How to use survey data to write a LFSP

Presented live on Tuesday, Sept 24, 2019

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So let’s say you send your customers a survey.

So now you’ve got all this survey data.

Great.

Quantitative stuff. And qualitative stuff.

Great.

And it’s time to figure out what exactly you’re supposed to do with it.

Which might not feel so great.

Because now you’ve got to face this really practical question:

How
can I turn what my customers told me… into
hard copy that convinces them to say yes to me?

How do you actually 1) highlight and copy what customers tell you in the survey and 2) paste that into a long-form sales page, creating, in the process, copy that is likely to convert?

It’s such a great question.

Anna Bolton, a fab conversion copywriter who recently wrote a long-form sales page for Copyhackers, shares her step-by-step process for filling the page with VOC.

In the live Tutorial below, you’ll see how Anna writes long-form sales pages using survey data.

Learn even more on how to survey to get conversion copy, right here: bit.ly/surveyvideowalkthrough

TRANSCRIPT

Joanna: Anna,
hello.

Anna: Hello,
hello.

Joanna: So
you wrote 10x Facebook Ads, our sales page for that, back earlier
this summer. After which, yeah, we had a bunch of discussions and now
you’re here to talk to us about how you took Voice of Customer data
and actually wrote the page. Yeah. This is going to be dope. I’m
excited. We love the page. We loved how it performed as well. So
let’s see what you got.

Anna: All
right. Okay. I am going ahead to share. All right. So this is really
focused on how we use the survey responses to write the sales page
copy. There were other sources of data which I’ll mention as well. So
I’ll be talking about the data that we did collect and then how we
went from data to insight, the kind of high level insight that helped
shape our theories about what would convert. And then also how we
took Voice of Customer to write the copy. And as well you can get a
survey walkthrough. I’m just going to mention before I forget, the
link to the survey walkthrough, it takes you to a landing page. You
click, you say you want the walkthrough, great. It’ll send you an
email.

But
because my domain is being transferred today when you get that email,
the email will say like, “This doesn’t look like a trustworthy
sender.” I’m trustworthy. It’s just that my domain is halfway
between two sites. So all right. So the way that I approached this
research was starting with the end in mind. All right. And the end
that I had in mind was based on 10x sales pages, the course within
Copy School. Which has two tracks, track one and track two. So Joanna
teaches this expanded Problem Agitate Solution framework where you
add Why Try Buy. But I also decided to layer in Ry Schwartz’s
Coaching The Conversion, track two. All right. Why aren’t we move
moving here? Oops. Sorry guys.

Joanna: That’s
bound to happen. With something like that-

Anna: There
we go.

Joanna: There
you go.

Anna: Okay.
I have so many controls here. So just for your amusement, this is the
page outline. I was like, “Yeah. Just like totally reasonable.”
It was very helpful to do this. This is like Problem Agitate
Solution, Why Try Buy, with some bullets, Ry Schwartz’s Coaching The
Conversion elements, right?

Joanna: I
love it.

Anna: Like,
“Yeah, I can do that.” And this is how I ended up with a
9,000 word sales page. But it was great. It was great. I love those,
both tracks. Okay. So the framework helped me define the questions.
And you can look at all of those questions when you go to the link
that I’ll share. So I wanted to know a lot of questions about living
with the problem for this audience. Like how they define it, what
they think, feel, know. Also, there are a number of questions about
what they think about the solution or the possible solutions, what
that might deliver for their life. What benefits and features matter
most? Their objections, triggers, outcomes, right? So that’s kind of
how I felt, right, at the beginning.

So
many questions. And all right. So my first step before the survey
even went live was to do the kind of comment mining that Joanna
teaches. And Joanna talks about Amazon comment mining for one. In
this case, I joined a ton of Facebook groups for advertisers, for
entrepreneurs, for copywriters, for people who might write Facebook
ad copy. All right. And I also looked at blog posts on copywriting
for Facebook ads. And those two sources, some good Voice of Customer
turned up, but the issue with this is marketers often when they’re
commenting in these places, they’re marketing themselves.

They’re
very aware that others might find their comments and often they’re
pitching their services or sort of bragging about the results. So
they often weren’t very sincere comments. So I also looked in the
Slack group for one of the Copy Hacker scripts that I man in. There
you find more authentic comments, right? There was a lot of looking
through those comments, a lot of data mining to get a few kind of
pieces of gold. All right. So in a parallel we were developing this
survey, and we ended up surveying members of Copy School. So anyone
who has purchased Copy School since 2019, and I guess people who were
kind of grandfathered into it.

And
I ended up writing 22 questions, even though I tried to pair it back,
there’s a lot that we wanted to know. And not everyone sees all 22
because there’s this skip logic built in. So my concern was, and
often our client’s concerns will be like, “Who’s going to answer
that many questions?” But we did get an 87% response rate. And
people spent an average of 15 minutes on this survey. Now I would say
that might be rare, you might not have such an engaged list. And I
think Joanna’s list is really engaged and people love to talk about
this stuff. So we got some incredible insight from this survey,
right?

So
we did not end up doing interviews, sorry I dropped my pen, because
the timelines were quite tight. But even without interviews, this is
what one tab of my VOC spreadsheet, my research spreadsheet looked
like. This is where I was organizing the sticky messages and themes.
And you can see that there are all these other tabs as well. So this
is really kind of an overwhelming situation, right? And my question
was does it have to be this crazy, right? So you’re cutting and
pasting and then you have to do that again to make it presentable for
the client. And spreadsheets are really just not built for this, for
sorting qualitative data, right?

So
what I would do differently is I would use a tool built for the
purpose of tagging, and categorizing, and theming, and presenting
qualitative data. And this is the tool that I have been looking at,
which is built for UX designers. But I’ve been inside it, they’re
really helpful if you get a trial. And they’ll show you just how you
can make it quite simple to find what you need, and even to share it
with others, right? But if you do want like a template version of
this spreadsheet I use, for sure email me.

And
I think Nikki has one available too, from one of the previous
Tutorial Tuesdays in just a different take on it. So how did we go
from so much data to insight? All right. So in a word, theming. That
was the first big manual process. And because it takes a while to
explain how I themed, I did a little Loom video on how you can theme
your Voice of Customer data, and you can get inside that or get a
view inside this spreadsheet and see the different categories. So
yeah, just copy and paste that if you want to check that out.

Joanna: Cool.

Anna: All
right. So before writing, the next step is to present your findings
to the client. In this case to Joanna. So these are just some
screenshots of my slides for Joanna. And these are kind of summaries.
Now, I’m getting notifications that people are viewing this Reggie
video. Okay good. All right. So these are like categorized basically
in terms of the formula that we’re using, like problem, pain points,
what else they’ve tried, solution, what they want in terms of short
term outcomes, triggers to buy, objections, all of that, right?

And
we also went into this page with a few theories. So Joanna teaches
before you write the page you have to have these theories which
include like what is the stage of awareness of your one reader,
right? And who is that one reader? What’s the one promise you’re
making? What’s the one big idea, which is really difficult. And the
one offer was defined by Copy Hackers. But we decided that the stage
of awareness is problem aware for the most part, so people know that
Facebook ads are tricky, or as they say, “They’re a mine field.”
All right. So then how did I… So now that I have this high level of
insight and these kind of big picture theories going into it, how do
I actually swipe the Voice of Customer to write the sales page copy?

So
we’re going to look at three sections of the sales page that we’re
particularly having via receiving. Okay. This is the finished sales
page if you want to open it up yourself, if you haven’t yet. All
right. So the intro is very heavy on that Voice of Customer, starting
with the hook. And this intro toggles between what Ry talks about,
it’s the moment of highest tension, and the moment of highest
pleasure, right? So some of the survey questions that were used to
find the hook, the problem oriented questions, are listed here. So
we’re getting them to describe their experience. And people were
really funny answering these questions. It was such a pleasure to
read responses. If you’re out there and you answered, I was laughing
at my desk.

And
then we also have to ask. So if you ask someone to describe their
experience, different people will answer sort of very objective, like
fact-based way. But you also want to know how they felt so you can
bring that feeling into the copy. So we ask a separate question, how
did you feel back then? And then also the results. So they might talk
about the process but they might not tell you what the results are.
So a separate question for that. And then for those who said that
they had not written social media ads before, what was holding you
back? How did you figure out how to write them if you had? So you can
see how these all fit together with the skip logic in this video
walkthrough. Again, you’re going to get the weird message when the
email arrives, you’re safe.

Joanna: Cool.

Anna: Okay.
So other survey questions that helped with the hook were outcome
oriented. So what are your expectations from taking this course? Or
if you’ve already taken it, because there are some people who have
taken it, some people part way through, some people haven’t started.
So for those who have taken it, what’s changed in your business? And
then this question, which has like a bit of a blank in it, can you
tell us more about why 10x Facebook Ads was, blank, level of
importance to you? So that’s a field where you can, based on their
response to how important was it, the question that they get served
will say like, “Why was it very important? Why was it somewhat
important?” All right. So again, we’re trying to get at these
hopes and expectations, and what this vision of the life after might
look like.

All
right. So thoughts on the hook. This is how I felt. The hook is hard,
right? I found it got so much easier the further down the page you
got. But most of your frustration and time will be spent on the hook.
And the specific problem with the hook is, we found through research
that there are several big problems that people face with writing
Facebook ads. But there are emotional problems that have to do with
their competence, lack of confidence, feeling like they’re faking it,
their reputation with their clients or their perceived reputation, if
they’re not an expert they can’t answer questions. There’s the pain
of wasted time, right?

How
long it takes to write Facebook ad copy. And then feeling like, “Well
it’s not performing anyway.” Or it gets disapproved by Facebook
or it comes across as spammy. Lots of people felt that way. And then
there’s the pain that we ended up settling on, which is the pain of
wasting money, which you can see in the hook up here. After wasting
thousands on Facebook ads your funnel is still not bringing in leads
and you’re stuck. So that was ultimately a judgment call, and that
was based on Joanna’s knowledge of the audience and her experience.
So Joanna, do you have any comments on how you landed on that hook?

Joanna: No.
I think that the usual way, and this is where having a copy chief
around can be really helpful. Obviously we all want the science side
of conversion copywriting, but sometimes it is just a matter of like,
“Okay. Put all of the right pieces in place and then read it.”
Right? Then read over it. And what was we had so much, and this is
the case if you go through my track in 10x sales pages, is the page
when you’re taking Voice of Customer data you will find more than if
you don’t use Voice of Customer data. You’ll find so much information
and so many pains, all these agitation points. Agitation points
around solutions, everything. So your top of the page gets enormous,
and your job then is to go in and of course find the hook. And
sometimes you do start with the hook, but sometimes the hook is
buried.

Burying
the lead is a really, really common thing. So for me, when I was
reading through your first draft, it was awesome and I got it. But it
was when I landed on that line that was around after wasting all of
this money, I was still stuck. I still wasn’t getting anywhere. I
don’t remember if that was exactly how it was phrased at the time,
like what you have finished with. But that felt like it. And I feel
like the more you write sales pages, the more you’re able to kind of
identify the hook. It doesn’t mean that I’m right, I might’ve been
wrong about it. It might be something else. But because it was based
on Voice of Customer data, because it ended up, because it felt,
that’s the art side, it just felt right, that’s where we went. And in
effect we ended up chopping off a whole bunch of really great copy at
the top of the page. But that was the sacrifice that we had to make
to get to that hook and pull people in. Yeah. So those are my
thoughts on it, if it’s helpful.

Anna: Yeah.
You have to kill your darlings or whatever.

Joanna: Kill
your darlings all day long.

Anna: All
right. So we are moving along. So Agitating the Pain section right
after the intro. This was just, it was like an embarrassment of
riches with this survey data because we had so many juicy bits of
Voice of Customer to pull in here. And I was able to swipe direct
copy and also kind of rephrase, reframe things in here. So for
example, people seeing through the BS, that’s a big concern that
people have that when they write their ads it will sound like BS. So
that kind of helped us transition into the solution, all right. So
people are going to see through it. You need to be authentic, but
it’s hard to be authentic on demand. So you need a framework and a
process, which is what 10x Facebook Ads provides.

So
the buy section. So the solution section, I could largely just
describe the product itself, a lot of that was already in the course
to write. But the buy section, there are lots of fun closes from
Coaching the Conversion. And yeah, I really loved using those. So
things like the upgraded FAQs, a lot of those were directly from
objections that people had voiced. Things like self doubt, people
feel like even if they do this, of course they won’t be able to
master Facebook ads. Anyway, there were so many. The perfect for you
if direct swipes from the copy. So what people had said about their
particular situation right now. The risk mitigator close, which I
merged with the final confident appeal, that’s just pulling direct
Voice of Customer in.

All
right. And some of the questions that helped me with that final
section are right here. So like what if any doubts or hesitations did
you have about learning from 10x Facebook Ads? And then if they had
said that this course wasn’t very important to them because they got
it as part of Copy School, which is not the case for anyone who
bought it as part of a standalone launch. If they said it wasn’t very
important to them like, “It was a nice bonus.” I wanted to
know why so that I could address those objections. So this is again
the video walkthrough. And this is like a little message that you’ll
get. And anyway, so my point with this video walkthrough is that,
like Joanna’s hand was in this survey. And anytime you can swipe
something that is Joanna endorsed or that she’s created, you should
do it.

Joanna: Thank
you. That was nice. Today’s session was amazing. I know we’re at the
very end of it. Anna, thank you again so much for coming in, for
sharing all of those links too which people will be going over for a
long time, I think. This is like a master class crammed into 20
minutes. But that was amazing. It was great working with you as well.

Anna: Thank
you.

Joanna: We
will see you then y’all. Have a good one.

Anna: Yay.
Thank you. Bye.

Joanna: Bye.

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