Copy Tip 2: Know Your Prospect
Tip two: really understand who you are targeting.
Get to know them.
Get answers by asking these questions:
What are their main fears, frustrations, goals, dreams? What worries them? What do they watch, read and listen to? What magazines do they read? What ads run continuously in those magazines?
Ask your customers, survey them, find out more about them… so you know where to look to find more of them.
Get online and find relevant forums, blogs and discussion groups (for example, Facebook groups, Google groups, newsgroups). I’ve discovered a lot of answers just by viewing forums (without even participating). It helps tell me what their day is like, what they are frustrated about, what they want.
Talk to your prospects. Find out what would stop them from buying (objections you need to raise and answer). Find out what interests them. Keep in mind they may be just being polite though, and telling you what they think you want to hear. So even better — ask buyers!
You can also even use your website stats or analytics software (like the free Google Analytics) to see if people are looking up your list of Frequently Asked Questions, or if you have a live chat box, you can monitor what they’re asking.
The more you know the answers to these questions, the more effective and targeted your copy can be … the more effective your response.
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