Have you ever wondered how copywriters seem to get inside the head of their ideal buyers and write copy that just sounds right? And how they can make their clients millions with the right traffic, offer, and copy?
Maybe you haven’t.
But if you have, I want to spill the beans about the “woo woo” secret of top copywriters right here, right now.
You see, direct response copywriters may start with a list of demographics, psychographics, or firmographics…
You know, the common “persona points”:
- Age Range
- Political and Religious Affiliation
- Sexual Orientation
- Job Role and Industry
- Household Income/ Business Revenue
- Discretionary Funds/Budget
- Pain Points / Problems
… but then they go a step further.
A good copywriter will then take that information and visualize that ideal buyer.
In fact, that’s what John Carlton and Kevin Rogers do and recommend:
Some of us actually imagine how a conversation might go down, and try to put themselves in the head of that ideal buyer. And then we ask questions like:
- What are they wearing?
- What music do they listen to in their head on the way into the interview?
- What are they worrying about right now? (Let the imaginary persona “talk it out” for a bit!)
- Hold old are they, and what kind of language are they using?
- What could I say to make them instantly understand I’m “part of their group?” (dog whistle language)
- How could I build affinity with them?
- Who do they respect and where would my messages reach them?
- What else have they tried? What do they know – and not know – about the problem they’d love to solve?
- How much money can they spend?
- And so forth…
Others imagine writing a letter to their ideal buyer, and write their sales pages that way.
Still others (like myself) try to use a real person when we can. So if I have an ideal buyer and I know exactly who they are, I will imagine I am writing just to that person.
Can You Shortcut the Visualization Approach?
Now, there are ways to shortcut the process and avoid visualization. If you have a few good interviews with clients… or even better, recorded sales conversations, then you have a leg up on the poeple who have to imagine how it would go.
And you can write copy to the cadence of the salesperson while addressing the objections of the buyers.
Exercise: Visualize Your Ideal Buyer
Here’s an exercise to try today. Sit down somewhere comfortable – maybe on your bed, a comfortable chair, or on a pillow on the floor. Close your eyes and imagine you’re sitting down next to someone you know would be a good fit. Maybe it’s someone who’s already a really, really good client you’d love to replicate.
Got that person visualized in your head? Maybe you’re sitting for drinks, or in a conference room or heck, walking a beach! Whatever works for your brain. Let it happen.
Once you’re good, I’d like you to start talking with that person about their problem. And if you can – write down what they’re saying. As you talk, take note: how are they framing their problem? What are their concerns?
Now talk to them about your solution. How do you tee up that conversation? What do they say in response? Keep digging until you’ve sold them on what you’re selling.
Write down what you’ve learned. What lessons did you come away with? Any epiphanies?