Getting to Know Your Customer

[kennedysd]

I watched the first episode of Pitchmen (Discovery Channel) and noticed a great copywriting starter that adds to Pat Quinn's advice for getting started with body copy.

When Billy Mays and Anthony Sullivan had a new product to offer, they took it right to prospective buyers for feedback.

They didn't hold a focus group, instead they went one-on-one with prospects and started a conversation around the product. If you can record or video your conversations, that's great material for copy that sells.

[hittjw]

Steven,

I saw Pitchmen too, excellent observation. That's why I get on the phone and in person with my clients customers to find out how they use products. Very often your customers already have the language of influences that best describes your solutions.

Did you also notice how they made even ordinary products exciting? Instead of selling webmaster and systems administration services, you offer "greater availability of your business website, fewer headaches, and more customers." They also used exciting demonstrations.

I'd be interested in hearing how members can make their products more interesting, selling results, rather than the service itself. This is all part of the "becoming a marketer of your solutions" rather than just a solutions provider.

Sincerely,

Justin

Ps. While it seems over the top, everything you see in direct response television can bring people to your trade show booth, generate leads, and introduce your product to new audiences. Most importantly, the measurements can tell you what works and what doesn't.

[kennedysd]

Justin,

everything you see in direct response television can bring people to your trade show booth, generate leads, and introduce your product to new audiences

Now I don't see that. When I'm writing copy for a sales letter, I don't want to go too far over the top because it might push away good customers. I like how they went for feedback, but don't agree that everything I see in an infomercial will work in my business-to-business firm.

[hittjw]

Steven,

You'll be surprised when you test the focus on an offer, consistent presentation of customer benefits, and focusing on the single next action (in the case of an infomercial it's the order.) You won't go over the top focusing on your customers interest using language relevant to them.

Best,

Justin