Principle: Stories sell, and nobody can tell one.
Story’s sell, but people suck at telling them.
Your customer Hank just had a fantastic experience with your company. I mean, he’s over the moon about you guys and wants to tell his friends and grandmother about you.
So he does:
“They’re really good. I mean really good. I use this thing every day/my back’s fixed/my dog’s not itchy/I love my life now. You gotta try them.”
Great feelings, terrible sales pitch. This ^ might work on Hank’s brother who’s looked up to him since childhood, but why be at the mercy of Hank’s personal credibility?
No. Use templates instead.
Tactics
One of the best places for a customer to light you up with the afterglow of their success is in reviews.
People read those like the Bible - they’re symbolic of absolute truth.
What does your email say when you ask for a review? I’ll tell you: “We’d love your feedback!” Good luck, Hank.
Instead, give Hank a template. Here’s email I send to customers of our Itch-Free in 3 Months Protocol:
If your pup is itching less, pooping better, sleeping deeper, or smelling less like a stale Dorito, we'd love to hear about it.
Leave a review (preferably with before/after photos) and we'll take $5 off your next month's order. More importantly, you'll give the next gen of dog parents hope.
Example Review: "Before working with Wild Biome, my dog and I struggled with X. Since starting the Protocol, Y has happened, and in just Z amount of time."
Click below to tell the internet how you helped your dog heal from the inside out (and saved your rug, too).
It’s not boring to read.
There’s an incentive.
It appeals to the nobler motive by asking them to give other dog parents hope (#dalecarnegie)
It tells an otherwise blank-slate review writer exactly what to write.
Since changing this email and including the template, our review quality has skyrocketed, and I’m not just saying that.
Habits
No habit here, just go change that review-request email right now.
God speed,
Mike
Today’s inspiration: An email I once got from Alex Hormozi that literally just contained this advice.