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Finding out what makes your customers tick is an important part of improving your copywriting skills. You want to know why they buy, whether there are any pain points in their process, etc.
There are several ways you can go about this. The first is with word embeds. Word probes are good tools for collecting data from your website’s journey through trial and error.
In essence, you use different versions of the same page and see which one gets more traffic and sales. Then you test that version again and possibly cut down or eliminate other pages until you find the winning script.
You can also do A/B testing where you put up a page and look at both stats over time to see if it gained more clicks or not. There are many tools you can use for this including Google Optimizer.
Another way to figure out how people interact with your product is by doing customer surveys asking questions like “Why did you choose X?” or “What feature would make Y perfect?”. By hearing these stories told via survey, you learn about your audience and what helps them most.
Lastly, throughout all of this, keep learning from each campaign and trying new things. We call this research, but it is just another form of advertising your products and services.
Most B2B marketers focus on how they are going to grow their business through advertising, but there is a major flaw in that approach-namely, who buys from companies? No one does!
You can have the best product or service in the world, but without customers, you’re just another guy with a great idea.
So why do brands continue to buy ads when no one is doing so? It seems counterintuitive, but it makes sense: consumers love brands. They spend years of time and money developing relationships with them.
What people don’t want is being pushed into buying something because of an ad. People listen to radio shows for information.
They go to movies to be entertained. In both cases, the brand message is secondary to the experience.
People don’t shop to find out what label the product has anymore; they do it to satisfy needs or desires.
That’s why advertising dollars are moving away from broadcast media to digital channels. Customers still crave experiences, but now they get to choose how they get them.
Directly interacting with customers is one of the most effective ways to grow your business. When done right, letting people know you exist is half of the work. The other half is listening to what they have to say and helping them out when they need it.
This demonstrates that you are willing to help others for their benefit over yourself. It also gives those people trust in you, which is important since customer service emails are common occurrences for many companies.
Tracy Vartanian writes about how she built a company from the ground up by putting her own ideas into action and providing great customer service. She says that we can all provide excellent customer service if we’re aware of these twelve tips.
Let’s take a look at some of Tracy’s top recommendations!
The first thing to remember is compassion. If there’s one quality that makes a difference between average service and extraordinary service, it’s heart.
Customer service without heart isn’t just cold, hard math – it’s magic.
Heart really helps you be alertive, attentive, and aware of the needs of the person you’re helping.
While you may not set out to write an article specifically, understanding what these six words mean can help you organize your writing effort in order to achieve effective results.
Words that start with “how” are question words. How do I get people to buy something? Find out how they think about the product or service.
Words that start with “why” work as interrogatives. Why did this sale happen? Why is someone going to hire me?
Why is someone going to ignore me? Why am I going to ignore him/her?
Words that start with “who” are subject relativizers. Who were the creators of this thing? When was it created, and who owns it?
Relativizers use for all types of stories. The best way to understand them is by example. Let’s say we are reading a story and we see one character helps another character move. We know from the story that the person helping is not a character in the story.
Here’s the important part: Nobody in the story knows why he helped! He could have been nice and done something else.
The only known fact about his decision to help is that he felt compelled to do so. Now that doesn’t necessarily mean anything special about him; maybe he was in need himself.
It just means that there was some sort of force driving him somewhere.
‘Being social’ is often about doing business via networking, talking about yourself or your company, which takes effort.
Many of today’s top businesses are still missing this key skill.
Some say that being socially competent is the greatest strength to succeed in business.
Others claim that self-confidence is what makes you successful.
What really matters is how well you interact with others.
Your ability to manage people, engage them, connect on a personal level, and help them get more out of life is what will make you successful.
Whether you be able to pull off a deal or negotiate money is dependent on your interpersonal skills.
If you can leverage other people’s resources and networks to grow your business, then yes, you can achieve success.
But if you have poor communication skills and depend only on yourself, you will fail.
You can be the best person in the world, but if you are unable to communicate with others, it will show through and hurt your business.
Businesses fail because they run out of gas, or they lose focus.
Most times when things go wrong is because someone didn’t do their part up front.
It is my hope that by knowing these tips, your next project will be a great one.
