DOES​ ​THIS​ ​SOUND​ ​FAMILIAR?

 
“I​ ​know​ ​I​ ​can​ ​help​ ​people…​ ​But​ ​I​ ​don’t​ ​know​ ​how​ ​to​ ​stand​ ​out.”​ ​and​​ ​“I​ ​don’t​ ​want​ ​to 
come​ ​off​ ​as​ ​salesy​ ​and​ ​pushy!” 

Read​ ​on​ ​-​ ​I​ ​put​ ​together​ ​these​ ​questions​ ​for​ ​you. 

Below,​ ​you​ ​get​ ​5​ ​specific​ ​questions​ ​that​ ​will​ ​help​ ​you​ ​grow​ ​your​ ​business​ ​by 
turning​ ​your​ ​website​ ​browsers​ ​into​ ​buyers. 

And​ ​-​ ​without​ ​feeling​ ​salesy,​ ​sleazy,​ ​or​ ​pushy. 

You​ ​see,​ ​these​ ​questions​ ​are​ ​all​ ​about​ ​understanding​ ​your​ ​customers​ ​and 
what​ ​they​ ​want. 

Why​ ​is​ ​this​ ​important? 

As​ ​a​ ​business​ ​owner,​ ​you’re​ ​an​ ​expert​ ​on​ ​what​ ​your​ ​business​ ​sells.  

But​ ​that​ ​often​ ​leads​ ​to​ ​the​ ​“curse​ ​of​ ​knowledge”​.  

You​ ​know​ ​TOO​ ​much​ ​about​ ​your​ ​topic.​ ​You​ ​(subconsciously)​ ​assume​ ​everyone 
else​ ​knows​ ​as​ ​much​ ​as​ ​you​ ​do. 

You​ ​use​ ​words​ ​that​ ​they​ ​don’t​ ​“get”​ ​and​ ​so​ ​you​ ​don’t​ ​connect​ ​and​ ​engage​ ​them. 

Two​ ​things​ ​happen: 

1.​ ​They​ ​don’t​ ​understand​ ​the​ ​value​ ​you​ ​provide. 

2.​ ​And​ ​-​ ​unfortunately​ ​-​ ​that​ ​means​ ​they​ ​don’t​ ​turn​ ​into​ ​paying​ ​customers. 

So​ ​what’s​ ​the​ ​solution? 

Empathy.  

Many​ ​times,​ ​empathy​ ​is​ ​overlooked​ ​as​ ​a​ ​mushy​ ​soft​ ​skill.​ ​But​ ​as​ ​Henry​ ​Ford 
allegedly​ ​put​ ​it:  

“If​ ​there​ ​is​ ​any​ ​one​ ​secret​ ​of​ ​success,​ ​it​ ​lies​ ​in​ ​the​ ​ability​ ​to​ ​get​ ​the​ ​other​ ​person's 
point​ ​of​ ​view​ ​and​ ​see​ ​things​ ​from​ ​that​ ​person's​ ​angle​ ​as​ ​well​ ​as​ ​from​ ​your​ ​own.” 

If​ ​you​ ​get​ ​this​ ​right,​ ​you​ ​get​ ​inside​ ​your​ ​customer’s​ ​mind. 

When​ ​they​ ​come​ ​to​ ​your​ ​site​ ​and​ ​say:​ ​“Oh,​ ​wow,​ ​this​ ​is​ ​just​ ​what​ ​I​ ​was​ ​looking 
for!”​ ​-​ ​woah,​ ​that​ ​makes​ ​all​ ​the​ ​difference. 

Read​ ​on​ ​to​ ​learn​ ​the​ ​5​ ​questions​ ​you​ ​should​ ​ask​ ​yourself​ ​-​ ​and​ ​how​ ​to​ ​find​ ​the 
answer​ ​to​ ​them. 

1
 1.​ ​AM​ ​I​ ​TALKING​ ​ABOUT​ ​MYSELF…​ ​OR​ ​MY 
CUSTOMER? 
Does​ ​your​ ​website​ ​sound​ ​like​ ​this: 

“My​ ​business​ ​does​ ​_________​ ​and​ ​helps​ ​customers​ ​with​ ​_________”? 

Here’s​ ​the​ ​thing: 

You’re​ ​focusing​ ​on​ ​what​ ​YOU​ ​do,​ ​not​ ​your​ ​customer. 

Instead,​ ​you​ ​need​ ​to​ ​focus​ ​on​ ​what​ ​your​ ​customer​ ​thinks​ ​is​ ​important.​​ ​You​ ​need 
to​ ​explain​ ​what​ ​you​ ​do​ ​from​ ​their​ ​perspective. 

Want​ ​a​ ​formula​ ​to​ ​put​ ​this​ ​into​ ​action?​ ​Here​ ​you​ ​go: 

My​ ​customer’s​ ​problem​ ​is​ ​_________​ ​(what’s​ ​the​ ​problem?).​ ​My​ ​business 
_________(fill​ ​in​ ​name)​ ​helps​ ​them​ ​_________​ ​(what’s​ ​your​ ​solution)?​ ​The​ ​result​ ​is 
that​ ​my​ ​customer​ ​_________​ ​(what’s​ ​the​ ​result?). 

See​ ​the​ ​difference?​ ​See​ ​how​ ​you’re​ ​going​ ​from​ ​“me”​ ​to​ ​“you”?  

And​ ​see​ ​how​ ​that​ ​makes​ ​your​ ​copy​ ​feel​ ​much​ ​more​ ​helpful​ ​-​ ​and​ ​not​ ​salesy​ ​at 
all? 

 
***  
 
2.​ ​WHO​ ​IS​ ​MY​ ​CUSTOMER? 
How​ ​do​ ​you​ ​think​ ​about​ ​your​ ​customer?  

Maybe​ ​you​ ​have​ ​a​ ​generic​ ​customer​ ​persona​ ​or​ ​avatar.​ ​Something​ ​like​ ​this: 

“My​ ​customer​ ​avatar​ ​“Debbie”​ ​is​ ​45​ ​years​ ​old,​ ​loves​ ​dogs,​ ​and​ ​likes​ ​jogging…”  

Good​ ​start…​​ ​But​ ​it​ ​needs​ ​to​ ​talk​ ​about​ ​what​ ​really​ ​matters​ ​to​ ​your 
customer. 

So: 

“Debbie​ ​(45)​ ​loves​ ​her​ ​early,​ ​6AM​ ​morning​ ​jogs.​ ​But​ ​the​ ​past​ ​two​ ​years,​ ​she’s​ ​been 
struggling​ ​with​ ​finding​ ​the​ ​right​ ​jogging​ ​technique.​ ​Her​ ​knees​ ​are​ ​aching​ ​and​ ​she 
knows​ ​it​ ​must​ ​be​ ​because​ ​she​ ​runs​ ​three​ ​days​ ​a​ ​week,​ ​but​ ​she​ ​just​ ​can’t​ ​figure​ ​out 
what’s​ ​wrong.​ ​The​ ​last​ ​thing​ ​she​ ​wants​ ​to​ ​do​ ​is​ ​give​ ​up​ ​her​ ​jogging​ ​routine.” 

Notice​ ​how​ ​that’s​ ​much​ ​more​ ​specific​ ​and​ ​focuses​ ​on​ ​Debbie’s​ ​problem? 

2
When​ ​you​ ​focus​ ​on​ ​HOW,​ ​specifically,​ ​your​ ​product​ ​helps​ ​your​ ​customers,​ ​you 
don’t​ ​feel​ ​like​ ​a​ ​used​ ​car​ ​salesman.  

Why?  

Because​ ​you’re​ ​solving​ ​someone’s​ ​problem​ ​-​ ​you’re​ ​making​ ​a​ ​difference​ ​in​ ​their 
lives.  

And​ ​that​ ​takes​ ​us​ ​to​ ​the​ ​next​ ​question.... 

*** 

3.​ ​WHAT’S​ ​MY​ ​CUSTOMER’S​ ​PROBLEM? 

Are​ ​you​ ​making​ ​assumptions​ ​about​ ​your​ ​customer’s​ ​problems? 

If​ ​you​ ​get​ ​this​ ​wrong,​ ​it​ ​could​ ​break​ ​your​ ​business.  

You​ ​have​ ​a​ ​certain​ ​perspective.​ ​And​ ​that​ ​might​ ​be​ ​(and​ ​probably​ ​is)​ ​completely 
different​ ​from​ ​what​ ​your​ ​customers​ ​think.  

Instead,​ ​get​ ​real,​ ​hard​ ​data​ ​to​ ​find​ ​out​ ​what​ ​your​ ​customer​ ​struggles​ ​with. 

How? 

There​ ​are​ ​several​ ​ways​ ​to​ ​do​ ​this.​ ​Here​ ​are​ ​a​ ​few​ ​ideas​ ​to​ ​get​ ​you​ ​started: 

● Talk​ ​to​ ​them​ ​one-on-one. 

● Talk​ t​ o​ ​your​ ​existing​ ​audience​ ​by​ ​sending​ ​questions​ ​to​ ​your​ ​email​ ​list​ ​and 
social​ ​media. 
● Do​ ​online​ ​research​ ​on​ ​sites​ ​where​ ​your​ ​customers​ ​are​ ​(Facebook​ ​groups, 
blogs,​ ​Instagram,​ ​Reddit,​ ​Pinterest,​ ​Quora​ ​and​ ​online​ ​discussion​ ​boards). 
● Check​ ​Amazon​ ​reviews​ ​and​ ​other​ ​review​ ​sites​ ​to​ ​see​ ​what​ ​your​ ​customers 
say​ ​about​ ​products​ ​that​ ​are​ ​similar​ ​to​ ​yours. 

When​ ​you’ve​ ​done​ ​your​ ​research,​ ​you​ ​know​ ​why​ ​your​ ​customer​ ​buys​ ​your 
product.​ ​And​ ​you​ ​can​ ​use​ ​it​ ​in​ ​your​ ​website​ ​copy​ ​and​ ​marketing​ ​material. 

But​ ​you​ ​might​ ​be​ ​thinking: 

“Wait​ ​a​ ​sec…​ ​So​ ​I​ ​use​ ​my​ ​customer’s​ ​problems​ ​against​ ​them?​ ​That​ ​sounds 
manipulative.” 

No.​ ​You​ ​see,​ ​you’re​ ​not​ ​using​ ​their​ ​problems​ ​against​ ​them,​ ​you’re​ ​talking​ ​in​ ​their 
language.​ ​That’s​ ​it. 

Plus,​ ​listening​ ​to​ ​your​ ​audience​ ​is​ ​an​ ​eye-opener.​ ​You​ ​understand​ ​just​ ​how​ ​much 
the​ ​problem​ ​you​ ​solve​ ​is​ ​affecting​ ​their​ ​lives. 

3
If​ ​anything,​ ​that​ ​makes​ ​your​ ​work​ ​extremely​ ​meaningful. 

*** 

4.​ ​HOW​ ​CAN​ ​I​ ​MAKE​ ​THE​ ​VALUE​ ​I​ ​OFFER​ ​SUPER 
CLEAR? 
Are​ ​you​ ​cluttering​ ​your​ ​website​ ​and​ ​marketing​ ​material​ ​with​ ​text?​ ​Do​ ​you​ ​use 
platitudes​ ​and​ ​jargon?  

If​ ​so,​ ​you​ ​might​ ​not​ ​be​ ​communicating​ ​your​ ​value​ ​to​ ​your​ ​customers,​ ​because 
you​ ​lose​ ​their​ ​attention. 

Instead,​ ​do​ ​this: 

1.​ ​Delete​ ​everything​ ​that​ ​doesn’t​ ​support​ ​the​ ​one​ ​thing​ ​you​ ​want​ ​to 
communicate. 

2.​ ​Change​ ​platitudes/jargon​ ​into​ ​words​ ​people​ ​use.  

For​ ​example: 

“New​ ​mom,​ ​do​ ​you​ ​need​ ​balance​ ​in​ ​your​ ​life?”​ ​is​ ​filled​ ​with​ ​platitudes.​ ​What​ ​does 
“balance”​ ​mean? 

You​ ​could​ ​change​ ​it​ ​to: 

“Just​ ​had​ ​your​ ​child​ ​and​ ​sleeping​ ​less​ ​than​ ​5​ ​hours​ ​a​ ​night?​ ​Want​ ​a​ ​sane​ ​space​ ​so 
you​ ​don’t​ ​lose​ ​your​ ​mind?” 

What’s​ ​the​ ​difference?​ ​It’s​ ​much​ ​more​ ​specific​ ​and​ ​speaks​ ​to​ ​a​ ​customer’s​ ​unique 
struggles. 

3.​ ​Always​ ​include​ ​a​ ​call​ ​to​ ​action​ ​in​ ​your​ ​website​ ​copy​ ​and​ ​marketing​ ​material. 
What’s​ ​the​ ​next​ ​step​ ​you​ ​want​ ​them​ ​to​ ​take? 

And​ ​last… 

*** 

5.​ ​HOW​ ​DO​ ​I​ ​ENGAGE​ ​PEOPLE​ ​AND​ ​CREATE​ ​RAVING 

FANS? 
When​ ​you​ ​send​ ​out​ ​an​ ​email,​ ​write​ ​a​ ​blog​ ​post,​ ​or​ ​sell​ ​a​ ​product… 

...Is​ ​all​ ​you​ ​get​ ​crickets​ ​and​ ​a​ ​deafening​ ​silence? 

4
You​ ​need​ ​a​ ​few​ ​tweaks​ ​to​ ​engage​ ​your​ ​customers. 

First,​ ​talk​ ​about​ ​them.​ ​Whenever​ ​possible,​ ​change​ ​your​ ​sentence​ ​from​ ​your 
perspective​ ​to​ ​their​ ​perspective.​ ​Use​ ​the​ ​word​ ​“you”​ ​a​ ​lot. 

Second,​ ​be​ ​more​ ​human.​ ​Share​ ​your​ ​unique​ ​voice​ ​and​ ​perspective,​ ​your​ ​stories, 
and​ ​your​ ​insights.​ ​Do​ ​this​ ​with​ ​a​ ​simple​ ​exercise:​ ​Pretend​ ​you’re​ ​writing​ ​to​ ​a 
specific​ ​friend.  

Third,​ ​see​ ​THEM​ ​as​ ​humans,​ ​not​ ​just​ ​another​ ​subscriber,​ ​reader,​ ​or 
customer.​ ​It’s​ ​hard​ ​to​ ​sound​ ​personal​ ​if​ ​you’re​ ​writing​ ​to​ ​an​ ​email​ ​address 
instead​ ​of​ ​another​ ​human​ ​being. 

Plus,​ ​when​ ​you​ ​see​ ​them​ ​as​ ​humans,​ ​you​ ​don’t​ ​feel​ ​salesy.​ ​You’re​ ​not​ ​just 
randomly​ ​forcing​ ​copy​ ​down​ ​people’s​ ​throats​ ​-​ ​you’re​ ​helping​ ​a​ ​specific​ ​person 
with​ ​a​ ​specific​ ​problem. 

*** 

That’s​ ​it​ ​-​ ​these​ ​5​ ​questions​ ​will​ ​help​ ​you​ ​turn​ ​your​ ​site​ ​browsers​ ​into​ ​happy 
customers. 

Good​ ​job!​ ​Just​ ​one​ ​more​ ​thing​ ​left​ ​to​ ​do…​ ​Put​ ​this​ ​into​ ​action.  

Answer​ ​each​ ​question​ ​and​ ​then​ ​use​ ​it​ ​in​ ​your​ ​website​ ​copy​ ​and​ ​your​ ​marketing 
material. 

Questions?​ ​Email​ ​me:​ ​camilla.a.hallstrom@gmail.com​​ ​:)  

Talk​ ​soon, 

Camilla 

   

5
 ABOUT​ ​INFLUENCE​ ​WITH​ ​CONTENT 
Are​ ​you​ ​struggling​ ​with​ ​these​ ​things​ ​on​ ​a​ ​daily​ ​basis?  
 
“I​ ​know​ ​that​ ​what​ ​I​ ​write​ ​can​ ​help​ ​people…​ ​But​ ​I​ ​don’t​ ​know​ ​how​ ​to​ ​connect​ ​what​ ​I​ ​do 
with​ ​what​ ​my​ ​clients​ ​think​ ​is​ ​important.” 
 
“How​ ​do​ ​I​ ​get​ ​people​ ​to​ ​actually​ ​read​ ​my​ ​stuff?” 
 
"I​ ​don’t​ ​want​ ​to​ ​sound​ ​like​ ​a​ ​sleazy​ ​salesman!”  
 
“What​ ​if​ ​I​ ​turn​ ​people​ ​away​ ​with​ ​my​ ​sales​ ​speak?” 
 
“Whenever​ ​I​ ​try​ ​to​ ​sit​ ​down​ ​and​ ​write​ ​something,​ ​my​ ​mind​ ​goes​ ​blank.” 
 
Yes?​ ​You’ve​ ​come​ ​to​ ​the​ ​right​ ​place. 
 
 
Hi,​ ​I’m​ ​Camilla! 
 
I’m​ ​a​ ​lawyer-turned-marketer​ ​(more​ ​on​ ​that​ ​another 
time).  

As​ ​a​ ​copywriter,​ ​I​ ​help​ ​clients​ ​get​ ​results,​ ​like​ ​double 
their​ ​email​ ​engagement​ ​rate​ ​or​ ​triple​ ​their​ ​email 
subscription​ ​rate.  

And​ ​that’s​ ​what​ ​I​ ​teach​ ​you​ ​here... 

On​ ​Influence​ ​With​ ​Content,​ ​you​ ​learn​ ​how​ ​to​ ​turn​ ​your​ ​site​ ​browsers​ ​into​ ​happy 
buyers​ ​-​ ​the​ ​foundation​ ​of​ ​a​ ​thriving​ ​business.​ ​:) 

Can’t​ ​wait​ ​to​ ​talk​ ​more.  

See​ ​you​ ​soon, 

Camilla