3 simple words to influence people
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
We tend to overcomplicate our approach to persuasion, especially in B2B. But sometimes all you need is just a different way to think about it – and 3 words to remind you how to do it. Here’s what I learned from a billionaire real estate agent.
They are the archetype of the sales person. Often dealing with two parties, the buyer and the seller, and acting as the middlemen, is not easy. Especially when you’re working on multi-million dollar properties.
In real estate it’s all about empathy. Your level of empathy creates your reputation.
Billion dollar agent Ryan Serhant offers 3 powerful words we should memorize when dealing with people – whether it’s our family and friends, or our prospects and customers:
At the end of the day people want to be Seen + Heard + Remembered. – Serhant, Ryant, Big Money Energy
And when it comes to your copy:
- Seen: You help people be seen by making it clear that you understand them, their needs, wants and fears. And mirror their language to them.
- Heard: You show them that you’re listening to them, by proactively injecting objections in your copy. And you personalize your messaging, whether it’s in your emails, web copy or website structure and sitemap – offering customized pathways for each different target persona.
- Remembered: you stand out with your unique point of view, personality and voice.
Here are a few examples of how successful SaaS companies apply these 3 words in the wild…
Spark Toro does it well with their value proposition. Speaking to the need of learning who and where your audience is, and what they’re talking about. It’s all fresh in the minds of their prospect – hence they feel seen.
And even with their testimonials (it’s easy to use, always at your fingertips and those use cases are a perfect match for the audience).
With Happeo, a client of mine, we worked on the copy for different target personas.
For example creating sub-pages for the roles their platform helps and addressing objections for each, makes it clear that they’re listening to their customers’ specific needs and pains. From the websaite navigation, to the value props and page sections:
eOne Solutions, another client, have a very strong, fun, sometimes witty personality and spiky point of view. So I’ve helped them stand out through their copy while also addressing some of their audience’s objections upfront. This (and the rest of their marketing along the customer journey) is how their people will feel like they care and remember needs:
It’s a simple framework but I find it helpful and easy to remember when I need to spice up my copy and make sure it really connects with my audience.
How can you make your people feel Seen, Heard and Remembered?
📚 3 things to get better at copywriting
1. A better editor is a better writer
I recently stumbled on The Content Studio Youtube channel and loving it. If you’re a nerd for words you’ll love it too. Especially these mega editing sessions with some of the top writers out there (like Peep Laja, Amanda Natividad, Erica Schneider, Eddie Shleyner and more.
2. Use ChatGPT like you’ve never thought possible
Another great recent find, Every and Dan Shipper recently changed their positioning (I suspect) and went full into AI and ChatGPT. Their new “How do you use ChatGPT” show is amazing.
Dan Shipper 📧
AI researcher and Notion engineer @thesephist showed me how he uses @ChatGPTapp and @Notion AI:
We talked about AI as a tool for augmenting human creativity and agency.
We demoed a few personal AI tools he’s built, like an iMessage chatbot.
And we did an… https://twitter.com/i/web/status/1735016918229119222
7:20 PM • Dec 13, 2023
Read 6 replies
3. Content isn’t culture
Anxious about AI taking over writing? This piece makes a great point:
If the computer is a bicycle for the mind, AI will be a jumbo jet. The cost of “content creation” will be driven to almost zero. But content isn’t culture. This same surge in AI-led content production will simultaneously fuel a tremendous need for cultural connection: real humans in communion with one another. These relationships help us make sense of the world, and to know where to direct our attention. Their value will dramatically increase. Culture will become the most important and fastest-growing slice of our global domestic product.
✅ Don’t miss it
- I just posted a new video on the Youtube channel. It’s about how to structure your B2B SaaS homepage for higher conversions. Learn where you should start, how to take visitors through a journey and help them overcome the 4 forces that they’re battling with inside their brains.
- Wrote a quick piece on my personal newsletter Negative Capability. Learn how to reframe your challenges into opportunities.
🤔 Thought of the week
“The difference between good and great is often an extra round of revision.” – James Clear
Many of the masters you look up to only had the guts and curiosity to go one more rep, one more round, and one more draft deeper than the average. Don’t stop at the surface.
Have a great weekend!
Founder, Conversion Alchemy