Finding The Right Message: How to turn voice of customer research into irresistible website copy Paperback – February 15, 2016
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About the Author
- Item Weight : 6.4 ounces
- Paperback : 104 pages
- ISBN-10 : 1530081882
- ISBN-13 : 978-1530081882
- Dimensions : 6 x 0.24 x 9 inches
- Publisher : CreateSpace Independent Publishing Platform (February 15, 2016)
- Language: : English
Best Sellers Rank:
#1,651,725 in Books (See Top 100 in Books)
- #1,071 in Market Research Business (Books)
- Customer Reviews:
Top reviews from the United States
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If you don't possess the time and/or budget to transform people's lives without hiring or approaching an expert to add the type of value that cannot be ignored by the marketplace, then this book is for YOU, and an investment that should matter.
My entire NEW design process relies heavily on Jennifer Havice's advice to make the 'Review Mining' process step within my own business model a treasure trove of ideal messages that convert more prospects into first-buyers; and more buyers into superfans.
This book is not just my pocket guide; it's a welcome mat to help me make all the right connections through messaging.
Thank you Jennifer for giving me exclusive rights to your written works and tapping into my heart as a UX Copywriter!
- JJ Hiller
Jennifer with "Finding the Right Message" provides a complete roadmap from how to find out what your clients wants towards how to write a suitable message to attract them to your product/services! As she writes: "the best messages come directly from your ideal prospects and customers" and she devotes a lot of time and effort to give you all the necessary skills and knowledge which will allow you to mine, extract and filter the clients' wants and whys to a coherent and usable message.
But, she is not stopping there. Her book is not just about the research methods and techniques on how you can find what message is the correct one for your niche market. It is about finding + constructing the right message (along to the correct content) and for this reason Jennifer provides you, as well, the right tools to assemble all your best guesses, observations and remarks about the wants of your clients to a format you can work on when you start developing your copy and your message according to a specific product or service and your business objectives.
An excellent reading! I would recommend it as a "compulsory" reference in the toolbox of a modern entrepreneur, marketer, and/or copywriter!
The author's in-depth, detailed analytical approach may be more work than most of us are ready to do. However, her approach is spot on and is great people who need to do their own copywriting and want to be clear they understand their customer well. The benefit of this detailed approach is that it takes the guesswork out of understanding what motivates your customer.
The information is so in-depth that it became overwhelming trying to keep it in my head. There was a brief synopsis at the end of each chapters that helped a bit. Still, I longed for a cheat sheet of the whole process so I could follow step-by-step. A graphic or drawing of the entire process also would have been helpful to provide overall context.
Overall, the book offers a solid method for gathering customer insights to ensure your copy matches.
I received a free copy of this book in exchange for a fair review.
Top reviews from other countries
- How to research your customers
- How to analyze your research
- How to determine your key messages
- How to write features and benefits
The author gives tips on how to conduct research even if you don't have any customers yet, and also suggests questions to ask. The book contains many examples from the author's experience as conversion copywriter.
This is not a lengthy, academic book. It's a practical guide and relatively quick read that will help small business write more persuasive copy (even if you're not a professional writer).