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267. How to Better Communicate with & Convert Your Customers

267. How to Better Communicate with & Convert Your Customers

As a product-based business owner, and online marketer, when you create any sort of content, whether it’s social media, product descriptions, blog posts, emails, marketing material… you name it, it doesn’t matter what it is, you are in this position where you need to take the ideas, thoughts, and information that are second nature to you and distill in down in a way that your audience can understand, resonate with, and ultimately take action on. 

I discovered how important this concept was while I was creating content for my Email Badassery Course and trying to make sure that I was presenting this information in a way that would be easy for everyone to understand and implement.

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Why This Matters

You have this product, that you need to convince, and I mean that in the most positive way, I can’t think of a better word at the moment, you need to convince people that the product you sell is the product and potentially the process that is going to give them the outcome that they’re looking for. 

And if you want to do that successfully, you need to be able to structure that content and information in a way that they can grasp. The real roadblock here though is that not every potential customer you have is going to think the same way, have the same questions, or come to conclusions in the same way as you or as each other, and you need to account for all of that in your messaging. 

It’s no different than trying to have a constructive conversation or disagreement with someone. You need to seek to understand their point of view if you want to change their mind about something. Or how in debate, constructive ones anyway, you essentially need to be able to argue the opposition’s point as well as your own, if you want to win or change the mind of someone listening. 

You Have a Short Conversion Window

Another layer to this for product-based businesses specifically, is that you have to be able to potentially reach all these different people in a very short amount of time. 

For me, taking this podcast for example… when you first discover me I’d love for you to convert into a customer as quickly as possible. Maybe you buy a course, you join the lounge membership, or you buy one of my digital products. But even if you don’t do that right away, you’re gonna hang out and listen to my podcast week after week. I’m going to present different ideas to you from different angles, one day I’m gonna say something, it’s gonna click for you and then you’ll be ready to buy from me. 

I have lounge members who attended two live launch events (months apart, btw) before they joined the program and listened to every podcast I published before and between those events. We had A LOT of touchpoints before that purchase happened. And for a business like mine, that makes sense because I’m constantly teaching and they’re continually getting value from me, they’re getting wins from what they’re learning, and eventually they’re gonna say damn okay, I want to learn more from Jessica and get more access to her, let me join her program. 

And while that can in theory happen in the product-based business too, you have a lot less time to make that happen. While this is going to depend heavily on your business, the product you sell, the quality of your traffic, etc., and while I didn’t find any true benchmark studies on this, so take this number with a grain of salt, if you can’t convert someone within 90 days of discovering you, and in most cases much faster than that – you might not ever convert them. 

My point is, that you need to be able to speak to all your potential customers in a way that inspires them to take action pretty quickly. 

This is something we’ve talked about here and there on the podcast, but I wanted to give you a few tips and tricks for how you can better break down the content you want to share, how to communicate that information, and how to ensure that you’re doing all of this quickly so you don’t miss that ever important conversion window. 

What is the Outcome Your Customer Wants from Your Product?

Before you can figure out how to get somewhere, you need to know where you’re going right? So the first thing you need to understand is what the customer wants from your product. Essentially, what is the outcome they’re looking for? 

And this is something you’ve probably heard me say a million times in passing and in different contexts, but I want you to pause and REALLY think about it. 

How to Find the True Outcome They Want from Your Product

What is the outcome they want from your product? When you come up with your answer, I want you to ask yourself WHY do they want that? Then, just be like a child and keep asking why over and over until you get to the real answer. 

If you sell skincare products for acne and you ask yourself what is the outcome the customer wants from this product your immediate answer is going to be, to clear their acne. 

Why do they want to clear their acne? And then your answer will probably be so they feel pretty. 

Why do they want to feel pretty? So they can feel more confident. 

Why do they want to feel more confident? So they can stop hiding in their room at home?

Why do they want to stop hiding in their room at home? So they can pursue the career they want, the relationship they want, etc. 

You get the idea right?

When you understand what it is they TRULY want, you can use that language in your marketing to better connect with them. 

Another way you can put this into practice is when you’re writing about the features of your product. For every feature I want you to write the words SO THAT and then finish the sentence. 

This is a trick I use a lot and you may have even heard me talk like that on the podcast. Do X so that you can do X. 

Present the Information in Different Ways

People learn and understand information in different ways. I am super visual in pretty much everything that I do. When I’m building out an email automation strategy for a client, my initial pass at creating that automation outline is with a digital whiteboard so I can lay out all the different flows, the delays, the conditional splits, the emails, all of it in a visual way. 

Just like you would in a typical eCommerce email marketing platform. You have all the nodes that you can drag and drop, create different paths, etc. I do the same thing before I even get to building them out in the email marketing platform. 

When it comes time to execute the work though, I generally just want a list so I can work my way through and check shit off as I go. Some people don’t even need the visual step. They can go right to the list view and be good to go. 

When I was creating the course, I was sure to create tools for the students to use in both formats. You can do the same thing when you’re creating your content.

Mix Up Your Content Types

On your product pages, for example, you’ll want to use a mix of paragraph and bullet point content. If you have a product that has specific features like a sports bra that has detachable straps, hidden pockets, etc. sure you can list all of that out in the description, but you can also create an image with arrows that point to those features and calls them out. Maybe you create similar content in video form. It could be just a video of the product with a voice-over, or a person with the product on, showing the different features. 

All of the content is saying the EXACT same thing, you’re just presenting it in different ways so that different types of people can consume it in the way that makes the most sense for them. 

In Content Badassery, a newer digital product with content ideas and subject lines, I’ll stick a link in the show notes if you want to check it out, one of the masterclasses in there is how to take one piece of long-form content, like a blog post, and how to repurpose that into, I think it’s 41 different pieces of content. 

One of the biggest tricks to doing that successfully is not only how you break up the concepts and ideas themselves, but also how you visually present them. That’s essentially what we’re talking about here. 

Ramp up Your Touchpoints

The last thing I want to touch on today is that you need to ramp up the touchpoints you have with your customers. While the exact number of touchpoints is going to vary across industries, businesses, and products we know that seeing one ad, receiving one email, or engaging with one social post doesn’t equal a sale. 

Use Omni-Channel Marketing Strategies

One of the ways you can do this is with omni-channel marketing. We discussed this much more deeply in episode 193 of the podcast, but the general idea is that you’re focusing on one main message across all of your marketing channels at the same time. This lets you hit your customers from all angles like a pinball machine and ultimately gets you to the average 7-10 touchpoints a lot faster than if all you’re doing is posting on social media 3 days a week. 

Capitalize on Periods of Customer Engagement

The other way you can do this is by capitalizing on the periods when customers or potential customers are most engaged with your brand. 

This is a concept that while I know I’ve talked about here or there, while I was putting together the content for Email Badassery to walk through how to build the outline of your automation suite, I found myself saying “don’t worry about sending too many emails because customers are most engaged with your brand at this point”

Knowing I had to say that because so many entrepreneurs are afraid of being too salesy, or too annoying, etc. was the reminder that I had to talk about this more. 

At a high level, consumers are most engaged with your brand when they first sign up for your email list and when they make a purchase from you. You can probably also say they’re most engaged during certain times of the year like Q4, or at my previous day job it was Valentine’s Day. 

The point is, that this is your opportunity to capitalize on the excitement and affinity for your brand they have in that moment. It’s not a time to be shy or coy. 

It’s kind of like when you first start dating someone new. Everything is exciting, there’s a bit of mystery and novelty to this new person, you’re getting dopamine hit after dopamine hit, and almost nothing can bring you down except for finding out they hate your favorite musical artist or don’t enjoy any of your favorite things, right?

Convert Them as Quickly As Possible

And if you consider that you don’t necessarily have much time to convert them, as we discussed earlier, it’s in your best interest to just go all out in your marketing and communication at this point. Maybe you implement a post-purchase cross-sell or a best-seller welcome flow that pushes one particular product, for example. What that is exactly will depend on your business, but I want you to be as intentional as you can at this stage to show up and connect with your customers or potential customers and ramp up those touch points as quickly as possible. 

Your Next Steps

Alright, so what are your next steps? First, if you’ve never listened to how to create an omni-channel marketing campaign start there. Then go audit your marketing. How many touchpoints are you having with customers in a given week? Look at the welcome and post-purchase journey in your email marketing… are you capitalizing on the excitement of your subscribers and customers at this stage? Then you can start diving into your content and copy based on the principles we talked about here today. 

Listen to this Episode

Episodes Mentioned

193. How to Create an Omni-Channel Marketing Campaign

250. 383% eCommerce Growth & Building a Team with Larissa Loden

Jessica on the World's Okayest Entrepreneur Podcast

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