#Hackerx salesx how to#

When Your Home Espresso Machine Starts Shooting Hot Water at You, Here’s the headline you might put on the postcard: Well, you could steal from the exact same review. What if you run a neighborhood coffee shop and you want to send direct response postcards to locals? With those headlines, you’d be making an assumption that people care a lot about reliability – so, to avoid just making assumptions, you could easily split-test headlines to see if you (and the 67 people who found ‘reliability’ to be important) are onto something.īut what if you’re not selling products? What if you’re selling a service? Our Espresso Machines Are Reliably Amazing. You could take that one statement – just that one – and write any of these headlines for a landing page:ĭay 1: 5 Stars. Now let’s say you’re a copywriter for a competitor product – whether you work for the company that sells it or you’re a retailer or affiliate. The first thing that stands out? How ‘bout the fact that the product seems awesome in the beginning… but gets sucky the more you use it: “Day One: 4 star | Day Six: 2 star”. Here’s a snippet of a review for a DeLonghi Espresso Maker, which resonated with at least 67 of 72 visitors:

#Hackerx salesx how to#

It’s like your prospects are telling you, “ This is how to get me.” A review that other consumers have found helpful while researching is a review you should absolutely pay attention to. So, which warehouse should you hit up today – and what should you do when you get there? Warehouse #1: Amazon ReviewsĪ is overflowing with customer reviews that are jam-packed with poachable copy.Ĭonsumer goods ranging from cell phone covers to books to motorcycle helmets to clothing – they’re all reviewed on, and many of them have the added bonus of being verified (i.e., not fakes).Įven better, Amazon reviews are often improved by the number of people that found the review helpful or not helpful. All you have to do is head to the creek (i.e., a new tab in your browser), stick your virtual pan in the water, and start shaking it ‘til the gold shines through. Let me tell you, there is more gold hidden in legit customer reviews than in any millionaire marketer’s head. The unsecured Louvre of the copywriting and marketing world, if you will.ĭepending on what you’re trying to sell, you can head into either of these virtual warehouses today and fill up yer thievin’ bag (y’know, the one with the big $ on it). Massive storerooms of insanely valuable phrases you can rob blind in broad daylight. I steal from those places, too.īut today I want to tell you about 2 untapped warehouses of copy to poach from. If you use Survey.io or any of the other great tools that help you get inside your customers’ heads, you’ve probably already found – and stolen – some killer copy.Īnd that’s great. Interesting analogies and similes they use.

The exact real-life problems our product helps them minimize or solve.Suspicions they have / Ways they’ve been burned before.Specific things they don’t like about products similar to ours.The multiple benefits and points-of-value they talk about.Exactly how ‘real people’ describe our product.And as we’re picking through all that data, we’re making note of: We pore over voice of customer data – from surveys, focus groups, product studies, market research, one-on-one interviews, usability studies. And that there’s no need to be suspicious when something sounds too good to be true. It’s to make it clear that we don’t have what they don’t want. No, our job is to use real people’s words to express what they want, what they like, what they need. (Even the most gifted among us are not that insightful.) Top-performing copywriters know that our job is not to sit at a desk and dream up new ways to express the value of X product or Y service. Truth be told: it’s our thievery that makes us powerfully effective copywriters. We’re frauds because we act like those words came from our brains.

We’re thieves because we steal words from our customers and prospects. The best copywriters in the world are thieves and frauds.