John Carlton’s “Bar Room Conversation” Marketing Tip
A technique I use a lot with my clients when helping them to build a deeper understanding of their butt clients is the “pen picture”. I get them to sketch out details of who their ideal client is – their name, age, marital reputation, what they do for a living, their “backstory”, the problems they face, what frustrates them, their aspirations, etc.
I find this technique facility really well to help my clients “get surrounded by the head” of their own butt clients. It helps them better know how to communicate with them, what their “hot buttons” are, and which marketing approaches and messages will work best.
Today I learnt an enhanced version of this technique. It’s from well-known copywriter John Carlton and it’s part of a run of free tips and thoughts he’s giving away as part of the launch of his Simple Writing System.
John’s method is simple. Rather than just describe your ideal client, you write down the conversation they would have with a barman if they’d come in to a bar at the end of a tough day ready to unload their problems. There’s a bit more to it than my simple description – but you get the thought.
I’ve tried it now myself with a couple of examples and it facility really well. It cuts right to the chase of what your potential client’s huge issue is – and in language that “connects” rather than in the stiff, proper terms we often write in.
At the moment, if you go over to John’s site, you can get free access to a meticulous video teaching the technique (along with a bunch of other freebies). If you try your hand at it (before Friday) and place up your own example in the comments section on the video, one of the tutors on John’s Simple Writing System course will give you feedback on what you’ve done (completely free).
Now, of course, you’ll need to hand over your email address to get access to the lessons. And the reason you’re getting all these freebies is that after a week or so they’re going to suggest you buy their paid Simple Writing System course. It’s a kind of try-before-you-buy deal. They give you lots of free advice and lessons up front, and if you like it they hope you’ll buy the paid course.
It sounds like a honest deal to me. I’ve signed up!
If you want to access the free Simple Writing System Express Course then click here.
It’s one of those sites where a video starts playing involuntarily – so make sure you haven’t got the volume on your computer turned way up high or you’ll hear John’s voice blasting out at top volume.
** Disclosure – I liked what I learned so far so much that I’ve signed up as an affiliate. That means that if you eventually buy the Simple Writing System product via my link, I’ll get a small commission. I have only just signed up for the free express course myself so I can’t give the paid course a full backing. I have heard fantastic feedback from people I know, but I haven’t tried it myself yet.
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John Carlton’s “Bar Room Conversation” Marketing Tip is a post from: Get More Clients in Less Time: Practical Strategies, Proven Results