(Hint: It's Not About You)
Just like a scuba diver who struggles to enjoy the results of a well-planned dive, my clients sometimes struggle to hit the mark with their copywriting and marketing strategies.
When challenges happen with diving, I go to someone who knows more than me to get them to evaluate what is going on so I can fix the problem.
Likewise, my clients ask me to do things like reviewing their email copy and webinar content to determine what may need to change.
Just last week someone asked me to help them understand why people weren’t taking action on the things they had carefully written and invested time in creating.
They were confident that what they produced was what their prospect clients needed.
But the proof was in the pudding.
Only a handful of people seemed to engage with the email campaign and even less were watching the webinar to the end.
Out of the small group of active participants, only three purchased the product.
My client wanted to know what was wrong and how to make it more effective.
When I reviewed all the materials, I saw some key things that were wrong immediately.
But in my gut, I wasn’t sure my client wanted me to tell them the truth.
(Sometimes the truth is hard for people to swallow.)
As I prepped for the feedback meeting, I reflected on the sage advice my mentor Ray Edwards offered regarding having difficult conversations.
When the time was right, I was ready to share Ray’s thoughtful approach, “I’m embarrassed to ask this, but may I have permission to share something awkward with you?”
Tapping Into Human Psychology
The trick to writing copy that your audience wants to read is knowing what is important to them.
Many business owners think they know what their prospective clients want and need. But do they really?
Define Your Ideal Customer. It is critical to know who your prospective client is, what they want, like, and need.
If you get a handle on what keeps them up at night and use their own language — I guarantee they will listen.
Don’t just rely on your gut instinct or what you think you know.
Start by writing out everything you think you know. Then put that aside and do some market research. Conduct interviews. Do surveys. Dig around until you really understand what makes them tick. Then use and apply what you’ve learned to what you create, write, and offer.
It’s Not About You. This is hard for me to say, but your copy is guaranteed to be more effective when you take the focus off you and put it on your customer. While it is wonderful to tell everyone how awesome you and your products or services are. The only thing people care about is themselves.
Make sure that what you write, create, and offer shines the light on your customer. We live in a me-focused society. You know that. I know that. So make everything you do about them.
When you make them the focus, they are sure to stop what they are doing and listen.
As Burger King likes to say, “Have it your way.” Notice they didn’t say, “Have it our way.” Or “eat our awesome burgers our way.” No, they focus on the customer getting what they want.
You should do likewise.
Focus On Their Problems. Everyone has problems that they need and want to be solved. Don’t believe me? Just ask them.
In fact, if you listen to your ideal customers long enough, they give you a laundry list of all the things that bother and keep them up at night.
If you really want to draw your prospects into your world and let them know how you can help them—you need to put your finger on the exact spot that bugs them.
Don’t just touch on it. Poke them right where it hurts. Make sure you push on that pain until they cry, “uncle.”
Then talk to them about what they aspire to achieve on the other side of the problem. And crank up the volume. Amplify their desire and dream so loudly they can imagine a life where the problem is solved.
Once you get them to this point, they are certain to listen to how you can help them. THIS is when you can share your solution that helps their pain dissolve and their aspiration become a reality.
How You Can Apply This
When was the last time you evaluated what you create, write, and offer?
Do you know if your target audience is actively engaged?
Are your words hitting the mark?
Let me encourage you to take the key points shared here and apply them to your business.
Take time to define your ideal customer.
Find every place you’ve focused on yourself and flip it, so you’re focusing on your customer. Write as much as you can about your customers’ problems, pains, and aspirations.
When you do these things, I promise your ideal customer will start to notice what you’re offering.
Want a free analysis of your email campaign or sales page? Book a free 45-minute conversation with me today. Just fill out this form, book a time, and we’ll talk. It’s that simple.
I recently attended Jeff Walker’s 3-day PLF Live event in Phoenix, Arizona. Designed for like-minded, visionary entrepreneurs to come together, the conference takes a deep dive into Jeff’s proven process for launching a product. The uniquely structured environment buzzes with high energy and contagious enthusiasm that makes networking and learning optimal.
The excitement builds in the private Facebook group days and weeks before the actual event; especially as attendees prepare to fly in from around the globe.
Once you’re on the ground, things really begin to ramp up. A fever pitch of excitement surrounds everyone, and the air becomes electric with energy that permeates every conversation and interaction.
Better than virtual learning: Intentional conference attendance can build connections and open doors.
The last time I attended PLF Live, it was on behalf of a client with whom I was developing a product launch. While I walked away with valuable information and insights, my focus and reasons for attending last time were very different from this time.
This year I went to PLF Live to make and strengthen connections—both new and old. I focused on learning something new, and immersing myself in all things “Product Launch Formula.”
As an apprentice and Endorsed Service Provider of internationally renowned copywriter Ray Edwards, I’ve learned that attending business conferences can offer insights, ideas, and in-person networking opportunities you can't find anywhere else. So, I embarked this conference to do just that.
I also anticipated quality time with Ray, Marshall Bone, and other apprentices from around the country. The opportunity to rub elbows and breath the same oxygen with my virtual colleagues seemed like icing on the cake of an already off-the-charts experience.
Listening can influence the way you connect with others.
During the conference, it struck me that life is one continual product launch. If you’re going to connect with others, you must share insights that transforms problems while overcoming potential objections.
You may be wondering how or why you this works. Read on as I unpack each item, and I’m sure you’ll see a common action step you can easily do.
Target Transformation: The reality is that most marketing and sales folks tend to focus on the features and benefits of their products and services.
Think about it for a minute. The ads and articles you see describe how they can fix your problem pull you in. Inversely, the ones that give you a list of features tend to turn you off.
Focusing on features and benefits is like listening to someone talk about their family vacation. You see pretty pictures and hear cool stories, but after a while, your eyes glaze over because you can’t relate.
Similarly, the majority of ideal customers cannot relate to intangible features or benefits.
So how do can you reach them and connect?
By sharing how your product or service can fix their problems.
Customers can connect with solutions that help them.
You can easily do this if you pivot your talk track so it targets the transformation your solution offers.
When you focus on the results and outcome the people you're talking to start to pay attention.
Your key is listening so you can learn about the problems you need to address.
Here’s What To Do: Listen to your ideal customers talk about their problems. In turn, you can learn how to talk about their biggest frustrations, triggers, and hot points. Use these insights to list out all the problems and pain points your products and services solve for your ideal customer.
Answer Objections in Advance: Did you know that most prospective customers have reasons why a product or solution won’t work for them?
Good news: You don't have to guess about the objections.
If you listen, customers will tell you what objections keep them from buying.
As you learn what these obstacles are, you can intentionally address and answer them before they are raised.
You can easily uncover these hidden roadblocks by asking questions that help you understand their ordinary world and the world they desire.
Once you determine why your ideal customer hesitates to take action and buy, you can proactively share how your solution helps them.
Here’s What To Do: Have intentional conversations with prospective customers to determine their objections. Ask open-ended questions and listen to their responses. Adjust your copy, testimonials, and videos to answer every objection your avatars might have so you intentionally answer their questions before they are asked.
Did you notice the critical things you need to help you address both transformation and objections?
Ask open-ended questions and listen.
Listening is essential as you seek to connect your brand with customers.
Speaking of listening, I decided to reach out to those I met in person and virtually to get their insights from attending the conference. I received such good response that I’ve decided to share that in a follow-up post. Stay tuned for that…
Until next time, listen to your ideal customers and apply what you learn when you connect with others.
Are you using your website to showcase the success of your customers? If you answered no, then you are missing an easy sales and marketing opportunity.
Today, more than four billion* people around the globe use the Internet. And most of those people use online search capabilities to quickly find solutions for whatever business problem they might be experiencing.
Since the vast majority of your customers use technology, your prospects are on the Internet actively searching for what you offer. This means that any B2B company with a product or service can use the power of online marketing to showcase what they sell.
Think about it for a minute: No matter what you offer, your customers are online searching for you right now, even as you read this. Are your prospects:
Today’s technology age allows anyone to quickly Google a list of companies that offer solutions to their problems.
So let me ask you: When your prospects click on the link to your website, does your site convince them that you can help them?
There are many ways to help your prospects see that they need what you offer without tooting your own horn.
Providing testimonials, case studies, and customer success stories can give you a competitive edge that others aren't using. Need proof? Forrester research data shows that only 34 percent of salespeople consistently use success stories.
When you use customer success stories, you're focusing on significant business problems that showcase the benefits your solution provides. Since the spotlight is on real issues, the story feels genuine and authentic. In turn, this evokes emotion and causes people to take action.
You don’t have to look far to create compelling case studies. Conversations with your existing customers can quickly provide you a goldmine of information that connects with prospects.
Showcasing the stories of your customers can result in:
Success stories use hard data from actual customers to showcase your value to your target audience. Case studies are powerful, compelling tools that sales and marketing can use to turn prospects into customers.
Even if you haven’t tracked the before and after metrics of your customer’s journey, you can still capture the core elements to write a story that converts. The basic format looks at the customer’s background, the solutions they sought, and the results they experienced by working with your company. While numbers show quantifiable ROI, you can still showcase key highlights your customer’s story.
If you invest the time to collect customer information and create case studies, you can use them to elevate your marketing. Success stories can attract more clients when you use them for sales collateral, blog articles, social proof, website copy, lead generation, press releases, webinars, and so much more. The opportunities to showcase this content are endless.
Don’t miss out on building your credibility and selling more. Let your customer stories do the work for you.
If you don’t have the staff, resources or time to collect customer success stories, hire a marketing consultant--like me—to do the legwork for you. From coordinating the interviews to writing the case studies—I can help you use success stories to elevate your sales and marketing.
Let's schedule a conversation today!
You’ve invested a lot of time creating solutions to make life easier for your target customers. The good news is you already have a handful of customers using your solutions. But you want to grow your business and capture your fair share of the market. Unfortunately, you're having a hard time connecting with customers.
It shouldn’t be that hard to have a conversation with others about your offer. Should it?
Every interaction you find yourself talking to prospects about the awesome products you’ve created. You even describe all the time your solutions can save people. But, you’ve discovered that sharing all the wonderful features and benefits gets you nowhere fast.
For some reason, people seem to go into the twilight zone with a glazed look in their eyes. Or if they are on the phone, you can tell that they stop listening to what you have to say.
Your pre-canned talk scripts and presentations are missing a few core elements to make you successful. Let’s review some essential truths that can help turn things around.
Four Essential Truths You Must Know
If you reflect back to the beginning of your company, you may recall that identifying your customers’ pain points helped create the products you offer in the first place.
These same issues can help you market and sell. Understanding what annoys, frustrates or hinders your customer gives you psychological ammunition that you can use to build your brand, create trust, and form relationships.
Once you are armed with this knowledge, you can start conversations that creatively focus on your customers’ problems. Since people like to talk about themselves, your conversation should create lots of dialogue.
By shining the spotlight on your prospects concerns, you’re creating a bridge that eventually leads to the solutions you provide. But it doesn’t happen overnight. This form of relationship marketing takes time to build - just like a friendship.
Think about the friends you trust. You connect with them because they get you. They understand what you struggle with and why. They empathize with you, and sometimes they even show you ways to do things that can ease your pain.
Now that you know the secret to connecting with customers and prospects, how can you do your homework to uncover these issues?
Three Tips for Uncovering Your Customers' Issues
Let's look at three tips to uncover the problems that keep your customers up at night:
No matter what you’re doing, it all starts with an engaging interaction that makes you relatable and memorable. When the time is right for them to solve their problem, I guarantee they’ll remember you.
Until that time, let me challenge you to find creative ways to address them in all aspects of marketing and sales.
Don't have enough time to do the research and create a plan? Let me help you uncover your customers' pain points. It all starts with a conversation. Email me today.
Relationships are powerful. Connections with others can build up or tear down. How you interact with others can impact your business or personal life.
These thoughts run through my head, heart and mind everyday as I go through this journey called life. How can I can pour into others and connect with them? What can I do to be helpful and make an impact? What can I learn from others? How can I apply what I've learned? The questions are endless... and meaningful.
In keeping with this new theme of making powerful connections, I experienced something uplifting and powerful this morning. A friend of mine, who is part of my Copywriting Mastermind group, took the time to pick up the phone and speak words of encouragement over me. It only took her a moment to do that but it meant so much.
As a side note, she had just listened to my first attempt at recording a podcast and wanted to give me feedback. (Creating a podcast about pouring yourself into profitable connections is a professional goal I'm working on. My Copywriting Mastermind Group is part of that journey as they give me feedback and hold me accountable to achieving that goal.) But that's another story that is in development...
My point is this: Who in your life, both business and personally, needs to hear from you today? What five customers and/or prospects do you need to reach out to? Is there a colleague or personal friend that you could pour encouragement into? How can these interactions benefit them and/or you?
Take a moment to make a list of key people that you need to connect with and do just that. Think about ways to make each connection meaningful to the other person. Make it a daily habit. I promise you the results and rewards will be long lasting.
Want to read (and eventually listen) to more of my thoughts about pouring yourself into profitable connections? Subscribe to receive occasional updates from me.