Let’s face it, unless you are a professional writer (and even if you are), writing can be a daunting task at the best of times.
But when you know that whatever it is that you do finally end up writing has to bring in significant tangible results, then it can be an even more daunting task.
Trust me, I know.
Because that is what copywriting is all about, putting together words that sell..or at least get readers to take action.
Fortunately, there is something you can do before you start to increase your chances of success (in fact, without doing this there will be little to no real success).
And that crucial ‘thing’ is to connect with your reader.
Sounds obvious right? After all, that’s the whole point of writing any copy in the first place.
So ‘yes’ in that respect it is obvious, but not many people actually do what’s really needed to achieve it.
You see, before anyone will buy anything from you, they have to have a reason to do so.
What this means for you is that to really connect with your reader you have to know who they are… and I don’t just mean their demographic status either.
If you are selling gym membership to overweight women you can’t just have ‘overweight women, age 25 to 40 who want to lose weight in Surbiton, Greater London’ as your target.
You have got to really get inside of their head before you can get inside of their….well…their purse.
Why do they want to lose weight (no, it’s not so they can be slim…there will be a much deeper CORE REASON WHY).
What are their hopes/fears. Not the superficial ones, but those real deep ones that keep them awake at night and spurs them on during the day.
What do they really want out of life. Like what do they really really spice girls♫ really want?
What’s the first thing they do when they get out of bed in the morning?
What to they prefer to read?
What’s their favourite TV show?
The list goes on.
You have to treat your copy exercise like a good method actor would…before you can effectively CONNECT with your target audience, first assume their character…get to know what makes them tick.
Think Robert De Niro’s transformation in Raging Bull, or many of Christian Bale’s memorable roles. To play the characters well, they had to become the characters.
This isn’t a new concept.
It’s just one that not many people are willing to do.
Its no coincidence that some of the best copywriters hail from the fitness industry, it’s because they have had first hand experience of the hopes and fears of their customers. The personal trainer gets key insights into the mind of their clients. They live their blood, sweat and tears and many have been on the same challenging journey themselves.
They know the psychological drivers at play.
Getting into the mind of your readers is no easy task.
But if you want super results, it is the one thing you shouldn’t leave to chance.
Eleanor Goold is owner and founder of Kreativ Copywriting a forward thinking and friendly writing, copywriting and content creation service. She also has her own branded website EleanorGoold.com where she provides business owners with smart ideas, copy tips, and blogs about the art of storytelling. She also runs The Copywriter Facebook Group and is the tutor of The Utterly Compelling Email Copywriter online course.
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