Do you know your customer?

Understanding your customer

I’m currently offering free online consultations on your website to see if you truly understand your customer. Fill in the form and I will get back to you as soon as I can. The form

Take the best writer in the world, pitch them against an average writer. If the average writer knows their customer, they will write better, more persuasive copy EVERY TIME

Copy is there to persuade. How do you expect to persuade your audience, if you do not know them?

Consider what it means to know your audience

Suppose you are a parent wanting to convince your child to eat their vegetables. Would you give them a list of the vitamins you get from vegetables? Probably not, because they probably don’t care. As a parent, you know your child. Because you know your own child, you’re well seasoned to persuade them. 

Think about it. The way you would persuade a five-year-old to eat their vegetables is different to how you would persuade a 15-year-old. No matter how flashy your writing is or how many cool technical words you include, If you don’t know who you’re pitching to, you will never be able to sell to them or persuade them.

Let’s write a letter to our five-year-old and a different letter to our 15-year-old to convince them to eat their vegetables.

Dear 5-year-old-child,

Hello, it’s your Mummy/Daddy here. Today I want to tell you a story about a special superhero. This superhero has really cool powers and everyone thinks he is super awesome. Sometimes…he can fly. The reason this superhero is so awesome is because he eats his vegetables. He eats them all up and guess what? He actually likes them!

Maybe tonight, if you eat your vegetables you might get super powers too, just like the superhero. *ENTER SUPER COOL PICTURE OF SUPER COOL SUPERHERO PHOTOSHOPPED EATING A CARROT*


Dear 15-year-old-child,

Look, you haven’t eaten vegetables for a really long time and it’s really not cool. I know you don’t think it now but in twenty years time you are really going to regret not eating them. This is a picture to show you what can happen if you keep denying your vegetables. *ENTER IMAGE OF A REALLY ILL LOOKING PERSON*.

Now i’m not trying to tell you what to do, I know you wouldn’t like that, but i’d hate to see you end up like that.

P.S So yeah, tonight there will be some vegetables on the table, if you want them, go for it.

See? Perhaps your two letters were similar to mine? The letters were different because although the problem was the same (kids aren’t eating vegetables) the subjects were different. 

Why do you want to know your audience?

Don’t get me wrong, learning how to write IS important but that’s only half the battle. The other half of the battle is getting to know your audience so you can tailor the copy to them. 

The difference between knowing your audience and not knowing your audience:

Often when I talk about understanding your customer, people ask what the big deal is. They say “I doubt copy really has that much effect on someone, they either want my product or they don’t.”

If I make a good product they will come….I hear this over and over again and it really isn’t true.

When you create a product or service, try and think of your customers split into three different groups.

  1. Those with no interest in your product who do not wish to engage with, or purchase it
  2. Those interested in your type of product, but perhaps have not seen your specific product before
  3. Those who are interested in your product specifically.

Now the way you pitch and write for each different group is going to be different. You are not going to pitch to group number 1 because they are not interested in your product. 

Let’s pretend you own a bike shop. If you were going to pitch to groups 2 and 3, you would write different things to different groups because although you want both to become customers, the journey they take to get there will be different.

Group two are people who are interested in bikes. They know they want a bike, but haven’t heard of your specific bikes at this point. Those in Group 2 want to know why they should be interested in YOUR BIKES.

You do not need to:

  • Tell them the health benefits of cycling
  • Tell them the top five reasons people choose to get a bike.

They already know this. That’s the reason they’re researching which bikes to get.

Group three are people who know about your bikes, and they want a bike. It’s crucial you respond to each group differently because each group are crucially different. Group three are different in that they’re considering giving you their money to buy one of your bikes. What you need to do is to prove to them why they should buy one of your bikes TODAY.

Look below at the two e-mails and try and guess which is for Group 2 and which is for Group 3.

Hello, [NAME]

We’re super grateful you have been following our journey and we want to repay you. Today we’re offering you the chance to get one of our bikes half price! Not only that, if you come down to the store and get it today, we’re gonna let you become an ambassador.

As an ambassador you get:

  • First knowledge of when a new bike is coming out
  • The option to try our new products before we start selling them
  • Reduced rates on our most popular items
  • Unlimited bike repairs for you and your family.

That’s it. All you have to do is come to the store today, bring this e-mail and buy one of our bikes (half price)!

Look forward to seeing you!



Hello [NAME],

We noticed you signed up to our newsletter today, so first of all: welcome!

We promise to never send you spam or anything we don’t think you’ll be interested in. If we do though, just hit reply to this e-mail, let us know your concerns and we’ll get back to you ASAP!

We hope you’ve had a good luck around the website, but if you haven’t why not watch this video one of our customers made about riding their bike through the jungle. It’s a pretty awesome thing to watch!

Again, if you ever have any questions, just drop us an e-mail!

The first e-mail was sent to group 3 and the second email was sent to group 2. Did you get it right?

Writing copy is as much about psychology as it is about the actual writing. In order to write believable, persuasive copy that converts, you need to understand your audience.

I’m currently offering free online consultations on your website to see if you truly understand your customer. Fill in the form and I will get back to you as soon as I can.The form 

62 Comments Do you know your customer?

  1. Buy Twitter tweets May 8, 2015 at 12:59 am

    I was more than happy to uncover this web site.

    I wanted to thank you for ones time due to this fantastic read!!
    I definitely savored every little bit of it and I have you book marked to check out new stuff on your web site.

    1. jordie May 8, 2015 at 7:00 pm

      I am glad it was of some use to you. If you want any extra content you should sign up to my newsletter, or drop me an e-mail to let me know what other kinds of content you’d like to see.

    1. jordie May 8, 2015 at 7:00 pm

      Thanks I’m glad you enjoyed it. If there are other things you’d like me to cover just let me know!

  2. Florida May 11, 2015 at 10:29 pm

    This article and many other on your page are very interesting.
    You should show your content to wider audience. There is a
    big chance to go viral. You need initial boost and visitors will flood your site in no time.

    Simply search in google for:
    Juuri13 viral effect

  3. May 15, 2015 at 2:58 pm

    What’s Taking place i’m new to this, I stumbled upon this I’ve found
    It positively helpful and it has helped me out loads. I hope to give a contribution & help other users like its aided me.
    Good job.

  4. Buy Soundcloud Plays May 17, 2015 at 3:04 am

    Hi my loved one! I wish to say that this post is awesome, nice written and include approximately all vital infos.
    I’d like to peer more posts like this .

  5. Health Daily Info May 17, 2015 at 4:41 pm

    I don’t know whether it’s just me or if perhaps everyone else experiencing issues with your site.
    It appears as though some of the written text within your posts are
    running off the screen. Can someone else please provide feedback and let me know if this is happening
    to them too? This may be a issue with my browser because I’ve had this happen before.

  6. Buy Instagram May 17, 2015 at 5:39 pm

    Hello, all the time i used to check weblog posts here
    early in the daylight, since i like to learn more and more.

  7. Buy Soundcloud Plays May 17, 2015 at 5:50 pm

    Hi there would you mind stating which blog platform you’re
    working with? I’m planning to start my own blog in the near future
    but I’m having a tough time making a decision between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs and I’m
    looking for something unique. P.S My apologies for
    being off-topic but I had to ask!

  8. Buy Youtube Views May 18, 2015 at 2:03 am

    Oh my goodness! Awesome article dude! Thanks,
    However I am encountering difficulties with your RSS.
    I don’t know the reason why I can’t join it. Is there anybody else getting similar RSS issues?
    Anyone that knows the solution can you kindly respond?

  9. Buy Likes May 18, 2015 at 5:34 am

    What’s up, I desire to subscribe for this web site to get latest updates, thus
    where can i do it please help.

  10. Buy Youtube Views May 18, 2015 at 5:37 am

    Hello, I do think your web site could possibly be having internet browser
    compatibility issues. Whenever I look at your web site
    in Safari, it looks fine however, when opening in I.E., it has some overlapping issues.

    I just wanted to provide you with a quick heads up! Aside from that, excellent site!

  11. buy instagram likes May 18, 2015 at 7:17 pm

    I know this if off topic but I’m looking into starting
    my own blog and was wondering what all is needed to get set
    up? I’m assuming having a blog like yours would
    cost a pretty penny? I’m not very web savvy so I’m not 100% certain.
    Any tips or advice would be greatly appreciated. Appreciate

  12. Britni May 21, 2015 at 6:57 am

    This paragraph gives clear idea in favor of the new people of blogging, that genuinely how
    to do blogging.

  13. Isis May 22, 2015 at 10:40 am

    Can you tell us more about this? I’d care to find out more

  14. Estate agents in aldershot May 23, 2015 at 1:25 am

    So, getting approval for $10,000 signature loans
    with low credit score can often mean taking real care when choosing where to use in as much since the information inside application itself Estate agents in aldershot you the bottomline is a selected
    volume of minutes on to your phone and replenish them as needed.

  15. Essie May 23, 2015 at 2:26 am

    If some one desires to be updated with most recent technologies then he must be
    visit this website and be up to date every day.

    1. Janae July 21, 2016 at 6:43 pm

      So sorry to hear that and yes you are right about redundancy, but I bet you feel the way I do right now. My tech support expert had to take the laptop because we co8ndl&#u217;t figure out a driver and it seemed easier to let him go at it at his office after some sleep. We transferred file folders for the clients I have today but QuickBooks is not up-to-date and my massive spreadsheet dating back to 1996 with my budget is not either. So I have back-up strategies for that too… but still want my things.

  16. Mandie May 23, 2015 at 3:38 am

    Hey I know this is off topic but I was wondering if you knew of
    any widgets I could add to my blog that automatically
    tweet my newest twitter updates. I’ve been looking
    for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading your
    blog and I look forward to your new updates.

  17. Buy Soundcloud Plays May 23, 2015 at 5:39 pm

    This article gives clear idea in support of the new viewers of blogging, that in fact how to do blogging and site-building.

  18. website link May 24, 2015 at 3:43 am

    I simply want to tell you that I am just beginner to blogging and really savored you’re blog. More than likely I’m going to bookmark your site . You amazingly come with superb article content. Regards for sharing your web-site.

  19. CliftonLovela May 25, 2015 at 9:51 am

    I noticed your page’s ranking in google’s search results
    is very low. You are loosing a lot of traffic.
    You need high authority backlinks to rank in top10.
    I know – buying them is too expensive. It is better to own them.

    I know how to do that, simply google it:
    Polswor’s Backlinks Source

  20. May 25, 2015 at 7:26 pm

    This design is incredible! You definitely know
    how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well,
    almost…HaHa!) Fantastic job. I really enjoyed what you had to say, and more than that, how you presented it.
    Too cool!

  21. Elite Trader Forum May 26, 2015 at 3:58 pm

    Emergency financial requirements can be met with payday advances Elite Trader Forum the borrower must pay the balance from the price with funds introduced from abroad.

  22. Dirk Longacre May 28, 2015 at 7:09 pm

    In such a situation, the workers are not receiving
    anymore the shift allowances and penalty rates Dirk Longacre this is valid in the college of law’s new
    degree, that may give students the same amount of tutor time as being
    a traditional three-year course but more than a more condensed time frame.

  23. click to find out more May 29, 2015 at 10:49 pm

    I just want to tell you that I am just very new to blogs and absolutely savored you’re blog. Likely I’m going to bookmark your blog . You actually come with impressive writings. Thanks a lot for revealing your web site.

  24. mixing in food processing June 1, 2015 at 12:25 pm

    We connect you right to a advance store’s site to supply express
    approval on the cash advance mixing in food processing
    you ought to truly be willing to put inside serious amounts of
    effort required to be able to escape a number of dollars,
    which in turn will accumulate into hundreds and thousands of dollars in savings.

  25. Arianne Journey June 1, 2015 at 12:28 pm

    I simply hope to show you the fact that I’m really raw to posting and very much liked your site. More than likely I am prone to store your site post . You undoubtedly have great article content. Be Grateful For it for discussing with us your internet information.

  26. Kandice Hoegerl June 1, 2015 at 4:52 pm

    My Partner And I just desire to inform you you in which I am raw to blogging and totally admired your article. Probably I am probably to bookmark your post post . You truly have impressive article stuff. Admire it for expressing with us your url information.

  27. sztachety z tworzywa June 1, 2015 at 6:37 pm

    hello there and thank you for your information – I have certainly picked up anything new from right here. I did however expertise some technical issues using this site, since I experienced to reload the website lots of times previous to I could get it to load correctly. I had been wondering if your hosting is OK? Not that I’m complaining, but slow loading instances times will very frequently affect your placement in google and can damage your quality score if advertising and marketing with Adwords. Well I am adding this RSS to my email and could look out for a lot more of your respective interesting content. Ensure that you update this again very soon..

  28. maximum shred June 1, 2015 at 8:24 pm

    I simply want to mention I am very new to weblog and certainly savored your website. Almost certainly I’m going to bookmark your site . You certainly come with perfect articles and reviews. Many thanks for sharing your website page.

  29. ogrodzenia farmerskie June 1, 2015 at 10:11 pm

    We are a bunch of volunteers and starting a new scheme in our community. Your site provided us with helpful information to work on. You have done a formidable job and our whole neighborhood might be grateful to you.

    1. Sandra July 21, 2016 at 7:06 pm

      – I have learn several just right stuff here. Definitely value bokmraoking for revisiting. I wonder how so much attempt you place to make this type of great informative site.

    2. October 7, 2016 at 6:13 pm

      Doesn’t this create a false reality? If somebody searches for me on Google – which is arguable more used than Bing, than it means that I “reputation.” But that won’t inflat my Klout score. Only if the partner search engine is used. This might not be a good partnership for the Web.

    3. kredit zins baudarlehen October 22, 2016 at 4:30 pm

      May23yudhis halo. ini aku buat di photoshop dan Adobe premier… tapi bisa dibuat di dan movie maker yang biasanya selalu ada. terima kasih

    4. http://www./ November 3, 2016 at 5:31 pm

      Hei Janne:)Dette ble jo kjempestilig og som du sa så matchet det treet.Gleder meg til å se flisene på soverommet og hemsen vist du viser det frem.Jeg kjenner deg så godt at jeg vet det er bra!!!!Ha en fin dag.Klemmer

    5. http://www./ December 14, 2016 at 1:58 pm

      Bien trabado… Asusta, pero está muy bien trabado. Los sumos sacerdotes siempre afilando los cuchillos… Desde esta nueva perspectiva, todo adquiere de repente otro sentido.

    6. http://www./ February 9, 2017 at 5:09 am

      Nike air max is absolutely usually absolute statement activity action. This means that you become affirmative capacity is about the real spotlight with consumers. Air Max 2011 Shoes check the account capacity supply must become lovely for a notified almsman everyone as being the best quality. Given this features stunning mediums shoes recognized commercial Air Max. That announcement collected gifts is usually a relevant recognition for the announcement a business.

    7. http://www./ February 28, 2017 at 8:23 pm

      I have discovered that the Triduum services are too late at night for me to expect well-behaved children. Therefore, until the children are old enough to stay up past 8 at night, I will not be taking them to vigil Masses, or any service that begins after 7. :( Maybe next year!

  30. Android Tablet June 1, 2015 at 10:41 pm

    You made some nice points there. I looked on the internet for the issue and found most individuals will consent with your website.

    1. Summer July 21, 2016 at 7:27 pm

      I would like to thank you for the efforts yov1;82&7#ue put in writing this site. I’m hoping the same high-grade site post from you in the upcoming also. Actually your creative writing abilities has inspired me to get my own site now. Actually the blogging is spreading its wings fast. Your write up is a good example of it.

  31. ogrodzenia dla koni June 2, 2015 at 12:11 am

    I think this is among the most important info for me. And i’m glad reading your article. But should remark on few general things, The site style is ideal, the articles is really nice : D. Good job, cheers

  32. deski na ogrodzenie June 2, 2015 at 1:02 am

    Definitely believe that which you stated. Your favorite reason appeared to be on the net the easiest thing to be aware of. I say to you, I certainly get irked while people think about worries that they plainly don’t know about. You managed to hit the nail upon the top and defined out the whole thing without having side effect , people could take a signal. Will likely be back to get more. Thanks

  33. what google did to me June 2, 2015 at 4:34 am

    I just want to say I’m new to blogs and actually enjoyed your web site. Likely I’m planning to bookmark your website . You actually come with very good articles. Thank you for sharing with us your website page.

  34. ogrodzenia dla koni June 2, 2015 at 5:18 am

    Hiya, I’m really glad I’ve found this info. Nowadays bloggers publish only about gossips and web and this is actually frustrating. A good web site with interesting content, this is what I need. Thanks for keeping this web-site, I will be visiting it. Do you do newsletters? Cant find it.

  35. Ogrodzenia z plastiku June 2, 2015 at 6:20 am

    I am lucky that I found this weblog , precisely the right information that I was looking for! .

  36. site June 2, 2015 at 8:39 am

    I simply want to mention I’m newbie to blogging and certainly savored this blog site. Likely I’m planning to bookmark your site . You amazingly have very good stories. Many thanks for sharing your website page.

  37. maximum shred June 2, 2015 at 11:27 am

    I simply want to say I am very new to blogging and site-building and actually enjoyed you’re web-site. Likely I’m going to bookmark your site . You certainly have great articles. Appreciate it for revealing your web site.

  38. Nelson Rowan June 2, 2015 at 2:03 pm

    We merely hope to advise you in which I’m really beginner to posting and extremely adored your report. Quite possibly I am likely to bookmark your site post . You indeed have fantastic article writing. Value it for swapping with us your internet write-up.

  39. Judy Maholmes June 2, 2015 at 2:16 pm

    Pretty nice post. I just stumbled upon your weblog and wanted to say that I’ve truly enjoyed surfing around your blog posts. In any case I will be subscribing to your rss feed and I hope you write again soon!

    1. Lainey July 21, 2016 at 7:15 pm

      Анонимный мыслитель / пусть ебут неуклюжие пешеходы по лужам а вода по асфальту рекой на на А°Â°ÃÂ½ÃÂÃнананý°

    2. state medical insurance pa September 13, 2016 at 5:50 pm

      Lovely work. I agree I love to see the sketches and pre-work that goes into a piece. So many people don’t realize the amount of thought and work goes into some creations.

    3. die billigste hausratversicherung November 5, 2016 at 6:41 am

      Dear Anna,exactly… and thanks for your feedback! Hm, I think ‘Coding HTML’ and ‘Deliverability’ cover the basics in Email Marketing.When you say ‘Case Studies’… now we can talk about Advanced Topics. But not only this. I think we have also email campaign tactics, new development challenges, list building practices based on innovation, and more, more… this type of advanced topics.Kindest regards,Alex

    4. hypothekenkredit vergleich geld verdienen January 28, 2017 at 7:49 pm

      unfortunate that this blog contunues to slide to the right of the political scale.I personaly for example cant read it gives me a belly ache.I prefere haaretz and Herald Tribune.Im more center left(moderate L)

    5. kfz versicherung günstigstes auto February 5, 2017 at 6:44 pm

      trouble is, Senseless, you bullying elephants in the China shop have just shot yourself in the feet as far as replicating that victory by capitalizing on the shift in Catholic loyalties, since the Catholics are both behind KAIROS AND are opposed to the Harpies' dumb on crime agenda.

    6. http://www./ February 28, 2017 at 11:43 pm

      Team Lucas Team Lucas Team Lucas Team Lucas Team Lucas Team Lucas Team Lucas Team Lucas Team Lucas!!As for why, I cant say it better then anyone else who already has^^^

    7. definition of comp May 20, 2017 at 5:47 pm

      Where the heck have I been?! I had no idea there was a Hood to Coast doc. out…that’s a must see! They should cast Dean Karnazez next time though – we all could use an excuse to watch him run, yes? Kidding….sort of…Love the pics, busy lady!

  40. ploty plastikowe June 2, 2015 at 2:38 pm

    I gotta bookmark this web site it seems very beneficial very useful

  41. Chantel Jervis June 2, 2015 at 3:09 pm

    It’s actually almost not possible to see well-updated readers on this issue, however, you come across as like you know the things you’re revealing! Thanks


Leave A Comment

Your email address will not be published. Required fields are marked *