It's NOT About Appeasing YOU... But Appealing to Your Audience!

4 replies
It's funny...

I can't even begin to tell you how many times clients have told me how much they love their copy.

And guess what?

I couldn't possibly care less.

You know why?

Because it doesn't matter if (or how much) my client's love their copy.

Sure, it matters if clients resonate with it, since it's their REPUTATION being broadcasted to the umph degree.

But ultimately...

All that matters is...
  • Is the copy a transparent reflection of the enormous value and benefits being offered?
  • Is it true to the owner's vision (for how they want to help people with their product or service?)
  • And does the copy perform well when laser-targeted traffic is driven onto the site?
Still though...

The ego boost that business owners receive when they see just how much value they REALLY provide their customers or clients is always fun to watch.

After all...

A perk of getting your copy professionally written is seeing your value put up in digital lights, rather than an old neon sign with a bunch of burnt out letters.

It's a huge boost to a business owner's confidence and ego when they can more clearly see how much they REALLY benefit the people they're passionate about helping.

Again though...

Your copy has to connect with and inspire your audience to take direct action, RIGHT NOW!

It doesn't matter how much you love your copy;

It has to draw people in and seduce them into opening their wallets... because they deeply GET what you're offering them and desperately want to receive the value you're communicating.

So how do you know?
  • Test, test, test all kinds of different traffic driving techniques. In other words... don't just try one technique, like Adwords, then decide if your copy works or not. In the Adwords example alone, the keywords you use to get people on your site make all the difference in the world. And no, that doesn't mean you need to target the most obvious keywords. Sometimes the most outside-the-box keywords perform WAY better than the most apparent ones.
  • If you have a list, blast out an email describing your intentions with the copy and clearly communicate WHY you're showing them the campaign (i.e. what does your offer change in their lives that they desperately want?)
  • Don't take anything personally. No, if your audience doesn't connect with your copy, it's NOT a knock against you or your value. You're either failing to drive the right traffic... or a few simple adjustments need to be made (including the medium you use to frame the copy.)
  • Only ask for feedback if you've fully communicated how your sales funnel works. I can't possibly express how many times I've seen people post their copy here on the C.W. Forum, without explaining what kind of traffic they're driving (and how.) My point is... opening yourself up for a barrage of feedback doesn't help - unless you paint a complete picture of what you're doing, who you're trying to reach and how you're attempting to get their attention.
The take away here is this:

It doesn't matter if you LOVE your copy; it has to work and produce massive profits.

Otherwise...

It's worthless.

Never get too attached to any particular direction or campaign.

That doesn't mean give up.

It's just means learn how to adjust - so you can keep moving forward in the most inspiring way possible.

Mark Pescetti

P.S. The inspiration for this weekend post is an interaction I just had with a client. They absolutely loved their copy and couldn't wait to put it up. But my message to them was to make sure they're staying on task and framing the copy just right. Likewise, they need to make sure to get the exact eyes (that we talked about) onto the site - so conversions can skyrocket. I can't wait to hear the happy news!
#appealing #appeasing #audience #it’s #it’s #you… #you…
  • Profile picture of the author RickDuris
    Mark's nailed it.

    A lot of my attitude for writing copy online is born out of hardcore banner advertising and PPC campaigns.

    A successful copywriter in that line of work must be a creative machine.

    Perfectionism is quickly crushed.

    Plodders are left to starve.

    Those with egos are quickly humbled.

    At the most competitive levels, you generate massive creative. We're talkin' thousands. Some major themes, some with almost imperceptible variations, and everything in between.

    You hit pay-dirt on an ad, and guess what? Before you know it, the market tires of it and you start all over again. So you better have an inventory.

    In that line of copywriting, you:

    1. Very quickly lose the inclination to stick with one idea, no matter how good.

    2. Never reject an idea, just because you don't like it or you don't think it's good enough.

    3. Beating the control is obsessive compulsively top-of-mind.

    - Rick Duris
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    • Profile picture of the author ewenmack
      I'm fortunate enough to be working with a marketer
      who isn't blinded by what appeals to him.

      No, he only cares about "does it bring in more money"?...
      while being factually correct and not breaching copyright laws.

      So, with that in mind I get free reign to split test
      his money page.

      For safety, the software I've brought in automatically reverts back
      to the control if the contender bombs.

      Oodles of traffic to it, so I'm in heaven!

      Best,
      Ewen
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      • Profile picture of the author Mark Andrews
        Banned
        Absolutely spot on Mark.

        You can have the best offer in the world...

        ...the most superbly crafted sales letter 'but how you frame it' is crucial.

        In other words, if you're not sending laser targeted traffic to you're offer, chances are it's going to bomb.

        I cannot stress enough the importance of sending laser targeted traffic to your offer!

        For example consider my previously posted up magnet metaphor...

        A magnet has two polarities... a north pole and a south pole.

        Now, if you put your offer in front of stone cold random 'willy nilly' traffic plucked from nowhere, it would be like placing identical magnetic polarities close to one another, for example south-south or north-north.

        And what happens when you do this? Both repel in opposite directions...

        <<<<<-----*----->>>>>

        On the other hand place your offer / sales letter right in front of your ideal target audience (hot leads) now what happens?

        Similar to a north-south polarity attraction, bring the pair close enough and BAM! The two instantly connect forming a strong bond, one with the other. This is your ideal situation...

        ----->>>>>*<<<<<-----

        The onus is on you the product or service owner to attract this laser targeted traffic. It's not the copywriters responsibility. This is fairly and squarely on your shoulders.

        If you send rotten traffic to the offer, they partially read the sales copy, think immediately, 'What the hell has this got to do with me?' ... Is it any wonder sales / conversions are going to be dismal at best?

        Doesn't matter how much traffic you send, sales are still going to be appallingly bad if you don't place your copy right in front of the ideal target market for who it's intended.

        This is why when people ask, let's see some previous examples of your work, the question is completely mute.

        What I, Mark, Rick or Ewen or any other copywriter has in the past accomplished for other copywriting clients bears no reflection on how good I/we can write copy for you. Or the conversion rate I/we can achieve on your behalf.

        Your product is unique to you. And your target market could be very different to the target audience you're intending to reach.

        Also, you might have one person who is superb at driving laser targeted traffic and another person who isn't.

        What am I to share with you?

        A similar product niche which through no fault of my own the sales conversion rate was dismal because the product owner didn't know how to send laser targeted traffic or...

        ...share a completely unrelated niche - piece of copy, where the sales went through the roof simply because the product owner knew exactly to whom his product or service appealed to and brought these precise individuals to his sales page.

        We cannot stress enough the importance of bringing substantial numbers of extremely targeted traffic to your offer!

        If you don't know how to do this... make it your number one priority to learn how to.

        Do this and your sales will rise exponentially as a direct result.

        Warmest regards,


        Mark Andrews
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    • Profile picture of the author Mark Pescetti
      Originally Posted by RickDuris View Post

      You hit pay-dirt on an ad, and guess what? Before you know it, the market tires of it and you start all over again. So you better have an inventory.

      In that line of copywriting, you:

      1. Very quickly lose the inclination to stick with one idea, no matter how good.

      2. Never reject an idea, just because you don't like it or you don't think it's good enough.

      3. Beating the control is obsessive compulsively top-of-mind.

      - Rick Duris
      I was sitting outside one of the local coffeehouses yesterday chatting with a guy who comes here every summer to soak up the beauty.

      He is friends with a guy who bankrolls entrepreneurs with original products (think Shark Tank on ABC)

      When he takes on a client, he does all the copywriting, front end marketing, autoresponders, web design, etc.

      Apparently...

      His track record to produce mind-blowing sales in the initial offering of a new product is amazing.

      But his campaigns fizzle out and the money dries up.

      And he's so focused on getting a constant influx of new products that he just lets those old campaigns die.

      Here's the thing:

      Most people don't have the luxury of just watching their profits steadily diminish.

      But they have a hard time adjusting to the fact that what once worked is no longer creating the effect they want, need and deserve.

      Sadly...

      If you can't adjust and apply the same creativity to new/different techniques for driving traffic onto your site... or originating a totally new positioning for your product or service...

      ...your profits will dry up and you'll go out of business.

      You have to be willing to change, as Rick said, when the market tires of your current approach.

      After all...

      Anything that's not growing is... dying.

      Here's another cliche:

      Change is the only constant in the universe.

      The problem is...

      Most people don't think that applies to them and their marketing.

      "if it worked once, why should I have to change it?"

      Remember...

      It doesn't matter if you like your copy...

      ...it has to connect with the current trends and emotion in your marketplace.

      Otherwise...

      What's its purpose?

      When you resist change, you create pain.

      But when you Surf the Change, you can keep recreating the magic of your first campaign again and again.

      Just look at ALL the major corporations over the years.

      They ALL changed their brand messages multiple times.

      Their markets got savvier.

      They had to grow up and meet us where we're at RIGHT NOW.

      Not where we were 3 years ago.

      Again...

      Please realize that you will adore your copy in a million different ways.

      Just like if you have a bunch of kids.

      You'll love each one for who they are and won't compare them with each other (at least to their face.)

      Likewise...

      As they grow up and change, you won't compare them to who they used to be.

      You'll acknowledge that change was inevitable and appreciate them for who they are now.

      In all truth...

      It's no different with your copy.

      Mark
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      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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