Finding The Right Message: How to turn voice of customer research into irresistible website copy

"What Jen Havice explains in this short book is nothing less than a degree in message mining—what messages you need to share, what words to use, and how to find them. It's an easy read that packs a major marketing punch." —Rob Marsh, conversion copywriter and strategist, Brandstory “Most books about voice of customer research cover why it’s important and the outcomes you can expect from implementing it, but they don’t cover the ‘how.’ Finding the Right Message breaks VOC research down into a doable, step-by-step process that you can implement immediately.” —Jules Taggart, Jules Taggart Marketing Strategy “Jen’s framework for discovering, understanding, and applying your customer’s voice in your copy is nothing short of brilliant. She’s managed to distill the work of an entire, multi-disciplinary agency into a process that any ONE person can learn and use over and over.
As someone who does not enjoy the ‘online business’ hustle, having a website that can essentially be my sales wingman is a pretty big deal to me. So I am beyond excited (and grateful) to have such a simple plan to use to confidently put my site to work for me!” —RM Harrison, business alignment and growth strategist “I can totally attest to Jen’s remarks that she understands the quantitatively challenged brain. I am a creative, but Jen makes understanding this stuff so simple and totally doable. Follow this process and you will not only feel smarter but your ideal customers will be knocking on your door!” —Melissa Penton, business coach, www.melissapenton.com Imagine if you could connect with your website visitors the moment they landed on your site. They understood exactly what kind of value your product or solution provided. And they were eager to join your email list or hit the buy button. What would that mean to your business? In Finding The Right Message, pro conversion rate optimizer and online copywriter Jen Havice walks you through how to ask the right questions of your customers to learn what they need to hear from you to take action on your website. In the book you’ll get a step by step guide that any small business owner or marketer can easily start using. You’ll learn: step-by-step process for review mining so that you can paint a picture of your customers with the words they use Best practices for conducting interviews and surveys How to analyze your voice of customer research findings and apply them to your copy How to write a value proposition that speaks directly to the customer’s problem and how your product of solution will help fix it What the differences between features and benefits really are and how that affects your website copy