Day 28: The Ask Method
DISCLAIMER (READ THIS FIRST):
THIS IS NOT A LEGITIMATE ADVERTISEMENT, NOR SHOULD IT BE TAKEN AS SUCH. I AM NOT AFFILIATED WITH THE COMPANY IN ANY WAY. DO NOT MAKE A PURCHASE DECISION BASED ON THE INFORMATION YOU SEE ON THIS PAGE.
I love writing about marketing products.
Because, when writing to marketers, I feel like you encounter less skepticism. While other marketers know exactly what you’re doing, it feels like a bit of an acknowledging head nod, like “I see what you’re doing here, but do ya thang.”
I wrote about Ask, a book by Ryan Levesque that details his survey funnel strategy to learn more about customers so you can serve them better.
Who is the Customer?
The customer is a digital marketer, an early stage startup CEO, or a personal brand.
This is a person who has some background knowledge of marketing, but is humble enough to know they don’t know everything.
They have an idea of who their customers are, but they’re either not earning as much as they’d like, getting enough leads, etc.
In general, it’s someone who has a vested interest in the marketing success of a company.
Customer Level of Awareness & Sophistication
This customer is problem-aware.
They know they’re not making as much money or getting as many leads as they’d like. They are likely in the later stages of sophistication, as they’ve probably seen many marketing courses or books by this point.
That being said, I think this letter could do a better job of addressing that deeper level of sophistication by focusing on how The Ask Method helps them understand customers better.
Big Idea + Rationale
The big idea is that, if you don’t understand your customers well, you’re leaving money on the table.
Big Promise + Rationale
The big promise is that, The Ask Method can help you understand customers better than they know themselves so you can develop a product they love and want to buy.
I may have said this in an earlier letter, but I think understanding problems is easy.
It’s framing the solution in the best way that’s a challenge — at least when you’re confined to one day for each sales letter.
In order to truly understand why a product is great, I think you have to spend time with it. Quantity time leads to quality copy in this case.
Because, while it’s easy to understand a solution at face-value, the only way you can get a better understanding of the true essence of a product is to live it and breathe it for a while.