Until fairly recently, writing marketing copy was a strange and
mysterious undertaking to me.
It's funny because when I was doing advertising research, I
often worked closely with copywriters. I would interview
customers to learn how they responded to different messages
and report back to the creative team. Sometimes the copywriter
or art director would have questions they wanted me to ask my
focus groups. So I got to know the writers and their work pretty
well. Yet, when they went back to their desk to actually create the
message, I had no idea how they came up with the words that
moved customers to action. Customer-Focused Story to the Rescue! Turns out like any professional, copywriters have systems. One
such system that has made my writing life infinitely easier is
the Customer Focused Story: A six step process that helps you
develop a message that inspires action on the part of your
readers. [Note: I am grateful to marketer/copywriter extraordinaire, Mark
Silver, who developed the Customer Focused Story process and
taught me how to use it. Learn more about Mark at
http://www.heartofbusiness.com] The power behind the Customer
Focus Story is this: before people are ready to take action, it
is absolutely critical that they feel safe to do so. By "safe"
I mean your copy addresses two, usually unarticulated questions: (1.) Do they feel that the business making the offer
understands the problem they're struggling with? (2.) Can the business help THEM? If your copy helps them answer "yes" to those two questions,
chances are very good your customers will take the next step. Applying the Customer Focus Story: A Real Example My client, Judy Rotunda of Pilates for Life, specializes in
helping women who want to get fit but whose physical limitations
make it difficult to use standard options such as fitness
centers, aerobics classes, etc. Judy offers private and
semi-private classes that enable clients to safely progress at
their own pace. In this way clients get stronger and fitter
without risking further injury. Here is how we developed the Customer Focused Story for Pilates
for Life: STEP 1. Name the Who and the Problem with which They're
Struggling. The first thing you want to tell readers is "this is who I help
and what I help them with." The point is to elicit a strong
"Yes, that's me," in your ideal prospect so they will want to
keep reading. In the case of Pilates for Life, the who and what are: "Women who are suffering from chronic back pain. Oftentimes, the
pain is so bad it makes it hard for them to do things most of us
take for granted." STEP 2. Specify the Solutions They've Tried which Didn't Work. I know when I first began using the Customer Focused Story, I
resisted this step. Why wouldn't I immediately launch into my
wonderful solution? Here's why. Two little words: "Yeah, but." No doubt you've
experienced this when you've talked to prospects. You tell them
about your product or service and they respond to every claim you
make with "Yeah, we tried that but it didn't work." This is
normal. They don't want to buy something they already know
doesn't work. The best way to deal with "yeah buts" is to simply acknowledge
the solutions they've probably already tried--the ones that
didn't work. For example:
"They've tried the usual fitness options: low impact aerobics,
yoga, and weight training but often those options just make
things worse." STEP 3. Explain Why Those Solutions Don't Work. When you not only acknowledge what your prospects probably tried
but go on to say in effect, "Hey, what you did was perfectly
understandable. That's what most people would have tried. I
tried those things and my customers have tried those things."
You're demonstrating empathy. You are also letting them know they don't have to feel
embarrassed or ashamed for trying and failing. That they are
not the only ones who have struggled to find a solution to
their problem. Pilates for Life example: "The problem with most mainstream exercise programs is the
instructor's lack of experience working with back injuries
and chronic pain. An instructor who is unfamiliar with these
conditions may push for progress too quickly. Or they may assume
persons with chronic back pain can do each movement in the same
way as everyone else. Often times, this can strain the back
muscles even more, cause more injury, and make the pain even
more severe." STEP 4. Talk About What They Need to Do to Solve the Problem. Your reader is probably thinking, "Okay, I understand why what
I tried didn't work. So what DOES?" Here's where you get to
address their question. Pilates for Life example: "A successful fitness program for persons with chronic back
pain requires three things:
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Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and five-star strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@judymurdoch.com
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