Last week I helped a client put together the video sales letter for his upcoming offer.
During the call, he mentioned how easy we put together some of his sales copy.
He had done a survey of his audience before he put together the product.
There were sections where I simply copied and pasted phrases directly from the survey responses.
We used the exact customer language.
In addition, we already knew what his customers wanted to buy, because they told us.
But a survey won’t write all your copy for you.
He has been selling products in this market for a while now, and we know what caused customers to purchase previously. Plus, I implemented tests that have proven effective in multiple other markets.
Good survey responses simply make the process quicker and easier.
But you have to do surveys correctly.
Frankly, I’ve seen a lot of survey data that was next to useless.
And some data can be downright dangerous to your profits if you use it indiscriminately.
Answers can be random and all over the place.
Usually, that’s the result of not asking the right questions during the survey.
And not every answer should be treated equally.
Some answers are much more valuable than others…such as ones with detailed emotional language about why this is important to them.
There are 3 questions I consider almost essential in a survey, and one of those is simply a sifting mechanism to identify the more useful answers.
The first question you should use in some form in your survey is, “What’s the #1 single biggest question you have about X?”
Replace X with your topic.
Another way to word that question is, “What is the single biggest challenge you’re facing with X?”
Share the survey with your email list, on social media, or even run paid traffic to it.
Once you have your responses, you’ll need to sort and categorize them.
That’s what made the copywriting process so easy from my client’s survey.
He had already sorted the categories and the 3 biggest issues the copy had to address were obvious. We could pick-and-choose the phrases that had the most emotional impact from those categories as we talked about each topic.
I don’t always use surveys, because there are multiple other ways to find customer language.
But when well-organized customer responses are available, you’d be crazy to ignore them.
Running an effective survey…including the 3 questions and how to organize the results…is part of my Internet Lifestyle System. You’ll find it in Module 1 under “Survey Secrets”.
You’ll also see the other proven strategies I use to find the hot button issues and exact customer language you can use to persuade customers to buy.
