From the moment a need enters the mind of a customer to the moment he or she makes a purchase to solve that problem/pain, there is a process that happens leading up to the sale. This is called the buyer’s journey. In this post, I’m going to break down each step of the journey because it’s your job to make sure that your copywriting leads your potential customers step by step through this journey to the sale.
New around here?
Meet Them Where They Are
1. The Normal, Every-Day World – Your buyer lives in the every-day world, and within that world something is not perfect (or a few somethings, but we’ll focus on the one problem you solve). Your buyer has a problem, and that’s why s/he’s looking for a solution…which leads them to finding you.
2. Paradise – Paradise is an imagined world where the problem is solved and life is good. You have a job, a duty, an obligation as writer of the copy to describe this paradise to the buyer in detail, and to help them connect with and feel what it would be like to actually live in this imagined world.
3. The Guide Appears – You are the guide on the buyer’s journey. You are not the hero; your customer is the hero. Think: you are Yoda, the guide, and the customer is Luke Skywalker, the hero of the story.
Empathy and Victory
4. Try/Fail Cycles – Here is where you connect with the buyer by telling your story. Tell them why and how you can understand them because you’ve been in their shoes. Describe what it’s like to try and fail. This is one of the deep psychological roadblocks that people face in solving their problems. They think they’ve tried everything before, but nothing has worked and now they’re afraid of failing. But the truth is, there’s almost always failure of some kind before things work out. You’re going to show them the light at the end of the tunnel.
5. Victory – You know the unique solution. Ultimately, your own struggle has led to a place of victory. As you tell the story, you want to help your buyer experience the solution themselves.
6. The Transformational Vision – This is where you describe the transformation your solution will bring by the end of the buyer’s journey.
You are painting the picture of how things will look once the problem is solved and the buyer has regained paradise. This is where you want to use as many details as it takes to make them actually feel like they’re experiencing that paradise now.
The Transformation is in the Transaction
7. The Offer – Most people think the offer is about the stuff you’re selling, but it’s not. It’s about the transformation. Spend 80% of your time on the transformation…how that will feel and what that experience will be like. The stuff (the video tutorials, PDFs, FB group, templates, checklists, etc.) needs to be wrapped up inside the transformation.
8. Proof – Think of this as a legal case with a judge and jury. You want to present your buyer with what Dan Kennedy calls a “preponderance of proof” that your solution works. You must work to leave no doubt in their minds. This is why social proof (aka testimonials) are so vital. Did you know that infomercials consist of 70-80% testimonial videos? Proof is what sells products.
9. Value Justification – Demonstrate that the value of your solution is worth at least 10 times the investment. It’s your solution that makes the buyer’s journey worthwhile.
Making the Close
10. Risk reversal – This can be thought of as your guarantee.
You need to describe your guarantee so vividly and in such original language that your buyer has absolute confidence that you are the one taking the risk and that s/he is taking no risk at all.
11. Tipping Point Bonuses – Everybody loves free. I like to have at least three bonuses included in any offer, even my “baby offers” – the ones that are under $20. This “free bonus” gives more incentive to purchase. It must be relevant to the main offer and must add value. Ideally, it should be so appealing that people might buy for the bonus alone.
12. The Call to Action (aka Buy) – If you’ve done everything else correctly you don’t have to put the hard sell on anybody. You simply invite them to buy… and congrats! You have a sale.