How To Speak Your Customers’ Language — Courtesy Of A Copywriter.

How to speak your customers' language blog post Mylk Copy

Long before brothers Gabby and Hezi Leibovitch sold Catch.com for $240 million, they sold appliances people didn’t need at prices people couldn’t resist. It all took place on the shop floor of their family-run biz — Panasales.

Not only did the brothers sharpen their selling skills here, but they discovered what made customers tick. Because if they could figure out what makes people buy, showing them the right sales message could sell just about any product. And Gabby and Hezi weren’t the only ones who knew this.

Back in 2001, Apple was about to launch a device that would change the way we consume music. The iPod.

Apple’s engineers were chuffed because their new device had 5GB of in-built storage. But what does 5GB mean to customers: is it a little or a lot?

What’s more, the iPod wasn’t the first MP3 player on the market. Sony and Creative introduced devices years earlier with class-leading tech. But neither company could talk in a way that resonated with audiences. Apple being Apple, knew they had to zig when everybody else zagged. 

To strike the right chord, Apple honed in on the conversation in people’s heads. That’s how they dreamt up this game-changing line: 1,000 songs in your pocket. Apple spoke the customers’ language … and the rest is history.

Take a bite out of Apple.

You don’t need Apple’s resources to get in tune with your customers. And you don’t need the strategies and secret methods you see ‘marketing gurus’ flogging all over YouTube, either. You need something more simple. What you need is A.I.M. (Audience. Intent. Message.)

Let’s take a closer look below.

Audience.

Decide who you’re going to speak to and get to know them like you would on a first date. Only then will you understand where they are coming from to give them what they need.

Intent.

Consider and then choose what you want your message to do. Position your brand? Sell your ideas? Persuade? Whatever your intent, it has to be clear. If not, the message will be confusing to audiences.

Message.

Structure your message so it hooks people in at the start and influences them to take action at the end. In my early days of copywriting, my copy coach said, “You have to send readers down a slide, right to your offer.” Still holds today.

A.I.M. before firing.

If the Leibovich brothers never discovered what made customers buy, they may not be the rags to riches story they are today — helming an empire that spans food delivery, luxury travel website and coupon deals. The same goes for Apple.

Apple’s five-word slogan hit audiences between the ears. It was so simple that people understood the key benefit of the iPod in an instant. No interpretation was required.

That’s the power your sales message wields when you talk your customers’ language.

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