Raise your hand if you’ve ever been forced to bribe your squirrely kid with a piece of their favorite candy to sit still in the grocery store?
You know what I’m talking about. It’s an hour past nap time and little Johnny Jr. is hanging out of the cart, pulling cookies off of the shelf and screaming his head off because he wants the SpongeBob mac-and-cheese shapes instead of the regular, boring noodles.
You have to act fast. So, you reach into your purse and pull out a delicious piece of sugary goodness. Little Johnny’s eyes light up and he promises to stop harassing the guy trying to unload the milk pallet in exchange for the sweet morsel. You just created an irresistible offer.
Why did that work so well? Because you know little Johnny, what he likes and doesn’t like, and how to move him to a desired state. But do you know your customers this well?
If not, you should. The basis for writing copy that sells is knowing your market and being able to develop messaging that resonates with their true wants and needs. You need to be able to get inside of your prospect’s head, understand their challenges, frustrations and deepest pain points, so you can provide them with the right solutions.
And once you have your market and your message nailed down, you’ll need to know where to serve up your ads so that your ideal prospect sees them. They can’t buy from you if they don’t know that you exist!
So how do you get to the bottom of what your ideal customer is really after? Create a buyer persona
that you can refer back to anytime you need to write new copy to stay on key with what your prospect is looking for.
Here is what you should include:
The Basics – Demographics
- Give them a name
- Marital Status + Children
- Education Level
- Annual Income
- Occupation/Job Title
- Political Affiliation (if relevant)
- Ethnicity (if relevant)
- Religion (if relevant)
Preferences – What do they already read? Listen to? Are interested in? This will help you develop messaging that speaks to them in ways that they are familiar with. Go as deep with this as you want (i.e. favorite foods, stores, hobbies, etc.). Here’s what I always include:
- TV Shows
- Music/Favorite Artists
- Do they prefer written content/reading or audio/visuals?
Social Habits – Understanding where your ideal client hangs out online will help you determine which media channels you should be advertising on
- Are they Apple or Android Users?
Ultimate Transformation – What goal is your ideal prospect trying to reach?
Pain Points – What problems are keeping them up at night that you could provide a solution to?
Challenges – What is keeping them from solving these pain points?
So, now that you know what questions you should be asking, where do you find the answers? There are plenty of places online to do the research.
5 Places To Get More Information On Your Perfect Prospect:
- Industry specific forums – Where does your target market hang out online? Read through the threads and look for common issues or points of discussion, jargon or industry-specific words and important businesses or people that are relevant to this group. This will help you to speak to them in the voice they are most familiar with and to develop solutions to real problems they are already experiencing.
- Quora – What questions are being asked by your target market? What do they want to know?
- Facebook Insights – Review your page insights to find out things like when they are most active on social media, fan age/gender, etc.
Use your audience insights inside of ads manager to find out common threads of interest such as most liked pages in different categories.
- Review user-generated content – This material could range from Google reviews, submitted testimonials, or posts, tags, and uploaded photos or videos from your customers or clients. What do they have to say about your business? Your customer service? Your products and services? What are they happy about? What do they wish was different?
- ASK! – Simply post a Facebook status asking your audience a specific question or use a survey to collect a variety of information. Bonus: to increase the number of responses, offer a prize given to one random person that answers the questions.
If you want to create a high-ROI strategy that masters your message and connects you with more of your ideal prospects, click here to schedule your ROI strategy session to find out how we can help.