How to find the hot buttons of your target market…

Filed under: Copywriting — Shaune on Thursday, April 6, 2006

I’ve just taken on a new client. Interesting, unique, and valuable product but I wasn’t sure why people would really want to buy it.

I wanted to see what some real people would say about it, see how they would respond, what their hot buttons might be.

Here’s the point…

When you are testing the market with real-life, potential prospects you don’t want to say, here’s the product, here’s what it does… would that interest you?

It’s to easy for them to say yes. This does not really tell you if they’d buy it. Many product developers make this mistake. We want to see if there is an authentic and natural interest.

You actually want to be indirect about it, dropping words, sentences or potential hot buttons into a conversation to see if you get an “unsolicited” reaction.

That’s what just happened with this product. I just casually mentioned the idea to my sister. She just gave birth to a beautiful — I mean it — beautiful baby girl. Being a new Mom meant that she might be a prospect.

Whoa… she gave a very strong response. I’m excited. This product has appeal and it was easy to get…Yes!

Now what?

Now I’m going to “gently” interview her. I don’t want to lead her, just gently look for the immediate reasons she wants to buy as well as those hidden reasons.

Again I want to look for her natural response — not one that I lead her into.

Bottom line…

Be careful not to create false “reasons to buy” for any product your writing for!

Shaune

PS: My sister’s name is Michelle, my niece’s name is Tave (Nice eh) and she is David’s daughter. Yes David, “The Tech Guy” is my brother-in-law… A great one!

4 Comments - I want to hear your opinion. Click here to leave a comment.

32

Comment by Cheri Nikkel

April 7, 2006 @ 12:20 am

First of all, Congratulations to Dave and Michelle! And Uncle Shaune :)

Great topic. I was going to be doing some research and wondered the same thing… how to get an honest response, not just what they think I want to hear.

It sounds like anything I say about my product should be carefully thought out. From the way it’s brought into the conversation, to how I follow up on their response.

Good food for thought. Thanks for the post!
Cheri

33

Comment by John A. Manley

April 7, 2006 @ 7:11 am

Yeah, Cheri has it right with “they tell you what they think you want them to hear.”

If they don’t think you want to hear anything, then they give an honest opinion.

My wife, Nicole did the same with a children’s story she wrote. She wanted to knwo if it was good. So when her 12-year old godchild came over, she showed it to her, but used a pen name of “Silvia Thompson” (made up name). She also made it look like an internet print-out.

She got an honest opinion (mostly good).

John

34

Comment by JP Maroney

April 10, 2006 @ 12:33 am

As you know, Shaune, it’s a delicate dance!

What people say they want — and what they really want — are many times TWO DIFFERENT THINGS!!!

I think interviewing the target audience — with the right questions — is the key. Interviewing many members of that audience.

Many as you can!

With my system we face the same challenge. Even though I’ve sold a ton of this stuff in the past, I’m even now going back to members of my target audience.

Asking them questions…

Trying to keep my EAR TO THE GROUND.

35

Comment by Shaune

April 10, 2006 @ 10:23 am

You’re welcome Cheri.

Two writers in the same house John! Is that legal? : )

True JP.

It is a dance. Interviewing eh?

It’s a big piece of my coaching program. You knew that right? : )

As the guy that helped me become a co-author of “Million-Dollar Marketing Secrets” I’d have no problem turning over my “How To Interview For Copywriters” program to you.

Just let me know.

Talk soon,

Shaune

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