Picking out the prospect who really needs you

There are things I reeeeally want, but don’t need.

  • A bigger house,
  • A faster boat
  • More hair

There are things I really need, but don’t want.

My hayfever meds are one of them, they make me sleepy.

Want and need are not related

It’s important to tell the difference because unless you can pick out the people who NEED your solution, you’ll waste a lot of energy on the people who are just “interested” in it.

I spoke yesterday about how we uncovered a need for “more time to learn a time-saving skill, when you’re already overwhelmed.”

I even told you how we collected hundreds of different objections to our product, and picked this one out.

So how did we pick this one?

Interests pass, but people who need things need them all the time until they get them.

When they’re given a chance to talk about their pain, they talk for hours.

You can hear the pain in their voices.

You can see it in their writing, full of typos as they rush to get the words out.

That’s how you dig out the gold.

It stands out from the rest of the one-breath answers in its detail.

These are the people you should be talking to. Not the “interested”, might-buy-later-but-later-never-comes crowd.

This one lesson saved me more time finding customers than anything else.

It’s the reason I can run a list of 500 people in a weird market where nobody else is gathering emails, and pay my bills every month.

It’s the reason I can disappear off to the river every day to slave away in my rowing boat instead of over a desk.

It’s the reason I get my research right and launch way more winners than losers when I’m creating new products, or jacking up the value of client’s products.

It’s the reason I don’t sell fluff. Pointless impulse purchase plastic. Fast fashion and light entertainment.

Now you know we should only be selling to customers who need your solution, I want to tell you about a  way I found to identify them without gathering hundreds of market research surveys.

I’ll tell you how to pick them out from a campaign one at a time, on the day they sign up with you.

Until tomorrow.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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