Why talking to your customers - not at them - can 10X your sales

Why we’re all in on performance branding – and how it can transform your growth.

Why talking to your customers – not at them – can 10X your sales

Bryan Karas

June 25, 2018

I hate to be cliche but it’s so true…people don’t buy from companies, people buy from people. And that doesn’t just apply to the way you sell in person. It applies to every piece of copy on your website, social media posts and emails – pretty much anytime your company communicates with anybody…

Flint McGlaughlin from MarketingExperiments is a master of online sales, copywriting, and CRO. In the 5 minutes 33 second video linked above, he critiques a landing page using the TO or AT test…

If you’re talking TO your customers you need conversational text – he goes onto explain that it happens in paragraphs with bullet points, it considers who you’re talking to…it builds a connection with your customer. It builds trust – explain don’t declare.

Think about your marketing copy the same way you would talk to someone in person. If you met someone at happy hour after work and talked to them in a declaring way and it’s all about you…do you think they’d hang around for long? Probably not…

After you watch the video I highly recommend getting lost in that site…so much good stuff.

The struggle is real

If you’re struggling – like most of us – to find your brand voice or to figure out how to write “conversationally” then do this…

Take out your phone – yes, right now…just take out your phone and find the app that lets you record your voice. Now press “record” and turn to a coworker – start telling them a story about the last time you went on a road trip…tell them where you went, where you stopped along the way and what you ate…

Cool. Now you have a recording of how you actually speak…naturally – in a conversation. Write down the words you used – notice the sentence structure, the flow…and start using that voice in your marketing messages.

If that doesn’t do it for you then check out this blog about a few different ways to find your brand voice.

Let me be Frank (Kern)

Frank Kern is the self proclaimed “ most sought after Direct Response internet marketing consultant and copywriter on the planet.”

Now as douchey as that comes across he’s pretty good at writing copy. And yes, most Clickbank, self help, affiliate marketing comes across as shady but at the end of the day it works. So as marketers…we need to study them.

One bitter marketer dissected a Frank Kern Facebook ad – it’s quite an interesting lesson for anyone who’s currently running Facebook campaigns.

From B2B to Brick-and-Mortar: These companies do copywriting right

Not every business can use words like “hooray” in their copywriting. But there will always be a right way and a wrong way when it comes to copywriting. Take a look at how these companies – in a wide range of industries – changed the way they communicated with their customers. The changes are shocking…