How to Read Minds (to Write Powerful Copy)
There's a good chance you've made this mistake.
(I have. Repeatedly. And for years.)
If you're like most people, you write what's in your head.
Maybe it's an idea. Maybe it's a description of your company or product.
Well, writing from your perspective can be great for your diary.
But it's self-destructive for your marketing.
Instead, you must write from your customers' perspective.
The world's most successful copywriters use this tactic to persuade even the most stubborn prospects to action.
By entering the conversation prospects are having in their head, you can resonate with their problems, properly position an offering as the solution and push all the right buttons.
So here's how to get out of your head:
Step One: Know What to Ask
There are an indefinite number of things you can know about your customers.
Fortunately, answering just a handful of questions can provide the most essential insight:
- What's their common reality? For example, are they stay-at-home moms or workaholic supermoms? Look for distinguishing characteristics you can describe to make a connection.
- What are their goals, aspirations and desires? For example, are they trying to be a better parent or climb the corporate ladder without losing custody of their kids? Know their objectives so you can create and position products and services accordingly.
- What are their challenges and frustrations? For example, are there too few hours in the day or unforgiving bosses who offer no support? Dig to find the problems that trigger the strongest emotions.
Step Two: Ask Early and Often
Ideally, you should get many responses to these questions before even creating a product or service. Never mind before creating your marketing. (That way, you won't waste money developing an offering nobody wants.)
You can do this informally through conversations with customers and prospects.
You do it formally using free survey tools available online.
One of the newest and easiest to use is Google Docs forms.
In fact, we use this ourselves to create and analyze simple surveys. (For example, you can complete one now on your biggest challenges and frustrations with web writing and content.)
Step Three: Write With the Responses
Once you gather enough responses, you'll start seeing commonalities.
These commonalities will describe your average customer's reality, goals, problems and needs.
Your next step is to write these into one or more personas. These personas (which internet entrepreneur Eben Pagan calls "avatars") are essentially short profiles.
With these in hand, you're ready to step out of your head and into your customers'.
For example, whereas before you may have written unpersuasive copy that you wanted to write:
Our company is the best in its field. A leader for 10 years, we provide top-notch customer service and the best prices in town. Visit our massive 10,000-square-foot showroom and browse home furnishings you won't find anywhere else.
You'll now write persuasive copy that your customers want to read:
We know that driving from store to store is frustrating. And that wasting precious weekends shopping for furniture isn't your idea of fun. That's why you want one store you can trust for the widest selection. With knowledgeable staff who don't get in your face, but are immediately on hand as needed. If that sounds familiar, you might want to write down our address. You'll find the right furniture at the right price in our 10,000-square-foot showroom. And with our 10 years' experience, you won't have to worry about whether we'll be here tomorrow to support your purchase.
It's a subtle difference. But a difference that can dramatically increase your success.
And I know that's what you want.
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