One of the unique things about the way I write copy is I’m always thinking about context and behavior.
This seems obvious but the more marketing books you study the more you realize most of the tools and frameworks are siloed.
But what if you thought about marketing as three lenses that overlay one another to give you a complete picture?
Imagine what it’s like when you go to the eye doctor and he clicks one lens after another into place until the picture becomes clear. That’s the way I approach marketing.
3 “Worlds” of Marketing That Reveal the Bigger Picture
The first “world” or lens I consider is the universe the copy lives in, including the tech.
I think about where the copy will live on the website and within the funnel structure. How is it arranged in the website hierarchy and navigation? Does the copy need to be SEO-friendly? What kind of traffic are we driving to it? What makes that specific piece of copy a winner in terms of the overall outcome we want?
The second “world” I consider is where the prospect is in the marketing funnel.
Note: The marketing funnel is similar to the buyer’s journey concept but for my purposes here a simple funnel idea is good enough, especially if you’re using SEO as part of your marketing strategy.
For the funnel, is the person in the early, mid, late, or post-purchase phase? Do they need information about my concept as a brand new idea? Do they need help narrowing down their choices to just a few? Do they need a quick nudge to make the final buying decision? Do they need a reason to buy again?
The third “world” I consider is where the buyer is in his life.
Tip: This is arguably the most important consideration of all and should be repeatedly considered at every stage of copy and marketing strategy development.
Think about what’s going on that made the person look for your product at all. Did you catch their attention on social or in an ad? Did they specifically google and come across one of your articles? If so, which article? Knowing which one gives you an idea what stage of the funnel they might be in.
Putting those three worlds together gives you a 3-dimensional picture of where your product intersects with the messaging, buyer readiness, and life experience of your prospect.
Without that insight, you’re shooting in the dark. Even if you get the customer, it could be someone who’s a bad fit for your business.
Why is that a problem?
High Churn, Lost Renewals, and Poor Fit: What Happens When Membership Communities Attract the Wrong Customers
Membership communities are unique because they interact with their customers every day from the moment the customer buys until the day they leave.
You have to love that customer and be glad he’s part of your world.
It’s a different experience from an e-commerce company that sells handbags, hiking gear, or soap.
Customers that buy consumable goods may or may not buy again. Of course, it’s better if they become repeat buyers but they’re not going to be “living” in your world every day.
In a membership community, you need to have a fourth lens in mind at all times that says, “What kind of person will this copy attract? Will I enjoy that person?”
If the answer is no, then change the copy, the strategy or both.
The other thing to keep in mind is whether or not your marketing choices will draw people who will renew their membership.
If the person isn’t the kind of person who’s going to use the resources, then they’re not going to renew. And they’re not as likely to make friends and engage with the group.
If you attract people who are a poor fit for the community, they’ll cause trouble within the group, leave at the wrong time (causing churn and instability in the group), and ultimately take an important seat from a person who could have been a better fit.
But if you attract the right members, they’ll become lifelong customers and possibly friends. That’s important because running a membership community takes energy and it’s best if your dedication is supported by customers you enjoy.