For the love of Pete -- stay in your prospect's head!

14 years ago

Bravo...

Think like the consumer, search like your consumer, surf the net like your consumer... your product will then fit your consumer..

Peace

Jay

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VanessaB 14 years ago

YouTube - Toby Keith - i wanna talk about me

I couldn't find the actual video.

-Dani
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R Hagel 14 years ago

Originally Posted by JayXtreme

Think like the consumer, search like your consumer, surf the net like your consumer... your product will then fit your consumer..

Absolutely.

You know, I love that folks write reports based on their own experiences. That's awesome. But if it's author-centered (I did this, then I did this, then my next step was this, then I got this result), that's a turn off to a customer.

Prospects and customers do indeed want it to be all about them.

Cheers,
Becky
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petelta

14 years ago

Great post Becky. This is such an important aspect of marketing that so many skip over. People don't realize how much their conversions will increase, how much their product will help their customers, etc by just "being your customer".

I deal with a lot of different niches right now. All of them are a little different and the customers are all different. They want something different, they have different desires, and they all fear something different.

What I like to do so that I know I'm in the shoes of my market is to write at least a 1 page full description of who my client is. I name this person, describe every part of him/her, and really think about what they want, don't want, fear, desire. Every single time I write anything for that niche, I read that description and try and imagine I'm that person.

Since I started doing this, the response I get from my subscribers has been awesome.

Travis

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R Hagel

14 years ago

Profiling your market is a good idea, Travis.

And just to add to your tip for those who're not familiar with it:

What I like to do so that I know I'm in the shoes of my market is to write at least a 1 page full description of who my client is. I name this person, describe every part of him/her, and really think about what they want, don't want, fear, desire. Every single time I write anything for that niche, I read that description and try and imagine I'm that person.

... One way to get to that point of understanding the market is to become a part of the target market.

For example, if you're targeting golfers, then take up golf (at least temporarily) to mingle with golfers. Likewise, online you can read golf blogs, eavesdrop on golf forums, join golf social networking sites, etc.

It really helps in understanding the market.

Cheers,
Becky

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Steven Wagenheim 14 years ago

Subtle but brilliant.

Thanks Becky.
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Dennis Gaskill

14 years ago

I asked me if I liked your idea and I told me I thought I did.

...and only 7 references to myself in that 16 word sentence.

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TheGraduate

14 years ago

Originally Posted by R Hagel

I don't know who Pete is, but I do know that understanding your prospect is one of the keys to making money online.

So people crawl inside their prospect's head to come up with a great product idea. Excellent!

Then they crawl inside their prospect's head to write the sales letter. Super!

Then they crawl inside their prospect's head to write an autoresponder series. Awesome!

And they step outside of their prospect's head and back into their own to create the product. Booo! Hissss!

***

Here's what I'm talking about...

Every part of the sales process speaks directly to the prospect... so he becomes a customer. But then the customer cracks open the book to find it's practically an autobiography.

And the customer finds it boring. Crappy. Not useful.

Your customer purchased this book to read about himself -- his problems and how to solve them. He did NOT purchase this book to read about you -- your problems and how you solved them.

It's subtle, but it makes a difference.

***

Let me give you an example from a typical how to book where the author is recounting what s/he did to get a result...

"My next step was to go to Aweber to get an autoresponder."

Boo, hiss.

Here's a suggestion: The author can tell the reader upfront that this report outlines the exact steps he took to get a certain result. And then he can rewrite the text to orient it towards the reader...

"YOUR next step is to go to Aweber to get an autoresponder."

Another typical example...

"In just a few pages I'll show you..."

How about we rewrite it to focus it on the reader: "In just a few pages YOU'LL discover..."

Again, subtle. But it makes a difference.

***

If you write a 50 page ebook and every other word is I, me or mine, it's going to get tiresome to the reader. But rewrite it to focus the book on your customers, and they'll happily lap up every word.

End result? Happy customers who buy from you again.

Cheers,
Becky

It is all about how you present your own stories to the reader, there is a big different between writing:

"..imagine that in just a few month your life changes completely from mostly financial struggles to this one new life where you do not have to worry about money, I can tell you by experience that it feels great, now you can buy whatever you want, and when you want it."

And

"...In just a few month my life changed completely from mostly financial struggles to this one new life where I did not have to worry about money, I felt like I had won the lottery, now I could buy whatever I wanted, when I wanted it"

In the first case you paint a picture and place the reader in the picture as the protagonist, and you as the narrator, in the second case the reader is nowhere to be found within the picture.

That is the reason why when you are watching an action "hero" movie the director places you looking directly through the eyes of the main actor every so often..

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Paul Gram

14 years ago

Very solid post Becky. You outlined some very subtle differences but they can (and do) make a huge difference. Nice.

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ShelbyC 14 years ago

Thanks for the examples, you could probably write a whole WSO on this topic
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mpx305

14 years ago

So true in all aspects of life, not just IM. Most people want to talk about themselves, they really don't care about you. But as humans we tend to write about out experiences and we WANT to talk about how we suceeded in IM and it feels good....but it's not about us. It's about the customer.

Awesome post!

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Happy_Balance

14 years ago

Originally Posted by R Hagel

Again, subtle. But it makes a difference.

Makes a big difference.

This is a worthwhile reminder about an important habit to develop.

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Nathan Alexander

14 years ago

As you and others have said, it IS subtle. But critical. And it can make a difference. This resonates with me personally because just last week I was going through a few books, and trying for the life of me to pinpoint just what made some better than others.

As it so happens, it dawned on me that in one particular book, the author was in my head. Talking to me. Not a group of people, but me.

I like all kinds of books, authors and styles of course, but there is a place for acedemia, and "allowing" me to listen in to your lecture versus intimatley sharing with me, and focusing on me.

And then the information in those products always becomes easier to act on, and wuicker to implement - because (s)he meant it for me.

And that's very nice of them.

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R Hagel

14 years ago

Thanks to everyone for your replies -- I appreciate them!

***

Originally Posted by TheGraduate

It is all about how you present your own stories to the reader, there is a big different between writing:

"..imagine that in just a few month your life changes completely from mostly financial struggles to this one new life where you do not have to worry about money, I can tell you by experience that it feels great, now you can buy whatever you want, and when you want it."

And

"...In just a few month my life changed completely from mostly financial struggles to this one new life where I did not have to worry about money, I felt like I had won the lottery, now I could buy whatever I wanted, when I wanted it"

Excellent example of how re-orienting the writing towards the reader makes a huge difference.

Originally Posted by mpx305

So true in all aspects of life, not just IM. Most people want to talk about themselves, they really don't care about you. But as humans we tend to write about out experiences and we WANT to talk about how we suceeded in IM and it feels good....but it's not about us. It's about the customer.

Yes, exactly -- it's not just in business that people do this. Have you ever talked to someone who pauses to "listen" to you speak... but it's quite obvious that s/he is only waiting until it's his or her turn to speak again?

I suspect these are the same types of folks who write "autobiographies" rather than useful how-to books oriented towards the reader.

Originally Posted by Nathan Alexander

This resonates with me personally because just last week I was going through a few books, and trying for the life of me to pinpoint just what made some better than others.

As it so happens, it dawned on me that in one particular book, the author was in my head. Talking to me. Not a group of people, but me.

Exactly.

You can get value out of a book that's all about the author. But you'll likely enjoy and be better able to remember the info shared in a book that's all about you.

***

Great comments, folks!

Cheers,
Becky

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mikemcmillan

14 years ago

Excellent post Becky! I want to share a graphic from one of my books that I think goes with what you are saying. Here it is...

I think of our books (or other products) as bridges, or they should be. You talked about getting inside the heads of prospective buyers. We all have dreams, and--we have our present reality. A great book, in my opinion, is one that helps the reader to move from their present reality to a reality of their dreams. It solves problems.

Like you said, a lot of authors use the phrases: when I do this, when I did that, I like to, I should have, etc. Books like that are talking about the authors dreams, not the dreams of the reader.

Good books educate the reader. Great books not only educate, but they also inspire and motivate the reader as well. And to inspire and motivate others with your book, you must, as you said, get inside their head as you write it.

Your post made me think; Thank you for that. --Mike

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petelta

14 years ago

Mike, I love the picture. I put it on my desktop. It's exactly what I've been doing with my marketing lately.

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Lloyd Buchinski

14 years ago

Well that was one of my more heartfelt pushes on a thank you button.

Personally I really want to know why a writer thinks something and even if it is 'I did this and then this happened' I don't mind at all. But the part about writing your copy for a grade 5 reader is just starting to sink in. Of course to them that would be tedious details.

And just to throw in my favorite quote about writhing:

People think that I can teach them style. What stuff it all is. Have something to say and say it as clearly as you can. That is the only secret of style. - Mathew Arnold

I'm not sure how much it helps with sales, but I really like it otherwise. Just focus on the clear. Simple is a nice part of clear. It saves a lot of obfuscation and that sort of stuff.

best wishes, lloyd
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.......\<,
....( )/ ( )...

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Phio 14 years ago

Great insight Becky. I find that giving the customer some new angles (things he/she couldn't have possibly thought of before) can be very rewarding.
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For the love of Pete -- stay in your prospect's head!

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