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*

Untitled-1

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!

Or

 

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 

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