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This is a simple truth of selling.
But I don’t know if you know how deep this rabbit hole goes…
You’ve heard that in order for someone to buy from you, they have to know, like, and trust you.
And this is partially true.
What’s more true is that they have to FEEL LIKE they know, like, and trust you.
They need those KLT feelings…
Which is a different thing entirely.
Because you’ll seldom provoke more of these KLT feelings just by telling a personal story… Or by telling them they should trust you.
Sure, if you’re really good, that can work.
But if you tell an irrelevant story because you don’t know your customer and what they want well enough?
It’ll have the opposite effect.
It won’t matter how much they know about you if it all feels irrelevant to them.
They want to know YOU CARE — and the way they know you care is that they feel like YOU KNOW THEM…
This is a different beast entirely.
And in 1-to-1 selling, it’s something you can do just by asking questions. By talking to them. By pulling out this info through conversation.
But what about in your marketing and copywriting?
What about if you’re writing copy for a new market (e.g. for a new client) and you don’t know the prospects well?
Well, you need to RESEARCH.
You need to learn about your market.
You need to get to know what they want most.
And how that relates to your offer.
But this isn’t just researching things like demographics and psychographics.
You need to get to know them on a DEEP level.
Like, better than they know themselves.
If you can connect with your customers at the core of their being, they will come to you with open arms…
This isn’t, “Hey, you want to learn XYZ skill…” — even if you’re selling XYZ skill.
This is, “I know who you are, and I know people like you value this…”
When you hit THAT target with Robin Hood, split-the-arrow-in-the-bullseye accuracy…
There’s something intensely powerful that comes from that.
By knowing them at that level, they FEEL those KLT feelings…
They FEEL like they know, like, and trust you.
Not because they actually know you…
But because YOU KNOW THEM.
I’ve just created a powerful tool to help you get to the very core of your customer’s being…
This is a framework or a lens you can use as you’re doing research, and developing your customer persona…
To go beyond mere benefits and superficial promises about what your offer will do for your customers and clients…
And instead connect with them at this deepest level…
And I've shared this tool and how to use it in this special training, titled Know Thy Customer.
Know Thy Customer was originally recorded as the February 2021 Monthly Insiders Call.
With a BTMSinsiders All-Access Pass, you get to attend these calls live plus get access to all past call recordings, including this one. Plus you get unlimited streaming access to the entire BTMSinsiders training catalog.
Video Lesson (56:24)
A Quick Request
Download Mind Map and Know Thy Customer Framework Graphic
It gave me a whole lot to think about and I was already getting ideas for writing email copy and more as Roy was talking. It's an amazing concept and I'm going to adapt it
I learned about things to study about a prospect I've never seen taught in any other copywriting training I've had throughout all the copywriting training I've had so far!
Great training on a critical topic - Thanks Roy!
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