Know, Like, Want… The 3 steps to a paying customer


Copyblogger say there are 3 steps to a paying customer – Know, like, want.

This tip’s all about getting the like, because it’s hard work to get people to know you – it’s probably taken a fair bit of time, effort and maybe a bit of extra cash to entice them in. Now what you want is a connection.   How? *Drum roll* …. Empathy ? (ta dah)


As Teddy Roosevelt said “No-one cares how much you know until they know how much you care”.

Whatever you sell, you’ll get the best response if you approach it from the angle of how you’re benefitting your audience – how what you’re doing makes their lives better, simpler, easier.  

So take a little time and think about how what you do or offer solves what’s bugging your customers. Then write from that point of view. If you’re getting testimonials, ask outright – what was your problem before and how did I/ my product/ my service help you with it?  

And if you can add a little self-deprecating humour, then all the better.


Looking for some inspiration?

Slack are great at this. Their copy is friendly, witty and, crucially, all about how they help their customers.   This is from their App Store bio…”Scientifically proven (or at least rumoured) to make your working life simpler, more pleasant, and more productive.”  

Even their bug updates are written this way – “Twelve crashes have been fixed. Yes. 12. If you were unlucky enough to experience the full dozen, please accept a) this imaginary medal and b) our sincere apologies.”  

Need a bit more inspo? How about Innocent. They’re the engagement masters – from their packaging to their site to their social, they’ve got it down to a fine art.   And if you’re struggling to find a way to communicate the benefit of your product or service, it’s possible you could benefit from a little work on your brand message. If so, keep your eyes peeled, cos we’ll be covering that in the next update…




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