Twelve questions about who buys from you, what they actually want, and why they say no. Your buyer could answer most of them in a heartbeat. Answer them the same way.
Most of the questions you answered "no" have an answer. You just don't have it.
Your customer does. They know who they are. They know what they were using before you. They know the exact sentence they said when they told you no, and what would have changed their mind.
They carry the answers around every day. Nobody asked them.
So here's the free part. Pick the one question that stung the most. This week, call one customer who bought and one who didn't, and ask it. Write down what they say, word for word. Don't clean it up.
Those sentences are worth more than anything your team has written about yourselves.
Once you have their words, the copy changes. The top of a one-pager, a cold email, the first thirty seconds of a pitch. Here's the same move in three markets.
Fictional companies. Every number is made up. Client work stays confidential.
Look back at how it was built.
That's the job. Your buyer reads your one-pager, your email, your rep's first thirty seconds. Each one either asks the right question or talks about you.
Sales Enablement Copywriter · AWAI-Verified
I write what a sales team hands the buyer, and what they say when the buyer says no. One-pagers, cold and follow-up emails, and the card a rep reads before the call.
I've sold supplemental insurance to school staff. I've sold and rented shipping containers. I spent eleven years in retail, two of them on a store audit team, and I've interviewed and hired the people on the floor. Years back, I sat down with more than fifty insurance agents and agency owners and asked them about their problems.
Which is the point of this page. The answers were always with the customer.
Want to see the work first? Here are five samples.
Send me the first question you couldn't answer. Just the number is fine. I'll tell you which piece I'd write first, and why.