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One technique that helped my businesses hit 7-figures.

by shawnlebrun
16 replies
Before I got into writing copy for clients... I sold a ton of my own
products and services.

Since I knew the importance of good copy... I was always curious as to WHY people buy... I wanted to learn the motivating force behind my customers. what made them buy.

One day, it just dawned on me. Sure, I could continue to try and put myself in my customers shoes, and be as empathetic as possible.

But then one day, I just thought to myself... why not ask them?

One of the single best things I ever did when writing sales letters for my products... was to survey my customers.

No matter what product or service I sold, I'd send out an email to my buyers list.

And all I asked them in the email was... what was the ONE biggest reason you bought my product. Actually... what was the biggest motivating factor? What problem did you want to solve?

That one email took many of my businesses from 6 figures a year to 7-figures.

Because I go so much valuable insight right from the buyers as to what their main REASONS were for buying.

What their motivation was. So I'd turn around and put their "trigger words" and emotional hot-button phrases right into the sales letter.

out of most responses... I can honestly say that most of them boiled down the same 3 or 4 reasons as the others in that market.

So if you want to improve your copy and conversion rate... and if you're freelancing... have your client send out an email to their buyers... asking for the single biggest motivating factor.

take their answers, find the same 3 or 4 biggest ones... and inject them into your sales letter.

I guarantee by finding out prospects motivations... and then showing how the product or service can help them GET what they want... that will help your conversion rates.

I did this for one client and it took a few weeks, but it was worth it because it tripled their conversion rate. since this person had an alexa rating of 2,000 something... it made a huge difference in income.
#7figures #businesses #helped #hit #technique
  • Profile picture of the author Karson
    Great advice!

    Something I will defiantly do from now on... you really have left me hanging and wondering what those 3 or 4 things were though? (nice job creating curiosity) Was it in the IM niche cause I'm sure we would all really like to know. Maybe one of your industry secrets, I understand!
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  • Profile picture of the author Rezbi
    The 3-4 Shawn is referring to are the most common answers that come from asking the questions.

    They're not set. It depends on your market.
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    • Profile picture of the author videolover7
      And all I asked them in the email was... what was the ONE biggest reason you bought my product. Actually... what was the biggest motivating factor? What problem did you want to solve?
      Did you ask just one of those questions... or all three?

      VL
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  • Profile picture of the author shawnlebrun
    Hey VL,

    Good point on the question you asked... because the way I worded it sounds a little confusing and misleading. Sorry about that.

    Honestly, there were times where I asked all three... ie what was the motivating factor behind your purchase. What problems did you want to solve.

    Basically, it turned out to be a survey with a few different questions.

    But I noticed that the more simple I made it for them to answer, the more replies I got.

    So, I started basically saying "please hit reply to this email and give me your ONE BIGGEST reason for buying.

    I found that the easier I made it for them to answer me... the more replies I got back.

    Because in all honesty, even when I asked them for one answer... most of them would give me a bunch of good, hot button benefits.

    And the cool thing was... it's all in THEIR lingo and their terminology... so the phrases they use are such hot button phrases, I plug them right into the sales letter.

    And presto, instant conversion increases in most cases.

    Much of it was initially done for the weight loss market... so when I asked
    them the one big emotional reason for buying, I got solid gold responses.

    So good point VL, I know what I wrote sounds confusing, but it basically
    morphed from a multi-pronged survey to an email where I asked them one
    specific question.

    And since each of my markets were different, many times the question
    I asked them was different.

    Some times I asked them what their problems were... other times what their
    biggest motivation, etc... it often changed depending on the market.

    And if I really wanted to get answers, I'd say that those who wrote in
    more in-depth answers... I'd send them a free ebook or something.

    Basically an ethical bribe to get them to respond.

    And Rezbi is right on the button... those 3 to 4 big, hot button answers
    will be different in each market... they are not set.

    So, if you do a weight loss product, it might be "want to look better for their spouse, so their spouse won't check out other men/women. Or want to live longer for their children, they don't want their kids growing up without a parent, etc..

    But they will give you almost magical answers that you can use to get inside their mindset, and then plug those right into your sales letters.

    Even if you get 1,000 responses, I was amazed that almost all of them boil down to the same 3 to 4 hot button benefits/emotions!
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    • Profile picture of the author Karson
      Thank you for the clarification!

      Indeed defiantly some stuff to take note of and I can't wait to give this a shot.
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      • Profile picture of the author Rezbi
        Originally Posted by Karson View Post

        Thank you for the clarification!

        Indeed defiantly some stuff to take note of and I can't wait to give this a shot.
        Definitely defiant, or defiantly definite?
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        • Profile picture of the author IMdeaming
          Originally Posted by Rezbi View Post

          Definitely defiant, or defiantly definite?
          I see what you did there
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          Something stinks...
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  • Profile picture of the author leachyau
    Banned
    [DELETED]
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  • Profile picture of the author Karson
    lol I ment definitely but I can defiantly take notice too haha.
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    • Profile picture of the author Rezbi
      Originally Posted by Karson View Post

      lol I ment definitely but I can defiantly take notice too haha.
      Ment or meant?

      You're just asking to be picked on, aren't you?
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  • Profile picture of the author Hogre
    Yeah,that's a cool tip...there's only one problem with it.Aren't they going to give you the same reason they gave their wife or neighbor?

    "There are two reasons a man buys something: the real reason, and the reason they tell you."

    Aren't they going to justify the purchase with logic?
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    • Profile picture of the author shawnlebrun
      Nope, not if you ask the question the right way... using a few key trigger words like either emotional reasons, motivation, etc....

      sure, some will give you... "because i like the color" or because I needed a new one.

      But if you give them an "ethical bribe" of say, a free report, or something more in depth... and tell them this is just between them and you because you want to improve the product... they'll tell you.

      People LOVE to talk about themselves... most people are lonely and would love someone to listen to them and their problems. Because the truth is, they go to work and talk about boring stuff, they come home and it's not much more exciting.

      So when someone asks them... "tell me, why did you buy my product... what were your motivations, or how did you want to FEEL after using it... they will tell you.

      Here's a few I just got yesterday....

      "My biggest fear in everyday life is reaching the conclusion that I can
      no longer do the physical activities that I enjoy because of my age
      or physical ability."

      "I just wanted to feel better and also wanted to look
      in the mirror and capture a more youthful body because
      my brain is so young."

      "I want to be around to see my 15-year old son graduate
      from high school and then college. But most of all I want
      to be able to enjoy my retirement years with an active lifestyle"


      I get thousands of these each year... and it's definitely made me a better
      copywriter because I can use actual words, phrases, and hot button
      benefits my market is TELLING ME they want.

      It's one of the best things I've ever done... was to ask my market what
      they want and then turn around and give it to them.
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      • Profile picture of the author elmo033057
        Originally Posted by shawnlebrun View Post


        Here's a few I just got yesterday....

        "My biggest fear in everyday life is reaching the conclusion that I can
        no longer do the physical activities that I enjoy because of my age
        or physical ability."

        "I just wanted to feel better and also wanted to look
        in the mirror and capture a more youthful body because
        my brain is so young."

        "I want to be around to see my 15-year old son graduate
        from high school and then college. But most of all I want
        to be able to enjoy my retirement years with an active lifestyle"


        I get thousands of these each year... and it's definitely made me a better
        copywriter because I can use actual words, phrases, and hot button
        benefits my market is TELLING ME they want.

        It's one of the best things I've ever done... was to ask my market what
        they want and then turn around and give it to them.
        Man, that is PURE GOLD! Think of all the research time you're saving while getting rid of any guess work about what makes your prospects stay up at night. Brilliant, Dude!

        ELMO
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        "When It Comes To High Response Copy - I've Got Your Back!"
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    • Profile picture of the author sethczerepak
      Originally Posted by Hogre View Post

      Yeah,that's a cool tip...there's only one problem with it.Aren't they going to give you the same reason they gave their wife or neighbor?

      "There are two reasons a man buys something: the real reason, and the reason they tell you."

      Aren't they going to justify the purchase with logic?
      Assuming they do, your job is still to use the same justifications they would. That's the job of good copy, join the conversation in their mind.

      Frankly, I'm not 100% sold on that quote. It's not based on research. Mark Twain said it. He was a humorist and often used exaggeration to make people laugh.

      In some cases, people don't know the real reason. Vance Packard's "Hidden Persuaders" has plenty of examples of that. But talking to the customers and asking what their primary motivators and their fear barriers are.

      On another note, Shaun, interesting post. When I first started freelancing I had a HELL of a time getting the business owners to answer these questions. I remember 60 minute sessions, asking the same question 20 different ways trying to get them to tell me what their customers really wanted.

      I finally started asking to talk to the people who answered their phone calls and pre sales emails.

      It's amazing how many business owners don't know what their customers want. I just turned away a client a few weeks ago because I couldn't get them to tell me what their customers wanted.

      How would you handle that if you didn't have the chance to talk to the end user?
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  • Profile picture of the author Kunle Olomofe
    Great to see someone share this. I use trigger words from what people say to sell stuff back to them and similar prospects too and I can attest to how well it works. Sometimes when I'm stuck writing copy I either visit a forum where the target audience hangs out or I strike up an online or real world convo with prospects in that niche to get the trigger words and concepts.

    Most people don't know it but when they simply voice their opinions they're doing a heck of a lot of selling and the way they say it or the words they use can be duplicated to add to or use as a sales pitch with high conversions.

    This is really a solid tip and thanks for reminding me about it again as I haven't used it in some time now.

    Cheers!
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  • Profile picture of the author BWHadam
    just curios to know... did you write the sales letter yourself or by a professional writer? What was success ratting of your products? did you fix the problem and got some more sales?
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