It's been proven time and time again: Marketing to your prospect's inner thought universe is the most effective way to make a serious return on your marketing expenses.
To show you a super easy way to figure out what your prospects think, here's a real life example from LinkedIn, July 2024.
But first a tiny warning: What I'll show you seems SO obvious that there is a real risk of it being ignored. Such is the nature of advice: If it's not hard or expensive we tend to dismiss it.
InsectoCycle made an amazing post about how efficiently their technology lets insect breeders produce eggs. And the comment section lit up with interested questions.
For most people the amount of comments -and the reach the post got- might get them all excited. And that would be the end of it.
And although I DO appreciate that reach and distribution is important, one of my pet peeves is that distribution does very little for your bottom line if you're not distributing the exact kind of content people are looking for.
(Surprisingly virality isn't very profitable)
But since I'm a Revenue Engineer I saw a chance to use all those LinkedIn comments to optimize InsectoCycle's sales page - and to figure out what they could say more of in the future, to open up more client relationships, to make more sales, to increase revenues.
But First - A Vital Rule Of Thumb
To understand why this seemingly straightforward approach is even worth doing, there is something we have to get out of the way:
If people are willing to ask questions in public it's either because their HIGHLY interested in your solution and can't help but ask clarifying questions, or it's because your results are so good people can't believe it.
Either way, people's public comments are always worth taking into consideration when going over marketing messaging to look for improvements, because they'll tell you explicitly:
- What questions do people have that we're not answering sufficiently
- What about our results seems too good to be true - ie what do we need to provide more proof of?
In Other Words:
Public interest is a sign you're on to something major and serves as a VITAL guidepost in what to say in your marketing and on your sales pages
You'll sometimes hear marketers say: "If one person asks it, at least a hundred others want the answer to that same question".
Which means public questions are usually worth answering on your website or on your product/sales page.
Below is a looooooooooooooooooooooong screen dump of the post in question. I've annotated the post so you can see how many objections and how many interested questions there were.
Given the amount of feedback here, InsectoCycle has the 80/20 of a good sales page. As long as they present solid arguments to cover all the questions.
And whomever writes the sales page introducing InsectoCycle's egg collector could make their job tremendously easy by starting out by answering the questions that appear in their public content.
Next Steps
Ask your marketer to go over your most popular content and ask them to deduce the beliefs, doubts, experiences, values and identity of your prospects from their comments and attitudes in the comment section.
Compile a checklist of the questions that occur most frequently and adjust the marketing message according to the ideal prospect's values and personality and you'll have marketing content that not only "reads the prospect's mind" it'll also be presented in a way that makes the prospect feel you really get them.
If you want to see MORE on marketing to psychographics (as well as just how effective it is) click the box below. It'll take you to an overview of posts that cover psychographics.
