Here’s a fun party game that can help you a ton in your marketing:
A few weeks ago, I was hanging with three friends.
It was late Saturday night and I was super happy to be with them.
Their names were Chris, Nicole, and Mylene. At one point, I turned to Chris and asked “Hey Chris, what’s one of your favorite things about Nicole?”
He then gave a lovely answer that made everyone go “awwwww.”
Then we had everyone else answer. Then I asked Nicole the same thing about Chris. And around we went.
We’ve all got people in our lives who we care about, yet we haven’t fully expressed what it is we appreciate about them. They’d probably love to hear it. That’s why I like this game.
But there’s more to it…
Every now and then, people would give a vague answer. For example, Nicole answered by saying, “What I like about Chris is he’s accepting”.
That’s great. But I had no idea what she meant by that. I may have my own version of what “accepting” means. I may even have my own idea of how Chris is “accepting”. But my experience of why I see Chris that way may be different from her experience of why she sees Chris that way.
So when someone gave a vague, abstract answer like that, I’d say something like:
“Tell me more…”
“What do you mean?”
“Can you give me an example”
It wasn’t that I doubted them. I just wanted to see and experience what this person was talking about.
This led to much more detailed answers and great stories.
Like Nicole, she talked about how she liked Chris because she never felt she had to put on a front around him. And she talked about the time they hung out at a water park and floated around the lazy river without saying a word to each other — and how peaceful that felt.
See that? Now we can really see and feel what Nicole is talking about.
And guess what… you can use this game to improve your marketing! 😉
So much copy includes vague promises like “more confidence”, “freedom”, “make more money” or whatever else. That doesn’t resonate strongly.
But the more you paint a picture of the transformation people can make, the more they can see and feel it themselves — and the more they’ll want to buy your stuff.
Best part, you don’t need to come up with any of this copy yourself. It’s already written!
It’s sitting inside the minds of your happy customers.
All you have to do is ask the right questions to get it.
1) What was your #1 goal when you joined the program?
2) What results did you get from the program?
That will tell you what promises to make in your marketing.
But those questions alone will likely just lead to abstract concepts. If you want the imagery that sparks a strong desire in your audience, go deeper:
Follow-up with something like: “Give me an example… tell me more…”
That’s when the good stuff comes out.
But keep in mind, you can’t ask these questions in a survey or email. You’ve got to actually talk to them. Here’s why:
I just did a launch for a client. She had a pile of testimonials because her course is amazing and she’s done it for over a decade. But most of the testimonials were useless.
They said things like “I wouldn’t be the person I am today without this!”
Ummm, okay? That great but to our readers it means nothing. There’s nothing for them to see or feel there.
Fortunately, I had already done half a dozen case studies for this client. All the copy I needed to paint a picture and spark the reader’s desire was right there. I could just copy and paste it from the case study and put it in emails.
But that’s just the start…
Because it’s not just about connecting with your reader’s desires. You also want to connect with their struggle, pain, the things they’ve tried, objections, etc.
That’s what makes the Heros’ Journey Case Studies I do for clients so powerful. They cover all that. They let your reader see and experience what it’s like to transform their life with your product.
AND once your case study interview is done, you’re left with a goldmine of copy you can use over and over.
Anytime you need to write emails, web copy, sales pages, webinars, upsell pages, autoresponders, etc. — You can go in, swipe the words and stories from you customers, and call it a day.
I’ve got a full system on how to turn your case studies into almost all the copy you need. It’s called the Buyer Multiplier. You can see how to do it here.
And if you want help creating awesome case studies…
Or you want to implement the Buyer Multiplier so you can quickly crank out copy that resonates with your audience anytime you need fast (and for cheap…)
Email me at [email protected]. I’ll ask you some questions and if it’s a good fit I’ll add you to the waitlist.