Put yourself in your customers’ shoes for just a minute. How many times have you seen a website page that stated: “for all your _______ needs”? And what is your first reaction to this copy? Blah Blah Blah moving on.
I mean, what the crap is that supposed to mean. “We are so great you won’t need anything else”? Look around, you won’t see that language in Apple’s marketing. Or Coleman, or L.L.Bean, or Bass Pro Shop.
My friends, I submit to you that if those words are in your copy, you are sending a convincing message. “I’m an amateur and you might want to go elsewhere.”
Your Copy Must Be Specific
The first fundamental principle of writing copy is to know your customers. You must know their problems and desires. Only then can your message be clear.
Then instead of writing crap like “for all your freaking needs,” you can be specific about solving a problem or satisfying a desire.
In fact, ultra-specific. And the only way to be ultra-specific is to know what your customers need or want.
Your Customer Has Personality
I know you’ve heard it a hundred times. But creating a customer persona is important. And there are many reasons that you may already know. So let’s look at one very important, ultra-specific reason.
With a customer persona, you can talk to a single person. That makes copywriting easier to write and read. Your customer will feel like you are talking to them. Not every Tom, Dick, and Harrietta out there.
Look around and pay attention to what the big successful companies are doing. The best marketing pieces make you feel like they are talking to you. And only you. One person.
Good copywriting does that. It draws in one person. And by extension, draws in many because it is so personal. And… conversational. That’s right. You are having a conversation with one person.
See where I’m going with this?
When you have a customer persona, the copywriting is talking to one person. Just like talking to a friend sitting across from you at the kitchen table.
And that my friend is how you get rid of “all your camping needs.”
So here is how you can create your customer persona.
Give your ideal customer a name. Find a picture and make it the face of your customer. Now go beyond the usual demographics.
Follow your ideal customer on social media. Find out what their challenges are. Their desires. What keeps them up at night? What makes them happy?
Don’t be afraid to ask your customers questions. And make notes after a conversation. The more you know about your customer, the better your copy will be able to speak to them.
Keep all of this information in one file so you can add or make changes to it as you learn more about your ideal customer.
Just remember this is an ongoing process. And you will adjust over time.
The copy will be more convincing to spur your customer to take action. Like, make a purchase.
Any marketing piece you create has to speak to one person. And specific enough to address their needs and desires.
The only way to avoid using the dreaded phrase “for all your _______ needs” is to know your customer better than they know themselves.
Your copywriter should know and understand this basic principle. If you need a copywriter, then just drop me an email.
Have a great day.