Copywriting and Product Messaging
How to Use Customer-Generated Reviews to Benefit your Website?
Words have the power to influence.”
We all have been familiar with this quote since childhood and have experienced this in our real lives too. The power of words is incomparable to any other form of communication. This is the reason why copywriting is a major part of the marketing world. The psychological processes that go behind in reading your customer’s mind are very much dominated by the copywriting industry.
In this article, we’re going to learn about how to interact with your already developed customers in interviews and produce customer-generated reviews via those interviews and surveys. These reviews then can be converted into effective copies for your product and its website (home page, landing page, ads, etc.).
What do we want to focus as a marketer to generate data-driven and customer-focused messaging of products?
For starters, we need to conduct a proper copy ‘teardown’.
Product teardown involves disassembling a product to identify all of its components.
➡Quantify persuasive power of copy
➡Identify & optimize what to include
➡Use them as a gap analysis tool & not a re-writing guide.
What is message mining?
It involves finding high concentrations of prospect-generated messages/ reviews about the product online. The customers will give the most honest opinion on the product after the experience of using a particular product. Therefore, it is an effective and affordable option to carry out for refined mining.
What’s message mining good for?
· Identifying Key Messages
· “Swiping” Memorable Copy
According to the Meclab’s Conversion Heuristic Formula, all the desired outcomes, pain points, purchase prompts are related to the prospects Motivation, which goes on to explain how Value proposition-focused messages include benefits & advantages of your product. Followed by values, comes Anxiety that comprises of uncertainties, objections, perceived risks, etc., which are needed to be washed off from their minds by providing data of customer reviews to build trust.
C=4M+3V+2(I-F) — 2A
This is the formula for the Meclab’s Conversion Sequence Heuristic.
Using powerful and effective instances to voice what your customers care about gives you a copy of the Motivation element on your page.
Here are some questions to ponder upon before writing a Motivation copy for your home page:
· What is your prospect looking for?
· What are the desired outcomes they expect?
· How you achieve those outcomes better than anyone else?
How to “swipe” an efficient copy?
In reviews, we have to look for the following to extract the best out of the bundle of reviews on your product or competitor’s same product.
· How real-people describe and explain your product?
· Multiple values and benefits
· Things they rave about
· Things they don’t like about the products similar to ours to make your product more unique
· What are their fears and suspicion regarding the product?
· How the product has solved their real-life problems?
· Analogies of different forms
What do we use these for?
· Relevant value-focused headlines
· Authentic lead paragraphs and hook
· Market-specific slang
· Emotional triggering prompts
· Objections by people and addressing them
Difference between the message mining from your customers and visitors
Some main sources of Message Mining include:
3. One-on-one Interviews
4. User tests
Visitor Surveys are great for extracting Pain points, Purchase Prompts, and Anxiety.
What are the important questions you should ask a visitor in a survey?
Awareness: What better describes you?
Purchase Prompt: What are you using currently to (accomplish a goal or solving a problem)?
Pain point: Is there anything you want to change about how you (solve that problem)?
Value: What’s your priority when choosing a product name)?
Anxiety: What’s holding you back from trying (the product name)?
Customer Surveys are great for extracting Unique Value, ‘Aha’ moments, and desirable outcomes.
What are the important questions you should ask a customer in a survey?
Purchase Prompt: When did you realize you needed our product (product name)?
Pain points: What one problem would you say (product/service name) erases from your life?
Value (Aha moment/ unique benefits): What one benefit you’ve gotten from (product name) and valued most from using the same?
Value (Delightful Features): Why did you choose (product name) over other (solutions)?
Benefits: What 3 adjectives would you use to describe our (product name)?
How to invite your visitors/customers for a survey?
➡ Don’t write the word “Survey” on your invitation, but ask them by saying, “Calling out all the…”
➡Tell them that you want their input, opinion, or insight into the product that will help you to get better and improve your service/product.
How to craft an effective Unique Value Proposition (UVP)?
In order to write a better Unique Value Proposition, a marketer needs to understand the POV of the buyer persona or the target audience. As a marketer, you should be proficient in understanding the behavior psychology of your customers.
What are the questions that a user or a potential customer asks before any purchase?
· Reason to buy
· What’s in it for me?
· Why should I choose you instead of (competitors)?
· What is the unique benefit of the product that differentiates this from that?
Note: Don’t focus on a unique value always, because sometimes your target customer is looking for a primary value that you provide, but are not mentioning anywhere on your copy.
You need to be aware of how your user or potential customer/ visitor behaves according to the awareness of your website.
For e.g., if you’re a new brand in the market, there will be few customers and you will have low traffic on your website, and you’ll have to work harder to prove your business model than an already established brand.
For a new brand, a survey will work for revealing the UVP of the product apart from the thorough research you have put into the product, while for an established brand, one could take surveys, feedbacks, interviews on phone calls, etc.
This is my gist of how to use the customer-generated reviews to develop a better and effective copy. I would like to appreciate the Product Messaging Course by CXL Institute that aided me in giving a new perspective to figure out writing a useful copy that sells. This article is the essence of the aforementioned course.