They Love My Free Stuff and Won't Buy, Voice of Customer
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They Love My Free Stuff and Won't Buy, Voice of Customer
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An online course creator has a beloved free following and a sales page that gets traffic and almost no buyers — and keeps rewriting it in her own words instead of her customers'. Brian and Dave get into Voice of Customer: the discipline — the formal term traces to Griffin and Hauser in 1993, and conversion copywriters like Joanna Wiebe later turned it into review mining — of building your copy out of the exact language customers already use for the problem, before they ever met you. They cover how to mine DMs, reviews, and a few real conversations, how to sort what you hear into the headline, the promise, and the objection, and where Voice of Customer can't help. Monday Move: message five buyers and five people who signed up but never bought, and ask them one question — "What was going on for you right before you looked for help with this?" — then collect the sentences.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.