Post on 03-Mar-2017
Don’t take your customer for a beer.
@JoelKlettke
What’s the difference?
“Sales made simple.” “You hate guesswork and busywork – so we made sales less work.”
What’s the difference?
“Sales made simple.” “You hate guesswork and busywork – so we made sales less work.”
“Affordable time tracking payroll software.”
“The time tracking tool that pays for itself.”
What’s the difference?
“Sales made simple.” “You hate guesswork and busywork – so we made sales less work.”
“Affordable time tracking payroll software.”
“The time tracking tool that pays for itself.”
“Get the reports your CRM can’t give you - without the
headache it does.”
“Break through native reporting limitations.”
Uh oh. Am I out of a job?
“Sales made simple.” “You hate guesswork and busywork – so we made sales less work.”
“Affordable time tracking payroll software.”
“The time tracking tool that pays for itself.”
“Get the reports your CRM can’t give you - without the
headache it does.”
“Break through native reporting limitations.” Customers
Marketers and Copywriters
“How do we get there?”
And nothing useful was learned that day.
Personas and keyword research…
How to make caviar – 1,500 walrusWalrus caviar recipe – 300[Laws regarding eating walrus] – 23
How to catch a walrus – 1,500 Walrus caviar recipe – 300 [Laws about eating walrus] – 23
KEYWORDS
…don’t explain motivation.
I wish I could…
I’m frustrated by…
I’m worried about…
I need to…
You are not your customer.(Stop trying to think for them.)
“What’s the plan?”
Ask
Record
AnalyzeFeed
Measure
“What do we need to steal?"
Pain Points Anxieties PrioritiesOutcomes
“What will that teach us?”
Pain Points Anxieties PrioritiesOutcomes
“Sticky Copy” Hierarchy
“Who do we need to steal from?”
Customer Type Why? Bonus
Active (3 – 6 months) Current + Outcomes Social Proof
Leads Pains + Anxieties Competitor ResearchLead Quality
Dead accounts Failures Fixes
“What do we look for?”
Frequently Used Words
“What do we look for?”
“…because of IS2 we have been able to close higher value deals on a faster timeline than before.”
Recurring Themes
“allows me to track client submissions on a daily basis: it saves me time every morning.”
“Weekly KPIs are no longer a time consuming part of my workflow..”
“What do we look for?”
“We can twist, turn, and dig into every aspect of the sales process.”
“We can analyze data better.”
Well Said
“What do we look for?”
“We now have a clear window into company booking amounts that are uncontested across the board. Before, everyone fought over what the "true" booking number was. Now it's a given.”
“It has very detailed reporting.”
Insightful
“What do we look for?”
“You could literally turn sales intelligence on tomorrow.”
“The learning curve is short.”
Fresh
It’s stealin’ time.
Customer Interviews
Diggin’ deep & gettin’ personal
3 – 5+
Uberconference
Experience, not opinion
Challenges with interviews…
“The feedback isn’t helpful…”
“They won’t open up!”
The B/D/A Approach
Before During After
Do NOT ask…
Yes/no?
Would you use…?
Isn’t it great that…?
Top 3 “Before” Questions…
What was going on in your business that sent you looking for a solution?
What else did you try, and what didn’t you love about it?
What almost kept you from choosing us?
Top 3 “During” Questions…
What’s the most important way you use “X”?
Which feature(s) do you use most often?
Give me an example of a time when “X” made a big difference for you.
Top 3 “After” Questions…
What is your favorite part of “X” – and why?
What can you do now/better that you couldn’t before?
What has that meant for you/your business?
Bonus: Follow Up Powerhouses
“What made that so ___________?”
“Can you tell me a bit more about that?”
“Why is that?”
Email Surveys
Fast feedback at scale
20 – 200
SurveyMonkey, Typeform
Structured n’ short (5 – 10 questions)
Getting buy-in via email…
1. Don’t ask for anything else
2. Give them a “so what?”
3. Set a deadline
4. Make it safe
Over 70% Response Rate
Challenges with email surveys…
“I don’t use it day-to-day”
“I wasn’t part of the purchase process”
“We haven’t had time to evaluate yet”
Use classification questions
How would you describe your role?
Were you involved in the purchase decision?
How do you use “X”?
Logic maps + Self-Segmenting
Force-Ranking for Priorities
“What was the most important feature
when evaluating…”
Example: Nicole Walters $1K1Day
• GoalsImprove onboardingUnderstand motivations
• Surveyed incoming/past students400+ Responses (Yikes)
• Some of what we asked…“What’s the biggest challenge you’re experiencing?”“What needs to happen in 2016 to declare it a successful year?”
What we heard…
I need to become more focused and clear on what I need to do and then create a
system to implement...
To quit my job and replace my 9 – 5 income with my own business that
allows flexibility.
Self-doubt and procrastination are killing
me.
Brought into landing pages…
Baked into emails…
Example: Grants International
“…most do not understand its intricacies or are not aware it existzzzzzzzzzzzzzzzzzzzzzzzzzzzz.”
Goal: Reduce drop-offs
Trust factor + frustration…
= a common enemy!
“Take the CRA to task and ensure your claim is taken seriously, whether it’s the first time or the fifth.”
“At your wits end with the CRA?
Too tired and frustrated to deal with all the paperwork?”
Onsite Surveys & Chat Logs
Goldmine for anxieties, obstacles and lack of clarity
10+
HotJar, Qualaroo
Context is crucial
Challenges with onsite surveys…
“Annoyed customers!”
“1% response rate!”
Onsite Surveys: Cool Your Jets
Not ready yet.
Maybe…
Most definitely!
Onsite Surveys: The One-Two Punch
Image stolen from the brilliant minds at: http://www.conversion-rate-experts.com/survey-tools/
Chat Support = Gaps
Support Guy
Hi, how can I help you today?
Message
Smart places for chat…
Middle-of-Funnel pages
Plans + pricing pages
Cart abandonment
Example: Adding Clarity
What’s the difference
between ____ and _____?
Will this tool work for me
if I need ______?
Do I have to use _______ to get
______?
Review & Testimonial Mining
Fast, free, massive
20+
Google Advanced Operators
Take good notes
“What do we already have?”
1. Testimonials2. Case studies3. Emails4. Industry review sites5. Expert reviews
Competitor Reviews
Challenges with testimonials and reviews…
“Nobody will review this publicly.”
“I don’t have any customers!”
Amazon Reviews
1. Find products that solve similar problems2. Sort by “Most Helpful”3. Dust off your reading glasses4. Profit!
Hunt for Conversations…
But…
ALWAYS:Cross SectionCross-Reference
Stealin’ from testimonials…
BORING SAMENESS
We saw a pattern…
Thanks, Greg Johnston!
It’s analyzin’ time.
A quick reminder (For those who are still awake)
Recurring themes Frequently used words Well said Insightful Fresh
Watch for…
QUOTE / MEMORABLE PHRASE
TYPE THEME FEATURE NOTES WHERE?
“Clockspot has made timesheets the easiest part of this business – and nothing is easy in this business.”
Benefit Ease of Use Payroll Reporting
Well-said; great contrast. G2 Crowd
Document for easy reference…
Shout out to Josh G at Sway Copy: http://swaycopy.com/
4 Steps to Documentation Bliss
1. Copy and Paste like the WIND! 2. Tabulate + Group3. Highlight4. Review
PAIN POINT ELIMINATED BENEFITS TOP QUOTES NOTES
#1
#2
#3
#4
Cheat Sheet!
It’s writin’ time!
Example: HubSpot CRM Page
Goal: Improve sign ups Find a winning formula
Approach:• Email Survey• Review Mining• Interview Transcripts
A few things we learned…
1. Customers care about different things than we do.
2. “Free” isn’t the biggest part of the equation.
3. “Tracking” comes up a lot.
4. Our UVP is off.
We changed the messaging to mirror priorities and pain points…
We moved from features to benefits…
(With help from customers, of course…)
Customer quotes
We restructured based on customer priorities…
Used customer outcomes to write better crossheads…
Guess where these came from?
Woohoo - 20% increase in sign ups!
Enormous thanks to…
Joanna Wiebe Copy Hackers
Jen HaviceMake Mention Media
Don’t take your customer for a beer.(Take me instead!)
@JoelKlettke
Conversion Copywriting
Done-For-You Case Studies