Your prospects and customers will often tell you exactly what you need to do and to say to build a business which gives value to them.
But what about when they’re feedback is dead wrong?
What about when what they share will lead you down the wrong path?
Let’s say for example that you have a sales page that is primarily video.
You will always get at least a few complaints from people who would prefer it all be text instead of video. They’ll say, “They don’t want to spend all that time watching video…”
Or the other side for a written sales page of course, “That’s too much text – I don’t want to read all that!”
I’ve heard both complaints.
The correct response here is to look at the numbers. Which version is converting better for you of visitors into buyers?
If you’re getting a lot of feedback like the above, perhaps you’ll create a 2nd page with the opposite version (the primarily video sales page has a secondary page with text instead) that you put into your follow-up sequence.
But you don’t change your page just because some people complain about your methods.
You go with what works.
Or another common complaint you may hear, “You send too many emails…”
Too many emails for who? In the majority of markets you’ll find more emails equals more profits (all other things being equal including email quality).
If you focus on a contrarian message (which you should whenever possible), you’ll also going to have people advising you to back off that strong stance.
Being so stubborn on your points can turn people off. And that’s the point. As a small internet business, you have to be willing to turn off a portion of the audience to attract the customers which are right for you and your business.
If you’re so careful you never offend anyone, you’re also likely to never stand up for anything that attracts your customers to you.
Let’s not even mention the number of times I’ve been informed of my poor grammar somewhere.
When someone tells me about a spelling error, we get it fixed most of the time. Thank you. But when someone tells me grammar rules such as the fact I’m not allowed to start my sentence with “but” or “and,” that’s not going to fly. This is informal writing and meant to be as much like sitting down and speaking with me personally.
Let’s not even talk about how bad my grammar is when I actually speak! I’m an English teacher’s worst nightmare.
You can’t please everyone. So focus on your buyers.
When people talk about surveys and feedback, it always seems like they classify all the feedback equally. It’s not.
What your buyers tell you is the most important. They’ve voted with their credit cards. They’ve invested in your business.
If you do a survey, break out the paid customers as much as possible from the free subscribers. Then weight the results heavily in favor of the buyers.
You can take this even further. Pay attention to the 20% of your customers which provide 80% of your profits. What else do they want to buy? How can you best serve them?
An example here is how my daily interactions with my direct coaching clients is where I get the majority of the ideas for print newsletter content:
If several clients are asking a similar question, such as how you can build your sales process simply by looking at your strongest competitors, then that’s what I cover. I show a step-by-step system for doing it in the newsletter.
This doesn’t mean you ignore the non-buyers. They will still give you some excellent ideas. Think of it more as priorities and weighted scoring.
VIP buyers get the priority.
Then you score the buyers. And then prospects who aren’t buyers yet.
Good feedback can come from all. But don’t take any advice on its own without considering your current test results, what’s working, and how to best serve your customers long-term.