Let’s pretend that you hired me as a copywriter. I only need two things to skyrocket your conversion rate.
Provides deeper understanding of your product or service
In-depth understanding of your target customer
Over the years, I have found that almost every business is # 1 down enough to hire a successful copywriter. They live, breathe and sleep their business. They can fully understand and do their product or service.
And in fact, it is no surprise. If you don’t understand your own product, then you have a bad time.
But what is surprising is how few businesses really understand # 2 – their target customers.
If you do not fully understand who you are targeting, it is very difficult to aim with any level of accuracy.
So let’s go back on the pretext of working together.
1. Who is your target customer?
You have to start somewhere. And while it is okay to answer this question to some extent, “men” or “business people” did not cut it.
Let’s get this out of the way: We all want more and more customers. According to your target men, 20–35 years of age does not mean that you do not want 40-year-old women to buy your product.
But defining a more narrow segment as your “target audience” allows you to appeal directly to that segment. You can’t really create an advertisement or brand in a way that would force the average 20-year-old male and 40-year-old woman.
Unclear message is worse than meaningless.
And yes, your target customer profile is not limited to a demographic profile. It can own a tech industry business making between $ 1-5 million in annual revenue. He can be a marketing manager at Fortune 1,000 companies.
A successful customer profile usually requires identifying a large group of a few key people.
2. What are the most common problems or pain points of your target customer?
This will be the most important question about your customers. What problems are they facing? What challenges are they facing? What issues are causing them pain again and again?
Selling someone who desperately needs a solution is ridiculous. When you understand the issues that your customers are facing, marketing your solution is very easy.
The mistake I see is that many businesses try to create a problem rather than find an existing one.
For example, think of infomercials that do not let people have trouble doing anything in the history of the world.
This is silly, but it is an all-time-honored practice used in sales called “creating a need”.
Idea travel is standard practice for mutual sales reps. If you can’t find a way in which your target customer needs your product, you simply create a requirement and convince them that they need a solution.
And while it makes sense for a mutual sales representative to be limited to the person standing in front of him, it does not work for online businesses. You don’t have 20 minutes to tell a story that assures customers of their dire need for your product.
Either they need it or they don’t.
If your product is a good one, it is designed to solve a common problem shared by your target audience. Your goal is to fully understand whether there is an existing problem, rather than thinking about new problems, or trying to make your product relevant to a problem-less audience.
See how Duluth solves trading problems … and gains customer loyalty.
3. What does your target customer want?
If you have managed to answer the last two questions, then you have problems that customers can expect to solve with your product or service.
When it comes to understanding these problems, however, there are two levels of awareness.
We need to understand the basic, immediate problems that need to be solved.
We also have to understand the underlying WHY that conducts the behavior – what is really desired?
You must address the “goal” that motivates your target customer.
For example, the immediate problem of charity may be getting into building an inexpensive website, but at its core, it doesn’t really care about websites. He is finally pursuing his dream of owning his own online business.
If messaging your donation includes an offer of “fast, affordable website design”, you will be fully evaluated on price and samples, even if you haven’t found out at all.
If you look deeply into and address the pain points of the donation in your message, you have improved your offer, offering the charity “impress your customers without the hassle of DIY”.