When writing a copy for your website, LI profile, or landing page there are a few essential aspects to take in mind: Whom are you writing for? What is the goal of your copy? How will your reader (customer/client) benefit from reading it? And how do you plan to measure the outcome?
In this post, I talk about audience.
Start with asking whom you write it for. In other words, who is your prospect?
If you do have a good knowledge of your audience, skip to the second part of the post – understanding the ‘why’ behind your audience’s actions. Otherwise, stick with me and:
Ok. As great as it is to know your audience demographics and marital status, these factors are not the prime force behind your audience’s decision to buy your product/service. To create an offer for your potential customer that’ll hit the mark, you need to understand what’s going on in her/his mind (or subconsciousness) when she or he decides to purchase.
To understand ‘why’ behind your audience’s actions, you need to dig deep. Most powerful motives hide in de deepest corners of our being. So, ‘why’ do people buy?
“People buy a product/service, when they think that this product/service will be beneficial or will solve their problem.” Maxim Ilyahov, Russian journalist, editor gives this definition in his book “Write and boil.”
An example, an obese young man buys a gym membership. He thinks that he will work out at the gym and, therefore, will lose some weight. The young man believes that buying a gym membership will solve his obesity problem. In other words, losing weight is this young man’s ‘why’ for buying the membership. If we dig deeper, we may find out why he wants to lose weight. Maybe, because he’s in love and wants to be attractive (emotion – love). Maybe, because he has health issues and is afraid to become a diabetic patient (emotion – fear). Maybe he was bullied (emotion – shame).
Bob Bly, American writer and copywriter, gives his list of purchase motivators:
To be liked To be appreciated To be right
To feel important To make money To save money
To save time To make work easier To be secure
To be attractive To be sexy To be comfortable
To be distinctive To be happy To have fun
To gain knowledge To be healthy To gratify curiosity
Out of fear Out of guilt Out of greed
Check Belinda Weaver’s CopywriteMatters for more angles on finding ‘why’ behind your customer actions.
When you manage to pinpoint why your audience acts or does not act in a particular way, you’ll be able to convince them or eliminate their doubts. You’ll be able to sell your product/ service and make them come back wanting more.
Need help with finding the ‘why’ and more copywriting advice? Book my 1: 1 copywriting training session to get highly effective tools and techniques to improve your copywriting. Bonus, you’ll pick my copywriter brain whenever you need😊