Hi All, and welcome to Captaincopywriting.ca!
I’m Drew Bay, and I endeavor to supply you with a consistent stream of profit-boosting, sales-proliferating tips and techniques from the largely ‘ignored’ world of direct-response copywriting.
What is copywriting? It’s your business’s powerful selling weapon that engages people in your marketing, pulling them in closer and closer towards spending money with you.
Simply, it’s the art and science of putting down words on paper (or computer screens) that compel your reading customer to take some sort of action, whether it’s picking up the phone to call you, sending you an email, or just buying from you right there on the spot!
All buying decisions are made on the words we use.
It’s a reality that you, as a business owner, must understand yourself if you want to get maximum results from your marketing. Your prospects are not going to do business with you unless they clearly see why your product or service is the best choice for them. You must bridge that gap with compelling sales arguments in your marketing to lessen- or completely eliminate- your prospect’s “sales resistance” and the natural tendency to question your business’s claims about what you offer.
Especially if you’re a new business, you haven’t won your prospect’s “benefit of the doubt.” You’re the new kid in town and need to establish yourself as credible and someone that can solve your potential customer’s problems… without hesitation.
**Herein lies the secret to your marketing’s success…**
To appeal to your customer, you MUST think like your customer.
How do you do that? How do you understand what makes Joe Smith talk and makes Jane Doe scoff?
Well, it’s best to sleep with your customer.
No, no, not like that… that’s not what this site is about! I mean as an analogy to truly understand what the person is like. We all sleep beside that someone who we know, (possibly love), and trust, right? Husbands and wives, girlfriends and boyfriends, (just friends) or whatever your situation may be.
We assumingly know more about them than most anyone else does… what they love, what they hate, what scares them, what motivates them, etc.
You need to be in a position to understand your best customers intimately in this way too! If you know what they love, what they hate, what motivates them, and what keeps them up at night, you hold the key to influencing their purchasing decision and truly resonating with them in a good way… in other words, PROVING why your product or service is the right solution for their particular need!
How do you sleep with your customer without actually sleeping with them (which I don’t recommend!)? Simply do your research. In today’s day and age, there is an abundance of resources at your fingertips, so you merely need to consult these sources. Of course, it also pays to talk with these people extensively in person or via the phone. Connect and have meaningful conversations too!
In my next post, I will elaborate on how exactly you can go about doing this… learning everything you must know about your prospects and customers to craft seriously powerful marketing messages and advertising that pull them in closer to your business. This helps you win the “benefit of the doubt” and positions you as someone that “gets” the customer and knows what they need.
“Sleep” with your customer… you’ll be forever grateful you did!
To Your Success,
The Captain
Drew Bay
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