One of the most profitable copy lessons you can learn is that your world is not your customer’s world.
For example…
Right now I have a bunch of contractors building a fence in my backyard.
And it’s not hard to notice that their daily life is a complete 180 from my daily life.
I generally wake up around 8:30.
I eat a healthy breakfast.
I sit in an air-conditioned house typing away on my laptop.
I take breaks whenever I want to.
There’s no physical exertion at my job…
Nothing uncomfortable.
In fact, I do everything I can to make my life as comfortable as possible.
Now compare this to the typical day of one of the guy’s building my fence….
These guys work hard manual labor…
They’re up early, and on the job by 6 AM.
They’re outside all day in the blistering 100 degree heat.
And when they break for lunch it’s usually burgers, fries and a 64 oz Coke from Whataburger.
That’s their world.
And our two worlds are very different.
Yet if I’m writing copy to any wide-swath niche…
Like credit repair, pain relief, or biz opp…
These guys would be potential customers.
So it would be a huge mistake for me to think that their day-to-day life is similar to mine.
Cause it’s not.
And if you truly want your copy to connect…
You have to understand what their life is like…
And not just in a general “oh I’m writing to men over the age of 40” kind of way….
You want to know what an actual day is like for them…
What do they do everyday?
What pisses them off on a daily basis?
What are the little joys in their day?
What’s the thing they dream about more than anything?
You want to know all of this stuff.
Why?
Cause when you understand someone this deeply…
Then you can write copy to that truly speaks to them.
That’s what you want.
That’s the key to good copy.
And it all starts with understanding the fundamental principle that your world is not your customer’s world.
It’s one of the oldest marketing ideas out there…
But if you actually use it.
And follow it…
It will put a lot more moolah in your pocket.
Keep that in mind.
– Justin
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