You'd think that good copywriters would spend practically all their time researching and describing your product in highly enticing terms in order to attract your audience. And logically, that would make sense.
But top copywriters, who routinely pull in a higher percentage of leads and sales than average, say there's something else that has to be studied first and foremost: your audience.
After all, you know what happens to materials that don't connect directly with your audience's own needs, desires and wants, don't you? That's right - straight into the recycling bin.
Good copywriters are salespeople first and foremost. They start with your audience's needs and wants in mind first. What is this population really looking for that your product can provide?
Could that population be looking for..
- an easier way to perform a tedious daily task?
- More time in the work day?
- Increased sales?
- Enjoyment and pleasure?
Or even, quite possibly, that feeling of being young and alive again (as in the case of a luxury sports car for the middle-age aficionado)?
In other words, then, your audience is the real subject, to be studied first.
Once good copywriters know how your audience truly think and feel, they'll take your technical specs and convert them into lively statements that tell your audience - right away - just how how your product will improve their own lives.
Once your audience is hooked, it's time to deliver the proof in the pudding - the actual features, in other words. Not before.
So be nice to copywriters. Make it easier for them to give you what you really want. Don't just give them product specs; make sure they get access to key materials and people that will let them know what your audience really wants. They'll thank you for it. And you'll get better copy, too.
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