If campaigns are the most important part of your funnel, and the sales message is the backbone of your campaign, how do you develop a sales message that is campaign-able?
To craft your customer avatar – I was trying to figure out – what are the best methods to do that completely? How do you write for someone who isn’t you, someone whose problems you aren’t living or whose headaches you haven’t felt?
Great question, I have asked myself the same thing and have looked to the greats for answers. I decided to reread Dan Kennedy’s iconic work “The Ultimate Sales Letter” and came across another list that I think will help us build that character avatar.
A series of questions to help guide our sales message, to better tailor offers to our dream customer? Well, think about these for inspiration the next time you are formulating your squeeze page or webinar script.
Hopefully, this can help you to establish your avatar for your dream customer, to uniquely identify their pain points, problems, and goals.
Once you have your customer, you can identify the red ocean you are going to fish in. You are able to craft your sales message to paint a unique blue ocean for them to swim in.
You become their savior, and you introduce them to your value ladder becomes a proverbial ladder to pull them from their miserable swim in the red ocean.
What keeps them awake at night?
Indigestion boiling up their esophagus, eyes open, staring at the ceiling?
1) What are they afraid of?
2) What are they angry about? Who are they angry at?
3) What are their top three daily frustrations?
4) What trends are occurring and will occur in their businesses and lives?
5) What do they secretly, ardently desire the most?
6) Is there a built-in bias to the way they make decisions? (engineer = exceptionally analytical)
7) Do they have their own language? Is there verbiage you can use, that when they read it, will immediately endear you as to having insider knowledge?
8) Who else is selling something similar to their product, and how?
9) Who else has tried selling them something similar, and how has that effort failed?