Tuesday, January 18, 2011

One More Way to Eavesdrop on Your Prospects and Find Hot Buttons

I've written about how to "eavesdrop" on your prospects and learn to uncover the "hot buttons" that make them buy more from you, here and here.

Today, I'll give you one more way to do it: Read their book reviews on Amazon.

Just like blogs, most of your prospects read books. And many book readers also post reviews on Amazon. Start reading these reviews. Now! Because they are another goldmine of hot buttons for you to exploit.

Below is an example book review, for the book Guerrilla Marketing for Job Hunters 2.0 ...

See those parts highlighted in red?

“A Swiss Army Knife for the Job Seeker” is a potentially brilliant headline for an ad, one I never would have that of. What ideas are your prospects posting in their Amazon reviews?

And the underlined sentence about LinkedIn could easily be turned into a bullet point for a sales letter, like this:
  • Are you on LinkedIn? You may think you’re using all the tools available, but are you? If recruiters and headhunters aren’t calling, you’re probably making this simple mistake (see page 87).
Get the idea? You can make the cash register ring like a Salvation Army bell when you find and push the right hot buttons.

But you’ll never uncover them until you start reading your prospects’ email, the comments they post on blogs, and the book reviews they post on Amazon.

Best part: Those hot buttons are out there, right now, waiting for you to find them. You or any good copywriter can do it.

(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.) 

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