Academy / Find your customer and your message
Lesson 2 of 5 · 5 min
What they want, in their words
Quick recallWhich description of a customer helps you write a post?Think of your answer, then open.
Maya, 38, a nurse on shifts, who comes to the 7 pm class because it is the only hour that is hers. Write to one person you can picture. The others like them will recognize themselves.
People buy what happens after the class, the balayage or the coaching package. A post that names the after gets read. A post that lists features gets skipped.
What you sell and what they buy
- A 45 minute beginner yoga class gets them touching their toes again without a warm-up.
- A haircut with a consultation gets them the cut they showed you on their phone.
- Hand-poured candles get them a gift that looks like they thought about it.
Start posts from what they get. What you sell comes second.
Where to find their words
- DMs and comments. "Is it OK if I have never done yoga?" is a post.
- Reviews. Yours and your competitors'. Read the three star ones: they say what people hoped for.
- The front desk or checkout. Keep a note on your phone for a week.
- Your own sent messages. What you explain again and again is what people do not know yet.
Copy the exact phrases, odd grammar and all. "I want to stop feeling stiff all the time" beats anything you could polish it into.
Sort the phrases
- The problem: "I feel stiff all the time."
- The wish: "I want an hour that is mine."
- The doubt: "I am not flexible enough." Lesson 4 is about these.
The group with the most lines is what to post about first.
Do it
- Press the button below, or open your DMs and reviews, for ten minutes.
- Write down five phrases a customer used, word for word.
- Put each in one of the three groups.
Quick check · 3 questions
Check what stuck
A yoga studio sells a 45 minute beginner class. What does the customer buy?
Show the answer
Touching their toes again without a warm-up. Name the after. The class length is the detail that comes second.
Where can you find the words your customers use?
Show the answer
In DMs, reviews and what people say at the front desk. Your customers have already told you. Copy the exact phrases, odd grammar and all.
What do you do with a phrase like "I want to stop feeling stiff all the time"?
Show the answer
Keep it as it is and use it in a post. The customer's own words are the ones the next customer recognizes.
In this course
- 1Who you sell toWhy "everyone" is the hardest customer to write for, how to pick one real person, and the five things to know about them. · 5 min
- 2What they want, in their wordsWhere to find the words your customers use, the difference between what you sell and what they buy, and a list of phrases to reuse. · 5 min
- 3Your message in one sentenceA simple pattern for the sentence that says who you help, with what and why you, five worked examples, and a test to know it works. · 5 min
- 4Proof and the doubts people haveThe kinds of proof a small business already has, the five doubts that stop people from booking, and a post that answers one of them. · 6 min
- 5A voice that sounds like youDescribe how you sound in a few words and a few rules, then put the whole course into the brand voice in Postfjord so every draft starts from it. · 6 min