Get my Free Sales Jumpstart Kit<\/a><\/div>\n<\/div>\n\n\n\nStep 4: Draft your copy<\/h2>\n\n\n\n
The fourth step you’re going to take is you’re going to draft your copy. If you notice that there’s a big disconnect in how you’re currently languaging your product and how your customers are describing your product, then it means that your copy as is needs to be changed.<\/p>\n\n\n\n
However, if you notice that some things are common with what your customers are saying, then it might just mean that you want something else for your business in terms of how it’s perceived and you need to educate or bring your customers up to date with how you envision your product evolving over time.<\/p>\n\n\n\n
Whatever the case though is, as you draft your copy, you’re going to want to turn to those words and interesting phrases that we’ve pulled out from the customer reviews. Making sure that you are clearly communicating your value proposition is one of the hardest things to do in any business. And you can even see it when you look back at Intercom and how they’ve positioned themselves over the years.<\/p>\n\n\n\n
In fact, let’s take a trip in the web archive to see how Intercom has changed their positioning over the years as a business. For example in 2017, you’ll notice that Intercom is newer to the world in terms of being a business in their space. And so they focus on their value prop being all around how communicating shouldn’t be as hard as it is.<\/p>\n\n\n\n
They emphasize how with Intercom it’s simple, personal, and fun for everyone. You’ll notice how even in 2017, they’re talking about how they connect everything into one platform. You’ll notice as we move forward, though, that Intercom starts to move upstream. They’re talking about acquiring, engaging, and retaining customers.<\/p>\n\n\n\n
In other words, they’re not just talking about the conversational parts of customer conversations, but actually the life cycle process of turning a prospect into a customer. You’ll notice at this point that they really start to refine their messaging, where they highlight three key things that their products solve. Acquiring customers, engaging customers, and supporting customers.<\/p>\n\n\n\n
Fast forward a year later and then in 2019, they’re positioning themselves as somebody that you come for the chat and you stay for everything else. So at this point, Intercom is more mature as a product so they know that they are known for their chat. However, they are also positioning themselves as wanting to sell you on the other suite of products that their solution can do. This is where they start using languaging like having a customizable messaging suite for every step of the life cycle.<\/p>\n\n\n\n
So you’ll notice that over the years, Intercom has continued to swim upstream to sell to those larger clients. And they’re changing the way they’re positioning themselves as well. And the last thing that we’ll review, we’ll notice how in 2020, during the year of the pandemic, Intercom really centered itself around the idea of great customer relationship experience. In other words, they knew that businesses were probably facing some difficulties at that time, and they wanted to position themselves as the place that you go for the number one on business messenger. In other words, they were a catalyst for you in helping you retain your customers.<\/p>\n\n\n\n
I also thought it was helpful in digging through this section when they talked about the different features that they had, and they started to use phrases that you probably find in their customer reviews as well.<\/p>\n\n\n\n
As you work your way through their homepage, you’ll notice common phrases that came up in their G2 reviews as well in terms of being an all-in-one tool. So what can you take away from just looking at these last few years of Intercom and how they position themselves? What you’ll notice is that as they entered the market, they had to educate their customers first on the core things that they were doing. And then over time, they positioned themselves as more than just chat. Chat was their foot in the door. And then all the other expansions that they’ve added to their product are what allows them to sell upstream to bigger clients. What you should take away from this is that the drafting process is iterative. You have to launch some landing pages and see how people respond to it. Check your conversion rates, see how many trials are getting requested from a particular version of your landing page, or check out how long people are staying on the page and whether or not this sort of copy is resonating with them to stick longer on your page.<\/p>\n\n\n\n
Step 5: Keep iterating until you find your golden tickets<\/h2>\n\n\n\n
This leads me to the fifth step which is to always keep iterating on your copy with your customers. The best way to really create copy that resonates with using your customer reviews is to continue testing messaging over time. Keep an ear out for when your customers talk about things they hate or dislike, and then weigh whether or not that is a feature that you want to incorporate into your product or service.<\/p>\n\n\n\n
If you do this sort of iterative process, you will notice that your customers will change the way they talk about you as well. In fact, if you pull up Intercom’s G2 profile and go back to 2017 and go all the way through 2020 or 2021, you will notice how people have started to change the way that they talk about Intercom as a product.<\/p>\n\n\n\n
The best way to incorporate this step is beyond just your landing pages. You’ll want to test out messaging whenever you are talking to a prospect or an existing customer. If you’re in a live demo, you might want to use an example from a customer statement of yours, and then see how your prospect responds to you when you mentioned that exact phrasing. If it’s something in which they really perk up at the sound of that phrase, then it’s something that you would want to incorporate into your copy.<\/p>\n\n\n\n
Big takeaways<\/h2>\n\n\n\n
There are two things that I want you to remember when it comes to looking for signs that it’s time to hire a virtual assistant. <\/p>\n\n\n\n
- The first one is to use the words your customers are actually saying when you are writing copy for them.<\/li>
- The second one is to always keep iterating on your copy. Listen in for what your customers are saying about you and then from there, use that as the baseline for your copy.<\/li><\/ol>\n\n\n\n
If you liked this article, be sure to check out my YouTube channel<\/a> to get new videos every single week. I’ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might benefit from learning how to use their customer reviews when writing copy.<\/p>\n\n\n\n