There is a trap that sales instructors often fall into: writing like they are lecturing in the name of expertise. Customers do not want to be taught. They open their wallets for someone who can point out their frustrating reality and offer an immediate, actionable solution. If your paid course conversion rate is not exceeding 5%, you need to change the attitude of your writing right now.
Conversations with a neighbor are more powerful than jargon
Many instructors use difficult terminology to establish authority. However, customers are not interested in your level of knowledge. They are focused solely on whether you understand the pain they are currently experiencing.
Discard all difficult business jargon. You should write as if you are explaining things to an elementary school student. Simply changing the subject from "I" to "we" reduces resistance. Do not try to lecture. When you feel like a colleague struggling in the field, only then will customers listen to your proposal.
Let customers discover their own flaws
Writing that unconditionally boasts about how great something is does not gain trust. Instead, it only increases resistance. Use a question-based structure that makes customers realize for themselves that there is a problem with their sales approach.
First, briefly describe the customer's situation as a story about a hypothetical third party. Then, ask the following three questions:
- How many of last month's proposals actually led to a contract?
- What deals were lost due to budget limitations or process flaws?
- What is the opportunity cost of ignoring the current inefficiencies?
Facing these questions, customers confront their own limitations before you even say a word. At this point, the solution you offer becomes not a lecture, but a salvation.
Share records of failure instead of success stories
People feel a deeper affinity for instructors who have overcome mistakes than for "perfect" instructors. According to the "pratfall effect" research published by psychologist Elliot Aronson, when a competent person confesses a small mistake, people perceive them as more human and trustworthy.
Do not just list your success stories. Summarize your most painful failure experience in exactly three lines and post it. Then, record the principles by which you corrected that failure as a series. Finally, attach an immediately actionable checklist file to the end of the post. A customer who has tasted a small success will be convinced that your paid course will completely transform their revenue.
Write once a week instead of every day
If you pour all your energy into posting content every day, the truly important task of course design gets pushed to the background. Create a weekly operational system.
Spend 30 minutes on Monday picking out three ideas from customer comments. Dedicate 90 minutes on Tuesday to writing all three posts at once. You can then schedule them to go up on Thursday. The fact that simplifying decision-making systems and providing clear tools increases closing rates has already been proven in Proposify's 2024 analysis. To generate revenue without burning out, your writing needs a system as well.
