Why you should know your customer better than your spouse when copywriting
Let's look at the first factor "customer" ...
You have to know your customer and understand them. What do they want, why do they want it and what is stopping them from getting it?
The easiest way to find out is to have a profile of your customer.
These 10 questions will help you create a customer profile:
What keeps him awake at night, causing digestive problems and forcing him to stare at the ceiling at night?
What is he afraid of?
What are his 3 biggest daily frustrations?
What trends are there in his business or life?
What does he secretly desire most?
Is he biased in his decisions or does he make his decisions according to a certain pattern? (Example: engineers = exceptionally analytical)
Does he speak a special language or does he use slang (doctors, lawyers and even construction workers have their "own" language)?
Who else sells a similar product and how? (Your competition)
Who has already tried to sell something similar to your customer and how did this attempt fail or succeed?
By the way, this list is not mine, but rather from the above-mentioned Dan Kennedy. You can find it in his book “ The Ultimate Sales Letter ”.
Let's look at the second belgium telegram screening factor "supply":
Once you have identified what your customer wants, you can only arouse their interest with a suitable offer.
To do this, you need to know your product or service, i.e.:
What properties does it have?
What benefits does it provide to your customer?
What can it do for your customer and how can it help them meet their needs?
If you know these factors, you can capture your customer's interest with a simple snap of your fingers.
But most copywriters can’t do this because they suffer from LR syndrome…
What is that?
Here is the answer:
Lazy research syndrome.
Copywriter Gary Bencivenga put it this way in his Marketing Bullets :
"It took me a while to realize that the best copywriters are the most persistent researchers. John Caples once advised me to collect seven times more interesting information than I can possibly use."