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Recently, I was writing an ad targeted towards health food shop
owners for a wholesale health product.
And you know what was easy about writing that ad? I knew my
prospect. Given that my parents used to own a health food shop
in Coffs Harbour when I was growing up, all I needed to imagine
was that I was selling directly to my father.
I'd say this
He'd say that
I'd say this
He'd say that
I'd say this
He'd say that
And so on.
You see, the number one secret to writing good copy is being
able to picture exactly who you're selling to... and
understanding exactly who your customer is.
In fact, in my experience it's even more important to understand
your customer than it is to understand your product.
So find out exactly who you're demographic is. What their fears
are? What keeps them up at night? What gets their heart pumping?
What makes them angry? What keeps them getting up every day?
And if you can crystallise that exact person in your mind and
imagine you are selling to them in a one on one sales
situation... you'll make your sales letter that much more
authentic.
It won't be ridiculous hype, and rah-rah-rah that doesn't
connect with your target audience. Nor will it be boring to THEM
because you know exactly what their desires, fears and goals are?
Makes sense, doesn't it?
But what if you cannot picture the exact person you want to sell
to? What if you've never known a person like your target market?
And you don't know them from a bar of soap?
Now if you're a business owner writing to existing and
prospective clients similar to those you already have then you
won't find this difficult at all. After all, you simply need to
pick one of your typical customers and write directly to them.
Even tape record one of your best salesperson's conversations,
and use that in your sales copy. Remember: Copywriting is
salesmanship in print.
However you may also want to go back to your customers and ask
them why they bought in the first place. Why did they choose
your business? Why do they choose to come back to your
restaurant, for example? Or your tyre shop? What were their
concerns before purchasing?
Go back to them and ask them. And also use your intuitive
knowledge from your time within your specific industry.
And what if you've never dealt with anybody within that
particular industry before? What do you do then?
For example, what if you've just released a new program for
arthritis sufferers? What do you do then?
My recommendation is that you start to talk with arthritis
sufferers. If you've taken over a new business or are writing
copy for an existing business, then call up the testimonials
they already have in place and start talking to them
individually.
And if you deal with the general consumer marketplace, here's
another tip which I used once. In coming up with a guarantee for
a termite control customer I called dozens of households
throughout Sydney sporadically.
That's right. Just dialled a number out of the phone book and
asked them what their biggest fears would be if they were going
to engage a pest controller.
And you know what the answer was? Well, I am bound by
confidentiality on that one I am afraid, but let me tell you now
that it was featured quite prominently in any advertisements I
wrote for that client.
The secret is to get inside their heads, and then when it's time
to begin writing copy write directly to them as an individual.
Address every one of their objections. Hit the most important
points upfront. Make a powerful promise. Paint a picture of what
their life could be like with your product or service. Back
everything up with proof. And prove why your product or service
is their ONLY solution.
There is nothing more important in advertising than KNOWING YOUR
CUSTOMER. It is the key to absolutely everything.
And the secret to your success is to write to one person at a
time. Do not try to sell to a group of people, because at any
one time, you will always be communicating directly with an
individual - NOT a group.
Know what I mean? Because if you do, you'll begin to write much
better copy.
That's all for now.
About the author:
Scott Bywater is a professional direct response copywriter and
the author of Cash-Flow Advertising. To learn how he makes it
easy for you to attract new customers get your hands on his free
report "7 ways to increase your turnover in 60 days" - visit
http://www.copywritingthatsells.com.au
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