If you’re a business owner who writes his or her own copy, this is for you.
If you’re a pro copywriter… this is also for you! (But hopefully more of a reminder to keep you on top)
One thing I’ve noticed recently is a disconnect between the product being sold, and the message being used to sell it. All in all it’s not terrible across the board, but I’ve been seeing a lot of products just miss the mark.
I’d like that to end and for everyone to sell more…
So I’m sharing a strategy I’ve developed to make sure that my copy CONNECTS with buyers!
I use this strategy when I’m writing emails for sales funnels, sales pages, and squeeze pages. It’s how I’ve been blessed to work with some of the top players in our industry, and how more keep coming!
And again in my quest to help everyone sell MORE… here it is:
No. 1: Create two ideal buyer characters that you can ‘speak’ to each time you write for a product or service.
At first glance this might seem like a lot of work but the reality is each product is going to speak to a different type of consumer and their current goals/fears (both of which drive sales). We might say that an options product might cater more towards an engineering mindset versus a penny stock offer that’s more interested in the get rich quick angle.
Now the reason I have two is to cover both the goals/fears angle of a buyer depending on the MARKET! Here’s where financial copy is special because it’s so driven by the stock market and it’s volatility. I mean honestly, you can have new/fresh copy almost WEEKLY!
Then depending on market conditions, you cater the copy to fit the market and your ideal buyer.
Note: Sometimes the customer will be different depending on products and services. So analyze the products benefits and problem solutions and see how that speaks to your buyer character.
No. 2: Know the market conditions and political news that could influence your buyer!
Even living in Africa, I always read the news for a general sentiment of what’s happening in the world. It may seem simple but checking in on the news helps me to speak directly to the people who I want to reach by knowing what’s actually affecting their everyday lives.
To use the options product example from above, we have an engineer type as our generalization of our customer… now the news breaks that Trump is approving 10X more HB1 visas in 2020 than in 2019. You and I might read over that, but our engineer who’s moving towards the end of his career but has 2 kids in college that he needs to pay for, that GUT CHECKS HIM!
He’s thinking the worst. He’s potentially panicked that his job could be on the line and how will he pay for his kids college…
See? Kinda simple if you’re paying attention and can see those opportunities in the market and your product.
No. 3: and this one is crazy… Talk to customers!
I would encourage every copy writer or somebody who wants to do persuasive marketing in any capacity to do customer service and actually get to know the people who are buying your products.
Again it seems so simple but being able to read customer emails, respond to customer emails and just in general interact with customers will give you a much better sense of how to solve their problems, help them achieve their dreams and how your product fits into those two categories.
But deep enough that if you make the above into your writing strategy whenever you write copy…you’ll improve 10X!
P.S. If you’d like a free copy consult, just ask. I’d love to help you tighten up your copy and get to know your two buyer characters!
Have a great one!