How to Get a Better Understanding of Your Customers and Write More Persuasive Copy
We'll take it a step further in this piece to fully comprehend your clients.We'd like to hear what they think of your product and how they characterize it. In other words, we want to know what is important to them.
This is a crucial phase in the copywriting process and the top copywriters' hidden weapon.
Many people conduct product research and create a consumer profile. After that, they begin writing.
When they do, though, they miss out on the chance to truly comprehend the most crucial individual in any copywriting project: the customer.
They have no idea what matters to their customers or what motivates them to buy. Without speaking with the individuals who will eventually put their hard-earned money on the table to acquire the product or service, decisions about how to create the content are made.
You can skip this section if you believe you already know exactly how your consumers think, but until you've had hundreds of discussions with them, you probably don't know them as well as you think you do. In the end, the most significant component of the copywriting process will be understanding what your customers believe about your product and the words they use to describe it.
So let's talk about the simplest approach to have a better understanding of your clients and develop more captivating copy right now.
The Easiest Way to Gain a Better Understanding of Your Customers
Short surveys are the simplest method to learn more about your consumers, and the good news is that there are a variety of useful tools for this. You can create a survey using Google Forms, Wufoo, SurveyMonkey, or any of the other online survey platforms.
The purpose of the survey is to have a "conversation" with your customers. You might call them individually to chat on the phone, which is fine if you have the time, but surveys allow you to speak with a big number of clients at once and record their responses all in one spot.
Let's talk about how to do it right now.
Step #1: Create Your Survey
To begin, select the survey instrument you want to use. We'll utilize Google Forms because it's the most user-friendly.
Begin by filling in the blanks with the eight questions mentioned below. The sort of question to create is indicated in brackets, and the question is explained in italics below the question.
Let's speak about how to use your survey now that you've finished it.
Step #2: Surveying Your Customers
Following the creation of the survey, you must conduct it in order to discover more about your customers. But before we get started, here are some questions you might have:
Question 1: Should I conduct a survey of how many people?
A: Even a few responses will aid your copywriting, but you should poll as many people as possible. Keep in mind that not everyone will fill it out. Ten responses are preferable to zero, and 25 are even preferable to ten, but 1,000 responses will most likely be excessive. Make every effort to obtain a sufficient number of responses without receiving so many that you will not have time to review them.
Question 2: What can I do to encourage more people to do it?
A: Frequently, a modest inducement will encourage more people to participate in the survey. For example, tell survey participants that by completing the survey, they will be entered to win a free iPad. Then, once all of the responses are in, you can use a site like Random.org to choose a winner based on the number of responses. You can also choose a winner based on the most helpful response. Whatever is most convenient for you.
Question 3: Why are there so many open-ended questions?
A: We utilize a lot of open-ended questions since qualitative replies give the most useful information for copywriting. Rather than asking how many people appreciate feature X or Y, we'd want to hear how they describe the product in their own words. We'll eventually employ those terms in the material we produce.
Now that we've answered those crucial questions, let's run the survey and assess the findings.
Organizing the Survey
Begin surveying your consumers by providing the link to as many of them as possible who will fill it out and won't be annoyed by getting an e-mail about it. This might be a list of your most recent customers or a list of your blog's e-mail subscribers. Simply determine which clients are willing to participate in a survey and send them an email with the link.
It's possible that your e-mail will look like the one below.
Step 3: Assessing the Reactions
You'll need to know how to analyze the replies once they start pouring in. Create a spreadsheet and copy and paste each of the responses you receive next to the question so you have a simple list to work with.
Look over the replies and take note of anything that sticks out. You'll be searching for two items in particular: 1) Repetitive answers, and 2) Phrases that capture how buyers discuss your product. When you uncover these sorts of responses, copy and paste them into your consumer research document's related question.
Let's take a closer look at each question to understand how this works. (Note: The background questions will be skipped because their responses aren't required at this time.)
Question 1: If you were to describe our product to a friend or colleague, what would you say?
This inquiry is designed to find out how your consumers define your product or service. You're trying to figure out what terms people use to describe what you do because the way you speak in the office frequently differs from how consumers speak on the street. What is important to you may not be important to others, therefore we want to learn how they talk about what you do.
For example, you may get the following responses:
Copy and paste the important terms from the replies into the section you have generated in your consumer research paper. Here are several examples:
Can you understand why these kinds of responses are so effective? You're picking up on the exact words people use to describe your product and what's essential to them, as well as producing some fantastic testimonials for your website (so long as you ask for permission to use them).
Question 2: What questions did you have before to purchasing, and what kept you from doing so?
The second question highlights the roadblocks that keep buyers from purchasing. You're trying to figure out what's getting in the way of a consumer buying or not buying.
Here are some examples of responses:
The list of possible responses continues on and on, but each one describes a roadblock that keeps people from purchasing. Two of them were concerned about cost, one requested a free trial and a money-back guarantee, and the third was unsure about the surveys' value to their company.
Reading these responses reveals the following:
We need to show how beneficial the survey tool is and how big of a return a tiny monthly investment will yield.
A free trial and a money-back guarantee would be beneficial, at the very least as a test to see whether it boosts sales.
To demonstrate how these sorts of surveys are beneficial to firms, a case study should be employed.
Question 3: What finally persuaded you to purchase this item?
This inquiry goes to the heart of what persuaded people to acquire your goods in the first place. It demonstrates which characteristics or advantages are most important to them. Do they value pricing or quality of service? Were you able to impress them with your customer list and track record? Or did the free 30-day trial persuade them?
Here are some examples of responses:
The following are the key takeaways from these responses:
People are interested in pre-formulated surveys since they don't always know what questions to ask. Customers appear to have a problem with this.
People are more likely to pick one firm over another based on word-of-mouth recommendations.
Customers value not being a drag on IT resources, therefore this is a significant selling feature.
Question 4: When selecting whether or not to buy, which elements of the product were most significant to you?
The goal of this inquiry is to figure out which characteristics clients value more than others. A list of characteristics may be found on many items, although some are more significant than others.
Customers might, for example, respond with the following responses:
The following are some observations:
Two clients were particularly interested in "pre-formulated" or "pre-made" questionnaires. That will be added to the list of essential characteristics.
Two clients remarked on how quick and simple the installation was. That will be added to our list as well.
Instant alerts were suggested twice, thus they'll be included as well.
Question 5: What were your objectives for this project?
This inquiry tries to figure out what kind of advantage consumers expected from utilizing the product or service. What precisely are they attempting to accomplish? How can you sell more effectively? Are you looking to expand your consumer base?
Here are some examples of responses:
Observations:
All of the consumers want to know more about the people that visit their website. They wanted to discover more about who was visiting their site, so they signed up for the Simple Survey Tool.
In addition to knowing more about who visits their site, two of them indicated that polling visitors will help them improve sign-ups or sales. This demonstrates that the primary purpose of the surveys is to "understand" customers so that they can sell more of what they're offering.
Conclusion
Surveys are a great approach to learn more about your consumers and improve your copywriting skills. They show you what's going on in your clients' heads, such as which questions they frequently ask and the language they use to describe your product or service.
These words will be a great source for text, whether it's for a website, product descriptions, headlines, or something else.
It's easy to slide into business speak and use terminology that your clients may not comprehend if you don't pay attention to the terms they use. We frequently use buzzwords or industry jargon to explain items to customers who are unfamiliar with them. This type of text may make sense to us, but it will not be understood by our consumers. It also doesn't have the same emotional impact on customers as copy that employs their identical words and phrases. To produce more compelling copy and learn more about your consumers, use the techniques