What are your core beliefs?

Where do they come from?

How strongly do they influence what you do?

Now I’m not getting personal here, well I am really as far as getting to know your product and audience intimately. I know, I know it sounds a bit far out but this is massively important it creating the right sales letter appeal and will be the difference between dribbling conversions and phenomenal converstions.

If I say the word "research", what is your immediate response? …. STAY WITH ME !  this is really important.

Does this word evoke challenge, excitement, a charge to the academic library section or boredom, ding … as you hit the silver counter bell or do you just check out and skip this section all together?

Boring, too hard, don’t know where to start and haven’t got time used to be my core belief.

What is yours?

If I could tell you a way to RESEARH in half the time, would you be interested?

Ok, here it is… Just 1 word …. INTERVIEW

I’m telling you, this is absolutely huge. Grab your digital recorder or use those free conference call programmes to interview your prospects, clients, and previous buyers.

Here’s what you are looking for …

• Your prospects dominant emotional hot buttons.
• Your prospects hidden barriers to buying
• What your prospect Really thinks
• Your prospects language
• Your prospects deepest desire from your product

Listen to the interviews. What can you hear between the words, when does your prospect become passionate, emotionally fired up, mechanical, flat tone. These are your triggers for what is important and what is not.

All you have to do now is a simple 3 step formula

1. use the above bullet points to write headings
2. fill in the blanks with the information from the interview
3. let your creative juices flow as you feel the emotion    
   and connect with the material.  These are your connection   points. Write as much as you want as this is only the research stage.

A final tip… Listen for opportunities.

Take action on this method and practise interviews and I guarantee you will really know your audience and that means higher conversion.

Alison Redwood
Copywriting Kiwi
Extraordinary copywriting for an extraordinary market.

 

http://www.copywritingkiwi.com
http://www.alisonredwood.com/blog
skype: ali-redwood
mobile 0064921795660

 

 

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

Want to use this article?  Be my guest! You can share or reprint it – all I ask is that you give me full attribution and a link to my homepage.

Just copy and paste this statement:

This article was first published at http://www.rachelgoodall.com