You don’t really care how much melatonin is in there. You want better sleep.
You don’t really care how many GB’s are in there. You want “1000 songs in your pocket.”
You don’t care what kind of foam was used to make the shoe pop. You want your half marathon PR.
Principle: Your customer is the hero.
A sales course I was once in taught me the most important sales/marketing lesson I’ve ever received: sell the hole, not the drill.
But I’ve already said I or me 4 times too many.
Here’s why you should care: if you learn this concept, you’ll sell more products.
Here’s a great example of a brand who is about to take over grocery-store-bought supplements:
I don’t have to comment on which one I mean. Basically same product, way better sales pitch.
Tactics
Go read your reviews. The good ones.
If you don’t have those yet, go read your competitor’s good reviews.
What do the customers say - or rather how exactly do they say they like the product?
How, exactly, do your customers talk about the problem they solved with your product?
(And if they’re not telling a very simple, problem→experiment→resolution story in their reviews, give them a basic script to fill in when you send the review request email. It works shockingly well.)
When you’ve identified the exact words your customers use to describe their moment of resolution, delete all the mumbo-jumbo you wrote about x, y, and z features nobody really cares about and replace it all with your customer’s words.
Your conversion rate will fly to the moon.
Habits
Become intimate with your customer.
If they miss a day writing in their journal, you should be able to step in.
I know you own the business and have a CS person hired. Grab the phone from them once a month and take calls.
Call your top 10 customers, and just chat about your product. Listen.
You’ll learn more about who your customer is from a 5-min conversation than from 100 surveys'.
God speed,
Mike
Today’s inspiration: The 7 Human Hijacks