Unlocking Customer Connection: My Approach with Marie Forleo's Copy Cure
As someone who crafts copy for social media, brochures, and websites, I’ve found Marie Forleo's Copy Cure session, "How to Find the Exact Words Your Customers Need to Hear Before They Buy," incredibly transformative. Here’s how I’ve applied her techniques to elevate my work. It's not easy to do, but with practice, I've learned it gets easier.
1. Customer Language Mining
One of the most valuable techniques I’ve adopted is "customer language mining." By diving into the language our customers already use, I can mirror their exact phrases and words back to them in our copy. This involves reading reviews, testimonials, and social media comments to understand their pain points and desires. It’s amazing how using their own language can create a powerful connection.
2. Voice of Customer (VoC) Surveys
Conducting VoC surveys has become a regular part of my process. I ask open-ended questions to get direct feedback from our audience, such as "What’s your biggest challenge with [our product/service]?" or "How would you describe your ideal solution?" This feedback is invaluable, providing insights that help tailor our messages to address their specific needs.
3. Empathy Mapping
Empathy mapping has helped me better understand our customers' emotional states. I create visual maps that include what our customers are thinking, feeling, hearing, and seeing. This deeper understanding allows me to craft messages that resonate emotionally, addressing their fears and aspirations in a more meaningful way.
4. Clarity and Specificity
Marie’s emphasis on clarity and specificity has sharpened my copywriting. I focus on providing clear, specific benefits rather than vague promises. Detailing exactly how our product or service will solve their problems and improve their lives builds trust and makes our offers irresistible.
5. Storytelling
Incorporating storytelling into our copy has made it more engaging and relatable. I share success stories of past customers who faced similar challenges and achieved great results with our product. This not only illustrates the value of our offer but also helps potential customers envision their own success.
By working on implementing these techniques from Marie Forleo's Copy Cure session, I’ve been able to craft compelling copy that speaks directly to our customers' needs and desires. Whether it’s for social media, brochures, or websites, these strategies have significantly enhanced my ability to connect with our audience and/or drive them to take action.
