Can anyone tell me how to create sales copy by doing a survey of customers?

by Chris- 14 replies
I read years ago (not sure where) about a method of creating effective sales copy by doing surveys of potential customers, and somehow getting the customers to tell you exactly what needs to be in your sales copy.

Can anyone tell me how to do that effectively in practice? I am interested in selling Ebooks (I can write good quality Ebooks no problem), have no experience writing effective sales-copy, and wondered if anyone can tell me how to use this method effectively, in practice?

Chris
#copywriting #copy #create #customers #sales #survey
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  • Profile picture of the author Ashley Gable
    If you can find out what your customer truly wants, what they desire, what she fears, what they consider a solution, what their desired end result is, what they consider valuable, what they consider junk, what their overall beliefs are, and an infinite amount more - then you can truly give them what they want.

    Their average age, sex, income and other facts are also very helpful.

    The more you can pinpoint your pitch, the better results you will get. You will know your readers dont want to buy a new car, and instead write about how they will have financial freedom. Or if you think your reader wants to work less hours, it might actually be that he doesnt mind working long hours, he just wants to enjoy what he does.

    A survey is one way to do it. Although bear in mind a lot of people arent going to spend 30 minutes filling out information for the heck of it. You either have to give them something in return, or give a good reason as to why they should take the time.

    You also have to make sure you are surveying the right market. There is no use surveying 18 year old college freshmen when you are pitching a knitting course.
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  • Profile picture of the author Chris-
    Thanks for your comments, Ashley.

    Chris
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  • Profile picture of the author Ashley Gable
    No problem. I think most autoresponder companies have a way to send a survey, at least getresponse did when I was with them.

    Or you could send it direct mail, but that could be costly if you have a big list.

    Hopefully one of the more experienced copywriters can tell you specifically what to ask, to get the best answers, or truthful answers I should say.
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    • Profile picture of the author Chris-
      Originally Posted by Ashley Gable View Post

      No problem. I think most autoresponder companies have a way to send a survey, at least getresponse did when I was with them.

      Or you could send it direct mail, but that could be costly if you have a big list.

      Hopefully one of the more experienced copywriters can tell you specifically what to ask, to get the best answers, or truthful answers I should say.
      Yes, it will be interesting to see if any details are suggested in this thread. one thing I remember from the marketing material of the course that I am thinking of (which was $1000 many years ago), was that to get the best answers you do the coding and sorting AFTER asking the questions, not before, so you ask the most open questions possible, then catagorise the answers afterwards, rather than trying to guess what the answers should be and asking narrower questions.

      I want a lot more details though . . . as with so many methods here, a vague idea that something is possible is usually not enough to make it work successfully in practice, else we'd all be millionaires the first month

      Chris
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  • Profile picture of the author Arock
    Hey Chris:

    I think you are in a bit of a tricky spot. If you have a list of people who are responsive buyers... why not just send them a sales email instead of a survey?

    Doing a qualitative online survey might get some low results. I agree with Ashley that you are going to have to give them something in return. A paid focus group might be a better way to go in your situation, but that is so costly.

    If you know the product, and know some people that are interested in the product, quiz them down about it. See how much they might pay, what would make them buy. Using some intuition might be your best bet.

    Good luck!

    Adam
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    • Profile picture of the author Chris-
      Originally Posted by Rockwell View Post

      Hey Chris:

      I think you are in a bit of a tricky spot. If you have a list of people who are responsive buyers... why not just send them a sales email instead of a survey?

      Doing a qualitative online survey might get some low results. I agree with Ashley that you are going to have to give them something in return. A paid focus group might be a better way to go in your situation, but that is so costly.

      If you know the product, and know some people that are interested in the product, quiz them down about it. See how much they might pay, what would make them buy. Using some intuition might be your best bet.

      Good luck!

      Adam
      Thank for your comments.

      Chris
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  • Profile picture of the author ewenmack
    Hi Chris,

    I have access to video training on how to run the surveys and how to write the sales letter from the replies.

    Just PM me and I'll send them to you, no charge.

    Best,
    Ewen
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    • Profile picture of the author Chris-
      Originally Posted by ewenmack View Post

      Hi Chris,

      I have access to video training on how to run the surveys and how to write the sales letter from the replies.

      Just PM me and I'll send them to you, no charge.

      Best,
      Ewen
      WOW, thanks, that'd be great!! I've PM'ed you

      Chris
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  • Profile picture of the author Daniel Scott
    Thing is... most of the time, customers won't tell you what they really want.

    Either they don't know themselves... OR... they aren't going to admit to it.

    Take the IM niche. No one says "I want to make money by doing absolutely nothing"...

    But that's what they all want.

    Now don't get me wrong... surveys have their place, and they can be very valuable.

    But you're not going to solve all your marketing problems by asking your customers a couple of questions. You still need insight... creative thinking... and a solid understanding of human behavioral psychology.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author sanjaypande
    Don't trust any survey where they didn't vote with their wallets.

    A survey is usually a response of the person telling you what they think is their opinion OR what they want you to think is their opinion.
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    • Profile picture of the author ewenmack
      Asking the RIGHT questions to existing buyers gains extremely valuable insights.

      Fortune 100 companies pay up to $500,000 to get these insights.

      Once again, key emphases is on RIGHT questions.

      Best,
      Ewen
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      • Profile picture of the author sanjaypande
        Originally Posted by ewenmack View Post

        Fortune 100 companies pay up to $500,000 to get these insights.
        ... and Fortune 100 companies are well known for making their investments really work for them. Aren't they?
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        • Profile picture of the author ewenmack
          Originally Posted by sanjaypande View Post

          ... and Fortune 100 companies are well known for making their investments really work for them. Aren't they?
          Sanjay, in this particular case, the method has been transferred to Internet marketers with a very high success rate when going into new markets. Well above average.

          Agree, the corporate world is littered with bad moves BTW.

          Best,
          Ewen
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  • Profile picture of the author Chris-
    thanks for the other comments here, much appreciated!

    Chris
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