Online and on paper, it's trickier. But if you're a business person who relies on a website and sales materials to reach your audience, you have to get it right.
Whether you’re a corporation, a small company, or a solo entrepreneur, you can only stay in business when you effectively reach your audience: the prospects to be converted, the customers to be convinced, and the investors to be won over.
Your writing is what makes the difference between whether someone takes an interest in you or whether they move on without a backward glance. Good, persuasive copy is what can maximize the success of your business and turn up your profits.
Part 1 talked about the importance of identifying your target market. Now, the next step is to figure out…
2. What is their pain?
What keeps your target market up at night? What are they most worried about? What do they want relief from? Why might they look to you in desperation?
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Wouldn’t it be great to have a steady stream of clients who said, “You’re just what I’m looking for!”? Your business would take off. You wouldn’t be up at night worrying. You’d even enjoy your business more.
You’ve worked hard, trying various marketing methods, putting up a great-looking website, and maybe even spending more money than you’re comfortable spending on advertising. But you still haven’t found that “magic bullet” that will make people flock to you. How is it that some businesses have customers lined up around the corner, and others continue to spin their wheels?
Let’s look at an example of a business owner who has customers flocking to him: A guy selling rain ponchos on a rainy day at the zoo. Sure, the reasons for his success are obvious, but we can still learn a few things from him about marketing. To be as successful at attracting eager customers as he is, ask yourself these three questions (and take time with the answers):