After you have done a successful launch, you might want to look into relaunching it in the near future. Coming up with the first launch can be tricky. When it’s time to relaunch, things become much more data driven.
In the video, I share how you can use data from customers who are promoters to make improvements to the next launch. This doesn’t mean you ignore the detractors and the neutral customers. Those two groups need to be listened to by your account managers and customer service team to improve the product in very proactive ways.
If you are the marketer behind a particular project, I advise you to focus only on the promoters. They are the people who are happy and are buyers. Opinions and data from non-happy customers will make you shift your product to attract more people who might not be a fit for what your product provides.
So again, focus on the promoters. What you can do after you have analyzed their survey comments is get on the phone with these people. (This is assuming you cannot get face to face.)
Here are three main reasons why I promote phone conversations over just using survey text data:
1. You become a little more productive
I say this because after speaking to the first few, you start remembering how human the marketing process needs to be. It’s easy to become very numb to the human element of marketing when you get so dug up into data and metrics. You need to remember that at the end of every email you send, page you put up, Facebook ad you schedule, etc, there is a human with a problem (pain). You are a human, working for an organization with a product/service to offer as a solution (gain).
It’s a very personal and sensitive issue, especially in personal growth. Do not take it for granted. I say you will be more productive because once you understand the value this product brings in the life of these clients, you will not hesitate to market the produce/service to reach more people who need your solution.
Note: If your product/service does NOT bring more value to the lives of your clients, it’s time to fix your product. See selling with love.
2. Get stories for testimonials
If you talk to promoters, they can usually share their transformation by interacting with you. With their permission, you can paraphrase their story and request to use it as a case study or testimonial on the sales page. This becomes very powerful social proof. Typically, I’ll send an email with a paragraph I have written about their story and ask for permission to use it (example at the bottom of this post). When the client reads it, 100% of the time so far, they have expressed no objection to using it. Most of the time, people actually see, in written words, a reflection of their transformation. This re-inforces their stance on the product purchase and leaves them as even bigger raving fans.
3. Use stories to refine your marketing
Similar to above. The only difference is when you are putting together your invitation sequence, pre-launch content, and the angle of the webinar, many of the “before” stories you will hear from people will have similarities. If you can take stories and craft a message of someone before and after their purchase, you will be able to attract more people who relate to those stories. And since you took those stories from promoters, there is a very good chance they will also see the value in the product, buy it, and be happy with the results.
The process we use to get on the phone with past clients
Step 1: Export “promoters” with contact details
If you created an NPS score survey with an optional question to provide their name and email for further questioning, your next step would be to export ONLY the promoters (voted 9 or 10 on the scale).
Step 2: Send invitation to book a meeting
We use a tool called Timetrade, which allows people to automatically book their meetings in your calendar.
You can also load all the email addresses of the people you’d like to reach out to directly in Timetrade and invite them to schedule a call with you. Below is an example email we have sent out in the past:
Step 3: Get on the phone
Appointments should begin filling your calendar. Once you’re on the phone with clients and have introduced yourself, it’s time to frame the conversation with the intention of the call, and let them know:
- We will be improving the course for future buyers with your feedback.
- We want to understand who gets the most benefit from the course so we can attract similar people who need it.
If you are taking notes (you should), let them know. If you are recording the call (don’t need to), let them know.
Reassure them that the information stays anonymous unless they give you permission to share. If they choose to stay anonymous, make sure to remove all identifiable information.
The First Question: Why did you buy X?
Give lots of space to share. Most of the data you need will come from that single question alone. Take lots of notes. If something is answered and doesn’t hit the nail on the head, keep digging. I’ll usually be able to ask “Why?” up to 5 times to really dig deep.
Additional answers I seek to get:
- How did you find out about this program?
- What impact has it had on your life?
- What kind of emotions/thoughts/situations were present before you got interested in this program?
- Ideas to improve the program?
- What would you tell a friend about this program if you knew it could help them?
The important part here isn’t as much about asking the questions. It’s about genuinely listening to them.
Step 4: Compile the data
After you have spoken to enough people, you will start to see patterns. This will lead you to create a customer avatar story. You can find information about age, education, political affinity, religiousness, etc. through Facebook Audience Insights. What you can’t do so well through surveys and numbers is the story you can build. This becomes so powerful and very personal.
Below is an example of an avatar story I created for a product I marketed years ago. This isn’t a single person. It’s a combination of various stories and ideas that I noticed from my conversations. I call this person “Sally”.
Now from the moment I begin creating ads, to writing the copy on the sales page, to finally delivering the product — it all must speak to my avatar, Sally. Every email I write speaks directly to Sally. I get to know this avatar like a relative I care for and I’m a trusted advisor trying to help, to serve, and to deliver a solution for Sally.
Step 5: Send a follow-up email
After I’ve talked with the client, I send an email to thank them. If you’re considering their story as a testimonial, send them the story you put together for them and ask for their permission. Here’s an example from Consciousness Engineering, a flagship Mindvalley program:
There you have it! Very simple process. I would repeat this with at least 10 people. Ideally, it would be more like 20.