One of the funniest books I ever read was Douglas Adams Hitchhikers Guide to the Galaxy.
What made it fun wasn’t the plot or characters. It was the way the author described what was happening.
For example, instead of saying someone had messy hair, he says:
“His white hair seemed to be waving at someone it knew in the next room.”
When talking about alien ships invading earth, he says: “The ships hung in the sky in much the same way that bricks don’t.”
There’s a copy lesson here that not many people don’t fully get.
It’s not just what you say, it’s how you say it.
I’m not talking about “your voice”. I’m talking about using language that matches the exact thoughts your customer has. Their struggles, challenges, fears, desires… the things they’ve tried that have failed…
Now, many marketers know to use your customer’s language to describe their pain. But that’s just the start.
You can use it for every part of your customer’s journey — their pain, fears, desires, what inspires them, things they tried that failed, objections, what they want in a product/service…
The more you use language that reflects what is currently in their mind in all these area (not just their pain), the more they feel you understand them. And the more they feel you understand them, the more they will trust you and buy from you.
For example, I have a client who is a life coach. She has a course teaching others how to become life coaches.
Now a lot of the copy in this industry is the same. Everyone has the same vague claims — that if you join their program you’ll get freedom, fulfillment, and make good money.
But that’s not the conversation going on in the customer’s mind. It’s close, so it will get sales. But the more you can nail the specific language and describe the images and stories going on in your customer’s mind, the more sales you’ll make.
With this client, I dug in to discover the language customers use to describe their problems, dreams, objections, what makes my client’s product better than what’s out there and more.
It gave us loads of quotes and stories we can cut and paste into any copy we need. Sales emails, engagement emails, leads for the sales pages, landing pages — 80% of the copy we need is already done.
Let’s say we want to connect with customers over their pain. We have a wonderful story from a client talking about how he “was sitting in his truck at working wondering, “Is this it? Is this all there is to life?”
Or maybe we want to connect to the “turning point moment” when they realized they want to become a life coach. We can share quotes and stories that reflect how our prospects began to think Life Coaching was the answer. Like this one:
“I was very much a Tony Robbins kind of guy. I went to one of his live events. I saw him on stage and I was like … I can absolutely rock a stage the way that he rocks a stage… maybe there’s something here.”
See what I mean? Now we can talk about that experience of seeing a life coach or motivational speaker and having that feeling of “maybe there’s something here…”
Or let’s say we want to stand out from other programs. Here’s a customer quote that tells us exactly how to do that and what language to use:
“The amount of support they offered was huge for me because I know that I would have so many questions going through all that rather than just having a cookie-cutter program where it’s like a four-month program where you’re just in and out… all that support told me they actually care about the people in their program”
Now we know exactly how to position ourselves against other programs. When talking about our course, we can stand out against the “cookie-cutter programs where you’re just in and out and there’s no support” because they don’t actually care about your success — they just want your money.
All that is just the start. We’ve got quotes and stories to describe the entire customer’s journey. Including what it was like to use the program, highlight moments, results, key insights and “ah-ha” moments that led them to buy from her and have success and much more.
It’s given us loads of ready-to-use copy for us to paste into our promotions.
If you want the same thing, this is for you.
We got all this information by using my Buyer Multiplier system.
Basically, this is a simple system that helps you create a messaging book that tells you exactly what to say to customers and how to say it. So you know exactly who your audience is and how to talk about your offer in a way that connects with them and is different from everyone else.
And that’s just the first half. The second half of this system includes templates and formulas that show you how to apply all this into your marketing. Whether you need copy for sales emails, a sales page, engagement emails, landing page, reactivation sequence or whatever else — you’ll see how you can copy and paste what your customers say and get your copy 80% done in a matter of minutes.
If you want to know more about the Buyer Multiplier System and how you can use it for your business, email me at [email protected]. I’m happy to answer any questions and walk you through what this looks like and how to create it.