Copywriting: Understand Your Customers

A good copywriter should understand the customer he is targeting. You should grasp the psyche of your customer so well that you should be capable of almost reading the customer’s mind like you would an open book. For this to be possible, it is necessary that you know the type of people you are selling to and the market they constitute. The true art of selling lies in grasping the “Hot Buttons’ of your customers and effectively exploiting them. A detailed analysis of the typical prized visitor is in order. Try to find out who they are and what their needs or problems are. Next find out how your services or products would help them solve their problem or satisfy their need. Make an abstract summary of your findings and write it down. Now search for the hot buttons and list them out.

While writing the sales copy, you should think from the perspective of the prospective customer. This is required since this will enable you to analyze and judge the copy that you have written from the eyes of the customer and predict to some extent what the reaction of the customer would be. Once this transformation is accomplished, your sales page can be constructed based on your knowledge of the potential customer. The copy should sound conversational, like something you would tell a close friend about the product. The aim should be to speak on a personal level but respectfully as if in a conversation involving you and the customer.

After you have your copy written down, the next step is to try to incorporate trigger words that the customer identifies with. The trigger words should be identified, researched and the meaning understood completely by the copy writer. These are the words that are known to generate a specific feeling in the customer. Encountering these words in the copy will warm up the customer and propel him subtly towards purchase. After you have a complete understanding of the trigger words and how they could be used, the next step is to integrate these trigger words into your copy. Always read through the copy repeatedly to make sure that the trigger words do not stand out of context. Make sure that the copy does generate the emotions that you set out to produce in your customer in the first place.

Through detailed analysis and study of the psyche of your prospective customer you will be able to understand his needs and requirements. Once you get inside the head of your customer, you can easily bond with him through your copywriting by finding the hot buttons and soft sell your product or service.