[Offer Grid] 📬 | This email saves you 10 hours | Issue No. 7

I think we all agree that the successful ice cream cart is the one to which customers come back again and again. That the quest for a new, ice cream-loving neighborhood everyday is a hard way to run an ice cream cart. But creating loyal customers is a much easier way to work a business.

At least this is what I was trying to convey last week.

This week I want to cover a tried and true topic about how to talk with not just customers, but with prospects and with suspects as well.

Because…

You don’t talk with your spouse the same way you talk with a neighbor, or the guy in front of you in line.

At least, most people don’t. Especially if they want to stay married. 

Anyway, let’s take a look here.

Many years ago a brilliant marketer named Eugene Schwartz identified that there are actually five different kinds of customers (which includes suspects and prospects). Each one requires a different kind of message.

Last week we talked about how to talk with different kinds of customers. Some buy once. Some customers seem to just drop off their credit cards and buy everything.

Everyone needs a different message. But it’s unwieldy to send 1,000 different and completely customized messages. You’d spend all of your time crafting emails and text messages. 

When I’ve done audits in client businesses, we’ve sliced and diced how they’ve talked with customers. Honestly so many found the messaging concept maddening.

When we audited and evaluated their messaging, each one found the process clearer.

Now, do you have to write a custom email to each person on your list?

Ridiculous. No.

Compared to writing 1,000 custom messages to your list, five seems more manageable. But not by much. Writing five different ads and emails still feels like too much.

And how do you know who needs what message?

Now, before you get all hinky on me… “But Amy, I have a hard enough time writing one ad. I can’t do five,” let’s take a look at how these five different kinds of messages can work for you. And before we’re finished today I will show you a fun little way to wrap it up and make it easier to manage.

So, let’s take a look at Eugene Schwartz’s five levels of customer awareness:

1. Completely unaware

2. Problem aware 

3. Solution aware

4. Product aware

5. Most aware

Remember, we’re just figuring out what to say to people who see your ad.

An email is an ad. A social media post is an ad. A blog post is an ad. A billboard is an ad. A flier is an ad. (I’ll stop there, but the list is long.)

When you have something to sell, talking in public is an ad.

Let’s take a look at who these people are, who might be a suspect, a prospect, or a customer:

These audience segments are part art, and part science. There aren’t always (rather, there are rarely) hard and fast lines drawn between the segments.

In fact, often you’ll be guessing at which message will win which customer.

They self-select.

A #2 could leap to #5. Alternatively, you could lose a #5 or a #4 to a competitor.

Winning at messaging is an art and a science.

Are you ready for me to tie this impossible task into a neat little package?

Understanding how to talk with different types of prospects and customers is so important. But don’t make it harder than it needs to be.

A few weeks ago I went over a way to segment your list to sell specific products. For example, I outlined a way to write to everyone who bought an extra small somethingorother, or to everyone who bought an item that goes with a new item you’re now offering.

With each ad, it’s vitally important to speak the customer’s language. Because it’s not vitally important for her to speak yours.

Recognize that each person is at a different place in her day, and in her life.

So here’s what to do:

Write one ad and build-in appeal to all five types of people.

There. I just saved you at least 10 hours in your week. You’re welcome.

But seriously, every ad you write is a market test.

Do recipients reply? Do they click? Do they buy?

Any engagement with your ads (any kind of ad) is feedback.

We get more feedback on all platforms now (except for that billboard… man alive, those are my least favorite) than at any other time in history.

Write the message. Keep all five of Mr. Schwartz’s people in mind. Always (and without fail) have some kind of call to action. Watch your metrics. And do it all again tomorrow.

Did your ad increase sales? Did you increase engagement? Did you get new signups?

Within a day or a few, you’ll know all of these things, and more.

And keep testing to aim to break records. See if you can make suspects like you, prospects buy from you, and customers mail you their wallets.

Phew! That’s it for today.

For next week I’m toying with one of two ideas: one topic that is a complete split from the LTV and messaging I’ve been talking about, or another concept that drills further through the shale and into the bedrock of more repeat sales.

If you want a vote, reply and let me know what direction you want.

Until then…

Talk soon,

Amy

P.S. I’ve mentioned email list audits a few times now. Email list audits with clients have been incredibly fruitful. We’ve always turned audits into sales as well as important discoveries. If you’re interested in me looking over your list with you to find hidden gems, reply to this email.

I don’t have a “click here to buy” for this offer. Just email me and we’ll talk about your list and your business. If it feels like a fit for us to work together we’ll book the one to two meetings it takes to complete the audit. You’ll get a clear plan of action in writing. It will be money well spent.

Always feel free to reach out with ideas or comments.