This is a new trick I just learned (not an original idea)… and it’s marketing genius — relevant to literally any business at all.
Really simple + really effective. (Skip to “how it works” if you don’t care about the marketing psychology at work here.)
Everyone has a pretty large “tribe” of people (email list, social media, whatever) relative to the amount of customers they have.
95% of these people are ‘non-responders.’ These people might open an email every once in a while, or read a blog post… but they’re never going to buy your product. You shouldn’t care about them — they’re not your target customers.
On the other hand, somewhere around 5% of your ‘tribe,’ will be hyper-responsive. These are the people that open and click through on every email — the people that spend the most AND the most frequently.
You want to figure out exactly what “trips the trigger” for the hyper-responsive customers… the real PAIN that you’re solving for them, because you can take their wording and use it for future marketing.
This strategy does exactly that — it gives you (in the words of your ideal customer) exactly what problem you are solving, and what it improves in their life. (The biggest pain point + benefit.)
Here’s how it works:
Put together a survey (page on your website or use google forms or whatever to collect some answers – if you don’t have a large audience, you can use PPC to quickly drive traffic of an audience similar to who you are targeting), with these three questions and then ask your followers, or current customers, to answer them.
Question 1: What’s the single most important thing I can help your ___________ with which I haven’t addressed so far?
Fill in the blank with the general problem you’re solving. (could be anything from “golf game” to “anxiety,” for me it’s “content marketing”)
Question 2: How difficult has it been for you to find a solid solution to this elsewhere?
With three possible checkboxes as the answers:
- Not at all difficult
- Somewhat difficult
- Very difficult
Question 3: Why, specifically, would getting a solid answer or solution be important to you? How, specifically, would it change your life?
That’s it! Now send it out to your list. You can use this at any point in the “buying cycle” (But remember it’s only relevant for that specific point in the cycle.)
How to process the info (very important)
First off, throw out all of the answers that are “not at all difficult” and “somewhat difficult.” This is because they don’t have a real pain point — so they’ve probably already solved their problem — and they for sure, are NOT going to buy from you. (Also throw out the short-answers from the “very difficult” crowd.)
Ok, so now out of every say ~100 people that answer this survey, you’ll get maybe 5 that write a complete novel.
They’ll tell you the entire backstory to the issue and explain (in their own words) EXACTLY what pain point they need help with. Take that information and use it to your advantage.
You can use this anywhere in the buying cycle as long as you take the answers and apply it to people at that spot. If its people that’ve been customers for three years, you need to apply the answers at that point in the customer relationship.
This is extremely powerful, because it gives you the exact emotional trigger you can use to get every other “ideal” customer to instantly purchase.
Most people use it before the first sale — to tune their marketing copywriting + positioning.
Think: How will you use these three survey questions to boost your sales?
Update: After implementing this technique into the VBC sales funnel, we’ve been able to significantly increase our conversion rate. Keep in mind these are rough numbers because there are definitely some outside variables we couldn’t account for (aka. the quality of traffic coming in on a specific day.)
That’s the problem with time-based conversion testing versus A/B testing. Anyway, our overall conversion rate for leads on our main salespage was increased from 0.6% to nearly 2.1% by updating the copywriting to include wording from our survey answers.