Are Your Sales Flat?

How's business?

If you're at capacity and happy, good for you. You can skip this and get on with your day.

But if your sales are flat ... and you're thinking things like:

• "We need more qualified prospects."
• "We need more sales conversations."
• "We need more revenue."

... then keep reading.

Because the reason why may surprise you.

Sometimes your sales can slow down due to price, or timing, or a competitor with more resources.

But more often than not, in my experience, it's the words you're using.

That's because most marketing is written in the language of a company: Features, jargon, and "best in class" noise.

Your buyers don't think or talk like that, so your marketing gets ignored.

You may have experienced this already:

• Ran paid ads that failed.
• Hired an agency that didn't understand your business.
• Spent a fortune on marketing tech you never really used.

But there's a better way ...

Hi, I'm Kevin Donlin.

I've spent more than 28 years writing direct-response copy that sells, and along the way I found something unusual:

Your best clients can describe what you sell better than you can.

That's because you're inside the bottle, trying to read the label, while your buyers are outside, seeing it clearly.

So instead of guessing from inside the bottle, I go find the words your buyers already use.

I find them in two places: Your testimonials and reviews, or your recorded sales calls.

Either one is enough, and both together are powerful.

Then I build your marketing around those words.

When we do that, your marketing stops sounding like a pitch from a company. It sounds like a referral from a friend.

And that one change lowers sales resistance, because in my experience people trust other buyers more than they trust a business. That's why referrals work so well.

I call it Voice of the Buyer Marketing, and it's behind every campaign I write.

It lets you sell more to the audience you already have, without spending more on ads.

Because most of the money you're chasing is hidden from view: The leads who didn't buy, the clients who only bought once, and the prospects still sitting in your pipeline. Together, we turn that warm audience into new revenue, using your buyers' own words.

HERE'S WHAT THAT LOOKS LIKE

1. You finally know the real reason people buy from you.

I go deep into your testimonials, reviews, and sales call transcripts to find the reasons people actually say yes, in their exact words. No more guessing what to put in front of a prospect. You get the words that lead to sales, straight from the people who already bought.

2. You can sell to more buyers just like your best ones.

How? You get a Voice of the Buyer Cheat Sheet that translates what your buyers say into words that sell, so you attract more people like them. It's like having the answers to your buyers' toughest questions in every sales conversation and marketing message. That's why I call it a Cheat Sheet.

3. New revenue comes in while you run your business.

I write your whole campaign for you: Typically a sales letter for physical delivery, a landing page, and an email sequence. I also manage any printing and mailing, by U.S. Mail or FedEx.

I do the research, the writing, the design, the printing, and the mailing. Your team sends the emails from your own domain and makes any follow-up calls, working from scripts I write.

Those are the same hours your team is spending now in most cases. Because they're already sending emails and making calls. We're changing what they say, not how much they do.

4. You stop wasting money on messages that flop.

Your project includes your own Voice of the Buyer Digital Focus Group: A panel of 30 buyer personas built from your ideal client profile and grounded in your call transcripts, testimonials, and reviews.

The Focus Group gives you a sounding board to test marketing messages before they go out. It's based on Stanford research and grounded in real buyer language, so the 30 personas react to messages like real buyers, not generic AI. Yours to keep, for life.

Typical timeline? From kickoff to delivery is usually 4 weeks.

How we measure success depends on how long your sales take.

If you sell in weeks, we measure revenue, and the goal is a return on your investment in 90 days.

If your sales cycle is six months or longer, we measure qualified conversations with decision makers in 90 days.

Either way, we agree on the number before I start.

WHO THIS IS FOR

This works best if:

• You sell a high-trust B2B offer. Coaching, consulting, software, or a professional service, priced at 5 or 6 figures.
• Your marketing is already good, and you know it could be better.
• You've hit a wall with LinkedIn, Meta ads, cold calls, or email.
• You've got testimonials and reviews, or recorded sales calls I can mine, and a list of past leads or inactive clients to reach.

WHO THIS IS NOT FOR

This isn't for a business with no clients and no proof.

My method runs on the voice of your buyers. If there are no buyers to listen to yet, there's nothing for me to work with. I've turned down big projects for exactly this reason, including projects for companies whose testimonials didn't match the buyers they were chasing.

It also isn't for you if you have no list at all: No leads, no prospects, and no inactive clients. This works fastest on people who already know your name. So if you have no audience to reach out to, we're not a fit (yet).

WHAT IT LOOKS LIKE

Here's how a typical campaign unfolds.

1. First, I uncover the Voice of the Buyer. I extract the words and emotional hot buttons of your best clients: What they want, what they fear, and how they describe success.

2. Next, I write the campaign. Your sales letters go out in your buyers' words, by U.S. Mail or FedEx, and I handle the printing and mailing. Any web pages are launched. Your team sends any emails and makes any phone calls using scripts I write.

3. Then, sales conversations begin. You talk with qualified prospects who arrive pre-sold, so these are warm conversations, not cold calls.

PROOF

A coaching company generated $1.1M.

(They reused the same campaign a year later and produced another $479,994, for $1.1 million total.)

A financial advisor bought CPA practices from cold letters.

(One deal per 200 letters. That's the math I'd want if I were you.)

A software company generated $300,000 in their pipeline in 60 days.

A coaching academy sold $115,000 from a webcast.

A high-tech device company sold $534,000 in 30 days.

(His cost to acquire a customer ran about half the cost of Meta ads.)

And the $100-Million Letter.

(The letter mailed nationwide while they went from 9 locations to 44.)

MY PROMISE

We agree on the number before we start. If you don't hit it in 90 days, I keep working until you do, or you get your money back. No fine print.

I've done it this way since 1998, because I'd rather return your money than keep it and leave you unhappy.

WHAT IT COSTS

Projects start at $15,000. I break them into monthly installments so you can pay from the new sales we generate over time. Every project is built to fund itself.

This isn't a $99 set of DIY videos. It's a done-for-you system built on your buyers' own words, with a money-back promise behind it.

COMMON QUESTIONS

Is this copywriting, strategy, or a campaign?
It's all three, delivered as one done-for-you system. You get buyer insight, messaging, and execution, handled start to finish.

I sell something intangible. Will this work?
Yes. Most of my clients sell consulting, software, or professional services, where the buyer can't judge the thing until after they pay. That's exactly where buyer language does the heavy lifting, because trust is the real obstacle.

My clients can't be named publicly. Does that kill this?
No. I need your published testimonials, reviews, and/or recorded sales calls, but only for research. We don't name anyone in your messaging who hasn't agreed. If your clients are under NDAs or compliance rules, we anonymize everything before any messaging goes out.

How much time will this take for my team?
The same hours you're spending now. Your people already send emails and make calls, so we're changing what they say, not adding to their work week.

Do you generate leads for me?
I don't run your ad accounts and I don't manage your media. I write the copy and the campaigns that bring leads in, and your team runs them. We start with your inactive leads and past clients, because that's the fastest path to new sales. Once we know what's working on people who already know you, those same words go into the outreach you use on strangers.

Will a printed letter really reach my decision-maker?
Yes. Email and ads get lost in the noise, ignored or never seen. But FedEx envelopes or personalized letters by U.S. Mail get opened, because nobody else is sending them. For people you can't reach online, it's often the only way in.

Is this just you?
I do the research and the writing myself on every project, and I've done it that way for over 28 years. The only others involved are my printer and mailing house, and I've used them for 14 years. That's why I take on a limited number of projects at a time. The writing is mine, and it doesn't get handed to a junior.

What if it doesn't work?
We agree on the outcome up front. If you don't hit it in 90 days, I keep working or you get a full refund. No fine print.

WHY IT WORKS

Real words beat marketing jargon. Your buyers' language is more persuasive than anything I can invent. It's also as unique to your business as a fingerprint, which makes you nearly impossible to copy.

Real touches beat digital noise. A letter that shows up by mail or FedEx gets opened and read, while cold email and DMs burn your reputation or languish in a crowded inbox.

Real results beat vanity metrics. I don't count clicks or views. What I count is qualified conversations with high-value prospects that lead to sales.

READY TO CLONE YOUR BEST CLIENTS?

Let's talk.

In just 30 minutes on Zoom, I'll share ideas to grow your business, grounded in how your buyers actually talk and behave. You'll get a video recap afterward, with clear next steps.

We'll talk about what your buyers are telling you, and you'll leave with the two or three ideas you can use right away.

You can use those ideas yourself, or ask for my help. You decide. There's no pressure. If I think I can help, I'll tell you. If not, I'll tell you that too.

Sound fair?

If so, here's my calendar link: