So how do you know that what you are selling is right for your customers? Short answer…you don’t…YET!
This is a simple system I use this when writing and editing copy for my posts or when I am coming up with a new product or service.
Every line of copy…
Every possible product or service idea…
I always ask: ‘who cares’
People want OTHER people to get excited about their product/service, and for that you need to be speaking in the language of BENEFITS and not FEATURES
‘I am an online trainer specialising in training granny’s to windsurf’
‘I have a great marketing product’
‘My coaching helps business get past their limiting beliefs’
To be honest most people consider it only from their point of view, and as the product/service creator – your view will, of course, be biased…you’re only human after all, we all get attached.
Run EVERYTHING through this simple thought process…
Here’s a simple tip that sounds tough – but is true:
NO ONE GIVES A FLYING F8UK ABOUT YOU OR WHAT YOU ARE SELLING…yet!
What they care about is what you and your product/service can do for THEM, this really is as harsh as it sounds – it’s also true.
But knowing the answer to the following will help:
- What are the benefits to the customer?
- What pain points am I solving?
- What level of pleasure am I bringing to the customer once they have used my service/product?
- What is the hook or unique mechanism that makes my product/service stand out?
- Why me/my product from the CUSTOMER’S point of view (this is critical)?
When you leverage empathy you can create copy, services and products that fulfil a need, make a difference and don’t need aggressive sales letters or tactics as it is tailored for them
And here’s a tip, when I coach or consult with people I use what I’m giving you (so if you want to know what’s in my head, let’s be honest, who does, I have a king kong of a course that condenses around $5K worth of mentoring, coaching and consultancy – as well as a biz dev for marketers in one place: (you can get that here)
I know this sounds simple – but it’s a brutally effective tool at sharpening up your words and your focus to make sure what you sell is as good as it can be and more importantly, your customers need/want it.
I simply ask ‘who cares’ over and over and over again – if people can’t get 3-4 layers deep with me on the ‘so what’ test – and answer me from the CUSTOMERS point of view? I tell them to rethink and redo it until they can.