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Actual for You - Copywriting is Not Archery: Taking Aim at the Hidden Heart of Your Prospect
For a marketing plan to be successful, the mix of Product, Price, Promotion, and Placement must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determi
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to
These moments come when a customer or client…1. Hears someone else praise you or your work.2. Likes your physical presentation (appearance, voice, and smile).3. Is touched intellectually and emotionally by what you say.4. Recognizes you as a model of who or what the person would like to become.5. Hears that you care
One of the biggest mistakes you can make when choosing a copywriter is to hire one the same way you'd pick a champion archer.
In archery, you should look for the bowman with the strongest shooting arm, heaviest bow, straightest arrows, keenest eagle-eye, most number of arrows in their quiver and steadiest aim.
Many businesses look for the copywriter who knows the most techniques, the best persuasion methods, the most killer headlines, the most tempting offers and the most satisfying guarantees.
What's the problem with that?
Archers have it easy -- their targets stand still. The bullseye is obvious.
The copywriter's toughest -- yet most important -- job is simply to FIND their target -- the prospect!
Prospects are not standing stationary in one open area, for all to see . . .
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to
Are you good at what you do? Sure you are, maybe even great at it. That's certainly one of the reasons you got into the business that you did. Unfortunately, that's not all there is to small business success.As a small business owner, I'm sure you understand that being good at what you do doesn't matter for much if you don't know how to
What's the problem with that?
Archers have it easy -- their targets stand still. The bullseye is obvious.
The copywriter's toughest -- yet most important -- job is simply to FIND their target -- the prospect!
Prospects are not standing stationary in one open area, for all to see . . .
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to
In April of 2004, the NOW Legal Defense and Education fund changed their name to Legal Momentum. The name change was a grand success. LM's Vice President of Communications, Maureen McFadden, shares these four tips to ensure the same success for your nonprofit:1. Dedicate Yourself. Dedicate yourself to a long-term process for th
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to
Well summer is over and the kids are back in school. The house is quiet again and I can jump fully back into my work. While I did work over the summer, I also took quite a bit of time off to travel with my daughter. I'm so grateful that I was able to spend this time with her. It was an important summer, with her focusing on where she wants to go to c
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to
Resumes and cover letters that get acted upon are those that demonstrate the writer's potential to solve an employer's problem based on how similar problems in the past were solved by the applicant. Companies like resumes that demonstrate what you can do for them that you are a problem-solver.Put yourself in the shoes of the hiring manager/screen
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to learn from sample sales letters that have been proven in their marketplaces.
That's why copywriters need to be careful what they swipe and how they swipe.
If a copywriter tries to apply the appeal of a proven health headline to a financial package, it may not work because the markets are different.
So it's better to swipe from proven sales letters or ads in the market you're aiming at.
If you swipe from outside your market, swipe structure but not emotional appeals, promises or benefits.
If the copywriter can't aim their copy at the bullseye of the prospect's self-interest, they're no better than a archer who shoots arrows at the sky.
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