If you ever get a chance to ask an ideal customer, reader, member, client, or student just ONE question, let it be this:
“If you could wave a magic wand and change one thing about your business or industry, what would it be?”
It’s Tactical Tuesday. And this week, I wanted to share Jonathan Stark’s famous “Magic Wand” question.
You can read all about it in this great post of his.
He adds that you should go on to say, “ Never mind if it’s possible… just anything.”
And then, once you’ve asked, you say nothing.
You sit back and take it in. Become a sponge (ideally with some pre-agreed recording device digitalizing your sponginess).
At most, you nod, you say, “That’s interesting,” and ask, “Why is that?” to keep them in the flow.
But you don’t empathize (I find that SO hard). You don’t try to relate by sharing your version of the same story. (You can later, but not until they are DONE.)
You just let them go.
And you listen.
And then later, you take that precious intel—those specific phrases and words—and you work them into your messaging. Into your website copy, your emails, and your future conversations.
This is how you make your website talk.
To your ideal customer.
Using language they can understand.
Wand-wavingly,
James
Recent Comments