One of my clients was in the middle of a big product launch when the Coronavirus crises started.
We released the first video of our launch when Trump declared a national emergency.
Suddenly, the problems that led them to our free workshop were no longer on the top of their mind. They now had a whole new list of fears and problems.
It quickly became clear that our old messaging — which did well in past launches — wasn’t hitting anymore.
We had 3 weeks of emails loaded and ready to go. But we had to go in and rewrite them so they would fit the current crises.
Otherwise, people would ignore us at best. And at worst think we were completely tone-deaf.
I went through all our emails and made two key changes. It helped us get through the mess and end with a solid 6-figure launch.
Here’s what we did:
First, we changed the tone of our emails. We made them less silly and more serious. Less “Yaaaaay I’m so excited for today’s video!” and more “With all the craziness going on we created this video to help you.”
When people are freaking out and worried about their safety and the safety of their family, it’s no time to burst through the doors with a big smile and lots of excitement. You’ve got to meet them where they are. That means matching their tone.
You can still be positive and optimistic. You can still inspire hope. You can still lead them (they want someone to lead them.) But you also need to take a moment and feel the reality of their situation. Feel what they are feeling before you reach out. That will help you match their tone and not come off like you’re disconnected from reality.
Second, we paid close attention to what people were saying.
We read comments to see what was still resonating and what wasn’t.
We looked at the new problems they brought up and the language they used to describe them.
We even sent them a survey asking about their biggest fears and struggles were with all this craziness.
Then I took those replies and rewrote as much of our launch copy as I could as fast as I could.
For example, our program helps parents who have kids that get in trouble a lot. There were places we talked about the fear of getting a call from school and finding out their kid was causing trouble and needed to be picked up.
This is a fear we knew our customers had. But it no longer applied. Schools were closing left and right. Now, our customers were stressed about having their kids home all the time. They were struggling to keep them entertained all day… to get their homeschooling done… and they were so overwhelmed they were afraid they were going to explode and lose their shit in front of their kids.
So that’s the stuff we started to talk about. We shifted our messaging to talk about the massive problems they were experiencing now.
Having the survey made it much easier to make these changes. I was able to go in and directly copy and paste their new struggles into our emails.
Now, I’m working on something brand new that can help you do the same. Best part, it doesn’t only address your customer’s challenges…
It covers darn near all the copy you need for all your online marketing.
Imagine for a moment you had a magical book. Anytime you needed to write a sales email, webinar, landing page or whatever else — you could go to that book and all the copy is right there ready to go.
In it, you find perfect copy to describe:
- Your customer’s burning pain
- Their Desires
- Their Objections
- What they need to hear to buy from you
- What they need to hear to realize you’re better/different than the competition.
- All the proof you need to show you can help them
It doesn’t just cover those areas, it also gives you the exact language your actual customers use to describe all those things.
So you’re not just hitting their paint point, desires, fears, etc. You’re hitting them in a way that makes them go “Holy crap you totally get me and this is exactly what I’ve been looking for.”
I’ve been creating messaging books like this for clients quietly on the side. I called the Copy Quote Book.
With this, you can bring copywriters up to speed on your customers and product fast.
You’ll always know how to talk about your product — which points to highlight, what wording to use, and exactly what to say so people see that what you have is far better than the competition.
Your copy connects with your customer pains and desires. Because you’re not just hitting those points, you’re nailing the language they use to describe it.
And your copy won’t sound like everyone else. Because you’re using real language and stories as opposed to vague and fluffy marketing everyone else uses.
I’m going to share more about the Copy Quote Book in the next few weeks.
If you’re interested in getting one for your business, shoot me an email at [email protected]. I’ll walk you through what it is and how to create it.