How ONE client interview leads to high-converting offers & new clients on repeat

In this blog post, you’ll discover:

How to craft offers that make you easily hireable
A precise example of the strategy I used that you can swipe for yourself
Why asking the right questions can lead to your best converting offer yet

In this blog post, you’ll discover how the information from just one ideal client interview can lay the foundation of your offers AND how to market them.

Why are ideal client interviews a PROVEN way to increase conversions?

Client interviews are the only way to discover what solutions your client has already tried. Once you know the services or products they've already paid for, you can match your offer to what you know your ideal client hires others to fix.

As a bonus, ideal client interviews give you the language you need to then market that offer–and using your clients' language is a proven way to increase conversions.

Don’t just take it from me:

In an article published by Hubspot, the Director of Growth at Proofpoint Marketing, Joseph Lewin, reports a jump from 1.45% up to 6.59% by simply using customer language in their ads.

When you’re done reading this post, you’ll know the WHY and HOW of using ideal client interviews to create a high converting offer.

How ONE client interview can lead you to a high-converting offer strategy

"With both of the writers I hired, it was for small projects. And they led to big wins."

My fellow entrepreneur Mia Moran said this to me when I interviewed her over two years ago.

At the time, I'd decided to pull apart my business to rebuild it. (However, you can use the advice in this post at any phase of your business, not just in a rebuild!)

My first step was figuring out how to be easily hireable by my ideal clients.

How do you do this?

It's simple!

Start by asking your past (or ideal) clients the RIGHT questions

I wanted to talk to successful business owners making $70K+ a year about the copywriters they'd hired to figure out how I could be hirable to my ideal audience.

Mia generously volunteered her time and gave me two key takeaways from our 30-minute conversation.

Takeaway #1: Entry level offers help you win more business over time

First, I learned the importance of having an entry-level offer that helps people see your value--to paraphrase Mia above, it's got to be a small start but deliver a BIG win.

This is key to winning more business over time.

Takeaway #2: Simplify your client’s life to simplify yours

Second, your entry-level offer can be positioned as something that helps clients get ONE thing polished to 100% perfection rather than creating yet another thing for them to promote.

Because here's the next thing Mia told me about her early days building PlanSimple (her business that helps busy moms who run businesses)--

she thought she needed to constantly create new things for the same audience instead of getting ONE better thing in front of more people.

Stop promoting everything! Here’s what to do instead!

Why am I telling you all of this?

Because this information from just one ideal client interview laid the foundation of my offers AND how I market them.

Those two things go hand-in-hand: If you craft offers informed by what people want, especially if they've paid for similar offers in the past, it is WAY easier to market them.

Whereas the opposite is not true: No amount of high-level marketing can sell an offer no one wants. 🚩🚩🚩

“Hey Mimi, how do I do this for my business?”

Now that we've established what info good interviews give you and why they're important, let me break down exactly how I used the info Mia shared with me. 👇

(Though I should also add: I did check this info with info from other interviews, survey data I collected, and my business coach to make sure it'd give me a good offer strategy. It was indeed solid, but it was also worth my time to double check.)

How I used Mia’s ONE interview to create a high-converting offer that brings in the right clients

In this section, I’ll show you exactly how I used the information to craft my offers and how it helped.

First, let's remind ourselves of the two lessons I mentioned above:

1) You win more business if you have an entry-level offer that helps people see your value. It's got to be a small start, but deliver a big win.

2) You win more business NOT by constantly creating new offers for the same audience but by putting one perfected thing repeatedly in front of more people.

Now it’s time to put these lessons into practice.

1. How I used client answers to optimize my offer

Lesson 1 helped me create my Small Start, Big Win™ Copy Polish, where I take your web copy and polish it up to 100% perfection. This is now my entry level offer.

(You can see the email version of this offer here.)

While my bigger projects start at $3500, Small Start, Big Win™ offers are priced at $1197, so they give ideal clients an opportunity to:

✅ See how I work

✅ Get high value

✅ Decide if and how they want to continue

2. How I positioned my optimized offer

Lesson 2 helped me position my Small Start, Big Win™ packages as an offer that takes your copy from "I'm only 60% satisfied because I did it myself (or because I hired the first copywriter I met)" 😐

to "It's 100% polished and ready to go out in front of everybody and their mother!" 😎

Interested in getting your copy
up to that 100% polished level?

My Small Start, Big Win™ Copy Polish is designed so that you get a professional set of eyes on your copy—without the full-on project price tag and wait time.

In one week, walk away with easy ways to level up your copy so that it's leading the right prospects to YES! for you.

Find my Small Start, Big Win™ Copy Polish for webpages here and my Email Polish for email sequences here.

Contact me here!

How it all comes together

Here's the cherry on top: Both lessons help me talk about my Small Start, Big Win™ packages in different ways in my marketing.

Like I said above: It's WAY easier to market offers people want when you understand why they want them--aka what mistakes your offers help them avoid--

and why they purchased similar offers in the past.

Which takes me to your takeaways today. 👇

As studies have proven, interviewing clients is critical to your profitability

I'm not just saying this. In this article by axios, an IV clinic (Hydrate Medical) reports 3x the profits–a return of over 1000%--by using customer research in their marketing efforts.

The bottom line is that to craft offers people want, you've got to talk to them.

And you need to ask them what they've purchased in the past (not what they would purchase in a fantasy world where budget isn't a concern, as I so often see recommended...).

Asking Mia what she'd previously purchased is the reason my interview with her was so effective in leading to a winning offer strategy!

What to do now?

Now that you know what to do, here’s what you can do next.

1. Bookmark this blog post

Bookmark this blog post for easy reference the next time you're prepping for potential client interviews!

2. Watch the YouTube video

Coming soon! Watch this space!

**Reach out and let’s get you a big win!**