TCC Podcast #291: How to Create an Irresistible Offer with Lander Sulser

Lander Sulser is our guest for the 291st episode of The Copywriter Club Podcast. Lander is a marketing strategist and launch copywriter who helps her clients optimize their offer using her signature framework. Whether you’re trying to help your own clients with their offers or you’re creating your own, be sure to tune into the episode. Check out the conversation: Not knowing how the hell you get to your dreams, but you know you have them. The benefits of using mastermind to leverage your skills and business. How you could get the “in” with big names in the industry by knowing one person. The other benefits and value you can provide as a copywriter other than just the writing component. The process of creating the name for your offer. How to create an irresistible offer in 4 simple steps. What has changed in creating offers since the pandemic? How to hone in on your BIG promise, so your message isn’t diluted. The guarantee – How should we approach it? What we shouldn’t be doing when launching our products. How to create exclusivity around your VIP offer. The better way to craft your USP to stand out from the crowd. Creating purpose for every copy element you’re providing for your client. DFY vs DWY copy services – what’s best for YOUR business? Boundaries you should be setting as a consultant or mentor. You aren’t (always) the ideal client… create the separation. The secret to the end of research and learning during copy projects. Being nicer to ourselves – How do we rewrite the stories we’re telling? Implementing systems and processes will do w h a t for your business?! Why white space in your calendar will create a better business. How to build authority as a highly-sensitive person. This is a not-to-miss episode. Be sure to press play or check out the transcript below. The people and stuff we mentioned on the show: The Copywriter Think Tank Copywriting Income Survey Kira’s website Rob’s website Lander's workshop  The Copywriter Club Facebook Group The Copywriter Underground Sign up for Typeform Episode 205 Episode 266   Full Transcript: Rob Marsh:  You've probably heard the marketing equation 40/40/20. More than one of our guests on past episodes has mentioned it. 40/40/20 represents which parts of promotion are responsible for the sales. 40% comes from your list or your audience, making sure that you're talking to the right people. Another 40% comes from the quality and value of your offer. And the final 20% comes from your copy, the message that you use to sell the offer to the right audience. And if you're talking to the right people with a great offer, you'll almost certainly succeed, even if the copy isn't that great. Conversely, if your offer is bad, even the best copy won't do much to salvage the promotion. All of that is a long way to introduce our guests for this episode of The Copywriter Club Podcast. Copywriter and marketing strategist and Think Tank member Lander Sulser. Lander's specialty is helping her clients dial in an irresistible offer that customers can't say no to. It's a superpower that every copywriter needs to have. So you'll definitely want to stick around for this episode. Kira Hug:  Before diving into the interview with Lander, this sponsor for this week's episode is the copywriter Think Tank. Rob Marsh:  Surprise. Kira Hug:  Shockingly, it's the Copywriter Think Tank. It's a part mastermind and part coaching program, and it's designed to help copywriters dive deeper into their businesses and explore new ideas that maybe they didn't even think were possible. With our two new coaches, Linda Perry and Jonnie Stellar, you'll get personalized focus on systems and mindset. In addition to strategic coaching and support from the two of us. If you're looking to create a new offer or program, scale your income, launch a book, or maybe even a podcast, the Think Tank could be your next step to making it happen. And if you want more information, head over to copywriterthinktank.com to learn more. Rob Marsh:  All right, let's get to our interview with Lander Sulser. Lander Sulser:  As a writer today, I have client’s clients, course creators in the online space that I write copy for. And then, occasionally, I'll have students that I coach by creating an irresistible offer. And I'll do that from my little basement office in my home. I love working from home and hearing my kids around the house. So that's how I'm making money right now. Rob Marsh:  So I think a lot of people hear you say, I work with high-end coaches, and think, oh, that's awesome. I'm just starting out. How do I connect with those kinds of clients? I'm curious, Lander, how did you find your first clients and how did you ladder up to these higher-paying bigger projects in your business? Lander Sulser:  Beautiful question. Yes. I remember feeling like how do you get there? In the beginning, truly, I would take an online course, and then I would reach out to these people I just thought were amazing. And I have a podcast and it's called Online Success For Creatives. So one way was just to be like, "Hey, look, I think you are so cool. You've got a great offer here. Can I write for you?" And of course, my pricing was very different at the time, and if it was right, they'd be like, yeah, just write for me. And that was one of my clients, Amanda Horvath, who now has a multi six-figure course, and we've worked together multiple times. So sometimes it was just reaching out and be like, "Hey, I think we align. I think you're really cool. Can I help you on this project? And I can take something off your plate." So that was how I started in the beginning. And then as their stories grew and I had a little bit underneath me of experience and people could see a bit of a portfolio starting to get together. The biggest connections were through doing a mastermind. I would say that I did a mastermind and that really helped connect me with higher-end consultants and course creators, because I don't typically say; it's really hard for me to leave home. I have very little children. And so I think that was the biggest push for me getting bigger clients was reaching out in the beginning and just sticking with it over time. Kira Hug:  Okay. Yeah. And I'm glad we're talking about this because this is a question that popped into my inbox even yesterday. It was just like, "Hey, Kira, how can we talk about how to get the high-end premium clients?" So let's just dig deeper into this. It sounds like what's worked is joining different programs and then reaching out to the creator of the program and then also being in the right room. So you mentioned being in the right masterminds so that you're surrounded by the right people. Are there any other ways outside of that, that you would recommend to copywriters who are struggling to connect with the right clients? Lander Sulser:  Yeah. I think that I mean, podcasts are a really powerful way to connect with people. Even if you're reaching out to someone and a team member, Amy Porterfield is super busy. You're not really going to reach Amy Porterfield through her email, but you're going to reach people on her team that then know your name. And so that's really powerful. And that does come back over time. I full queried it but didn't land the client, but I did reach out to someone. She was on my podcast, she's a seven-figure person and her team was like, “hirer Lander!”. And she went in a different direction, but you can't overestimate the power of those small connections. And by small, I just mean those unique connections that are maybe not in the main person, but they're working on a team because they're going to remember you. They might work with multiple six seven-figureure business owners. And now you're on a new list to get connected. So that's also a powerful way is just reaching out through your podcast or to blog and knowing the name of the team members. Rob Marsh:  Yeah. I like that. I'd love to talk a little bit more about your podcast and how you approach that. What are you thinking about when you are thinking, okay, I want this particular guest on my show and then is it this conscious effort? I'm reaching out to them on the show. Yes, but ultimately I want to work with them someday or are you just forming relationships and trying to nurture them so that when the thing happens, it happens. Lander Sulser:  You know, when I started the podcast, I had a story, like loss, which you guys might touch on later, but when I came into my business, we all know mindsets it's a huge thing really. I was like, I just want to work. And these people seem really cool and they've got amazing online offers and I want to connect with them. And that was the whole basis. I would reach out to these amazing entrepreneurs like Tyler McCall, Casey Morris, there were lasts that really were on my podcast I really love. And I'd reach out and be like, "Hey, I'm literally a mom behind the computer, who wants to make more connections. Would you like to be on my podcast? Here's a few of the basics of what I reach out and do." And many of them said, yes. And then we're on the podcast. And we started talking about what I love to talk about, which is creating online courses. And what I loved at the time when I started the podcast was this ability that, me as a mom and educated love learning could have space and work from home doing what I love and connecting with people without having to leave at home or leave my kids. And I just thought that was so powerful. So really, in the beginning it was just reaching out to reach out to people I thought were cool. I know that sounds really general. And then I guess, started to become more strategic with it a bit. And now I like, if you listen to my podcast, now I have clients speaking on the podcast about how we work together and what they're doing now,