Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.

1. Don’t take your
customer for a beer.
@JoelKlettke

2. What’s the difference?
“Sales made simple.” “You hate guesswork and busywork –
so we made sales less work.”

3. What’s the difference?
“Sales made simple.” “You hate guesswork and busywork –
so we made sales less work.”
“Affordable time tracking payroll
software.”
“The time tracking tool
that pays for itself.”

4. What’s the difference?
“Sales made simple.” “You hate guesswork and busywork –
so we made sales less work.”
“Affordable time tracking payroll
software.”
“The time tracking tool
that pays for itself.”
“Get the reports your CRM
can’t give you - without the
headache it does.”
“Break through native reporting
limitations.”

5. Uh oh.
Am I out of a job?
“Sales made simple.” “You hate guesswork and busywork –
so we made sales less work.”
“Affordable time tracking payroll
software.”
“The time tracking tool
that pays for itself.”
“Get the reports your CRM
can’t give you - without the
headache it does.”
“Break through native reporting
limitations.” Customers 
Marketers and
Copywriters 

6. “How do we get there?”

7. And nothing useful was
learned that day.

8. Personas and keyword research…

9. …don’t explain motivation.

10. You are not your
customer.
(Stop trying to think for them.)

12. “What’s the plan?”
Ask
Record
AnalyzeFeed
Measure

13. “What do we need to steal?"
Pain Points Anxieties PrioritiesOutcomes

14. “What will that teach us?”
Pain Points Anxieties PrioritiesOutcomes
“Sticky Copy” Hierarchy

15. “Who do we need to steal from?”
Customer Type Why? Bonus
Active (3 – 6 months) Current + Outcomes Social Proof
Leads Pains + Anxieties Competitor Research
Lead Quality
Dead accounts Failures Fixes

16. “What do we look for?”
Frequently Used
Words

17. “What do we look for?”
“…because of IS2 we have been
able to close higher value deals on
a faster timeline than before.”
Recurring Themes
“allows me to track client
submissions on a daily basis: it
saves me time every morning.”
“Weekly KPIs are no longer a time
consuming part of my workflow..”

18. “What do we look for?”
“We can twist, turn, and dig into
every aspect of the sales
process.”
“We can analyze data
better.”
Well Said

19. “What do we look for?”
“We now have a clear window into
company booking amounts that are
uncontested across the board.
Before, everyone fought over
what the "true" booking number
was. Now it's a given.”
“It has very detailed
reporting.”
Insightful

20. “What do we look for?”
“You could literally turn sales
intelligence on tomorrow.”
“The learning curve is
short.”
Fresh

21. It’s stealin’ time.

22. Customer Interviews
Diggin’ deep & gettin’ personal
3 – 5+
Uberconference
Experience, not opinion

23. Challenges with interviews…

24. The B/D/A Approach
Before During After

25. Do NOT ask…
Yes/no?
Would you
use…?
Isn’t it great
that…?

26. Top 3 “Before” Questions…
 What was going on in your business that sent
you looking for a solution?
 What else did you try, and what didn’t you love
about it?
 What almost kept you from choosing us?

27. Top 3 “During” Questions…
 What’s the most important way you use “X”?
 Which feature(s) do you use most often?
 Give me an example of a time when “X”
made a big difference for you.

28. Top 3 “After” Questions…
 What is your favorite part of “X” – and why?
 What can you do now/better that you
couldn’t before?
 What has that meant for you/your business?

29. Bonus: Follow Up Powerhouses
 “What made that so ___________?”
 “Can you tell me a bit more about that?”
 “Why is that?”

30. Steal our interview
template.
https://docsend.com/view/kra2kic

31. Email Surveys
Fast feedback at scale
20 – 200
SurveyMonkey, Typeform
Structured n’ short (5 – 10 questions)

32. Getting buy-in via email…
1. Don’t ask for anything else
2. Give them a “so what?”
3. Set a deadline
4. Make it safe

33. Over 70% Response Rate

34. Challenges with email surveys…
“I don’t use it day-to-day”

35. Use classification questions
 How would you describe your role?
 Were you involved in the purchase
decision?
 How do you use “X”?

36. Logic maps + Self-Segmenting

37. Force-Ranking for Priorities
“What was the most
important feature
when evaluating…”

38. Example: Nicole Walters $1K1Day
• Goals
Improve onboarding
Understand motivations
• Surveyed incoming/past
students
400+ Responses (Yikes)
• Some of what we asked…
“What’s the biggest challenge you’re experiencing?”
“What needs to happen in 2016 to declare it a successful year?”

39. What we heard…
I need to become more
focused and clear on what I
need to do and then create a
system to implement...
To quit my job and
replace my 9 – 5 income
with my own business that
allows flexibility.
Self-doubt and
procrastination are
killing me.

40. Brought into landing pages…

41. Baked into emails…

42. Example: Grants International
“…most do not understand its intricacies
or are not aware it existzzzzzzzzzzzzzzzzzzzzzzzzzzzz.”
Goal: Reduce drop-offs

43. Trust factor + frustration…

44. = a common enemy!
“Take the CRA to task
and ensure your claim is
taken seriously, whether
it’s the first time or the
fifth.”
“At your wits end with the
CRA?
Too tired and frustrated to
deal with all the paperwork?”

45. Onsite Surveys & Chat Logs
Goldmine for anxieties, obstacles
and lack of clarity
10+
HotJar, Qualaroo
Context is crucial

46. Challenges with onsite surveys…

47. Onsite Surveys: Cool Your Jets
Not ready yet.
Maybe…
Most definitely!

48. Onsite Surveys: The One-Two Punch
Image stolen from the brilliant minds at: http://www.conversion-rate-experts.com/survey-tools/

49. Chat Support = Gaps
Smart places for chat…
 Middle-of-Funnel pages
 Plans + pricing pages
 Cart abandonment

50. Example: Adding Clarity
What’s the
difference
between ____
and _____?
Will this tool
work for me
if I need
______?
Do I have to use
_______ to get
______?

51. Review & Testimonial Mining
Fast, free, massive
20+
Google Advanced Operators
Take good notes

52. “What do we already have?”
1. Testimonials
2. Case studies
3. Emails
4. Industry review sites
5. Expert reviews

53. Competitor Reviews

54. Challenges with testimonials and reviews…

55. Amazon Reviews
1. Find products that solve similar problems
2. Sort by “Most Helpful”
3. Dust off your reading glasses
4. Profit!

56. Hunt for Conversations…

57. But…
ALWAYS:
Cross Section
Cross-Reference

58. Stealin’ from testimonials…

59. BORING SAMENESS

60. We saw a pattern…

61. Thanks, Greg Johnston!

62. It’s analyzin’ time.

63. A quick reminder
(For those who are still awake)
 Recurring themes
 Frequently used words
 Well said
 Insightful
 Fresh
Watch for…

64. QUOTE / MEMORABLE
PHRASE
TYPE THEME FEATURE NOTES WHERE?
“Clockspot has made
timesheets the easiest
part of this business –
and nothing is easy in
this business.”
Benefit Ease of Use Payroll
Reporting
Well-said; great contrast. G2 Crowd
Document for easy reference…
Shout out to Josh G at Sway Copy: http://swaycopy.com/

65. 4 Steps to Documentation Bliss
1. Copy and Paste like the WIND!
2. Tabulate + Group
3. Highlight
4. Review

66. PAIN POINT ELIMINATED BENEFITS TOP QUOTES NOTES
#1
#2
#3
#4
Cheat Sheet!

67. Steal our message
mining docs.
https://docsend.com/view/epsz9sq

68. It’s writin’ time!

69. Example: HubSpot CRM Page
Goal:
 Improve sign ups
 Find a winning formula
Approach:
• Email Survey
• Review Mining
• Interview Transcripts

70. A few things we learned…
1. Customers care about different things than we do.
2. “Free” isn’t the biggest part of the equation.
3. “Tracking” comes up a lot.
4. Our UVP is off.

71. We changed the messaging to
mirror priorities and pain points…

72. We moved from features to benefits…

73. (With help from customers, of course…)
Customer quotes

74. We restructured based
on customer priorities…

75. Used customer outcomes
to write better crossheads…

76. Woohoo - 20% increase in sign ups!

77. Enormous thanks to…
Joanna Wiebe
Copy Hackers
Jen Havice
Make Mention Media

78. Don’t take your customer for a beer.
(Take me instead!)
@JoelKlettke
Conversion
Copywriting
Done-For-You
Case Studies