Sell Like Crazy

6. What is their preferred form of communication?
Email? Text? Chat? Facebook Live? Or do they prefer physical mail? This
is a matter of where your audience wants you to communicate with them.
The fundamental lesson here is to communicate with your customers where
they already are. Don’t try and move them onto something that is more
convenient for you rather than where they already are.
7. What phrases, exact language, and vernacular do they use?
As previously mentioned, Robert Collier has this fantastic quote: ‘Enter the
conversation already taking place in the customer’s mind’.
You see, there is already language and niche-specific terms being used in
your customer’s mind for their hopes, dreams, pain, fears, and desires. Your
job is to listen and write them down. What industry terminology are they
using, what specific vernacular and niche-specific terms?
When using The Halo Strategy to conduct research on where your buyers
are hanging out and congregating, you must document the exact phrases
and terminology they use and store them in a spreadsheet to spark ideas for
website copy, landing pages, and ads. Take specific comments from Reddit,
Facebook Group, or YouTube, and document your audience’s word-for-
word responses.
In today’s day and age, scepticism is rampant. Now more than ever, people
are attracted to people (and businesses) who speak their language, get their

---

sense of humour, or share the same point of view. Every time they read your
copy, your goal is for your dream buyer to say to themselves, ‘Whoa, it’s
like they’re talking directly to me’.
8. What does a day in your dream buyer’s life look like?
7:05am - Mike wakes up to the sound of marimbas on his iPhone’s alarm
clock.
7:15am – Checks his inbox to make sure the world isn’t coming to an end
from any emails that came in overnight. Then opens up Instagram to see
who’s commenting and liking his latest post.