. And I have bowels and a belly of steel. Never have GI stuff. I wanted to puke. My body said NO.

And then when I wrote the new one, I felt light and open and fluid and peaceful and nothing in my body felt icky.

I hear you sister. The body doesn't lie. Now the question is- will it work???

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Buddha belly

By Dr. Susan Bernstein (not verified) on Wednesday, 03/09/2011 at 9:42 PM

Sweet Lissa...wow, that's powerful to have such GI stuff, and to feel sick in your gut.

And, I get a hit on the belly wisdom, something I am learning to call "having a Buddha belly."

No, this is not about looking like the plump Buddha! It's about the Buddhist idea of letting go.

We don't have control over the outcome. And you know this one, but you can only do the best you can do. And I see you doing that. So, my guidance: Tell that belly of yours, when it feels good about whatever you write, that the next step is to play Buddha, and release the outcome. Trust. Something good will come of it. Maybe not instantaneously (which is, to me, the nutty hope of some of these marketing ploys, like scarcity (scare-city!) and urgency, and sharing limited time secrets).

Life itself is one big experiment. You're daring, Lissa. Let your experiments tell you more than "yes or no," which seems to be the ways to answer "Will it work?" Instead, how about asking "HOW will it work?" Then, you can learn and grow and adjust and tweak. How about giving yourself that permission. You're being fluid and flexible. Aaah, what a great way to do your "work from within" and be in touch with your embodied wisdom.

I love you for your honesty and for this conversation you've started!

xoxo!
Susan

Jason, you rock brother

By Lissa Rankin on Wednesday, 03/09/2011 at 2:09 PM

Thank you for guiding us through this...
And yes- I know this is what you're all about!

So if you're following this- does the new sales letter do this- or do I need to go back to the drawing board. I'm TOTALLY open and completely unattached, as long as it's ME!

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Fessing Up

By Jason (not verified) on Wednesday, 03/09/2011 at 2:36 PM

Hey Lissa,

I have to fess up. I wrote the reply without reading the before and after.

Totally spiritual on my part right? Here's what you need, Blah, Blah, Blah.

So, I went back read before and after. Sent you a Private Email with the goodies.

To be transparent for readers, I'll list a few points here.

1. The new sales page ROCKS and is connecting. Good copy can actually transmit TRUTH and CONNECTION where as wrote sales pages can work, but out of an old paradigm of FEAR. Personally, the only time I think FEAR can be helpful is when it reminds us that we're human, we F-up and gives us a sense of mercy and at times humility. So, FEAR in it of itself gets a bad rap, but FEAR based Marketing sucks even if it does work.

2. When writing a new sales page the number one question is....Does it have to be really long? The answer is it's not about length, it's about connection. Is it clear who you can help, how you can help them and does it answer your potential clients questions.

3. Don't be afraid to offer a guarantee. A true guarantee isn't a gimmick or an infomercial. It's a way to take leadership and say, I believe in this product that I've poured my soul into. I also believe in you. So, let's make an agreement. You take a step forward and invest in the product. You don't just absorbed the info theoretically, but you try it out, take some steps, get into some action. From here if my offering doesn't work for you and you really fully tried it, you bet I'll give your money back.

I could go on an on like: Do you have an affiliate program? Is it possible to add pictures to your testimonials, do you care about your break even point on the e-course and if so, what are tracking?

The truth Lissa is I've known you long enough to know that you will figure out all things Sales and Marketing so you can continue to help women, stay in your heart, and build a profitable business that gives back.

Selling without Losing Your Heart

By Jason (not verified) on Wednesday, 03/09/2011 at 12:32 PM

You can sell without losing your heart.

You'll need 3 elements to do this:

business know how
clarity
spiritual alignment

So for example, your sales letter.

You need some great structure that the reader can lean into. Without it, they might just get lost or not feel any connection.

Give some empathy, knowing your potential client or ezine sign up is really struggling. Witness them and offer an opportunity to see where they are and where they could go. This adds the clarity of how you can be of service and with clarity some safety can be built.

And the third ingredient or special sauce is spiritual alignment. It doesn't matter how rock'n your sales page is if it makes you feel like crap. Bring all you all the time :-) to your writing and if it's pure of heart, has the structure and the clarity, then people will continue to respond.

With Warmth,

Jason
http://heartofbusiness.com/jason

The Sales Pitch vs. The Real Lissa

By Heidi M. (not verified) on Wednesday, 03/09/2011 at 12:19 PM

Well, I read your 100% authentic sales letter. Then I read the first two paragraphs of the one your expert told you to use. And here's my opinion. I get this kind of stuff in the mail (and e-mail, along with offers of viagara and ways to enlarge my penis)all the time. The supposedly correct letter would have depressed the hell out of me, made me feel like my entire life had been a failure and I would have gone to the freezer and eaten a half gallon of ice cream by myself (probably Ben & Jerry's Chubby Hubby, which is even worse because it's so bleedin' expensive). Your letter, on the other hand, was energizing. It didn't feel like junk mail. It didn't feel like it was bludgeoning me. If we're honest with ourselves, we all know that there's always room for improvement, and your letter really says just that. It's like, "Ok, you think you're ok, but do you want to be more ok?" And I like that. Lissa, what makes you awesome (there's that word again) is that you are you. You are NOT a slave to the machine. And you want to present a product that is YOU. So YOU have to do it YOUR way. I don't think your expert really "got it".

P.S. Of course I voted for you on the BlogHer site. But I accidentally said I would like to present on this topic too, but I wouldn't. Sorry.

Your heart is pure

By Jay Vincent (not verified) on Wednesday, 03/09/2011 at 12:04 PM

The testimony of the magnitude of success speaks louder than the blathering of one lone voice who asks for you to invest in them for free.

Keep plotting your course. I believe in you!

Your heart is pure

By Jay Vincent (not verified) on Wednesday, 03/09/2011 at 12:04 PM

The testimony of the magnitude of success speaks louder than the blathering of one lone voice who asks for you to invest in them for free.

Keep plotting your course. I believe in you!

Your authenticity and ORIGINALITY grabs me, Lissa

By Dr. Susan Bernstein (not verified) on Wednesday, 03/09/2011 at 11:33 AM

Hey sweet sister Lissa,

I am SO SO SO proud of you for going your own way with the marketing letter, the one you re-wrote.

Because as I see it, this second version, your version, is not a "marketing" letter at all. It's a "come on, I want to help you, and if this resonates, then I've got something ideal for you" letter. Let me say that more succinctly...it's what I'd call "resonance retailing." A conversation that makes me say "Oooh, you understand me. And I like you. I want what you're offering. I need that. You can help me. I'll feel relief. Aaah..."

A conversation. I get to hear you. And I get to think about myself in the conversation in a way that makes me feel good. That's what you do regularly, on your blog, in your talks, in your books.

The first "marketing letter" made me sick, honestly, Lissa. What I hated about it was that it was UNoriginal. So much like the "formula" I see over and over again. And YOU are not a formula. I know you. When you give a prescription or a remedy or a recommendation, you tailor it. So that first letter did not sound like you. And it didn't make me feel good about me or you.

But I'm GLAD you experimented. It let you get real body-resonant feeling inside. You got visceral confirmation. (That's what I care about...your wisdom from within).

Personally, I don't care how much statistical data you throw at the whole issue of long sales letters. I'd want to know who resonates with those. Who are those purchasers who will read all of that stuff? I HATE those long letters. With the sections of testimonials. And the price comparisons. And the "ooh, wait, there's more." I don't know anyone who talks like those long letters. Except maybe used car sales people? And old Ronco ads ("it slices, it dices, it chops...")

I'm the kind of gal who knows when something resonates. I just want to get to the point when I read virtually anything (well, except a good novel). I so, so, so rarely buy from those formulaic letters. Three times in five years. Yep. I could tell you exactly which purchases those were. I made those purchases because I really felt the integrity of the person selling from long-time exposure to their messages. But I had to hold my nose while I made the purchase, because the salesy marketing letter stunk to me. There are zillions more offers that had the "formula" to them that I've passed by. Perhaps I've missed out of something good, but feeling so assaulted by the heavy duty sales pitch that I clicked off, closed the browser window, and shut the sales door a lot faster than I could shut a bricks-and-mortar door. And when I shut it, I shut that guru or expert or teacher out for a long time. I lost trust in them.

I haven't lost trust in you, sweet Lissa. If anything, my trust in you has gone up. Why? Because you're real. Original.

Some day, you may be holding my hand and telling me about my own experiment with one of these formulaic sales letters. I hope not, but who knows? I hope I'll be able t keep being an original. In the mean time, I applaud what you've re-written. It's in integrity. It's YOU. I resonate.

I applaud you heartily, Lissa! Keep us posted on how the new letter resonates for others, OK?

Hugs!
Susan

Authenticity

By Tinamarie Bernard on Wednesday, 03/09/2011 at 11:28 AM

Dear Lissa,
After years of sales and marketing (you know I did the pharma thing for 12 years!) I can say that I'm so over it. Maybe it's because this group feels special. How? Because we are saying enough of what we are told to do. That's all in the head, which is fine and dandy, but we've also got to go with our hearts. Trust ourselves and do this with passion, integrity and consciousness.
There's change underfoot, my friend, and you are part of the light. Don't compromise. Be your wonderful, dynamic self. I'm so thrilled to be part of this pinkalicious movement...

Ooh, I love that sales letter Maya

By Lissa Rankin on Wednesday, 03/09/2011 at 11:16 AM

You're right! Great example. Thank you...

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Getting out of your own way

By Maya Hanley (not verified) on Wednesday, 03/09/2011 at 10:42 AM

Dear Lissa, I just read your sales letter and I love it. I agree about taking out the bit at the beginning about marketing but, other than that, I love it and I much, much prefer it to the first one, which, like you, I don't feel right about. I see these letters all the time and I always delete them right away because I HATE being manipulated so obviously.

You are amazing just the way you are and you are also a wonderful writer who knows how to get your message across clearly and lovingly. I want to do your e-course so badly but have to wait till one of my clients pays me :). I am so ready to learn everything you have to share and am just holding my breath until I get that check in the mail.

I did come across one other sales letter that is more like your new one and thought I'd share it with out as it is beautifully done and very authentic. Once you click on the url you can do the chakra test and then the sales letter part appears. It's very well done, I think. http://www.chakrahealing.com/

Can't wait to sign up for your course. Any day now.....

Thank you Angela

By Lissa Rankin on Monday, 03/07/2011 at 12:38 PM

You're an adorable marketing nerd! Thank you for clarifying for those who are following this conversation.
xoxo

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Thanks Angela and

By Tammy (not verified) on Monday, 03/07/2011 at 1:37 PM

Thanks Angela and Lissa....who would have thought Lissa that your letter and request for input would have started a discussion about marketing. I think I've found a new interest :-) I know that wasn't your initial purpose, thank you for taking time to address all the comments. I appreciate you addressing my ramblings! Lissa you're changing the way women view themselves-thank you! I wish you much success-you are a true inspiration! :-) Hugs

honest feedback

By Lissa Rankin on Monday, 03/07/2011 at 9:03 AM

Thank you for the sales letter feedback. If she's following, maybe Angela can comment on the lengthy nature of the sales letter. I hear you sister. It's long. But it's not easy to get complex info across quickly. And LONG stuff is authentic to me. I always need a good editor!

But what Angela has taught me is that those who are committed to buying will scroll down, find the price, and decide whether or not to buy. Those who are on the fence need to have all their objections addressed, figure out whether it's really what they need, and know what it is they're buying. Apparently, they also need testimonials so they can tell that it's worked for other people...

So I hear you. But I think a good sales letter will inevitably be pretty long.

I'd love to just put up a one page invitation to buy my product. But apparently, those just don't sell. Go figure....

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Yup, Statistically Speaking, Longer Sales Letters Work Better

By Angela Lauria (not verified) on Monday, 03/07/2011 at 12:02 PM

I know I KNOW it seems counter intuitive but statistically and consistently, longer sales letters work better. Here are a much of my marketing gurus talking about why: http://www.wordbiz.com/archive/longvshort_michelfortin.shtml

The truth is, if you found yourself skimming and leaving annoyed the letter was too long, you probably weren't going to buy anyway.

The way direct response marketing works is based on measurement. If 100 people come to a product page, what does that page have to look like to convert the biggest percentage of them. (There is a lot of science to getting people to that page but once they are there there are 2 main ways to get them to convert - I use both, pretty much equally with my clients).

1) A super short page with a free trial sign up like this one: http://bit.ly/hWt9pz

2) A long page (often with video) that actually "sells" the product - like all versions you have seen of Lissa's product page.

The 2 convert similarly - free trials have a higher cost per sale but usually a longer lifetime value where as a long page gets you a slightly lower conversion rate but with a higher cost per VISITOR and a higher Average Sale Price.

Once a long letter is optimized, I usually do a short version and give people the option to "cut to the chase" by "picking" the short letter but it all depends on the numbers. I am not trying to convert everyone - just the most people with the least customization to keep cost of sales low.

Yes, I am a marketing nerd. :-)

Whoa....

By Lissa Rankin on Sunday, 03/06/2011 at 12:00 PM

I've been offline for 24 hours (family time) but just caught up on all the comments. What a JUICY conversation! You know- I was hesitant to even post this blog post. I didn't want to hurt Angela and I wasn't sure the Owning Pink community would even be interested in talking about marketing. But I figured that if I'm struggling with this, many of you probably were too. So thank you for sharing your thoughts.

And yes, Kathleen and Gaby, I think you're right. I'm going to take out the marketing references in the new letter. I think I was just too charged when I wrote it and writing it helps me defuse the charge. But it's superfluous- and unnecessarily negative. So yes. I'll take it out.

And yes, I also agree- No Angela bashing please! She's been SO brave to step into this conversation and share her thoughts. I want you all to know how much I ADORE her. She genuinely wants to change the world by helping visionaries like myself build sustainable businesses and reach our target audiences. And she's been UBER patient with my process.

And yes, Angela- we've been talking about Pink business for a while here at OP, and I think part of Pink business is figuring out how to market with love in a way that WORKS. Because obviously, it makes no sense to create awesome content if nobody buys it.

So let's figure this out! I'm up for the challenge...
Thank you all. Really.
Big love to you
Lissa

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you have awesome women commenting

By the yoga nurse (not verified) on Sunday, 03/06/2011 at 10:21 AM

Been following this thread and what a great learning experience through your honest process Lissa...and this may be a little off topic but it would be great if you were able to enable PICTURES where the flower is. i would love to SEE all these great women!

re sales letter, yes time to move on. no judgement, no blame. be here now. and now you have your letter with fabulous comments and help.

personally, i HAVE been getting out of my own way for a long time,BUT constant vigilance is needed!!! or as you say the gremlin or reptile rears its' ugly head. as the yoga nurse dear doctor Lissa, i call on the DIVINE INNER NURSE HEALER PHYSICIAN to re-connect to my voice of truth, authenticity and what yearns to be born. ALL LOVE to ALL xoxo

sorry!

By Gaby (not verified) on Saturday, 03/05/2011 at 11:55 PM

I proof-read my comment TWICE, and still managed to mispell "Lissa" in my first paragraph!!

here I go, giving my two

By Gaby (not verified) on Saturday, 03/05/2011 at 11:54 PM

here I go, giving my two cents again.

First off, Lisa... I LOVE your letter. It's totally you, totally authentic, totally transparent. It gets the point across without being overbearing or sensational.

Second, I think the little "hate the marketing" part is going a little far. When I expressed my opinion, I was just talking about the letter, but I never involved the writer of the letter herself. I think Angela is taking this like a champ, and I don't think it's very nice of us to continue "kindly" bashing her. We disliked the letter, now let's move on. This is about Lissa, not Angela, so until Angela asks us for our opinion and support, let's leave her alone, yes? It's obvious that this marketing style has worked for thousands of sellers and millions of customers. Yes, it works! It's effective! And it even got some people to buy Lissa's program! However, I think this massive negative reaction to it was simply because most of us "know" Lissa from all her blogs, posts, her facebook, etc. We disliked it because it just wasn't Lissa. You know, we're used to this cool chick that says it like it is, curse words and all, and suddenly it was a completely different tone from what we're used to. We reared back. We cried foul. We demanded Lissa back. But I think it's time we moved on and away from the marketing itself.

What Angela is doing is wonderful. I'm sure not all the people that she's working with have as wide an audience as Lissa has accumulated for herself. I'm certain several of Angela's clients are relatively unknown, but have stuff as powerful as Lissa's to share with the world. If in this manner she can help those people achieve that, MORE POWER TO YOU, ANGELA! It didn't work for Lissa because Lissa has already reached an enormous audience that has "seen" (or "read") her cry, laugh, grow, talk about her sex life, be scared, bare her heart, laugh with us, and encouraged us to reciprocate. So to US, the letter wasn't her. But if other wonderful people -that don't have such an influence- can get their truth out only through strategies such as the one Angela specializes in... who are we to call her any of the things she's been called? She's actually doing something wonderful for those people!

I suggest we move PAST the original sales letter, since Lissa decided to change it. We got Lissa back, which is what we all clamored for. Let's put the negative stuff away and begin CELEBRATING Lissa's new letter, which is vibrant with passion, truth and love. Let's face it: in some ways, it still resembles the old letter a little bit, so Angela was actually -in my opinion- a bit of Muse and inspiration to Lissa. Almost like Lissa had a little writer's block, and Angela's work was the epic force that dislodged it and gave Lissa the freedom and vocabulary to unleash her own words.

Angela: I think what you do is good for many people, so long as it lets them get their truth out there. Follow your passion, girl, and get more people involved with each and every one of your WONDERFUL clients.

Lissa: I think you're doing wonderful, and thank you for taking your personal growth public, so that we can all witness it, learn from it, grow with it, and deepen our love for you further!

With all the love in my heart,

~Gaby

Hey Gaby... :-) I'm one of

By Tammy (not verified) on Sunday, 03/06/2011 at 12:13 AM

Hey Gaby... :-) I'm one of the people that has recently commented on the marketing thing and old letter-mainly because it's still a fresh topic and is important, part of owning pink is speaking up, stimulating new ideas etc. That was my hope in mentioning the marketing part-it just happens to be something I'm passionate about and found it interesting that it came up as part of Lissa's recent activities. I know this is not all about Angela, I don't doubt for a second she has helped people and think you're completing right about we all wanted the Lissa we already knew. I think it was brave and open minded of Lissa to start a chat about this and bring her friend into it. I was merely thinking that there has to be more than one way to reach people? I'm thrilled Lissa has written a new letter. Part of what I love about owning pink is the open and honest discussions that happen, even if they wander of topic slightly and last for a couple of days. :-)

I can relate too, but

By Anonymous (not verified) on Saturday, 03/05/2011 at 5:26 PM

Hi Lissa,

I completely understand your situation because not only am I in a similar one, I am also working with Angela. Who is fantastic. And authentic. And I know you know this!

Her sales letter also made me want to vomit. I said to her (and to me), "Totally not me." But here's the thing: I know it will not only sell my product and allow me to keep doing the authentic work I am doing, it will bring my work to a broader audience. Because, I am realizing, if I keep writing my marketing material I am just preaching to the choir which is not what I want to do.

I have not fully embraced this sales letter approach yet, and so appreciate your honesty about how to be authentic and at the same time put out something like this. I have lots of gut feelings that say "no"...but then again my "gut" feelings that say yes, this is who I am have lost me money despite all my fans loving what I do.

That's why I appreciate Angela's work. She is not a slime-bucket (although I agree the letter has that cheesy feel). She does marketing only for kick-ass authentic women like you and me who are changing the world. Her goal is to keep us in business so that we can do our work.

Understanding this still does not make embracing the sales letter any easier. I know!

Sending you a sisterhood hug...and abundance.

My Clients are THE best

By Angela Lauria (not verified) on Saturday, 03/05/2011 at 6:18 PM

The sales letter approach isn't the only one, there are lots of ways to make money with what you are doing, but it is one great way because it gives you a chance to personally sell your product cheaply. Can you imagine if you called 100 people a day and told them basically everything in that letter. It would cost you too much money to make a sale. In fact, I have managed teams of 10+ people who had to make 100 dials a day and repeat a script I wrote over and over. It's an extremely ineffective way to make money. The reason sales letters are so long is because you have to imagine the conversation and every question or objection that might come up and address them all. But it saves you from having 100 conversations - you can just write it once - maybe compliment it with a video and then people come, the skim through it, and if it speaks to them, it should provide value in and of itself so they will read it in detail. When someone skims it and leaves, that's fine. It wasn't their time to buy. Just like if you called them they'd say "Sorry I have to go, my dinner is burning."

Anyway, the point is - if there is a better way, I WANT TO FIND IT! And I want to find it with my amazing clients like Lissa and the one who posted here. If we can change more lives (which of course requires you visionaries making money to afford to be able to create your powerful work!) then let's go do it.

Right now I am focused on content marketing (blogs, books, videos, social media, etc) to deliver the value. I convert sales with tools like sales letters, in person persuasive presentations (speeches, teleseminars), and targeted landing pages associated with ad campaigns (which cost money up front). Branding will convert some people, but ultimately, usually, not enough to pay the bills from what I've found in 15+ years of doing this work.

But I agree with the person who commented and challenged me to find even better, more authentic ways. I am up for the challenge and I know my clients will help me take it to the NEXT level! WHOO-HOO!

Angela I'm hoping from the

By Tammy (not verified) on Saturday, 03/05/2011 at 11:18 PM

Angela I'm hoping from the bottom of my heart that you find a new way. I skimmed that letter and moved on(and I'm not sure you are referring to my statement or not), but my reason for moving on was not the reason you stated "It wasn't their time to buy", but rather my dislike of those types of letters(I also don't like or respond to any telemarketer calls). I also felt like I was having to figure out what it was all about-not clear. Guessing/assuming at a reason why someone does not buy is unfair to your client(someone like Lissa), I am a potential customer that is limited on time, I value my money and where I spend it. This is not a slam to you in anyway, but I think that even though you say this is a great way to sell a product and it has worked, I can't help but wonder how many customers/clients like myself have not bought for that very reason. Maybe sales would be 10 fold what they are if potential clients such as myself were reached. It was a generic letter for a very original person(Lissa). I'm not saying no more letters or emails-just pleas no more of those.... Even though I adore her, I do not know her personaly-so for me when I started to read it-I was confused about who Lissa was-It seemed to conflict with what I had seen. Looking forward to someday seeing a briliant new way of getting message out-that's original, honest and gives me a true picture of the product/person :-)

Love your new page EXCEPT FOR....

By Kathleen (not verified) on Saturday, 03/05/2011 at 3:53 PM

your opening paragraphs... about this isn't going to be one of those sales pages... and the dis on those sales pages. You just don't need to do it! I would take that out, along with the end statement as well about how you were advised to do this manipulation with the price thing.

I think the process has been valuable for you and me and everybody else on this page and who you may coach... but I HIGHLY recommend taking it out of your sales page! I mean if you reeeeeeeeeeally feel like you want to make that statement, put it in fine print at the bottom of the page. But don't start out your incredible story about yourself and now this package that you are selling with that as your first statement. As a seeker... I don't need to hear about it. I want to hear about your product and YOU.

Otherwise... it truly is beautiFULL! Congratulations on giving birth! She is truly gorgeous!
xo

Here you go- TA DA! -The 100% Lissa sales letter

By Lissa Rankin on Saturday, 03/05/2011 at 11:36 AM

http://www.owningpink.com/getoutofyourownwaylissamanifesto.html

n/a

Love "your" own words "sales" letter

By Rhia Steele (not verified) on Wednesday, 03/09/2011 at 10:55 AM

Lengthy, yes, but honestly I much would rather read the lengthy true to herself Lissa Rankin's reasons for promoting the course! you are a dear, dear friend, a great doctor, awesome Mother, incredible speaker, understanding, empathetic, & give everyone a smile no matter just how shitty life is. And we know life can deal a pretty crappy hand to us at times. Honestly, I was not all that impressed with the "marketing letter". But, after being in business until I got ill, I totally knew it was not "you" writing it, but you had a marketing agent in the works doing it. I love your version much better, but maybe I am a little prejudiced like many, because I feel I have gotten to know you on a more personal note. I loved your book, and I have read much of it more than once already. :)

For now, due to my own illness stuff, I just can't afford the course, and that is just me being honest. When I am able to tuck back some money, after getting a Rheumatologist that will treat me properly, then I would love to take it.

Just my "nickel" :) Love ya, Rhia

good words, just waaay too many

By Sonya (not verified) on Monday, 03/07/2011 at 7:30 AM

Lissa, this is my first visit to your site, and I like! However, your authentic sales letter would benefit from editing. I don't have the time or patience to read that much, even though I am seriously interested in your message. It's like that old dead guy said, "if I'd had more time, I would have used fewer words." Oh, and the font should be smaller and more in keeping with your overall site design. That sales letter is visually screeching at me!

Love this...really!

By Elise Adams (not verified) on Saturday, 03/05/2011 at 12:08 PM

Now I'm saving up the money to purchase it as well....

You clearly identify WHY you created this, WHAT you poured into it AND why I can benefit from it PLUS retained it's deeply practical and real value. I think you did learn--a LOT--from the best parts of what Angela put together for you and then re-transformed it back into your own voice.

Again--thank you a zillion times over for being open with us about your process. Not only did you preserve me as a fan forever ;-) but you taught me so much about how to navigate this world of business, how to handle coaching when we might disagree with our coaches...and especially how to learn while still keeping our own voice!

And I love the full price right up front--really, I do! Feels so much more real, solid and SO you!

YAY!!!!

:-) Elise

By the way...thanks for letting all of us 'followers' comment at will ;-) We don't know any more or different than you, but it feels so good to be part of your process.

Clarification

By Anonymous (not verified) on Saturday, 03/05/2011 at 10:37 AM

I hate to be the wet blanket here. I would love to be able to say that if you just stay yourself, do good work, people will write the checks to keep you afloat. I would love to live in a world that does that.

Personally, I have witnessed great organizations that were award winning, got national press, were doing very important work (ie. reuniting families touched by terminal illness) but were sensitive of not bringing money into a world were people were emotionally blackmailed (adoption and adoption search world). Ultimately, these organizations had to fold when the core people couldn't keep putting their own personal savings into it. Of course, people depended on these services and were angry when they had to fold, but no one thought to write a check or even ask what they could do to keep it going. If I could go back in time,
the hat should have been passed more vigorously. I would get over that stubbornness in being pure worried about my precious integrity, worried more about sustainability. That is where I come from.

If you need to you may want to find a person who can deliver your message in your voice. If people do not want to be marketed to they need to write a check to to you to keep you from having to do this. Not enough people are writing checks to keep you going, so you have to try something. Organizations have a full time development staff to constantly hit up their supporters. Even the most worthy of non-profits use emotional appeals to get donations.

In my opinion, you can get away with these appeal letters because you develop a relationship with your readers already. You do the hard work to make each of us feel special, so when we do get those letters we know this is coming from Lissa and Lissa needs to be able to pay bills. If I had the money to spend, I would be writing that check.

Bottom line, if any of you do have the money, then I would urge you to write the check to support Owning Pink and stop torturing this woman having her pass the hat like this instead of focusing on what she does best. There, I said it.

Angela, I hear you sister

By Lissa Rankin on Saturday, 03/05/2011 at 9:49 AM

I HAVE learned so much. Most importantly, I've learned this important piece about myself. I have a limit. I won't do anything just to make a buck. I'm willing to wait a bit longer if I must in order to do it my way. I can't believe that I won't succeed because I'm creating life-changing content. And I'm doing everything I can to get it out there. And I have faith in human nature. I don't think we need to mess with their minds in order to sell to them. I have to believe we can INVITE them and let them make their own choice.

God, I hope I'm right. Because as you say, I can't keep this site running if we don't generate revenue. So it has to work. The Universe will provide, right?

Thank you again for all you've taught me. I really do value everything I've learned.

n/a

Love you! And I'm so proud of

By Angela Lauria (not verified) on Saturday, 03/05/2011 at 6:23 PM

Love you! And I'm so proud of EVERYTHING you do! I'm feeling the new sales letter. I think it's great. Hope it inspires lots of people to invest in THEMSELVES by investing in the wisdom, guidance, and love you offer.

And thank you April

By Lissa Rankin on Saturday, 03/05/2011 at 9:42 AM

For some bizarre reason, comments are getting moderated right now and I just saw yours...I wrote to my web guy. We NEVER moderate comments on OP! Anything goes unless someone is outright mean. So if your'e trying to post a comment and having problems here, stay tuned...we're working on it.

And yes April. For me, it's all about integrity. If I don't have that at the end of the day, what the hell am I doing here?
xoxo

n/a

Wow, such opposing views!

By Lissa Rankin on Saturday, 03/05/2011 at 9:37 AM

Kathleen, welcome to Owning Pink! And thank you for sharing that the sales letter worked to draw you into our community, where I hope you'll find lots of love, connection, inspiration, and guidance.

And thank you Tammy for sharing your feelings too. I really do appreciate your opposing viewpoints and realize that, when it comes right down to it, I just have to do what's right for me and go with my gut...
Bless you both!
Lissa

n/a

Lissa It took me awhile to

By Tammy (not verified) on Saturday, 03/05/2011 at 12:26 AM

Lissa
It took me awhile to decide to add a comment here, because I can't write anything but honesty. I have so much respect for you and have referred your page,site etc to anyone that will listen. I actually first discovered you a year ago when I saw your art.

I read your sales letter and had a few thoughts
~ I don't have time to read this-so I skimmed it-then I didn't follow up much past that
~ Lissa has changed or I misunderstood who she was, It was kind of disheartning
~It seemed odd, like it didn't fit with the owning pink/Lissa "Brand"

I think marketers use marketing techniques(a.k.a. scare tactics, stats and research they've done) to make people(business people like yourself) believe there is no other way except these "tried and true" generic letters and emails. I think marketing is needed to get info out there, but there has to be another way other than what you did. I think there are other ways(A way that is true to you), but these letter type things are the easiest ways to get quick cash flowing. Many of these marketing things are designed to sell to anyone, just for the sake of selling-they all follow the same format!

Sorry for my long comment, but it's from the heart-I have adored you since I started blogging last year and certainly don't mean to offend you or your marketing friend. much love and luck to you. I believed in you for you-not what a marketing person said.

Thank you Gaby!

By Lissa Rankin on Friday, 03/04/2011 at 5:24 PM

Yeah- that's the e-course I developed! SO glad you can see it now!
xoxo
Lissa

n/a

This keeps coming up for me Annette

By Lissa Rankin on Friday, 03/04/2011 at 3:40 PM

You're so right here:
You listened to the still small inner voice of your inner buisness teacher.

Because I've never been a "business-woman," I still feel insecure about what it takes to run a business. But this year has been all about teaching me to listen to that still small voice, rather than giving my power away to teacher after teacher. Yes, coaches are valuable. Yes, Angela taught me A LOT. But when push comes to shove, I still have to be my own teacher...

Thank you for validating that.
Now let me know what you think about the e-course!
Much love
Lissa

n/a

Integrity

By April (not verified) on Friday, 03/04/2011 at 1:48 PM

I'm stoked that I get to witness this particular aspect of your journey and see how it turns out before I move into marketing myself online.

I can't stand the sales letters. They turn me off every time and I can't conceive of how they work. While I read the blogs of some wonderful writers, as soon as they release a product with one of those letters I have to wonder if this is someone that is actually living in integrity with everything they write about? If someone is preaching authenticity and then releases one of those letters - what do they really have to teach me?

Maybe that's the angle to really consider - integrity. I have no desire to compromise my integrity to make more money. I would rather take a little longer to transition fully to doing the work of my heart, or make less money doing that work, than feel like I've compromised my integrity - or authenticity - at all.

I believe we can make enough abundance for ourselves being exactly who we are meant to be, it's just a matter of finding "our people."

I don't know if you are aware of Havi at The Fluent Self, but she's done some great reframing for this kind of stuff. She's so authentic and quirky that she has her own language and she seems to be succeeding by leaps and bounds by being exactly who she is.

Thank you for your incredible vulnerability in being transparent about your process. You are touching so many lives by shining your Divine Light as authentically as you do.

Hugs!

Angela, I love you girl!

By Lissa Rankin on Friday, 03/04/2011 at 12:08 PM

I SO hope you don't feel like this diminishes you in any way. In fact- PLEASE! If you're reading this and you want help with your marketing, hire Angela! Her method WORKS. I just have to accept that it doesn't work FOR ME.

I've learned so much and I know I'll be able to apply much of what I've learned to other products I will soon be offering. And I'm glad to know what works so I can choose to break the rules if I need to.

So we'll see. I'm going to try the new sales letter. And it will be a HUGE learning experience for me! So stay tuned. I'll be sure to clue you all in (you know me- I always over reveal so if I fall flat on my face, you'll be the first to know).

Bless you Angela, not just for being so patient with me but for being such a good sport in the face of my obsessive need to process everything publicly!

So much love and gratitude
Lissa

n/a

How Marketing Changes the World

By Angela Lauria (not verified) on Saturday, 03/05/2011 at 8:47 AM

My mission in life is to use my marketing skills to help people like you Lissa to change the world.

The approach we took is one of many different I use with clients. I've helped Martha Beck with her Social Media strategy, I've helped Alissa Gauger build a branding website, and I've helped Diane Hunter with getting free publicity.

I've got a big bag of tricks but when you came to me your goal was to generate revenue authentically and quickly and this method I set up for you is, in my experience the fastest path to revenue that should feel good. Since my mission is to help coaches change the world and reach as many people as possible with their work, revenue generation is, by necessity an important part of that.

For instance, OwningPink.com - I KNOW - not only changes lives, it SAVES lives. In order for the lights to stay on for this site that reaches literally tens of thousands of people; the bills need to get paid and what better way to pay the bills than with a product that offers over 10 hours of coaching with you for the price of one. It's a win-win - readers get to go to the next level at a huge discount and OwningPink.com gets an ongoing revenue stream that pays for hosting, design, and staff for the site. Everyone wins!

Anyway, I've learned so much from working with you and I do feel like I've helped if I have lead you to a way to generate revenue to keep your important site thriving. And I look forward to continuing to working together and spreading hope, love, healing and joy!!!

angela at journeygrrrl dot com

As the marketing guru

By Angela Lauria (not verified) on Friday, 03/04/2011 at 11:41 AM

As the marketing guru mentioned above, I have to say I ALWAYS insisted the marketing letter feel authentic to you. That is my rule for all clients! I believe marketing only ever really works when it is authentic.

But for me personally, my part of the sales letter feels awesome to me. I actually read it for inspiration the other day. And I'm so proud I've gotten the chance to share my feelings about money with hundreds of people. That said - lots of different things work in marketing and if you other letter works too, I'll also love that because in marketing, the numbers never lie!

You see, my goal is to make the single biggest impact on the world possible and I know if I say "Buy this. This is how much it costs." I will (usually) sell fewer copies and therefore change fewer lives. I change lives through my clients. I only work with people who blow me away and whose work I want to magnify on the planet.

People like you Lissa have this amazing knowledge and connection to how the world works - how people work - how to make the world a better place and the people in it happier and better people - that I don't have. What I have is the ability to show people why they should commit to something I believe in.

I loved the debate team in high school, politics in college, and marketing ever since. I love to persuade and I have felt honored to persuade people to work with someone as brilliant, compassionate, and energetically magnetic as you. But I have been so sad to hear I wasn't able to persuade you that marketing is fun and feels great. You are my first client who wasn't won over when the numbers rolled in.

You have my love, respect, and support no matter what you do with this sales letter. There is no one way to do marketing and feeling good, authentic, and true should ALWAYS ALWAYS ALWAYS come first.

angela at journeygrrrl dot com

Glad to hear from the writer...but...

By Elise Adams (not verified) on Saturday, 03/05/2011 at 10:16 AM

I totally understand that you stand by your work...but you totally failed in one important area. You did not take Lissa's language, vision and message and 'tweak' it for marketing you REPLACED it with your own vision. You were so focused on what you could do with her concept that you lost sight of her and the message altogether. I'm sure you are very successful but I think you could be AMAZINGLY successful if you learned to preserve the authenticity of your clients vision.

I challenge you to learn from this experience instead of just standing behind your numbers. What if your numbers could be ASTRONOMICAL if you melted a bit more into the background and worked for your clients goals (and really listen to what their goals really are...maybe it's not numbers at any cost, for instance). Obviously you DID NOT hear from her that she cared just as much about the method of sales delivery as she cared about the final numbers.

The end does NOT always justify the means. You say your goal is to make the biggest impact on the world possible... But what about what kind of impact?

You are persuasive...but by moving so far outside Lissa's voice you destroyed my personal confidence in her until heard that she was re-writing it. It made me wonder if someone else had hijacked her e-course as well...or if she'd allowed someone to influence her that just sounds like all the other marketing mavens out there.

I think you have the chance to up your game through the roof through this experience...I challenge you again. Learn from this. Become even better. Find a way to combine and collaborate more fluidly with your clients and you will be exponentially more successful!

In this internet world I find that sometimes it's difficult to get honest, real feedback--especially when we are successful. I hope you'll really grasp the Universe's message to you in all of this...it's a rare chance to take a different perfective and wrangle your next leap forward out of it :-D

Thank you Sandy

By Lissa Rankin on Friday, 03/04/2011 at 11:20 AM

I genuinely hope this e-course helps you. The graphic designer just finished Module 1 today and it should go out by the end of the weekend, so YEAH! Thank you for your faith in me.

Much love
Lissa

n/a

Thank you Sandy

By Lissa Rankin on Friday, 03/04/2011 at 11:20 AM

I genuinely hope this e-course helps you. The graphic designer just finished Module 1 today and it should go out by the end of the weekend, so YEAH! Thank you for your faith in me.

Much love
Lissa

n/a

Authentic You

By sandy (not verified) on Friday, 03/04/2011 at 11:03 AM

Lissa I bought the e course because of you! I joined the pink posse a year ago, had the pleasure of meeting you, and read what you write. It is the authentic you that I trust. I also appreciate your honesty and relatability. I feel I am in a perfect storm and reached out for the e course. I don't have a computer yet I bought the e course. Thank you for what you do!

Authenticity STILL BLEEDS THROUGH!

By Kathleen (not verified) on Friday, 03/04/2011 at 10:54 AM

Hi Lissa,

I am new to your site. Today new. And what brought me here? Yup, your 'sales' page. Well, first I read your most recent post on Care2... "The Most Important Financial Advice You Will Ever Get"... and then I clicked on the link at the bottom of the page selling your e-course.

I am no stranger to these sales pages. I have bought programs from them before. Yes, I KNEW I was being 'sold to', but the product called me in, and in the cases I did purchase the item, they was worthy.

At the same time, I am looking to shift my own professional presence onto the web and have been looking at various forms, including Chris G.'s work, and, quite frankly, these sales pages. I wanted to do something more artistic and classy and yes, take out the more overt sales hooks, but at the same time, KNEW this to be an effective sales tool.

Once your page came up, I told my lover.. hey check this one out! I like her colors... pink and purple... and more than that, I liked what you had to say and how you said it! WILD JUICY WOMAN! is what I got. And... AUTHENTIC! Yup... I could see through the 'format' and see~feel YOU! and, fell in love enough to follow you, sign up for your free e-newsletter and then got onto the Owning Pink site and found out that I knew you from another article on Care2 about your book and tours. I then ordered your book on, What's Up Down There, signed up to the community here... and am about to purchase your Get Out of Your Own Way e-course.

So I want you to know this! I think its great that you hone the piece to something that feels more authentic... but do NOT tone down even the little bit of assertive pushing in there!! I don't care if it is manipulation. We are CONSTANTLY manipulated by everything around us. MANIPULATE ME for something THIS GOOD! PLEASE!!!

So sure... perhaps take out what is unnecessary. I hear that the value probably doesn't add up to whatever number is there, or that you are going to keep it at that price. That's cool. Perhaps you don't have to say 'only' $149... just state the price. But... if people are buying by the boatloads as you say... then many of us don't care! and GOT IT! GET IT! WANT IT!

Just wanted to share this. And, I will say... with this post? you've sold me on YOU so many times over that it did push me over the threshold to BUY IT NOW!

Hahahaha!
I look forward to a long lived relationship with you, Lissa, and this incredible community you and the women here have created. YOU ROCK!!! WE ROCK!!!
xo
Kathleen

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