Hi DR Copywriters.
Last week, we talked about my top 3 research strategies.
If you haven’t read about it, check the first comment on this post.
But aside from those 3 strategies, here’s another research strategy that you need to consider before writing a single word of copy.
You need to understand your market’s:
- Sophistication level and…
- Awareness level
Sophistication level talks about… how many similar advertisements or sales copy have your prospects seen or read.
While…
Awareness level talks about… how aware/ knowledgeable/ familiar your prospects are of their own problems, the possible solutions, and your offers.
Why are these important?
Because…
As DR Copywriters, you want to write a copy that meets with your audience level of sophistication and awareness.
For instance, the iPhone.
iPhone doesn’t need to say too much about their new iPhones just to get sales.
All they need is to say is…
We will have a new iPhone 11 pro max to release very soon.
And boom! Inquiries and sales will start to pour in.
No need for a long-winded sales letter or a series of emails or a 30 minute TV ad to get people buying.
Just the brand name “iPhone” and the new upgrade “iPhone 11 pro max” alone can do the selling.
Because everyone knows iPhone!
Another example:
Let’s say I’ll tell you.
Hey, I’m offering this copywriting course.
Here are 5 things that may happen…
First: Some people will neglect the idea of copywriting because they don’t even know what “copywriting” is
Second: Some people will listen because they have the idea of copywriting but don’t know exactly what it is for.
Third: Some people will pay attention because they want to learn copywriting. But not ready to buy.
Forth: Some people will be interested in buying your copywriting course but are still on the fence because they don’t know what’s included in your offer.
Fifth: Some people are ready to give their money NOW in exchange of the copywriting course.
So.. to get the attention of my prospects, I need to write copy that speaks with each level.
Reading that, it’s important to realize that…
When writing copy…
You need to consider your readers/ clients sophistication and awareness level.
You need to understand what level they are in right now.
You don’t want to offer 80% OFF to people who don’t even know anything about your brand.
Or you don’t want to explain the basics of copywriting to someone who’s already in the advanced level.
If you do this…
Chances are you’ll get little to no traction.
I hope you got the point.
That’s why, it’s really important that when you speak with your client, always ask them…
Who will receive or get the sales copy?
How familiar they are with the product?
Will he send it to warm or cold traffic?
Etc.
Asking these questions will help you write copy that really speaks with your prospects.
And use the right language that resonates with them.
Because…
Regardless how great you are at writing, if you don’t write/ speak/ sell to the right market…
… your copy won’t be persuasive or effective.
Always keep that in mind.
