What Keeps You Up At Night?
Think about the last time that your heart was so heavily burdened and your mind was going 100 miles per hour, you just couldn’t sleep. What were you thinking about?
If you know me, I am a great sleeper. I take 30 minutes picking out the right movie to watch, get all cozy, and after a couple of minutes of the opening scene…I am out! Most nights, I fall asleep before my head hits the pillow. Except for when I have something heavy on my mind.
Last week, we found out our dog Sugar (sweet Maltese of 15 years) became terminally ill. She stopped eating and her kidney was failing. They say 15 years is a good long life for most dogs, but I just couldn’t sleep thinking about missing her and also trying to figure out what next steps to take.
As a business, we always have to ask ourselves, “What problem are you solving?” But when we ask our customers the same question, they often fumble around not knowing exactly what their needs are…until, we ask them this: “What keeps you up at night? What is it about your current situation that causes such a heavy burden that you are not able to peacefully sleep?”
During our painful research of “what next steps to take” with our beloved Sugar, we ran across a lot of websites that offered the same solution for our heaviness, but they did it in totally different ways. I would like to share with you why we chose who we chose and how they met our expectations and delivered exactly what we hoped for. A peaceful transition for Sugar into her next adventure.
Why we chose this company:
1. Welcome Section: Right away, they acknowledged what we are going through and offered comfort. But what I really loved about what they said was that the focus wasn’t on the pet owners (us), it was on the pet…what they were going through and what we all could do to help. In this story, they made the pet the hero, not the pet owners. This captured my attention right away.
2. Information Section: They started educating us. They showed us why the services they offered were right for us. It answered the most pressing questions we have and it included a link to more in-depth discussions, research, and videos helping us understand and create a clear picture of the process and expectations.
3. Testimonial Section: They offered insight to the people who have used their service. Their testimonials were not templated or generic; they were real, heart-felt testimonials in letter form explaining in detail how much they appreciated the service and why.
4. About Us Section: Even though they were all well-qualified doctors, they focused very little on their own accomplishments but more on their own story of childhood and how they became animal lovers, and why they currently love what they do and how it affects people’s lives.
Why we didn’t choose the other companies offering the same services:
1. Welcome Section: They didn’t take the time to acknowledge the visitors’ heaviness that brought us to their site in the first place. They mainly focused on all the different services they offer right away. Felt very salesy and untrustworthy.
2. Information Section: It was vague and didn’t offer additional resources or videos to educate or address the difficult questions or even controversial issues or philosophies about their services.
3. Testimonial Section: Mostly short, non-descriptive and templated testimonials. They didn’t offer any personal stories or even detailed examples of what was helpful.
4. About Us Section: Heavy emphasis was on the credentials of the doctors. Their education and previous experiences. Felt cold…like reading a resume.
This is why copywriting matters. It’s the latest word in our definitions series, and it really does have the power to shape people’s first impression of you. Although I’ve never met or spoken to anyone from the first company, just from reading the copy on their website, I knew in my heart, it was the right company. And it was.
We all know how hard it is to find solutions to meet our most important needs. Here’s to being that company that answers people’s questions with the empathy they are looking for so that on sleepless nights when people go searching, they find you.