For the first 3 years of the Science of Copywriting Facebook group, every post was individual. Whatever I wanted to discuss or write about became a single post (just like everyone else). Then I got this idea for creating a mini-series of posts, and that became the new normal for me.
As it happened, it fitted in perfectly with the autoresponder I use on the Science of Copywriting main site (MailPoet).
That has an option where it will automatically send a newsletter to all subscribers of my latest writings. And because of the way it was set up, it just happened to send the last 4 pieces – precisely the number of posts in each of my mini-series.
Around 1 in every 4 subscribers opens the email, and about 4 in a hundred click through to one or more of the articles.
Looking back at the way I used to write the newsletter, nothing much has changed except it’s become easier for me to manage. But the question of all newsletters (and all products and customers too) is this: are they useful?
The only way to know that is to ask what people want from such things, and the way to do that is to get in touch with each person. But, although asking for people’s opinions is easy, getting meaningful responses is not.
Surveys are almost always flawed due to cognitive bias by the survey writer – eg. “would you recommend this product?” – not something useful like “what really sucks about this product?”.
Today I got an email from Funnelytics. A piece of software I bought a lifetime licence for when it came out in 2018. It promised a lot at the start, but fell short on certain things for a while (quite normal and understandable for SaaS product launches).
However, it’s improved dramatically over the years, and now reports pretty much everything I need from a funnel analytics tool. But I’m not here to sell it’s virtues, what I want to point out is the way they conduct customer experience.
They sent me an email saying they’d like to find out more about what I do and how their software could be improved. To do that, they provided a link to their diary (and added that if the times didn’t suit me, I could “get in touch anyway and we’ll make ourselves available”).
They also offered a Starbucks gift card as an incentive. I replied and within an hour I was on a Google Meet with them.
It’s in my interest for this company and product to remain in the market and up to date (so I don’t lose its facilities). That’s why I agreed. They also got first hand experience of a real user – that’s worth a thousand Starbucks coffees (I’ve run a couple of software companies, so I know how valuable feedback from real users is).
But the whole point of this post is to reiterate how important it is to know what your customers want, value, and need. Without that, we have no chance of any meaningful marketing.
PS. This is a long post, and I suspect quite boring. But it’s the difference between success and failure.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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