One of the smartest things you can do to make your copy convert better is to have a crystal-clear picture of what your buyer’s day looks like.
For example…
Let’s say I’m selling a course to “common man Joe” on how to make $10k a month as a copywriter.
Most likely ole’ Joe has a job right now…
And he’s not a fan of that job.
So if I want to connect with him, this is where I need to start.
I need to tap into the frustrations he has with his current situation.
So if I was writing copy to Joe, I’d make sure I talk about how…
– he hates hearing the sound of his alarm each morning. The minute it rings, he’s thinking “ah shit, I don’t want to do this”
– the hour-long commute he has to and from work each day. Sitting in bumper-to-bumper traffic hearing car horns blaring isn’t exactly fun for him. And he’s spending 10 hours a week doing it (and not getting paid for it)
– when he gets to work, his boss has a long list of things for him to do. Joe silently listens to him, but deep down he can’t believe his moron of a boss makes more money than him
– for lunch Joe’s eating the same saran-wrapped sandwich with soggy deli meat and stale chips that he’s eaten for five years. On Friday’s he has a temporary smile cause he gets pizza on Friday’s.
– throughout the day Joe’s boss wants him in meeting after meeting. The meetings are boring as hell, and never accomplish anything. So Joe gets pissed everytime a new one gets scheduled
– Joe asks his boss if he can have two days off in May for a family vacation to Fort Myers Beach. His boss says “you know May is our busy season, so I can’t do that”. Joe’s pissed. He never misses a day, yet his boss can’t give him a whopping two days off for vacation?
– When Joe gets home at 7:30, he’s flat out exhausted. He just wants to chill and decompress for 10 minutes. But as soon as he gets home, his kids are hanging all over him and want his attention. He plays with them for a few minutes, cracks a beer, and scarfs down the leftovers from the night before. It’s now 8:30, and he’s gotta help get the kids bathed and into bed. In the back of his mind, he’s already dreading his alarm going off the next morning
This is what Joe’s day looks like.
And this is why my ad about being a copywriter caught his eye.
The reality is that he’s not happy.
Everything from his boss, to his lack of vacation days, to the hour-long commute he makes each day is slowly sucking the life out of him.
So he wants out.
He wants something new…
Something that gives him back control over his life.
This may seem like a lot to know about your buyer…
But if you want your copy to convert, then you need to understand all these details about your buyer’s day.
You need to know what they’re pissed off about…
What they’re worried about…
What they wish they could change…
You need to know all that.
Cause those are the problems they experience every single day.
And that’s what will make your copy really sing.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Enjoy your Thursday,
– Justin
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