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SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: How to Turn Customer Research Into High-Converting Copy

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Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.

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SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: How to Turn Customer Research Into High-Converting Copy

  1. 1. Don’t take your customer for a beer. @JoelKlettke
  2. 2. What’s the difference? “Sales made simple.” “You hate guesswork and busywork – so we made sales less work.”
  3. 3. 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.”
  4. 4. 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.”
  5. 5. 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 
  6. 6. “How do we get there?”
  7. 7. And nothing useful was learned that day.
  8. 8. Personas and keyword research…
  9. 9. …don’t explain motivation.
  10. 10. You are not your customer. (Stop trying to think for them.)
  11. 11. “What’s the plan?” Ask Record AnalyzeFeed Measure
  12. 12. “What do we need to steal?" Pain Points Anxieties PrioritiesOutcomes
  13. 13. “What will that teach us?” Pain Points Anxieties PrioritiesOutcomes “Sticky Copy” Hierarchy
  14. 14. “Who do we need to steal from?” Customer Type Why? Bonus Active (3 – 6 months) Current + Outcomes Social Proof Leads Pains + Anxieties Competitor Research Lead Quality Dead accounts Failures Fixes
  15. 15. “What do we look for?” Frequently Used Words
  16. 16. “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..”
  17. 17. “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
  18. 18. “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
  19. 19. “What do we look for?” “You could literally turn sales intelligence on tomorrow.” “The learning curve is short.” Fresh
  20. 20. It’s stealin’ time.
  21. 21. Customer Interviews Diggin’ deep & gettin’ personal 3 – 5+ Uberconference Experience, not opinion
  22. 22. Challenges with interviews…
  23. 23. The B/D/A Approach Before During After
  24. 24. Do NOT ask… Yes/no? Would you use…? Isn’t it great that…?
  25. 25. 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?
  26. 26. 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.
  27. 27. 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?
  28. 28. Bonus: Follow Up Powerhouses  “What made that so ___________?”  “Can you tell me a bit more about that?”  “Why is that?”
  29. 29. Steal our interview template. https://docsend.com/view/kra2kic
  30. 30. Email Surveys Fast feedback at scale 20 – 200 SurveyMonkey, Typeform Structured n’ short (5 – 10 questions)
  31. 31. 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
  32. 32. Over 70% Response Rate
  33. 33. Challenges with email surveys… “I don’t use it day-to-day”
  34. 34. Use classification questions  How would you describe your role?  Were you involved in the purchase decision?  How do you use “X”?
  35. 35. Logic maps + Self-Segmenting
  36. 36. Force-Ranking for Priorities “What was the most important feature when evaluating…”
  37. 37. Example: Nicole Walters $1K1Day • Goals Improve onboarding Understand motivations • Surveyed incoming/past students 400+ 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?”
  38. 38. 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.
  39. 39. Brought into landing pages…
  40. 40. Baked into emails…
  41. 41. Example: Grants International “…most do not understand its intricacies or are not aware it existzzzzzzzzzzzzzzzzzzzzzzzzzzzz.” Goal: Reduce drop-offs
  42. 42. Trust factor + frustration…
  43. 43. = 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?”
  44. 44. Onsite Surveys & Chat Logs Goldmine for anxieties, obstacles and lack of clarity 10+ HotJar, Qualaroo Context is crucial
  45. 45. Challenges with onsite surveys…
  46. 46. Onsite Surveys: Cool Your Jets Not ready yet. Maybe… Most definitely!
  47. 47. Onsite Surveys: The One-Two Punch Image stolen from the brilliant minds at: http://www.conversion-rate-experts.com/survey-tools/
  48. 48. Chat Support = Gaps Smart places for chat…  Middle-of-Funnel pages  Plans + pricing pages  Cart abandonment
  49. 49. 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 ______?
  50. 50. Review & Testimonial Mining Fast, free, massive 20+ Google Advanced Operators Take good notes
  51. 51. “What do we already have?” 1. Testimonials 2. Case studies 3. Emails 4. Industry review sites 5. Expert reviews
  52. 52. Competitor Reviews
  53. 53. Challenges with testimonials and reviews…
  54. 54. Amazon Reviews 1. Find products that solve similar problems 2. Sort by “Most Helpful” 3. Dust off your reading glasses 4. Profit!
  55. 55. Hunt for Conversations…
  56. 56. But… ALWAYS: Cross Section Cross-Reference
  57. 57. Stealin’ from testimonials…
  58. 58. BORING SAMENESS
  59. 59. We saw a pattern…
  60. 60. Thanks, Greg Johnston!
  61. 61. It’s analyzin’ time.
  62. 62. A quick reminder (For those who are still awake)  Recurring themes  Frequently used words  Well said  Insightful  Fresh Watch for…
  63. 63. 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/
  64. 64. 4 Steps to Documentation Bliss 1. Copy and Paste like the WIND! 2. Tabulate + Group 3. Highlight 4. Review
  65. 65. PAIN POINT ELIMINATED BENEFITS TOP QUOTES NOTES #1 #2 #3 #4 Cheat Sheet!
  66. 66. Steal our message mining docs. https://docsend.com/view/epsz9sq
  67. 67. It’s writin’ time!
  68. 68. Example: HubSpot CRM Page Goal:  Improve sign ups  Find a winning formula Approach: • Email Survey • Review Mining • Interview Transcripts
  69. 69. 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.
  70. 70. We changed the messaging to mirror priorities and pain points…
  71. 71. We moved from features to benefits…
  72. 72. (With help from customers, of course…) Customer quotes
  73. 73. We restructured based on customer priorities…
  74. 74. Used customer outcomes to write better crossheads…
  75. 75. Woohoo - 20% increase in sign ups!
  76. 76. Enormous thanks to… Joanna Wiebe Copy Hackers Jen Havice Make Mention Media
  77. 77. Don’t take your customer for a beer. (Take me instead!) @JoelKlettke Conversion Copywriting Done-For-You Case Studies

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