Learning the game - Confused

by kevd10
13 replies
Ok, so I am currently going through John Carlton's Simple Writing System. I have aspirations to begin a consulting business which gets home improvement companies more clients better than generic marketing agencies.

I figure that copywriting is a skill that I am simply going to have to learn, and one that will no doubt be time well spent. I understand that this won't happen overnight.

Anyway, John says that I should list every single feature of my product or service, and attach a benefit to that feature.

I really am struggling to see how this can happen for a consulting business where the only benefit the prospect is going to care about is getting more clients.

For example, one of the building blocks or features of my service is extensive split testing of fb ads. What is the specific benefit to the prospect of that feature? It seems as if this whole package I have put together is made with one goal in mind and that is get more clients for the prospect? Isn't that all they care about? I could say the benefit of extensive split testing is to keep the cost down per client acquired, but surely that is bogging them down in technicals?

They don't care about the cost per client because they aren't paying per client. They are paying a set monthly fee.

I am only using the above as an example but in reality, I see the same across the board for all of the features of what we do for the client.
#confused #game #learning
  • Profile picture of the author SARubin
    Originally Posted by kevd10 View Post

    the only benefit the prospect is going to care about is getting more clients.
    Well, that's only partly true. Another benefit could be spending less on acquisition cost per client. (ROI), and the lifetime value of the clients (Repeat business), just to name two.

    Originally Posted by kevd10 View Post

    For example, one of the building blocks or features of my service is extensive split testing of fb ads. What is the specific benefit to the prospect of that feature?
    Split testing can determine which ads are producing better results, allowing your client to delegate more of their advertising dollars on the best producing ads. And eliminate the non-working ads. (ROI, again)

    Originally Posted by kevd10 View Post

    They don't care about the cost per client because they aren't paying per client. They are paying a set monthly fee.
    They're not paying you per client, but they are paying for total acquisition, and retention cost per client. So start thinking just a little bit wider on your clients costs and expenses (beyond just what they're paying you), and that way, you can start to figure out how to turn your features into their benefits.
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    If you're spending time and money on advertising, but not getting the results you want to see... I can help you fix that. SARubin - Conversion Flow Specialist

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    • Profile picture of the author Oziboomer
      Originally Posted by SARubin View Post

      that way, you can start to figure out how to turn your features into their benefits.
      Remember to also think about the reasons why these benefits mean something to the client.

      Think after every benefit adding. . .

      "which means"

      then add a statement that creates a feeling of what the benefit really delivers.

      . . . you and your family get their dream vacation sooner.

      . . . your competitors squirm when they repeatedly see their customers defecting to you.

      . . . your overdraft get's paid faster giving you power over your bank.

      best regards,

      Ozi
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    • Profile picture of the author kevd10
      My point is, the clients I am targeting have no idea about how to run Facebook ads or how to do online marketing at all. So I don't see how pointing out benefits such as that is really going to make any sense or difference to them. So I get what your saying, but by me pointing out benefits such as 'split testing is good because it will get your costs per client down' will only lead to them saying 'so what?' Because all they care about is getting more work. They pay a monthly fee including ad spend. I will be in charge of getting them the most leads for that ad spend so why would they care about the benefits of split testing other than it will ultimately lead to them getting more clients.

      I will be running the whole thing for them, so they don't need to worry about any specifics like that. If I was teaching them how to do it themselves, then yea.
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      • Profile picture of the author SARubin
        Originally Posted by kevd10 View Post

        So I get what your saying, but by me pointing out benefits such as 'split testing is good because it will get your costs per client down' will only lead to them saying 'so what?' Because all they care about is getting more work.
        If they say "so what" perhaps you can explain simple math to them? Less cost per client means even more clients for the same amount of dollars spent.

        Even if you're running all the ads, included with your monthly fee, wouldn't they like to get more clients (or leads) for the same monthly fee?

        Split testing will help them do that.

        Originally Posted by kevd10 View Post

        why would they care about the benefits of split testing other than it will ultimately lead to them getting more clients.
        You just answered your own question.

        The main benefit of split testing is it will ultimately lead to them getting more clients. With less time, wasted on ineffective ads.

        Originally Posted by kevd10 View Post

        I will be running the whole thing for them, so they don't need to worry about any specifics like that .
        They might not need to worry about the specifics, after they've hired you, and learned to trust you. But persuading them to hire you in the first place, has a lot to do with giving them confidence that you know what you're doing.

        Also, there may come a time when your client wants to know why you're spending their money on testing different ads. It can only help if you can attach the expenditure to a benefit for them.
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  • Profile picture of the author clairelynn23
    You could indicate that your extensive / intelligent split testing allows you to create the best copy to attract more of the best customers ie: it makes you more competitive for the client's business.
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  • Profile picture of the author ewenmack
    Private messaged you about a lead magnet.

    It will skip all this frustration and confusion
    so you get to signing up clients which mean
    getting to the money faster.

    Best,
    Ewen
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  • Profile picture of the author helisell
    The single feature i.e.

    You doing all the client acquisition work for them'

    Will surely have multiple benefits to them won't it.

    1. They don't need to know what split testing is, they won't need to learn all about tracking multivariate sections of an advert.

    2. They can forget about getting new customers altogether and concentrate on developing their own product service.

    3. No more sleepless nights worrying about making payroll next month...'with a stead stream of new customers coming in......

    4. No need to worry about a moving target advertising budget.....fixed monthly cost.

    5. Outsourcing this important aspect of their business means that they will build a loyal brand because of continued exposure to the market....

    6. etc etc

    7. etc etc

    Get the idea?
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  • Profile picture of the author Alex Cohen
    Are you easy to work with? That's a feature.

    Do you meet agreed-to due dates? That's also a feature.

    Alex
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  • Profile picture of the author RickDuris
    If you want to help home improvement companies and make some money at it...

    Do not build a consulting practice.

    Do not build a copywriting business.

    Build a lead generation business with a focus on the home improvement industry.

    Give'em what they want. Leads. Customers. Sales.

    And get paid what you're worth. And you'll be worth a lot.
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  • Witch means: magickin' up cats outta hats.
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    Lightin' fuses is for blowin' stuff together.

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  • Profile picture of the author angiecolee
    Originally Posted by kevd10 View Post

    My point is, the clients I am targeting have no idea about how to run Facebook ads or how to do online marketing at all. So I don't see how pointing out benefits such as that is really going to make any sense or difference to them.
    Blunt talk.

    If you're paying Carlton to learn even just SOME of his secrets...

    JUST DO WHAT HE SAYS.

    You don't have to get it. You don't have to think he's right.

    There's a REASON you're being put through the exercise.

    Don't fight it. Don't presume to know better.

    Do the work. Learn the lesson.
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