Bolt upright in bed, sweating and heart pounding with a queasy, uneasy feeling in the pit of your stomach you realise you’ve just woken from a pretty nasty dream.

What’s wrong?

What’s worrying you?

Why is your brain deliberately delivering such anguish to you in the middle of the night?

It could be anything.

For me it can be the worry of upcoming plane travel.  Shame really.  I like to visit the world.

I just don’t like being stuck in a tube with no view of the cockpit.  I’d like to see what’s going on up front – who’s flying the thing and did they get a good night’s sleep.  I guess pilots get nightmares too.

I’m now at an age where a baby I saw at 3 weeks into life is now half way to being a fully trained airline pilot and I can still remember his first (very loud) word that got repeated every 30 seconds throughout the day.  It was: "Caca" (that’s poo to me and you… if you’re French that is).

But the thing is, nightmares really are a copywriter’s dream.

Once you know what keeps your target customer awake at night you’re half way there.

And if you’re selling a product that will solve there biggest worry, it’s a cinch.

All you have to do is imagine you’re in bed with your target customer (feel free to use your imagination).

She’s just sat bolt upright, runs her hand through her hair and says "WHAT am I going to do???"

Sitting up yourself you ask "What is it? What’s wrong?  What do you desperately need?"

She tells you.

Here’s your reply:

 "OMG – what a horrific problem!  You poor thing!  No wonder you can’t sleep.  Who could sleep with such a worry?  But I’ve got some good news.  Guess what?  I have the answer!  I really do! I know exactly what you need.  I know it’s perfect because it’s proven to work.  Somebody just like you in the exact same position found it worked and the problem vanished.  I’ve got it here, right now.  Do you want it? Take a look.  Perfect isn’t it?   It’s right here – can you see it?  There it is.  Here, have it.  Try it for a day.  If it works pay me.  If it doesn’t, don’t.  What do you think? Do you want it?  All you have to do is say "maybe".  Maybe is enough.  Give it a go then decide.  I promise your problem will vanish by tomorrow morning.  What have you got to lose? Judge for yourself.  But you better be quick, there’s only one left and I had it in reserve for somebody else.  Do you want it?"

Now, what do you suppose she’ll say?

That’s all copywriting is really.

Providing ready-made solutions.  Filling the void.  Dishing out hope.  Taking the pain away.

Common sense really.

For as long as you know your target customer’s biggest headache of course.

If you don’t you’re just making it hard on yourself.

Identify the problem.

Research the answer.

Sell the solution.

Take away the work, sooth the pain, ease the worry, settle the confusion.

Rachel Goodall
———————-
Clear Passionate Copywriting

www.rachelgoodall.com
skype rachel.goodall
rachel@rachelgoodall.com

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