Okay, you took the salt and you poured it into your customer’s wound.
Now you need to rub it better.
After spending time making sure you paint a vivid picture or your customer’s pain, it would be easy to think that following this with:
“We can solve your problem and make you feel better…”
…would compel your customer to buy.
It’s not bad, but we can do better to show your customer exactly how amazing working with you is going to be. And as all great things come in threes, here are my 3 simple steps.
All we’re going to do is bring to life the joys your customer will experience once you’re through with them.
So, the first step is:
Know where to rub
You already know your customer’s pain, so make sure the benefit of working with you relates directly to that.
Let’s say you provide flower arranging for weddings.
Your customer’s pain is the confusion over what kind of arrangements to choose, wondering how much of the budget will be used up on flowers, trying to find the time to view and order the flowers and also, worrying that the arrangement isn’t going to be as special and as unique as they need on the “big day.”
So, some big areas there that need comforting are:
- Saving time
- Saving money
- Wanting to make an impression
- Needing a reliable service
- Wanting a personal and helpful service
Think about the pain areas for your customer and write them down on a separate piece of paper so you can see them when you’re writing your copy.
These are the areas you’re going to “rub” and you start to do that when you…
Show your painkillers
When you know what pain areas your customer has, you then need to figure out what parts of your service are the “painkillers” for their problem.
What will you do to solve the pain areas you wrote down before?
List them specifically, and add them to your list.
- Online catalogue and order system to save time
- Discounts for advance or bulk orders
- Unique bouquets created based on colour and flower preference
- Guaranteed response to all enquiries within 15 minutes
- Personal consultation over tea and cake
Then, the next step is to add in a dash of feel-good emotion when you…
Show you can make it all better
Think about how your service deals with your customer’s pain , and how that’s going to make them feel.
Then, think of a specific example why this is something they will love.
Taking the examples above, our bride to be would probably be feeling:
- Calmer – With the flowers sorted, she can spend more time choosing the dress
- Excited – There’s more in the budget for food
- Special – All those admiring glances at the bouquet
- More relaxed – She doesn’t have to worry about “radio silence” at critical moments
- Cared for – She doesn’t have to wait for the big day to feel like a VIP
Then, once you have all of these elements, you just need to put it altogether.
“With plenty to organise for your wedding, we make sure that choosing your flower arrangement is a special piece of your big day that you can enjoy, not worry about. We can visit you at your own home for a personal consultation (and we bring the tea and cake!) where we guide you through picking the perfect bouquet that will make heads turn…”
Now, that’s just an example using only a few of the items we looked at above, you can pick and mix as many as you need in order to make your customer fall in love with your service.
Words to help
If you find yourself struggling to think of words to describe how your customer is going to feel after you’ve worked your magic, here are a few examples from my copywriting phrasebook (soon to be released sign up here if you’d like advance notice) to help you along!
- Ability to cope
- Have fun
- Brighten up
- More energy
- Stand out
- Transform from / into
- Part of the group
So there you go, now go and rub your customer’s pain better and let me know how you get on!