Newsletter Subject
The #1 skill of a conversion copywriter might not be what you think
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Fri, Mar 19, 2021 12:35 PM
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Hey there - Once again, I’ve found myself kneeneck deep in voice of customer research. It’
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Hey there - Once again, Iâve found myself kneeneck deep in voice of customer research. Itâs really no surprise â I can unscientifically say itâs anywhere from 60-80% of my process as a conversion copywriter. And yet, every time Iâm executing the voice of customer plan Iâve created with a client as we kick their project off, Iâm perpetually in awe of the magic I feel during this process. The whole VoC journey lights a fire in me â and while plentiful survey responses stoke that fire, the truth is, I feel the real sparks mostly through the phone interviews I have. Wait, Sara, arenât you an introvert? Why yes, yes I am. Through and through. And. Even as a total introvert, phone interviews end up being one of my favorite parts of my job. Because I get to actively practice what I consider to be the #1 skill of any conversion copywriter: I get to listen. I donât take notes. I donât stick to a script. I hit record, listen, process, and get curious about what the person on the other end of the line is sharing with me. In a 30-minute phone interview, if Iâve talked for more than 7 minutes of it, Iâve done something wrong. I havenât asked the right questions. I havenât [let the awkward pause do its thing.](â I havenât gotten curious enough. Going into phone interviews intent on listening and staying curious paves the way for insights you canât get from a survey; a forum; a chat transcript. When asked, I usually say the #1 way to become a better writer is to read. I still stand by that. But the #1 skill of any copywriter, particularly one focused on conversions? Is the ability to listen. And a big part of that is staying curious. Iâm going to be recording a podcast episode with the phenomenal Linda Perry of [Mindset First]( next week, where weâre going to be digging into why listening is so important and how to be better in the listening department. Before we have that conversation, Iâm curious: What do you wish you could do better when it comes to listening? What differences have you noticed in your life + work when you listen more intently? What are the red flags that tune you into the fact that someone youâre speaking to clearly isnât listening? Hit reply and tell me. Iâm all ears ð (As my friend Justine would say: Then how do you see? Sorry, had to.) Until next time, be kind + stay curious - Sara â Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. Iâll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140
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