Hey,
Here's a really quick reframe that helps me every time I'm writing a marketing email or a landing page:
The truth is, no one wants to be sold. You don't want anyone in your inbox selling you shit, and neither do I. No one actually wants to buy the B2B SaaS product, or try the new feature, or take the course.
But your customers want a lot of things.
They want to stop waking up at 3 am thinking about work. They want to hit their sales targets at work. They want to spend more time with their kids.
So here's what we do:
Every time you go to write something, picture yourself standing in front of one of your customers and ask these three questions:
1. How am I helping you?
2. What part of your life can I make less painful, or more delightful?
3. What problems are you experiencing, and how can {insert tool or service} actually help you?
Let's do a quick example.
Say you're a product like our course platform, Kajabi (shoutout!) and you've just added customization features to your checkout pages. Now you need to write the feature announcement email.
Here's the difference between selling that new feature, and empathizing with your customers to help them out.
Introducing Offer Page Customization!
Now you can customize your offer pages in a matter of minutes. Change copy, pricing, and calls to action seamlessly from the dashboard.
[Start now]
Your sales targets have increased, so we're giving you more ways to customize offer pages. Quickly test new copy, pricing, and calls to action so you can increase conversion, and spend less time selling.
[Let me try it]
Remember, you're your customer's biggest cheerleader. You want them to win. And that should be reflected in every piece of copy you write.
Now go forth and help your people.
Internet hug,
Sarah
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