Research
Research is vitally important to the success of any Marketing Copy you write. Indeed, if you skip this important step, I can almost guarantee that your advertising will fail.
Before you even attempt to write one word of Copy you must, must, must, spend time researching
Your Target Market – Ideal customer
Your Competitors
Your Product
Your Ideal Price
What’s the key to creating maximum Conversion Ratios?
Targeting the Best Audience!
How do you target the Best Audience?
Research, research, and more research!
I’ve said it so many times to my clients …
“For an experienced Copywriter, the actual writing of the Copy is the easiest part. The most time consuming and laborious part is the research needed for your marketing piece.”
Unfortunately that is not the most enjoyable part, so many marketers skip it.
Big, big, mistake!
You sell more if you understand your customer’s mind-set. What makes him tick? What’s his biggest problem? Why is he reading your Marketing Message?
What does he WANT from you? NOT, what can you offer to him?
Only when you know those answers, can you focus your Copy on the
needs and wants of ONE precise person.
There are many ways to research your target Customer, but the best way is to use …
Empathy!
How would YOU feel if you were in his situation, sitting there in his home or office, reading your marketing message for the very first time?
Frustrated? Cynical? Despondent? Excited? Relaxed? Uptight?
Yes of course you must solve his problem, but you won’t achieve that simply by offering a book, software, or a Cashmere sweater. You must first of all gain his trust by appealing to his emotions – not his logic.
And you can best do that by identifying his state of mind, reassuring him that you understand his REAL needs, and offering to solve his problem.
For instance on one of my websites I promise to end the reader’s FRUSTRATION – I show them how to get sign-ups, step by step.
So when your Ideal Customer reads your message he has to be saying to himself “Hey, you’re talking about ME fella – tell me more”
And only good research enables you to do that!
Success=Action
Ron Outlaw
http://www.cashin2000.com/
Thanks to my Mentor: Joe Robson
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