Here’s technique I learned from a good buddy and mentor of mine – Ryan Healy (opens a new window to his blog)
We were on the phone one day and he mentioned to me that one of the techniques he loves to do is that when he does his initial research for a client, he likes to learn a little bit about the life of the client.
For example he talks about the clients family, job, hobbies, interests, etc.
Well think about it…
If you know your clients life, they become more of a “friend” to you. By doing this they’re not only a client, it’s like writing for someone you know personally.
And don’t you think if you were writing for one of your friends – and you knew that if your copy failed, he/she would go bankrupt – you’d write better copy?
That’s exactly why he does it!
By getting to know your clients on a personal level, you feel a kind of deeper dedication to make sure that copy really converts.
By learning that his kids won’t be able to attend the best school in their area if your copy sucks – you’re going to work relentlessly to make sure his kids get the best.
By understanding that he’s on the brink of bankruptcy and if this one single promotion doesn’t produce a profit, his entire family will have to suffer the consequences and go through the painful process of divorce – you’re going to put every ounce of energy you have into making that copy work.
And if you learn that he’s been working for the past 5-10 years at a dead-end job, frustrated that his life didn’t turn out the way it did, pissed off that he can’t seem to make anything “work”, and his last itty-bitty string of hope is resting squarely on your shoulders…you’re going to write that sucker like there’s no tomorrow.
(and if these things WOULDN”T make you work harder/smarter…you shouldn’t be a copywriter. And you should start taking those sensitivity classes)
So do you see why it’s so important to really get to know your client and what’s going on in his life? The next time you interview a client, simply chit-chat with them for 5-10 minutes about what’s going on in their life.
Not only will they like you more as a person because you’re genuinely interested in them, but you’ll end up writing better copy every time.
Note: I actually wrote this post in November 2008 and must have saved it and forgot about it. So the big launch I talk about was a few months ago, not a few weeks ago)
In the past 2 weeks or so I’ve come to realize that there’s 1 customer service principle that you must never forget if you want your business to thrive.
Let me tell you the story…
A very big launch happened in the past few weeks that I got pretty excited about and was going to buy anyway. However, I was watching a video that a big-name marketer made (I won’t reveal his name) which offered several bonuses for ordering through his affiliate link.
So I said to myself, hey nobody else is giving away bonuses like this – so I bought the program through his link. I was going to anyway so I figured I might as well get the bonuses.
Well to make a long story short – I never got any bonuses.
Now I’m sure he didn’t plan this and simply lie about the bonuses, but I have to admit..I’m a little mad I still never got them.
What’s worse, I emailed his support group three times (once because they may have forgotten, twice for good measure, three times to make sure they just didn’t want to send it) and never received a response. I even told them that I’d send proof of my purchase that I bought the program.
Now here’s what I think happened:
I must have already had a cookie in my browser so he didn’t get the affiliate commission. He probably went through to each person who bought from his link and sent the bonuses manually – but he didn’t see my name.
However, in my opinion he still should have sent the bonuses because he didn’t have specific instructions to clear my cookies or anything like that.
So now that “big-name” guru has lost my respect. Although I still might purchase from him again in the future because he honestly does “know his stuff” – he’s going to have to sell me on it a lot more than usual.
The point is this:
ALWAYS make sure your customer, client, prospect or anybody you come into contact with is taken care of in every way possible. Now I’m not the kind of person to broadcast this persons name out to the world because it was probably just a mix up or something, but there are A LOT of people out there who would do it – and they’d do it with a smile on their face.
Some people simply like to cause harm to other people’s lives – I’m not sure why, but they do. Maybe it make them feel powerful being able to cause misery to other people.
So whenever you’re dealing with anybody – I don’t care if it’s a regular client or a person you just met on the street – take care of them as much as humanely possible.
Because not only will the Karma Gods come back with presents for you later in your life (in the form of increased happiness, more business, good luck, etc.) – but you’ll quickly develop a reputation as the kind of person people can trust even if they’ve never met you before.
It’s not very often these days that you can find good customer service. Long gone are the days of human interaction, smiles and overall good behavior towards customers.
In fact, 9/10 times you call any company, at least one of the following things happens:
And that’s only on the phone. How about when you walk into a store?
And then there’s my masseuse.
A few months ago, my Mom was getting a massage and all of a sudden got extremely dizzy.
You see, my Mom has MS (multiple sclerosis), and sometimes experiences very strange symptoms. Since we don’t know what’s going on because they’re so strange, the doctors all advised us to simply take her to the hospital to make sure.
Now, keep in mind that my masseuse didn’t know all that. She knew my Mom had MS but not very much besides that.
So there my Mom is, complaining that she’s dizzy during her massage.
Now before I go any further, what would you do in this situation? Would you tell her to go home? Would you charge her? Would you call the ambulance or the lady’s family?
Instead of being a miserable business owner and charging my mom and simply sending her home or just calling an ambulance – she actually took her to the hospital, cancelled the rest of her appointments for the night (losing out on probably about $80), and sat with us at the hospital for about 2-3 hours.
Now how is THAT for customer service?
Needless to say, she’s now my masseuse as well as my fiancee’s. I also tell every single person about her that I can – generating her a considerable amount of business.
Have you done anything for your customers or clients lately that would make them do the same? My goal as a copywriter is to eventually get to the point where I literally don’t even need to advertise – that people will get referred to me by word of mouth so often that I have no advertising expenses.
And I’m willing to give my clients such good customer service that hopefully I can make that happen.
To living the life you’ve always dreamed…