Finding out what they really want

There is one sure fire way of finding out what your customers are looking for – ask them.

They can tell you if your products/services are providing what they’re looking for, whether your customer service is hitting the mark and how they would prefer to interact with you (email, social media, telephone etc.)

So what’s the most effective way of conducting your research? Here are a few ideas you could try.

1. Ask them directly

Talking to your customers – scary thought but quite effective.

Whether it’s face to face, on the phone or using social media ask them if they were happy with your service. Have they enjoyed using your product? Do they think it could be improved in any way?

You’ll come across as a company that cares about its customers. In fact they’ll probably be so flattered you asked them they’ll be happy to tell you what they think along with any suggestions they may have to improve and strengthen your business.

2. In your newsletter

If you already send out a regular newsletter why not run an opinion poll? You could offer a discount to anyone who fills in your survey or even make it into a prize draw.

This would also be a great opportunity to survey your customers about their social media habits to find out where they hang out so you can discover which channels will work best for you.

3. Case studies

People love real life stories which is why case studies are so powerful.

How can it help with your customer research? Well by asking the right questions such as:

• What problem did they have?
• Why did they approach your company?
• What they thought about your service?
• Whether your product/service solved their problem

You’ll find out loads of valuable information. It’s important though to make sure it’s not written as a thinly masked advert so you may want to find yourself a good professional copywriter to write it for you.

So that’s customer research and a great promotional tool all rolled into one.

4. Humble feedback

So obvious it usually gets forgotten about.

Whether you make or miss a sale find why they did/didn’t buy from you and how they found you in the first place.

People won’t mind you asking because, as I mentioned earlier, it shows you as a company who cares and who wants to continue to improve

Over to you

How do you conduct your customer research?

Do you use any unusual or innovative approaches?

Leave a comment below and share your ideas and tips.

Website copywriting is just one of the services I offer my clients. Creating copy that is effective is essential if you want your website visitor to become a paying customer.

Generating copy that is interesting, relevant and that sells isn’t as easy as it sounds and there are a number of factors that you must consider when creating your website copy.

In fact, these factors are equally relevant when writing copy for all your marketing materials such as brochures, case studies, newsletters, emails etc.

Even though you are writing about your products and services, it is your reader who must be at the forefront of your mind. Ask yourself:

• Who am I writing this for?
• What do I want to achieve through this copy?
• Why do I need to write the copy?

That’s a lot to think about so the easiest way to explain how to write effective website copy is to look at it from a journalist’s point of view:

Website copywriting for your customers

W-W-W-W-W-H

No, I haven’t gone mad. Let me explain a bit further.

Who

Think about who your product or service is going to help. If you can answer that you know who  your target market is. When you know that, you can establish the tone and voice you will use to convey your message (i.e. conversational, formal etc.)

What

This might sound a bit daft but think about what you’re writing and what it will mean to your customers. This thought process will help you identify the main benefits of your product or service – essential to help them reach a buying decision.

Where

Asking you to think about where your customer can get your product or service probably sounds stupid but you’d be amazed at how many websites omit this vital piece of information. If you copy does convert them into buyers but you don’t tell them how to get their hands on your product you’ll lose them.

Why

This one is all to do with the benefits again. Rather than just list them, relate them back to your customers life to illustrate how your product or service will help them. Whether it’s saving time, money or making them more glamorous, tell them directly as you should never assume they’ll instantly see the bigger picture.

How

This is the nitty gritty of your product. Make sure you explain how it works, how much it costs, where they can buy it, what the guarantee is, what the postage costs are etc. Make everything crystal clear so they don’t have to go looking for answers.

By taking all of those areas into consideration your website copy should address all your customers needs and questions.

Other than that, make sure:

• You keep it simple using simple language and no jargon
• Use a clear call to action so your reader knows what you want them to do
• Never make exaggerated claims – be honest
• Any offers you use must appeal to your market and you can make them extra beneficial by limiting the offer to a time period or number of customers

Writing your copy with your customer in mind will help you focus on what is really important. Make sure that information is at the beginning of your copy to get them hooked straightaway. Other information, such as features, can go further down to reinforce their decision to buy.

In any business relationship, trust is probably the most important factor. After all, if someone doesn’t trust you they’re not going to buy from you.

So, when you’re creating your marketing materials, your copy has to convince your readers that you are trustworthy.

Before I go on to explain how this can be achieved, I want to look at how you can build trust through blogging. The posts on your blog are very personal to you so your reader instantly connects with you because they feel they know you through your words. This is the exact type of connection your sales writing has to replicate. 

The problem is many people believe that if you fill your copy with hype and shout BUY MY PRODUCT NOW people will do as you ask.

Wrong.

We all have a natural resistance to buying. When asked to part with your money it’s only natural you become cautious.

To get your customers to buy you must prove you’re not a charlatan and you’re not going to rip them off. You have to convince them to trust you – not something that’s easy to do through text.

Here are a few techniques you can use to create copywriting that sells.

Tell them a story

Don’t rely on bold or colourful lettering when telling someone about your product – that won’t make them buy.

Everyone loves a story so use that in your copy to help build credibility. Tell them why you created the product weaving in your credentials (number of years experience, clients you’ve helped etc.) to your benefits driven copy.

By incorporating the benefits in this way you’ll instantly begin to break down their buying resistance.

Just by chance

Many people fall into business or stumble across a great idea for a product. If this is how you started tell your story. Show them the process you went through to bring your product to market and how it has helped others.

There’s no room for fairy stories in business so your story has to be true and credible if it’s going to work. This approach is an excellent way to make a human connection with your reader.

Case study

The case study is one of the most powerful sales tools there is. Writing about a client’s experience of your product/service will show the reader exactly what can be achieved. 

Boost your credibility by naming names, showing quantifiable results and using direct quotes from your customer.

As you can see, selling is about showing the benefits, breaking down resistance and convincing them to buy.

Once you’ve put your ‘sales pitch’ across don’t forget to add in your call to action to make sure they buy.

The humble case study can be like the AK47 of your marketing armoury.

What better way to boost your company’s profile while showing your customers a real life example of exactly what your products can do for them.

The most powerful case studies are those that combine an interview with your customer. using quotes from them and their personal insight will add weight and authority. But interviews shouldn’t just be reserved for case studies, copywriter I use them in projects such as newsletters, press releases, internal communications and news items.

Often you will find the interview will provide a framework from which the rest of the case study (or other marketing material) hangs and the quotes used substantiate claims whilst injecting your writing with life.

So how do you conduct an interview to make sure you get the most out of it?

Tips to conduct an effective interview

1. Do your research

Research is paramount – it doesn’t matter what form your copywriting takes (website, brochures, other interviews, press or magazines), taking time to gen-up on your interviewee will prevent you from asking them the same old questions they always get asked. It will also help you find angles for your interview.

2. What’s it for?

First things first – why are your doing the interview? What are you looking to achieve? How is it going to help your client/brand?

If you’re interviewing a customer who’s using one of your products, make sure you ask them about it – why they chose it? what has it done for them? Information that your reader is going to want to know.

3. How?

The best way to conduct your interview is face to face but that isn’t always practical (or cost effective). A telephone/Skype interview comes a close second.

I wouldn’t recommend an email interview as it is really difficult to get great quotes. Most people will refine their answers until you get something quite impersonal. If you can chat with your subject, either face to face or over the phone, you are more likely to build up rapport and get some great quotes.

4. What to ask?

Have a list of questions worked out before you begin (you can always add to  them as new things crop up in conversation).

Avoid closed questions as they won’t get you anywhere and make sure you always have the reader in mind. Make sure the questions you ask are relevant to the purpose of the piece you are writing and ensure you ask for answers in ‘language our readers can understand’ especially if you are dealing with a complex subject.

5. What now? 

Shorthand isn’t my strong point and trying to scribble down notes during the interview usually means I don’t take in everything my subject says. Therefore I have found the best thing to do is record my phone interviews (of course, with my subjects permission). I don’t have any fancy tech, just a speaker phone and a digital recorder which then allows me to upload the file to my PC.

After the interview I transcribe it which helps me get a feel for the material and consolidates ideas and angles that would be good for the case study.

Interviews and case studies are invaluable parts to your marketing strategy. Just remember – research before hand, make a list of relevant questions and engage with them. If you sound disinterested they’ll close up. Listen, absorb and react and then you’ll get great material to produce a killer case study.