Many of you have heard the saying “Enter the conversation taking place in your customer’s mind”, quoted by Robert Collier, one of the best direct mail copywriters of all time. And for those who haven’t heard it, it simply means if your customer is fretting over hosting the best birthday party, then your copy should reflect their sentiment.

But while those conversations are somewhat obvious after a little research, there are conversations our customers have that are often overlooked. Today, we’re going to look at what these conversations are, and why the overlooked conversation can often be the primary conversation that needs to be addressed in your product offering.

The Primary Conversation

The primary conversation in their head is that which is centered around the need for a product. For example, I need to open cans, but I have no can opener.

So what do we do? We swoop in with our can opener because we see there are great monthly sales, knowing its an item that is always purchased, and knowing we can use it as part of our evergreen product portfolio. We solve the primary problem for the customer, but do we solve any secondary problems?

Secondary Conversations

These are all the conversations shoppers have about the product itself. We move on from the primary need, and start listing our own private pros and cons list:

• It needs to have a thicker handle, because the last one I had hurt my hands

• It needs to last longer than 2 weeks, because Sally’s can opener broke

• It needs to deliver a clean cut, I’ve heard some of them leave little pieces of metal in the food

• … and so on.

Tertiary Conversations

These are all the conversations customers don’t tend to verbalize, but they sit in the background as part of our decision making. These subliminal conversations usually center around our feelings about getting things right or wrong.

• My husband keeps telling me I don’t know how to open a tin properly, I’m getting annoyed.

• I find it embarrassing that I can’t use my current can opener

• I’m such a poor decision maker, I can’t even find a decent can opener.

• … and so on.

Listen to All Conversations and Solve All The Problems

The primary conversation is usually about needing a product to solve a basic problem. The secondary conversations are all the product problems that the customer has had or perceives they will have and the tertiary conversations are how we feel.

Case Study - Me!

I use a sticky-paper lint roller to remove cat hair from various things. The sticky paper does exactly what I need it to. But the roller itself, is a piece of crap. And not just this roller… but the previous roller I purchased, too! Now that I’ve been burned by two different brands, I’m hesitant to waste any more money on a new roller. I don’t trust any roller brand. Instead, I push the sticky paper roll along with my hands, manually. It’s annoying, but less annoying than the poorly designed roller.

• My Primary Problem = Cat hair on everything / need to remove it easily

• My Secondary Problem = Lint Rollers that won’t roll / need a decent roller this time

• My Tertiary Problem = I don’t trust the world of plastic goods, I don’t trust any seller of anything, people don’t care about quality goods, all Sellers are self-serving and don’t care about the end user.

My tertiary problem goes deep into my distrust. In fact, its so deep that’s why I haven’t bothered to try and find a new lint roller. I’d much rather push it manually than have my secondary problem become true, again. And I’d much rather push it manually than become even more convinced that products in 2024 are just shit.

So, if you think you’re just selling a product, think again. You’re here to solve the problems.

Solving The Primary Problem.

This one’s easy - just sell the product! Sell any product that solves the problem of staying organized, tidying up the home, feeding baby, opening cans…

Solving The Secondary Problems.

This one requires you to a) care and b) research.

Study most of the reviews from multiple competitors in your niche and find out what the general buyer sentiment is. Not just one buyer, or a couple of complaints - but the overall sentiment. Look at competitors who have great reviews, and those who do not to get a cross section of the market.

• What are people complaining about after they get the product. Does your product solve those complaints?

• What features are people raving about? Ensure your product has all these features, as a bare minimum!

• Is there an industry-wide problem with the product category. For example, the cabinet door hinge industry can be troublesome with customers frequently ordering the wrong item due to the different types of cabinet inset.

• Is there a Supplier problem? For example, the model you want to sell may be cheaper with one supplier, but perhaps it has more negative reviews online.

Solving the secondary problems means finding out what they are, and then selling a product that doesn’t cause them.

Many Amazon Sellers stop at the primary problem, but if you address the secondary problems, customers will throw money at you because you understand their pain

Don’t rush your product creation/sourcing process. But don’t move too slowly either - all those negative reviews you’re studying, are being studied by other Sellers, too. So find a need (lint rollers), find a good opportunity (lint rollers that don’t roll), get the product to market as fast as you can and support it with a good traffic strategy and Creative.

Solving The Tertiary Problems.

There is nothing to do here unless the industry as a whole can shed a light on what the tertiary conversations are.

Gender reveals are a great example.

1. Is it really about revealing a gender? If it were, then wouldn’t a quiet moment with your partner suffice?

2. Is it about revealing a gender with quality items that don’t break? If it were, why would we post our gender reveal fails?

3. Is it about having the best reveal that can be posted all over social media earning likes, comments and shares?

I would argue it’s #3 given that gender reveal has become an entire event with cameras strategically poised ready to take the video or photo. Nothing private between the parents, and even if it goes wrong it still makes its way to the socials in the hope for virality. And each gender reveal has to be better than [insert name here].

Product Copy is Salesmanship in Print, Entering the Conversation.

Once you’ve sourced/created a product that solves both primary and secondary customer problems, it’s time to tell the world about it. But don’t make the mistake most Sellers make by listing off features, listing its uses, and burying the lead.

Put your best foot forward. What is the main thing that will REALLY excite the customer? Make it the 2nd carousel image (after the white background image), write it as the first bullet, write it first in the plain description, add it to your hero image in A+ content, and give it it’s own module (preferably first). Sure, it may be a can opener than opens cans, but that’s boring. If your can opener solves 5 main can opener problems - talk about it in the first bullet!

Product copy is salesmanship in print. It is not a place to exclusively list generic features and uses. Enter the primary and secondary conversation the customer is having in their mind. Enter the tertiary conversation where applicable.

The Acme Can Opener

COULD THIS BE THE OPENER OF YOUR DREAMS? The Acme Can Opener doesn’t just open cans, but solves 5 of your can opener problems! From the handle design to the sharpness of the blade, the Acme Opener exists so that each can is a joy to open.

The Acme Lint Roller

Forget talking about how sticky it is first, and forget about all the wonderful detritus I can pick up with it, just start by telling me how it rolls. The rest should be obvious, and therefore does not need to be the main event.

NEVER GETS STUCK: The stainless steel Acme Lint Roller is designed just like a paint roller so it keeps rolling without getting stuck or falling off its tracks. Free from plastic, all parts move seamlessly making lint rolling more fun, and less chore.

Lets throw in another secondary problem

SUPER STICK PAPER: Don’t touch the paper because you’ll struggle to pry your fingers off! This is our stickiest paper ever, designed to grab every microscopic piece of dirt, cat hair and lint. Even when it’s nearly full, the gaps keep sticking for more use per page.

Notice, we don’t need to list off a bunch of uses or make the obvious claim about how it picks up lint - the customer knows just by reading our bullets addressing the secondary problems.

Many product descriptions follow a “captain obvious” approach as seen below:

LINT ROLLER FOR CLOTHES: The Acme Lint Roller uses sticky paper to help clean dirt, hair and lint from clothes, bedding and furniture. Enjoy a cleaner, tidier home that is more hygienic with the Acme Lint Roller.

This type of writing is only focused on the Primary conversation the customer is having in their head, and forgets to address the other, often more important conversations related to quality.

How To Address Tertiary Concerns in Product Descriptions

Assuming you know what the tertiary conversation is, you can make it an entire bullet or just a small piece of wording. Anything that the customer “hears” as you understanding them, is enough.

The Acme Gender Reveal

NOW IT’S YOUR TURN: You’ve seen everyone else have a gorgeous Gender Reveal, now it’s your turn! With the 104pc Acme Gender Reveal Kit expect your event to be as memorable as your photos, providing a lasting reminder on social media that inspires others to have a reveal like you. From the photo props to the badge pins your reveal will be remembered for all the right reasons.

And if you don’t know what the tertiary conversation is, don’t worry. Just focus on the secondary problems/conversation and you’ll be fine. Sometimes finding the tertiary concern requires a great deal of market research and/or focus group work.

To Summarise

Always address your customers' primary, secondary, and tertiary needs in your product marketing. Focus on solving basic problems, ensuring quality, and considering emotional factors. Make your product copy impactful by highlighting these solutions, resonating with your audience, and standing out from the competition.