Good Business Practices Archives - Page 8 of 8

How to Talk To Your Customers, Not At Them

June 21, 2016 by Tanya Brody Leave a Comment

“My customers don’t listen!” This is a common complaint among business owners.

Getting your current and prospective customers to pay attention to your marketing message can be difficult. People are busy. And these days, everyone seems to have the attention span of a gnat.

But I’m going to ask you an honest question: Are you talking to your customer or are you talking at your customer? Because there’s a huge difference. And that might be why your customers aren’t listening.

A lot of business owners still think all marketing and advertising should be a broadcast medium, like TV, radio or billboards. They think they’re speaking to a broad audience that is engaged and hanging on every word they’re saying, as though they’re in a play or at a political rally.

This is speaking at people. The assumption is you have to be all things to all people to make sure your message is heard. While this can work in broadcast advertising, it rarely works online.

Why? Because you’re not speaking to a broad audience on the internet. Even though millions of people may visit your site or read your emails every day, you’re really talking to one person, sitting in front of their computer, possibly in their pajamas, looking for a solution to their problem.

This gives you a unique opportunity to talk to your customers. (Instead of talking at your customers like many of your competitors.)

“How do I do that?” I hear you cry.

Have a conversation with them.

“But, they’re reading words on a screen. I can’t actually talk to them.”

Actually, you can. Here’s how…

Write to One Person

As I mentioned earlier, even though your website is viewed by millions, you’re dealing with one person at a time. Why? Because the internet isn’t a great big huge audience. It’s billions of audiences of one. That gives you a unique opportunity to connect directly with your customers.

Instead of writing a broadcast style message, write directly to the person reading your website. Your copy should read as if you were chatting with a friend about this awesome product or service you discovered recently.

Be Conversational

Really. Make your copy sound as if you were having a conversation with your customer. You’ll notice I do that throughout this blog post. I refer to you, my reader. I also refer to myself. And my language is casual and friendly.

Nothing is pushy. None of my copy sounds like I’m giving a speech. It’s just a conversation between two friends. (Even though we’ve probably never met. Hi, I’m Tanya, by the way.)

You’ll also notice that I fill in your part of the conversation every once in a while. A good example is at the end of the opening part of this blog post. I use quotes to say what I believe you’re thinking. It’s a nice way of “bringing you into the conversation.”

Use the Word “You”

I do this regularly in this blog post. A lot of good marketers do. It’s a really simple way to personalize your copy. Why does this matter? Because when you use the word “you” you’re including whoever it is that you’re talking to. (Did you feel included with all of those “yous” and “you’res?” See, it works.)

Here’s an example of a company that uses “you” in their copy:

Email from Orbitz that speaks to me instead of at me.

I received this email from Orbitz last week. Notice that the word “your” is in the subject line and in the headline. This email is a good example of a conversational message, or talking to your audience. When I read this, I feel like Orbitz is talking directly to me. I feel like they care about what I want. It makes me more likely to buy my next trip through them.

Here’s an example of a company that doesn’t use “you” in their copy:

Email from Travelocity that speaks at me, not to me.

I received this Travelocity email shortly before I received the one from Orbitz, their direct competitor. This would be a good example of a broadcast style message, or talking at your audience. There is nothing in the subject line or ad copy that makes me feel any attachment to Travelocity. I’d even go so far as to say their ad feels cold and impersonal.

Focus Your Message on Your Customer

I’ve said this in other blog posts and I’ll say it again. Your entire marketing message should be focused on your customer and how they’ll benefit from your product or service. This doesn’t mean your copy has to be long and complicated. But it should be customer-centric.

Here’s a great example from Apple:

Apple does an excellent job of focusing on the customer in this ad.

The tagline focuses on the customer. It tells you that you can do everything you want with a MacBook Air, as long as you want to. The message is attention grabbing, clear and concise.

Your copy can be as long or as short as you want it to be, but it needs to:

Show your customer that you understand their problem.
Position your product or service as the solution to their problem.
Show the direct and long-term or future benefits of using your product or service.

Build a Relationship with Your Customer

Remember that the internet is a two-way medium. Your customers can contact you via email or your website contact form. They can leave comments on your blog posts. (Please do, by the way. I love hearing what you folks think of my posts. Please also let me know if there are specific copywriting or small business subjects you want me to write about.)

They can also post reviews of your product or service all over the internet. We’ve all heard about companies losing business because they have one or two bad reviews floating around on Yelp or Google Reviews. Having a good relationship with your customers can help you avoid this problem.

All of the techniques I’ve mentioned above will help you build that good relationship. Other ways you can encourage this relationship include:

Sending all of your emails from a real person: You’ll notice my emails come from my email address and have my name on them. Lots of companies, large and small, send their emails from a general or info@ account.

Give your company or brand a “face”: The Verizon Guy, Flo from Progressive Insurance and Tony the Tiger are all company mascots, or faces of their particular brand. Your “face” could be your company’s founder, a member of your team, or a character like the ones mentioned above.

Respond quickly whenever a customer contacts you: I’m sure you’ve contacted a company about something and they’ve taken forever to get back to you. Or they’ve never gotten back to you. Did that leave a bitter taste in your mouth? The same thing will happen to your customers if you don’t respond to them.Responding quickly, or at least saying “we’ll get back to you within 24 hours” and sticking to that, goes a long way to building a good customer relationship.

Worried that you’ll never remember all of these techniques? Download my Customer Conversation Checklist.That way you’ll have all of these ideas handy when you start to write.

Download the Customer Conversation Checklist

Now That You Know How to Talk To Your Customers, Start a Conversation

What will you do to start the conversation with your customers? Tell me about it in the comments. I really do enjoy hearing what you think about these posts, and what you’re doing in your own business. So let’s start a conversation.

Why Your Company Needs a Style Guide

June 2, 2016 by Tanya Brody Leave a Comment

I firmly believe that every company, regardless of size, should have a style guide. This may sound like an extra layer of work that small businesses really don’t need to deal with at “this stage,” but I disagree.

It’s better to establish a style guide now, while you’re creating your voice and brand. If you wait until you’re well-known, you’ll have so many different practices in place, it might be hard to agree on a set of guidelines that everyone can follow.

So the first question you may have is…

What is a Style Guide?

A style guide is a document that sets the writing standards for everyone in your organization. It covers everything from the tone and voice of the company’s writing style to formatting and hex codes for the company’s chosen brand colors.

Please note: There is a difference between a content style guide and a design style guide. A content style guide refers specifically to anything written to promote the company. A design style guide refers to logos, brand color pallets, typography, icon sets, etc.

There are places that content and design style guides intersect, like pallet colors, formatting and whether your company uses a ™or ® in its logo or next to the company’s name in all marketing collateral.

Because I am a copywriter, I am talking about a content style guide in this article.

What Does a Style Guide Do?

A style guide acts as a reference point. New writers should review it and everyone should have a copy or a link handy. That way if they can’t remember whether the company uses the Oxford comma, they have somewhere to look.

A style guide also:

Keeps your company’s tone, voice and messaging consistent across all platforms.
Helps maintain your company’s brand identity.
Shows quality and professionalism.
Helps you write more effective content.

Why Do You Need a Style Guide?

Aside from the reasons above…

It puts your audience first

Let’s face it, everything you do in your marketing should be about communicating effectively with your audience. That includes your style guide. You should be shaping your style guide around what your audience wants from you and your products, as well as the problems you’re solving for them.

Your style guide will document the language and tone you use, your overall messaging and how and where you communicate with your audience.

It establishes your company’s voice

Every writer has their own “voice” and that will come across in your marketing. But having a style guide will give all of your writers a common voice to write in. Think of a choir. Every singer has his or her own unique sound, but when they sing together and listen to each other, you hear one overarching “voice” that carries through the whole piece.

Your audience will get used to hearing your company’s “voice” so you want to establish that early on. It will breed familiarity with your audience and consistency within your marketing.

It makes it easier on you and your employees

If everyone is held to the same standards, there will be less conflict over which way something should be written or whose concept of the “company voice” is right. It’s easy to update if company standards change.

It also acts as the “source of truth” whenever anyone has a question about how something should be written, or asks “why do we do it that way?” A good style guide can settle a lot of arguments.

Your writers will thank you. Your editors will thank you. Your entire marketing department will thank you. And most importantly, your audience will appreciate it, even though they don’t know it exists.

What Goes into a Style Guide?

Some of that will depend on your needs. I’ve seen style guides that are one page long and give basic guidelines. I’ve seen others, like MailChimp’s style guide, which is a mini-website. (Check it out, it’s really well done.)

Every style guide should contain:

Your chosen style manual

Most major media outlets use either the Chicago Manual of Style or the AP Stylebook. (There are arguments on which is better, I won’t go into any of that here.) Many companies adopt one of these style manuals as the basis for their own style guides. It gives them something to start with in terms of grammar and spelling. You can get an online subscription to both of these.

Your chosen dictionary

Why should you choose a dictionary? Because people have preferences. If you prefer the Merriam-Webster but one of your writers prefers the Oxford English Dictionary, you may have inconsistencies in your spelling. So choose one and make that the permanent reference point.

Voice and tone

I always ask my clients about their company voice. It helps me get a better feel for how they want to be represented. Here are some of the questions I typically ask:

Is your company:

Formal
Informal
Laid back,
Down-to-earth
Funny and cute
Matter-of-fact
Practical
Business like

Do you have a particular person you want to sound like? (Your CEO, a celebrity, a politician?)

Do you want me to write in:

The first person (I, me, I’m)?
The second person (you, yours)?
The third person (the company is, the company does)?

Would you prefer I write in an active or a passive voice? (Personally, I find this matters a lot in how your audience perceives you. I always prefer active, but I’ve written for companies that use the passive.)

Does your company use a lot of jargon? If so, does your audience understand that jargon or will I need to clarify it?

Thinking about these things can unify your writers into one company voice pretty easily.

Company branding

This section will deal with things specific to your company like:

How do you spell your company’s name? A lot of companies are combining two words into one these days, so this matters more than you’d think. MailChimp, FindLaw and SunEdison are all good examples.

Product names and how to spell them: Similar to company names, a lot of products have two words combined into one. Some companies use unique or clever spellings of common words for their product names.

Trademarks, Registered marks and Copyright marks: If your company or product names have been registered, you’ll want to use the ®. If they’ve been trademarked, you’ll want to use the ™ and so on. Also, some companies require that you use these symbols with every single use of the company or product name. Some only use it once per page. Establish that in your style guide so no one is confused.

Commonly troublesome words

This is where you decide whether you want to use Ebook, eBook, ebook or e-book. Do you capitalize Internet or not? (Editor’s note: Since I published this post, the AP Stylebook has changed its practice of capitalizing Internet from upper case to lower case.) Is it ecommerce or e-commerce? Go through all of the terms you use regularly and settle on one spelling.

This is also where you establish your company’s jargon. Some industries have more than one term for the same item or issue. Choose one and stick with it. Everyone will be happier.

Grammar and punctuation

To Oxford comma or not to Oxford comma? That is the question. If you choose a media style guide, this may be answered for you. If you don’t, you’ll need to answer this question.

What do you capitalize? Product names? Employee titles? Do Your Headlines Use Capitals At The Start Of Each Word? Or do You Only Capitalize the Standard Words?

Do you use abbreviations? If so, what abbreviations do you use? Do you write out the name or phrase that you’re abbreviating once somewhere on the page, then put the abbreviation in parenthesis next to it, like this: Search engine optimization (SEO)? After that, do you only use the abbreviation? Your writers will want to know.

Audience personas

Your marketing department (or your copywriter) should create fully-fledged audience personas for their own purposes. You should have the basics listed in your style guide for everyone to refer to so they have someone in mind when they write.

These can include:

Your target audience or archetype.
Persona name.
Where they see your message (social media, print media, radio, TV, etc.).
Their problems and pain points.
The types of solutions they may be looking for.
How your products solve their problems.

Formatting

This is where your content and design style guides will overlap. In many cases, your writers need to know some of your design standards. Such as:

Hex codes for approved colors, especially if your writers will create buttons for blog posts or landing pages.
Approved fonts.
Do images get captions?
Image placement.
Image width and height.
Can text wrap around images?
When and where should writers use bold, italics or underlining?
Do you use specific bullet shapes? If not, does it matter what the writers use?
Formatting for numbered lists.
Formatting for attributions and references.

Approved and unapproved content

Your writers will need to research. Where can they go? What types of sites can they use? For example, one content company I worked for insisted that we couldn’t use information from other content companies. They preferred we used professional and scientific studies whenever possible. They encouraged us to use sites with endings like .edu and .gov.

Some other examples of approved content sites might be:

Industry guides,
Market research sources,
Competitors

Sites you may want them to stay away from can include:

“Clickbait” sites
Taboo competitors
Unreliable sources within your industry
Controversial authors, opinions or sources

Examples of right and wrong

If there is any confusion about how to write something in any section, show a specific example.

For instance:

Our company name is FindLaw.

Please do not use Find Law, find law, Findlaw or any other variation.

How Do You Write a Style Guide?

Get input from your regular writers. (Or from the freelance copywriter you hired.) They’ll have established patterns and opinions on how things should be done. And people are more likely to follow your standards if they have a say in how they’re created.

Keep it simple. I know I listed a lot of information you should use here, but once you answer a lot of these questions, you’ll be able to distill it all down fairly easily. 4 pages is a good length.

Adjust your style guide as your company grows. This is a living document. Update it whenever changes are made so you’re always referring to the “source of truth.”

To make it easy for you, I’ve created a basic Company Style Guide template for you to follow. Just fill in the sections and you’ll be good to go.

Download the Company Style Guide Template Now

Does Your Company Have a Style Guide?

How do you use it? If not, why? Tell me about it in the comments.

How to Identify Your Target Audience in 3 Easy Steps (And Save Yourself Thousands of Dollars on Advertising)

May 6, 2016 by Tanya Brody Leave a Comment

Who are you talking to?

I’m completely serious here. Who are you talking to with your marketing? Do you have a target audience or are you just throwing money away trying to hit anyone and everyone you possibly can?

I am astonished by how many small business owners and entrepreneurs create a product or service and just assume that they can sell it to everyone. Whatever it is, you can’t. You’re wasting your advertising budget.

Even major retailers that sell just about everything under the sun have specific target audiences. Target and Walmart go after a totally different economic group than Nordstrom and Macy’s.

Identifying your target market is one of the most important steps in creating your marketing plan. It’s also the first thing you should do. In fact, it’s the first thing every copywriter is taught to do when writing any promotional piece.

Knowing your target audience can make your marketing campaigns less expensive and more effective. Take the time to figure out who you’re talking to. You’ll find it’s a win-win.

Here are 3 easy steps to identify your target market and make your entire marketing plan much easier.

Research Your Target Audience’s Demographics

Even if your product is so cutting edge it “solves problems you never knew you had,” you can figure out the demographics of your target audience.

Back when I was writing websites for lawyers, I would ask them about their target market demographics. A standard answer was “anyone with money and a pulse.” A very broad audience indeed.

But as we continued to talk, I’d wheedle more information out of them. For instance, some of the personal injury lawyers would tell me they didn’t want the “cheap” cases. So they were really looking for clients with injuries serious enough to need a lot of medical treatment.

I’d get some great information when I asked about the education level of their average client. Even an answer like “oh, most of them have graduated from high school and some of them have attended a couple years of college” told me a lot.

You can figure out your target audience’s basic demographics by asking yourself a couple of basic questions.

Who can afford my product?

If you’re selling your product for $19.99, you have a very different target market than if you’re selling it for $97, or even $997. Asking who can afford your product will give you a broad idea of your target audience’s income level. Once you know that, you can narrow down the income level of the customers you’re going after.

Who will find my product useful?

Some companies promote their products to anyone and everyone. I regularly get promotional postcards from the Westonka School District and Foss Swim School telling me about their children’s activities and lessons. I am a single woman living in a 1-bedroom house. I wish they would do their research and save their printing and postage.

A great demographic exercise is to ask yourself “who is this product for?” Take the time to write down your answers. Your answers can be as simple as “for mothers” or as detailed as “for working mothers who have toddlers between 18 months and 3 years.”

You can also include time and place: “For working mothers to give to their toddlers as a snack while they’re in the car or being pushed in a stroller.”

You may even find a whole new sub-set of people who would find your product useful: “For active working mothers who are pushing their toddlers in a jogging stroller while getting their daily exercise.”

The nice thing about this exercise is it helps you decide who you’re talking to and what you’re talking about.

Filling in the Gaps

From here, you can refine your customer demographics with research. You can find lots of information on the Internet about demographic groups, including generational information and basic group traits. Use these as a starting point, then drill down to find the demographics of the people who will be your best potential customers.

If you use Google Analytics, their system keeps track of a lot of demographic information. You can use this to build an audience profile based on the people who have visited your website.

Google Analytics dashboard

I like to develop a full picture of my clients’ customers, including:

Age
Gender
Income
Where they live
The kind of car they drive
Where they hang out on the Internet
Their basic shopping habits
What they do for a living
Marital status
Family

You can make this list as long or as short as you’d like. My list is pretty extensive. I have a degree in creative writing and theater, so I want to get an in-depth picture of my target audience. Download my Customer Persona sheet to get ideas for researching your own target audience.

You can get great target audience information directly from your current customers by asking them to fill out a simple survey. If you’re starting a new company and launching a new product, you can survey your email list of interested customers. There are a lot of free survey tools and sites out there. My favorites are Survey Monkey and Google Forms.

Psychographics and Behaviors

Now that you know your target audience a bit better, you should get a feel for their interests. This includes their political leanings, hobbies and their religion or spiritual beliefs. This will help you deliver your message more effectively.

Why should you delve into this information? Because you’ll have a very different conversation with a 20-something male who is in to juicing and organic farming than you will with a 50-something female who is a devout Evangelical Christian and the head of a women’s knitting and quilting club that makes blankets for needy children.

This information is going to help you shape your message, especially when you have different subsets within your target audience. You should target your marketing for each group to get the best return on investment (ROI).

Again, I tend to get pretty in-depth here. I think about what types of magazines, music and TV shows my target audience would watch. (Most of this is guesswork, but it helps me get a better picture of who I’m writing to.)

You also need to look at their emotions. This includes their hopes and fears, and what they want in the immediate and long-term. Understanding these psychographics will let you push the emotional triggers that are more likely to make your target audience opt-in or buy.

You can figure some of this out by looking at advertisements for products that are similar to yours. Are they targeting the same audience? What are they focusing on? What emotions are they trying to evoke in their ads?

Interview Someone in Your Target Audience

Now that you’ve researched your target audience, find someone who matches that profile and ask them out for coffee. You almost certainly know someone who fits the description you’ve just created. If not, you know someone who knows someone.

Ask this person questions about their life, their concerns and their problems. Ask them what products they use now to deal with these problems:

Are they effective?
Are they happy with these products?
What do they like?
What would they change?

Talk to them about your product and see how they respond. Ask them how it would help in their daily life, how they would use it and how they would benefit. If the person is interested in trying your product, offer them a sample and ask them to give you a testimonial if they like it.

I recommend recording your conversation (with the interviewee’s permission). I always record my interviews because everyone talks faster than I can type and I don’t want to miss something important. Most smart phones have a recording app already installed. If not, there are plenty you can download.

Create Your Customer Persona

Use all of the information you’ve gathered to build a customer persona. This is a full character sketch of your target audience. Again, this can be as long or as short as you’d like. But you should include:

Basic demographics like age, income, profession and gender.
Basic psychographics, especially their motivations, hopes and fears.
The problem they’re facing and the pain points it causes.
How your product can solve that problem and ease those pain points.

When I create customer personas for my clients, I give this person a name and add a picture so I always know who I’m writing to. I feel like having a name and a face helps me to have a better “conversation” with my target audience.

Starting the Conversation

Now that you know who you’re talking to, and what you’re talking about, you’ll have a much easier time promoting your product to the people who will actually buy it.

You can use this information when you’re writing your promotional copy and ads. You can also use it to target your online advertising, such as Facebook and Google Ads. Each of these platforms have systems that let you drill down to show your ads only to your target audience. You can get as specific as the example of the active mother with the toddler I gave above.

Most importantly, you have a much better idea of who you want your customer to be. Now your marketing campaigns will be effective and bring in the people who will spend money and increase your bottom line. Congratulations. Your hard work will save you hundreds, if not thousands of dollars every year.

Want to get into the demographics of your target audience the same way I do? Click on the button below to Download my Customer Persona sheet.

DOWNLOAD MY CUSTOMER PERSONA SHEET

Do you know your target audience? Tell me about them in the comments section below.

Why Creating a Quality Product Matters (And a Sure-Fire Method to Make Your Product Appeal to Your Customers)

April 7, 2016 by Tanya Brody Leave a Comment

Don’t skip steps.

The steps you set up for yourself are very important. Each one is a building block in the process to creating a quality product, whatever your product or service is.

I mention this because I realized this week that I had skipped a very important step in my writing process. I didn’t go through and list out features and benefits for a client’s project I was working on.

Those features and benefits really lay out the foundation of much of my writing, so skipping them was a big mistake. Once I took the time to do this very simple exercise, I was much happier with what I wrote as a first draft for the client in question.

I’ll talk more about this process later in this post.

For now, I want to talk about creating quality products.

Your Product is a Reflection of Your Business

Whether you’re a freelancer or a business owner, your product or service is pretty much your livelihood. If you don’t create a quality product or give excellent service, you’re doomed to fail.

Yes, some folks get away with providing shoddy service or a sub-par product and survive for years. But that’s not a great business model. Don’t be that person.

Instead, make sure you create a process that ensures you provide the best product or service possible, and stick to that process. Don’t cut corners.

Give that extra little bit of effort that will make your customers think, “Hey, I really got my money’s worth here.” Or, “Hey, that person was wonderful to work with. They went the extra mile to make sure I was happy and got what I wanted.”

Why do I say this?

Because I’ve seen what happens when you cut corners, from both sides of the equation.

As a customer, I’ve experienced what happens when I’m not happy with a product or service. I never do business with that company again, and in some cases, I’m unwilling to do business with any companies that seem similar to the one I was burned by.

I also don’t recommend that company to anyone. If my experience is really bad, I’ll tell people about that experience to warn them off from having the same problems. Companies that give bad service or create bad products get bad reputations.

As a freelancer, I’ve seen how upset customers get when they feel I haven’t done right by them, whether it was accidental or just part of the process. It’s not pretty, and it can do a lot of damage to your reputation, and to your business.

Your best advertising is through word of mouth. You need to protect your reputation whenever and wherever possible.

So don’t skip steps. Go through every step in your process. Do it right and do it well. I can’t guarantee that every single customer will be happy with what you’ve done. It is impossible to please absolutely everyone.

But generally speaking, if you follow my advice, you’ll satisfy the majority of your customers.

Those you don’t satisfy, you may not want as customers. That happens.

So long as you have done your best and you do everything you can to rectify the problem, including offering a refund, you can walk away from a bad customer relationship with your head held high. Most people will respect this. Those that don’t, you probably don’t want them as customers either.

Okay, stepping off my soap box now.

Here’s the step I realized I skipped. I went back and ran through this exercise and my writing went much more smoothly.

Features vs. Benefits

Every copywriter knows about the whole “features vs benefits” issue. It’s not enough to just talk about the features of a product. You have to talk about how a customer will benefit from that feature to convince them the product is worth their money and time. Basically, you have to answer the question your customer is asking, “What’s in it for me?”

A feature is something that is true about the product.

A benefit is something the product does to make a customer’s life better, easier or more enjoyable.

To show you how to compare the two, I’m going to use duct tape. It’s easy and everyone knows what it is.

Feature: Duct tape is made of fabric.
Benefit: That makes it more flexible and easier to apply to odd shapes or surfaces.
Feature: Duct tape sticks to pretty much anything.
Benefit: You can use duct tape repair almost everything. (Ironically, according to a report I heard on NPR years ago, the thing duct tape is not so great at: repairing ducts.)

That’s the easy part of the exercise. Here’s the part that is a bit harder, but gives that extra something so I deliver a quality product.

Ask the Question, “So What?”

This is a great exercise and I highly recommend using it in all of your marketing efforts.

What you’re doing here is finding that deeper benefit. The concern or desire that will really strike home with your prospective customer.

Marketing isn’t about selling logic, it’s about selling emotions. So instead of trying to rationalize your product’s benefit, you touch a deeper chord and present your product as the solution.

Again, I’ll use duct tape as my example.

Feature: Duct tape can be used to repair almost anything.

So what?

Benefit: If you have a roll of duct tape on hand, you can make a quick repair to your car and keep driving.

So what?

Deeper Benefit: If your car blows a hose in the middle of nowhere, you can fix the problem with duct tape. Then you can drive yourself to your destination, or to a repair shop, where you are safe and sound.

The emotion I appealed to here is the need to feel safe. I presented duct tape as the solution to the problem.

You can do this exercise with any product or service, and you should. It will make your copywriting better and your offer more appealing.

To learn more about the “So What?” method of finding deeper benefits, download your free guide by clicking the button below.

Download Your Free Copy of the “So What” Method Now!

So, like I said earlier, don’t skip steps.

Make sure you’re giving your customer the best possible product at all times. Everyone will benefit, especially you.

What are the important steps in your process that you never skip? Tell me about them in the comments below.