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 Operator's Canon?
One real business problem, and one idea that's outlived every trend — worked all the way through. No hype: Brian Kasday and his co-host take an enduring marketing principle out of the seminar and into a business you'd actually recognize, and end every episode with one concrete move you can make Monday. From MMS Vegas and The Operator's Library at mmsvegas.com.