Build Strong Customer Relationships through Copywriting
As an entrepreneur, your customers trust you. You want them to know that you are expert in your field and you can provide exactly what they need. You can build strong customer relationships through effective copywriting on your website, blog, e-mail, or product description.
Before you can provide what they need, you first need to know what they need. This can be tricky. Some customers know exactly what they need. All too often, though, customers are not clear about their own needs. Strategic copywriting answers the questions and addresses the concerns that your customers don’t yet know they have.
Maybe you have a customer who told you that they wanted a turquoise sign. You put time, effort, and heart into creating the sign. You use the most beautiful turquoise you can find. But the customer comes back and says, “This isn’t turquoise. It’s teal.”
Another example could be that your customer’s hair is unruly and brassy. As a hairdresser, you can cut and style it. But what happens when the customer goes home and can’t achieve the same look?
Many times the customer is not even sure what they need or what information you require to create a product that exceeds expectations? Somehow, you are supposed to meet that need… but you aren’t a mind reader!
Let’s look at a 5 step system that should help alleviate some of those struggles. Before running into customer problems, you can build strong customer relationships that keep them coming back through the copy on your website, blog, email, or product description.
This is the most important step! When you truly listen and hear your customers’ concerns, only then will you be able to build trust and meet their needs.
Before responding, it’s important to listen first. But all too often, our customers don’t even know what it is that they need. As a business owner, it’s your responsibility to know what concerns your customer has. You also need to know how you can solve problems they may not even know they have.
In order to address your customers’ needs and concerns, you need to listen carefully so that you know what they are asking or needing. This seems like a no-brainer, but all too often, answers are given to questions that were never asked.
When you listen to the base need, you can help them clearly define their problem.
Effective copywriting listens to your customers before they even speak. This means that your website answers questions before your customer asks them. Your blog gives solutions to problems the customer didn’t even know they had. A product description is clear and concise and has pictures when needed.
Agree on the problem
To come to a resolution, you must find agreement with the problem. Only once you agree on what the problem is will you be able to address their concerns effectively.
Take the poor review mentioned earlier. Obviously the customer is dissatisfied. You can still redeem your good name by responding in a way that acknowledges their frustration and offers solutions. But before you give the customer options, you need to clearly and accurately identify the problem.
This is where careful listening leads. When you listen for the base need, you can respond with care.
Here are some active listening techniques that may help you determine the real problem:
- Listen with a neutral ear, as best you can, without getting defensive.
- Ask clarifying questions to narrow down the issue.
- “Was the color more green than you expected?”
- Restate or summarize what you believe the problem is.
- “What I think you are saying is… please correct me if I’m misunderstanding.”
Once you and the customer agree on the problem, then you can move to the third step.
Good copywriting shows your customers that you already know their problems. Most customer problems are shared and can be identified before the customer even places an order.
Once you are in agreement of what the problem is, you can give options to your client or customer. Most often you will want to present multiple options.
You choose what options you want to offer, so be careful here. Make sure that you are okay with whatever option your customer chooses. Some examples might be:
- “You can send the item back for a refund.”
- “You can keep the item and I will refund 20% because the description wasn’t clear.”
- “Please donate the item to a local charity and I will send you a new item as soon as you send proof of donation.”
Remember that you really need to be okay with all of the options you offer. If you need some time to think before responding, make sure you communicate that to your customer.
Website or blog copywriting clearly presents options. No matter what the situation, your customers can see your reliability by having the options spelled out before a problem is presented.
Offer your solution
Once other options have been given, tell the customer what good or service you provide that will solve their problem.
Oftentimes this is rolled in with step 3, but sometimes it isn’t.
Take the example of the customer with unruly, brassy hair. As the client sits in your chair, you talk to them about what they want their hair to look like. You ask them how long they plan to spend styling daily. You ask about products they use at home. By having this discussion, you hear that the client is frustrated because she is sure that within a couple of weeks her lightened hair will be brassy, and that is NOT the look she is going for.
This is the time to offer your solution. You let the client know that you can teach her how to blow dry and style her hair today. You also tell her she could opt to go darker with the color so that she won’t have to worry about brassiness. But then you tell her about a special shampoo for blonde hair that will make her hair shine and not turn brassy.
“And by the way, we carry the shampoo for blonde hair and. I can send you home with a bottle.”
By truly listening, asking clarifying questions, giving options, and offering a solution you have built trust with your client. She knows she can trust you.
A customer already knows their options when website or product description copywriting is clear and concise.
Do what you do, and do it well
Provide your goods or services to the customer in a way that only YOU can provide. Your consistent help in solving your customers’ problems builds trust. Customers return over and over because of the relationships you build.
Remember that product that was not the right color? Because you offered acceptable solutions, your customer will come back next time they need a custom sign.
Who do you think your client will go to the next time she wants her hair lightened? You. You showed her that she could trust you and you offered her solutions to the problems she had.
Make sure that you give your customers the best you have to offer, both in product and in service.
Your customers will trust you and come back again and again.
By following these 5 steps, you can create a solid customer base. You will build relationships with your customers so that they trust you and return to you over and over again. Professional copywriting helps you avoid common customer service pitfalls by presenting information in easily accessible ways.