(Hint: It's Not About You)
Just like a scuba diver who struggles to enjoy the results of a well-planned dive, my clients sometimes struggle to hit the mark with their copywriting and marketing strategies.
When challenges happen with diving, I go to someone who knows more than me to get them to evaluate what is going on so I can fix the problem.
Likewise, my clients ask me to do things like reviewing their email copy and webinar content to determine what may need to change.
Just last week someone asked me to help them understand why people weren’t taking action on the things they had carefully written and invested time in creating.
They were confident that what they produced was what their prospect clients needed.
But the proof was in the pudding.
Only a handful of people seemed to engage with the email campaign and even less were watching the webinar to the end.
Out of the small group of active participants, only three purchased the product.
My client wanted to know what was wrong and how to make it more effective.
When I reviewed all the materials, I saw some key things that were wrong immediately.
But in my gut, I wasn’t sure my client wanted me to tell them the truth.
(Sometimes the truth is hard for people to swallow.)
As I prepped for the feedback meeting, I reflected on the sage advice my mentor Ray Edwards offered regarding having difficult conversations.
When the time was right, I was ready to share Ray’s thoughtful approach, “I’m embarrassed to ask this, but may I have permission to share something awkward with you?”
Tapping Into Human Psychology
The trick to writing copy that your audience wants to read is knowing what is important to them.
Many business owners think they know what their prospective clients want and need. But do they really?
Define Your Ideal Customer. It is critical to know who your prospective client is, what they want, like, and need.
If you get a handle on what keeps them up at night and use their own language — I guarantee they will listen.
Don’t just rely on your gut instinct or what you think you know.
Start by writing out everything you think you know. Then put that aside and do some market research. Conduct interviews. Do surveys. Dig around until you really understand what makes them tick. Then use and apply what you’ve learned to what you create, write, and offer.
It’s Not About You. This is hard for me to say, but your copy is guaranteed to be more effective when you take the focus off you and put it on your customer. While it is wonderful to tell everyone how awesome you and your products or services are. The only thing people care about is themselves.
Make sure that what you write, create, and offer shines the light on your customer. We live in a me-focused society. You know that. I know that. So make everything you do about them.
When you make them the focus, they are sure to stop what they are doing and listen.
As Burger King likes to say, “Have it your way.” Notice they didn’t say, “Have it our way.” Or “eat our awesome burgers our way.” No, they focus on the customer getting what they want.
You should do likewise.
Focus On Their Problems. Everyone has problems that they need and want to be solved. Don’t believe me? Just ask them.
In fact, if you listen to your ideal customers long enough, they give you a laundry list of all the things that bother and keep them up at night.
If you really want to draw your prospects into your world and let them know how you can help them—you need to put your finger on the exact spot that bugs them.
Don’t just touch on it. Poke them right where it hurts. Make sure you push on that pain until they cry, “uncle.”
Then talk to them about what they aspire to achieve on the other side of the problem. And crank up the volume. Amplify their desire and dream so loudly they can imagine a life where the problem is solved.
Once you get them to this point, they are certain to listen to how you can help them. THIS is when you can share your solution that helps their pain dissolve and their aspiration become a reality.
How You Can Apply This
When was the last time you evaluated what you create, write, and offer?
Do you know if your target audience is actively engaged?
Are your words hitting the mark?
Let me encourage you to take the key points shared here and apply them to your business.
Take time to define your ideal customer.
Find every place you’ve focused on yourself and flip it, so you’re focusing on your customer. Write as much as you can about your customers’ problems, pains, and aspirations.
When you do these things, I promise your ideal customer will start to notice what you’re offering.
Want a free analysis of your email campaign or sales page? Book a free 45-minute conversation with me today. Just fill out this form, book a time, and we’ll talk. It’s that simple.