An online course creator has a beloved free following and a sales page that gets traffic and almost no buyers — and keeps rewriting it in her own words instead of her customers'. Brian and Dave get into Voice of Customer: the discipline — the formal term traces to Griffin and Hauser in 1993, and conversion copywriters like Joanna Wiebe later turned it into review mining — of building your copy out of the exact language customers already use for the problem, before they ever met you. They cover how to mine DMs, reviews, and a few real conversations, how to sort what you hear into the headline, the promise, and the objection, and where Voice of Customer can't help. Monday Move: message five buyers and five people who signed up but never bought, and ask them one question — "What was going on for you right before you looked for help with this?" — then collect the sentences.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.
What is The 10-Minute Marketing Fix?
The greatest marketing ideas of all time, explained in ten minutes, with one thing you can do Monday morning.
Each episode takes one real business problem, pulls out the principle that actually solves it, and hands you the move. Brian Kasday and his co-host work an enduring marketing principle out of the seminar and into a business you would actually recognise. No hype, no jargon, nothing you need a whiteboard for.
Part of The Operator's Canon, from MMS Vegas and The Operator's Library at mmsvegas.com.