The Art of Selling with Empathy: Designing a Sales Page that Connects with Your Ideal Clients
If you’re a therapist or coach, the idea of selling might make you a little queasy (I know it does for me). Pressuring people to make decisions they’re not ready to make is the opposite of what helping professionals stand for, so it makes total sense that the stereotypical idea of selling would make helpers feel uneasy.
However, as the world of mental healthcare shifts more and more online, and therapists and coaches scale their expertise to help higher volumes of people (via courses, books, etc.), they’re confronted with the need to sell their expertise.
This is where many therapists and coaches stall out. Never getting their product or program into the hands of the folks that need it - all because selling can feel gross.
If you’re in the camp of helpers who feel repulsed by selling, you’re not alone! I’m 100% with you; traditional sales tactics make me cringe.
But here’s the best part: sales pitches, flashy graphics, and high-pressure tactics are not the only way to sell things. In fact, to truly connect with your ideal clients and sell your products, a new approach is needed - the art of selling with empathy.
By understanding your audience’s lived experiences, desires, and motivations, you can create a sales page that resonates on a deeper level and sells your product/program in a way that honors your customers’ autonomy and leaves them feeling empowered rather than swindled.
In this article, I’ll dive into the strategies and techniques for designing a sales page that not only captures attention but also builds trust and fosters a genuine connection with your potential customers.
The importance of empathy in sales
Empathy is the ability to understand and share the feelings of another person. Who’s already an expert at this? YOU!
In the context of sales, empathy means putting yourself in your customer's shoes and truly understanding their presenting problems, desires, and motivations so that you can provide a solution that actually enriches their life in some way.
When you approach sales with empathy, you’re able to connect with your audience on a deeper level and genuinely build trust. This is crucial in today's world, where we’re bombarded with endless options and desperately seeking authentic connections.
To truly empathize with your customers, you need to do your research. Take the time to understand their needs, challenges, and aspirations. Talk to them, listen to their stories, and pay attention to their feedback. This will not only help you create a sales page that speaks directly to their needs but also build long-lasting relationships with your customers.
Understanding your ideal client
Before you can design a sales page that connects with your ideal clients, you need to have a clear understanding of who they are. In the same way that you can’t provide clinically appropriate care without really understanding your clients, it’s hard to sell anything if you don’t know the people you’re trying to help.
Start by creating an ideal client persona, which is a fictional representation of your ideal customer. Use the following questions to get started:
What is this person’s name & age?
What are their values?
What are their goals?
What are they struggling with right now?
Once you have a clear picture of who your ideal client is, you can tailor every aspect of your sales page to address her/his/their specific needs and desires. For example, if your ideal clients are busy parents looking for relationship tips, you can emphasize the convenience and efficiency of your product or program. As another example, if your ideal clients value honesty and transparency, you may choose to share personal stories and infuse more of your personality into your page copy and design.
What is a sales page?
A sales page is a page on your website that sells your product/program for you. It's your product or program's hub where people can go to learn everything they need to know before purchasing, and it's where they can buy it.
Why do you need a page on your website to sell something for you? Because selling a product or a program takes a different approach than filling a client caseload.
When filling your caseload, you might have used consultations or discovery calls to help clients get a sense of your style and what you were offering. These meetings are likely when you answered questions, talked about what the work would look like, and helped your potential clients decide whether to work with you or not.
With products, courses, or large programs, consultation calls aren’t always feasible since you’re selling to a larger audience. Not only would it be exhausting to have calls with everyone interested in your product, there's just not enough time in the day!
A sales page solves this problem by having a conversation with your potential customers on your behalf. A well-written sales page will feel similar to a consultation call for your website visitors; it’ll be empathetic, informative, and it’ll give potential customers a solid idea of what they’re investing in.
Elements of a sales page that connect with your ideal clients
Once you have a solid understanding of your ideal clients, it's time to dive into the elements of a sales page that will connect with them on a deeper level. Here are some key components to consider:
Crafting a compelling headline
The headline is the first thing your potential customers will see when they land on your sales page. It needs to grab their attention and make them want to keep reading. A compelling headline should be clear, concise, and communicate the results that people can expect from using your product. It should also speak directly to your ideal clients' struggles and desires.
For example, if you're selling a course about toxic relationships, a headline like "Master Healthy Relationships and Take Control of Your Dating Life" would resonate with stressed-out singles who are looking for ways to break toxic relationship patterns. Experiment with different headlines and test their effectiveness to find the one that resonates most with your audience.
Telling a story that resonates
People connect with stories on an emotional level. By incorporating storytelling into your sales page, you can create a narrative that resonates with your audience. Start by identifying the main struggles and desires of your ideal clients (as they relate to the product you’re selling). Then, weave a story* that highlights how your product or service can help them overcome their challenges and achieve their goals.
For example, if you're selling a meditation program, you can tell the story of a person who struggled with anxiety and a lack of self-confidence, but through your program, they were able to transform their life and become the best version of themselves. This story will not only inspire your audience but also show them that you understand their struggles and have a solution that works.
* True stories work best here. If you craft a fictional story, be sure to disclose that so as not to mislead your potential customers, which would erode trust.
Leveraging social proof and testimonials
Social proof is a powerful tool in building trust and credibility with your potential customers. Incorporate testimonials, case studies, and reviews (with permission) into your sales page to show that others have had positive experiences with your product or program. This will help alleviate doubts or concerns your audience may have and increase their confidence in making a purchase.
When choosing testimonials to include, make sure they’re specific, authentic, and relatable to your ideal clients. For example, if you're helping new parents, include testimonials from other new parents who have successfully used your product or program to gain healthy parenting skills. This will increase trust in your product/program and illustrate that you really do understand your audience’s experience.
Using visuals to create emotional connections
Visuals are a powerful tool for creating emotional connections with your audience. As a former Art Therapist myself, I’ve said it before and I’ll say it again: colors, images, textures, and graphics communicate emotions far better than words can.
Use high-quality images, videos, and graphics that align with your brand identity and match how your ideal clients want to feel. For example, if you're selling a course for highly anxious professionals, use calming colors, soothing images, and soft textures to create an environment that calms their nervous system.
By creating a visual environment that helps your ideal clients feel how they want to feel, your website visitors will feel seen, heard, and understood before even investing in your program or product. In other words, they’ll feel your empathy without talking to you directly.
Designing a user-friendly layout
A user-friendly layout is essential for keeping your audience engaged and guiding them through the sales process. Make sure your sales page is easy to navigate, with clear headings and subheadings that break up the content into digestible sections. For example, use bullet points, numbered lists, and bold text to draw attention to key points and make your sales page scannable.
In addition, ensure that your sales page is optimized for mobile devices, as more and more people are browsing and making purchases on their smartphones these days. Test your sales page on different devices and screen sizes to ensure a seamless user experience for all your potential customers.
Choose an inspiring call-to-action
Ultimately, the goal of your sales page is to drive sales, so use your call-to-action (CTA) buttons to inspire action! While common CTA’s, such as “Buy Now” “Add to Cart” and “Sign Up Here” are solid and straightforward, creative CTA’s on a sales page can really help your page feel more authentic and empathetic.
Here are some CTA button tips:
Step into your ideal client’s shoes as you proofread your page copy. As they’re reading and resonating, what are they saying to themselves as they think about purchasing? For example, “I need this” or “I want in!” Using the phrases that your ideal client is thinking on your CTA buttons communicates empathy and inspires action.
Use the same call-to-action throughout the page. Choose one phrase and use it on every CTA button that you use on your sales page.
Testing and refining your sales page
Creating an empathetic and effective sales page is an iterative process. Once you’ve designed your sales page, it's important to test and track its performance. Pay attention to metrics such as conversion rate, bounce rate, and time on page to identify areas for improvement.
Based on the data and feedback you gather, make adjustments to your sales page and test again. Continuously refining and optimizing your sales page will help you connect with your ideal clients more effectively and help more people with your products or programs.
Need help designing a sales page that connects with your ideal clients?
Designing a sales page that connects with your ideal clients requires a deep understanding of their lived experiences, desires, and motivations. By approaching sales with empathy and incorporating elements such as compelling headlines, storytelling, social proof, visuals, user-friendly layouts, and a creative call-to-action, you can create a sales page that not only grabs attention but also builds trust and fosters a genuine connection with your potential customers.
Use my Sales Page Copy Template and accompanying fillable workbook to learn how to write and format an authentic sales page that connects with your ideal audience:
