Question for Experienced Marketers

Hey Andrew, Great question. What I learnt from Eben and Frank is that you have to create a customer avatar.

Create a person that would be your idea customer and go into great detail. When your marketing talk to that one person you created and you will get I bigger reponce that if you was to go broad at target everyone

For web content, I use this simple method:

Take the entire message you want to convey on a site. Distill it into one single sentence. Use that as your headline, and let the rest of the copy support it.

Here's a secret: Clarity trumps persuasion. seriously. Don't tell anyone else...shhh.

If you are passionate about what you are selling the words will come. If you are not passionate then you shouldn't be selling it.

Never use persuasion or coercion.

Speak conversationally as you would a best friend sharing a secret you have just discovered for your mutual benefit.

IM tactics will fail in most markets so unless it actually is IM, keep big red words and yellow highlights to a minimum.

It is a subtle art and one you will never stop learning.

Testimonials in boxes are always very powerful. Collect and add them to your page from the start.

Hey there Andrew...

If you don't mind, I'd like to offer some points and hopefully they'll be good for you. I read the previous posts, and they all offer solid advice.


"I was wondering, what is the psychology that you use in order to speak to the people who will visit your site and read your content?"

I feel it depends on the site, or its purpose. Is it a personal blog not selling anything at all, a monetized blog, a content rich site that's monetized, or a flat-out one page sales letter site?

All that may seem a simple and obvious point, but truly how you speak to your readers with your copy follows from the sites purpose. Some have called it, the most wanted or desired response (from your readers).


"What is your AIM when writing your content?"

To fulfill the most wanted desire. That could be an optin, a sale, etc. The action you want the reader to perform is your aim. All your efforts, in your copy, contribute to compell the reader to take that one action.

If you put too many choices on the page then it may cause a feeling of indecision or confusion, in a sense, in the reader. That will most likely produce no action; however, a content rich site would be expected to have a multitude of links, etc. So you really have to think of your questions within the proper context. It's a lot like 'one shoe doesn't fit all.'


"What kind of mindset are you in, and how do you write your content to speak to your visitors?"

As an example, lets say you're writing to sell something such as an optin or a product. Your mindset should optimally be the same mindset as your target market, the best you can achieve that. Perhaps the best way to achieve that is through some research.

You will ideally like to know the problems and concerns of your target market. The product you're selling obviously will give you a very good idea. The product solves a problem, or achieves something for the buyer.

The more you can empathize with your target market, or audience, the more accurately your mindset will be in alignment with your potential buyers. When that happens, your readers will feel like they're listening to someone 'just like them.' There's real power when you invoke that kind of feeling in your reader. It accomplishes a lot. For one thing, it contributes to encouraging the reader to relax, let their guard down, and become more open to your offer.


"Do you use copy strategies in order to convert people to sales? If so what kind of strategies?"

I just explained a very powerful strategy above. There are lots of copywriting strategies, so-called copy devices, etc. It isn't practical or necessary to try to use all of them all the time. It depends on the particular situation.

Not all copywriting 'strategies' or devices are underhanded, or devious. I'm not sure if any of them are devious. They are tools just like anything else, and how they're used determines opinion, etc. Not here to debate any of that.

They are based on many decades of experience, trial and error, and experimenting. It has been said, and rightfully so, that copywriting is a blend of science and art. It's true. The science is the science of psychology and the methodology of testing which produces empirical knowledge. The art concerns the writer's skillful crafting of words, story-telling, etc.


"I know there is definite psychology in Marketing in general, and I think that is where I might be having my biggest problem; Getting into the mindset of my prospects.

But is this even important?"

Hugely important for reasons described above. I'm not a copywriting expert by any stretch. I've written copy that has done well, some has not done well.

I suggest doing at least some demographic research, or even psychographic research, the best you can about your target market. Men and women respond differently to information. The same is true for age groups, occupations, income levels, education levels.

Please believe me, it is important. Also, just try to relate to your intended readership as best you can while considering 'why' they are there reading your copy. Put your self in their shoes the best you can.

I'm not the best to offer this advice to you. But what I have told you is true based on all I've read about copywriting; not exhaustive... but nothing to sneeze at, either.

Good luck.