Nobody likes to feel bad about a problem they’re having and that includes your customers.
My mum is brilliant at listening to any challenges I’m facing without making me feel like it’s really my fault. If I haven’t exercised she’ll understand that the weather’s been a bit cold, if I’ve forgotten to do something, she’ll tell me I’ve probably been working too hard.
My brother on the other hand will tell me to man up, stop messing about and do what I need to do. (Got to love brothers).
In your sales copy, forget being like my brother, you need this empathetic side.
The cake is ALWAYS to blame… not the decision to eat the cake. That cake knows what it is doing…
Basically say to your customer:
- Hey, it really sucks that you’re having this problem, but you know what?
- It’s not your fault…
- It’s because…
This approach makes your audience more receptive to what you have to offer because:
- They like that you’re not making them feel bad
- They can understand the logic of your argument
The second part of this is pretty important, you need a good reason why your customer has this problem. Here are some quick examples…
Don’t say:
Your team doesn’t respect you because you won’t spend 10 minutes getting to know social media, and understanding how technology can help you do your job better.
Do say:
Executives are finding it harder to lead today because technology and corporate rules are changing so fast that the old methods no longer apply
Don’t say:
You still don’t fit into those jeans because you can’t stop eating peanut butter, ham and cheese sandwiches washed down with a mince-pie and chased with a glass of mulled wine (oh yes the Christmas diet has arrived).
Do say:
The holiday season brings a huge amount of pressure if you’re trying to stay in shape. With social occasions, and tasty treats tempting you at every turn you’d need super-human discipline just to survive…
You get the picture right?
Paint a picture of the enemy that is stopping your customer getting what they want and build that empathic bond.
That way you’ll have their attention when you explain to them what a super-duper product or service you have that can make their problem disappear.
Hi Amy,
Great post and I hate to admit but I think I have been guilty of this at times!!! It’s sometimes hard to get the balance between encouraging people to take responsibility for behaviours that are not serving them well and ensuring that they are not beating themselves up (or feel like we are beating them up).
I guess it’s also remembering when you are coaching and when you are copywriting!
Keep up the great work,
Janine@LoveYourSmallBusiness
Thanks Janine!
It is tricky, and you definietly need that gentle kick up the backside when you’re working with someone!
Heh. Love it!
“It’s not your fault you entered into the social media arena so late in the game. It’s those unconvincing social media ‘experts’ saying crazy stuff that kept you away. We’ll help you get caught up and make you feel more confident. Sprout Social.”
Awesome! I’m stealing this idea for my copywriting job!
Thanks Whitney. Steal away! 🙂