And if the key to (good) copywriting was adaptation … I’d like to talk to you about this subject which I find super important. Capital itself. Because it’s about knowing your customer perfectly.
Better than himself? Yes it’s possible. I tell you everything about this key aspect of copywriting…
Before you throw yourself headlong into writing your product pitch or your sales page, are you sure you are asking the right questions?
Do you know exactly who you are talking to?
If yes, well done, you have already does 50% of the copywriting work (yes 50% of the work, really).
I invite you to ask yourself 2 minutes and think about the following.
Would you think of selling:
- Ice cream to an Eskimo (the classic);
- Sand to a Bedouin in the desert? (classic too);
- A dietary supplement against prostate dysfunction in a 20 year old? Or a woman? (less classic already);
Anyway, do you get the idea?
Do you think that makes sense?
Is this the BA of any business?
So I go further…
You have a file of prospects perfectly aligned with your offer (product or service).
Is your file qualified? Great !
Congratulations to you !
The base is therefore healthy.
Your messages are not performing not as you expected?
You get on arrival a low transformer rate?
Sales are not taking off?
It’s disappointing ?
But at the same time, it’s so predictable …
The reason ?
You probably make the mistake that many make (but that was before reading this article, I’m sure): you throw a ball in your head in the copywriting of your sales pitch before having clearly established your customer avatar.
It must be said that what we sell, we are so proud of it (me first). We have such a feeling that it will change people’s lives (and sometimes it is. I wish you so).
We put all our energy into it, all our guts, our evenings and our weekends.
Sweat and tears …
Isn’t it true perhaps?
Of course yes.
And once again, This is completely normal.
We can’t wait to present it to the world THE solution, THE product.
“My product is beautiful, it is not expensive and in addition … it is new!” “
Yes, but your prospect in all of this?
Does your offer meet a real need with him?
Is it useful enough in his eyes to interest him?
Did you take the trouble to show him a (real) interest before bombarding your product pitch?
Because guess what.
If it is, your prospect does not care about your product.
I know it’s brutal, but it’s reality.
The key ?
Before starting your copywriting work, start by knowing by heart client avatar to whom you are addressing (if this notion is foreign to you, I invite you to read the excellent article by Mathieu Doumalin on this subject).
Become a real ” mentalist” , a ” profile Of your prospect’s soul.
This will allow you to easily tell him about:
• His tastes ;
• His desires;
• Their problems ;
• Its blockages;
• Her daily challenges…
Better than his best friend.
The interest of all this?
Put yourself in his sneakers of course!
Understand who he is.
Think like HIM.
And from then on, you will be much more interested in what you have to say.
To sum up: one of the golden rules in copywriting is to talk to your client about what interests him (and not you) before anything else.
It is the basis of all human (and then commercial) relationships.
Have you ever had the unpleasant feeling of being faced with a salesperson who didn’t really listen to you.
You know, the kind of salesperson who doesn’t try to understand your real need. To take into account your deep desires, to respect your blockages, to take into consideration your brakes.
What does he do instead?
While you are talking to him, he is looking his next arguments to convince you to buy him his product or solution.
So, I can reassure you right away: from the moment you have a clear and defined customer avatar, it becomes a breeze to REALLY tell your client what they are interested in!
And there, most of the copywriting work is done.
For that, there are simple tools to use (which I actually use myself regularly).
These are the tools that will help you make a sales page “soft” with atomic bomb!
And that without beating your brain for hours.
Of course your product pitch, the famous “Customer benefits”, is important, but only in a second step for:
- Reassure your prospect;
- Remove the last doubts that may remain in his head;
- Break your objections during reading;
- Give him balls in his purchasing rationalization process.
(Do not forget : we buy with the heart and then we rationalize our purchase with reason.)
We come to pure technique.
I detail below the techniques I use to write sales pages that will make THE difference.
Upon arrival, these are MORE guaranteed sales, then it’s worth taking a few more minutes to read the following.
Technique # 1: put yourself in the place of your prospect (or client)
Systematically start your pitch or your sales page by setting the scene. But not just how.
Do it by putting yourself in the place of your prospect.
Show him that you know him and above all that you understand him better than anyone.
List any problems you have identified with him.
In his daily life. In its reality.
What represents for him a ” Pebble In the shoe?
What does he run into when he does copywriting?
What is stopping him from moving forward? Of sleeping ? Or even to live pleasantly?
Needless to cite all of his problems. Only the 5 or 6 that appear most important to you.
This is essential.
I repeat, the first 300 or 400 words are decisive to grab your reader’s curiosity and interest (This provided that your main promise, or title, already has the job before, that is, decide your target audience to read your article, your sales page or your product pitch).
Technique # 2: personalization
Do you know which word we prefer to see in the world (at this level we no longer read it, we look at it, we contemplate it, we admire it)?
His own name.
And yes, and it’s the same for all of us.
Yes your name is the word most dear to you.
It’s so precious that it explains why it hurts to see it misspelled.
(or when someone orally flays it).
So do you say that if it’s valid for you, it’s also valid for others.
Use personalization in your messages for yourself get closer of the person you are talking to.
I would qualify all the same: personalization has been used so often in all marketing messages since the dawn of time that this practice is to be handled with care.
Do not put it all the time.
This gives your customers an unpleasant feeling. It’s even suspicious in the long run. And that is suspicious in the eyes of your readers.
An example :
Think of a salesperson who would call you by name every 30 seconds.
You’d find it very odd, wouldn’t you? Or annoying? Did you say irritating?
Well, it’s the same in your emails:
“The character: not too much is needed”.
Technique # 3: hunting for je
One of the techniques that I am very attached to is to sweep away all of my sales pitch once I have finished it.
I then hunt for “I” and I replace it as much as possible with “YOU” (or TU).
You get the idea?
Your reader is a navelist, think about it: the only really interesting subject in his eyes is HIM.
Technique # 4: proximity
Remind your customer that you too may or may have been affected by their problem.
Maybe you too groped before finding the solution to what was blocking you.
It makes you more human in his eyes. Closer to him.
(The first of the class, the “prêchi-prêcha” lesson givers or the M. Parfaits are not seen well, do you agree?)
So show yourself to be “imperfect”. With your weaknesses, your faults.
Imperfection is good for your sales!
What if your offer does not lend itself to speaking directly about you?
Then press on the fact that your solution is not miraculous.
This will make your speech more credible.
No adult still believes in Santa Claus. It’s the same with “quick fixes”.
Technique # 5: “headache”
In other words, reassure your prospect (yes, a little understanding in this bully world).
Déculpabilisez it. This allows you to highlight (again) your human side.
No one likes to be singled out or feel they haven’t made the right choice.
Showing yourself benevolent in your sales page for example still allows you to score sympathy points with your reader.
And sympathy, as you well know, that counts more than anything in a commercial act.
Often, even without realizing it, you buy the seller (or the seller) smile first before their product.
Be sympathetic in your copywriting. You will look your best. And it also works very well in writing.
To discover other copywriting techniques, see my other dedicated articles.
See you soon !