These 10 questions will help you create a customer profile:
What keeps him awake at night, causing digestive problems and forcing him to stare at the ceiling at night?
What is he afraid of?
What is he angry about? Who is he angry at?
What are his 3 biggest daily frustrations?
What trends are there in his business or life?
What does he secretly desire most?
Is he biased in his decisions or does he make his decisions according to a certain pattern? (Example: engineers = exceptionally analytical)
Does he speak a special language or does he use slang (doctors, lawyers and even construction workers have their "own" language)?
Who else sells a similar product and how? (Your competition)
Who has already tried to sell something similar to your customer and how did this attempt fail or succeed?
By the way, this list is not mine, but rather from the above-mentioned Dan Kennedy. You can find it in his book “ The Ultimate Sales Letter ”.
Let's look at the second factor "supply":
Once you have identified what your customer wants, you can only arouse their interest with a suitable offer.
To do this, you need to know your product or service, i.e.:
What properties does it have?
What benefits does it provide to your customer?
What can it do for your customer and how can it help them meet their needs?
If you know these factors, you can capture your customer's interest with a simple snap of your fingers.
But most copywriters can’t do this because they suffer from LR syndrome…
What is that?
Here is the answer:
Copywriter Gary iran phone number list Bencivenga put it this way in his Marketing Bullets :
"It took me a while to realize that the best copywriters are the most persistent researchers. John Caples once advised me to collect seven times more interesting information than I can possibly use."
David Ogilvy wrote in his book “Ogilvy on Advertising”:
"Do your homework. If you don't do it, your advertising will be more or less unsuccessful. I always found it tedious, but there's no getting around it."
Means for you:
Slip into the role of Sherlock Holmes and collect as much information about your customer and your offer as possible.