Could you imagine the reaction you’d get if you talked to your girlfriend/boyfriend the way you would your parent or child? It would be kind of weird. Or worse – could you imagine talking to your grandmother like you would your bros? I know if I did, either I’d get smacked into next week, or she’d die from a heart attack…
Unless you have that kind of relationship, you normally wouldn’t talk to your love interest like you would your parent, or your grandmother like you would your crude and crass friends.
In the same vein, you wouldn’t talk to a bunch of car enthusiasts like you would the demographic for skin care and feminine products, right?
The bottom line is this – If you’re trying to get a specific message across, it’s important to know who you’re talking to. Sure, you may have some leeway if you’ve developed a strong relationship with your ideal prospects over time. But it’s very important that you write in a way that talks directly to them. Mainly because your readers will immediately tune you out as soon as your copy no longer applies to them.
Learn more about the bandwagon effect in marketing in advertising in the blog: The Bandwagon Effect in Advertising: How A Strong Sense Of Belonging Can Increase Sales.
Get To Know Your Audience
Selling to your ideal customers is a lot like spitting game…
You see a sexy girl at the bar and learn she’s friendly enough to talk to after a drink… What you say in that conversation determines whether that drink is thrown in your face, whether you get a number, or if you end up at her place at the end of the night (at least from a guy’s perspective).
Or maybe from a child’s point of view: you know that what you say (on your best behavior), can determine whether you’re stopping for ice-cream after-school or dealing with the facetious clap-back of “You got ‘ice-cream’ money?”
Moral of both stories: You have to know how to speak your prospect’s language to give them exactly what they want so that you can get what YOU want.
So how do you talk to your audience like you know exactly what they want? Get to know them of course!
Russell Brunson talks about how he created a mental picture of his ideal client in his book, DotCom Secrets. When he knew what his ideal client looked like, what they thought about and how they operated, he developed a way to communicate to them directly and was able to experience tremendous results.
What does your audience talk about?
What kind of products do they normally by?
What is it that they like and don’t like?
What are the biggest pain points that your audience is dealing with?
What do they want the most?
When you have a blueprint of how your ideal audience operates, you will know exactly how to talk to them which always leads to the sale!
Learn more about the human ego in the blog: The Power of Ego & Instant Gratification.
Why Pain Points Are Most Important
When you’re studying your ideal clients and your target audience, I believe the most important questions derive from discovering your audience’ pain points. Through pain comes the driving force of why they take action – why they buy your product or service.
Pain could be interpreted as any form of discomfort: stress, inconvenience, wasted time and money, fear, difficulty, failure, non-acceptance – even physical pain – among other insecurities.
When you think about it, it all goes back to the Life Force 8 and Secondary Wants. No matter what the insecurity is, you can bet that it ties back to one or more of our basic needs. Everyone is looking to have these needs filled at all times, even if they don’t consciously realize it. But when it comes to having an ideal client or audience, half the work is already done for you. You don’t have to convince them of these needs because they already know what they want. And because they already know what they want, they’re already looking for it.
Learn more about the Life Force 8 in the Blog: How To Capture What Everybody Wants In Your Copy.
Be The Pain Reliever
Regardless of whether your audience is filled with potential clients or ideal customers, we’re all humans at the end of the day. Meaning: Humans will go out of their way to avoid experiencing pain. So if your product can relieve them of these pain points, they will more than likely turn to you for their solution. The best part is that once a buzz is created by success stories and testimonials from your customers, you’ll attract more potential clients.
Once they’ve labeled you as the go-to source for their problems, you’ll start making money like crazy!
For more copywriting tips and secrets, check out the JD Blog JDCopywritingINC.com.