When I’m working on a brand messaging or copywriting project, I sometimes interview my client’s clients.
One specific question I ask is this:
When you visited my client’s website, what were you looking for? What information did you want to see?
After dozens of these interviews, I learned that everyone was looking for answers to some version of one or more of these 5 questions.
The first and second questions are universal.
The other 3 vary depending on the individual buyer and what is important to them.
1. Can you help me?
Can you help me solve my problem? Can you help me get the result or outcome I want?
They’re not interested in vague generalities like “transformation” or getting “results” or achieving “goals” — they want specifics.
Can you help me lose weight? Can you help me change my career? Can you help me increase my revenue?
2. Do you work with people like me?
Once again, they’re looking for specifics.
Do you work with middle-aged women with over 100 pounds to lose?
Do you work with IT professionals?
Do you work with massage therapy practice owners?
3. Have you helped someone like me get this specific thing I want? (aka: prove it, buddy!)
This is a request for testimonials.
But not just any testimonials.
This is NOT what they’re looking for:
“Service Provider was awesome and amazing!” ~AC from Saskatoon
They want to see results-based testimonials with a similar client and similar problem or outcome.
4. Who are YOU?
The specifics of what they want to know about the service provider vary.
Some want to see credentials, education and experience.
Others want to know about values or mission.
And some want to know who you are as a person. As one person put it: “I’m looking to see the humanity.”
5. How does your service work?
How does it work? How long does it take? How much does it cost?
Most people want to know that you have a system or a process.
Some people want all the details, others are content with a bigger picture overview.
Here’s the big takeaway…
The above questions come from my client’s clients.
When I ask my clients what THEY want…this is what they are most interested in:
- How can I stand out from my competitors?
- How can I describe what I do without sounding like everyone else?
- What should I say to get people to buy from me without sounding salesy?
A great answer to these questions…is to answer the questions above! 🙂
Originally published at https://pattyk.com on February 26, 2021.