Guest post by Margo Carroll
Selling what you have to offer is the first goal of your business. And in order to sell your product or service, you’ve got to promote it!
Whether you use Facebook Ads, webinars, livestreams, blogs, or podcasts, for every promotion tactic you use you’re going to need to write the content for it. Those words you’re writing in order to sell something are called copy.
Each time you promote your work, creating the content you need to sell that offer takes time (something you never seem to have enough of, as an entrepreneur!). But what if you could set up a system that allowed you to assemble your sales copy quickly from a bank of research you’ve already compiled, rather than trying to write your promos on the fly?
It’s completely possible, and setting up the process boils down to something simple.
The best (and fastest!) way to write words that attract your target audience to your offer is to use the exact words that your audience uses themselves to describe their needs.
It’s important enough that I’ll say it again:
You’re going to start using the words of your dream client, in order to sell your offer to your dream client.
This system might sound super simple, but you would be shocked at how many clients and students I work with who are using industry jargon that speaks way over the heads of their readers and tanks their conversion rates.
Using the words of your ideal client allows you to meet them where they’re at, and speak right to the heart of your dream client about their struggle and how you can solve it for them.
I want you to think about the last time you were shopping for a product or service online–would you even consider making a purchase if the website you landed on had copy that didn’t sound like something you would say?
On the other side of the coin, imagine if you popped over to a landing page with a headline that sounds like something you say every week (or that you think to yourself every day!), something that you’ve been struggling with or a skill you know you’re lacking?
Now THAT is something you’ll hand over your credit card for.
And that’s exactly the kind of verbiage you’ll be able to write every time if you use this method.
There are two primary ways that I love to get ahold of copy that’s essentially pre-written for you and speaks directly to your ideal client. One is to seek out market research copy from where your ideal client is spending their time online, and the other is to farm your own online reviews for the same type of juicy market research. I’ll show you how to do both in this super simple 4-step process.
Keep reading, or watch this video to learn!
Step 1: Lay The Foundation For Your Copywriting System With Your Ideal Client Avatar
Drill down on exactly who you want to serve with your offering. You probably already have an idea of who this is if you’ve followed the advice to niche down and serve one targeted audience really well, but I want you to get this written down.
Things like gender, income level, married or single, children or no children, and hobbies are all useful information to help you narrow down your target audience.
Go do this right now, it shouldn’t take you very long.
Keep this tab open and I’ll be here when you come back, pinky promise.
Step 2: Create Your Market Research Command Center
“Command Center” sounds fancy, huh? It’s actually drop dead simple.
You’re going to create a Market Research document either in Google Docs, Word, or a spreadsheet. (You can peek at the fillable spreadsheet I use for mine and download your own for free on my website.)
You’ll then start pulling together all of your target market’s comments that relate to your offer and pasting them into this Command Center.
And just where will you find your target market’s comments describing their pain points and skills gaps?
Where they’re already spending their time, of course!
Step 3: Seek Your Target Audience Out Where They Already Spend Their Time
I know this part sounds a bit creepy, but stick with me here. (I’m not a stalker, I just sound like one, I swear!)
You’re going to find your dream clients online, and gather all the information they’ll share about what they need as it relates to your offering.
You’ll use this for your market research, and the best part is you can even use the exact words of these individuals within your finished copy to highlight the benefits of your offer and the transformation you can help them achieve!
Can you say, “copy and paste”? This is a total time-saver!
Here are some of my favorite places to find copy for your market research:
- Facebook groups that your ideal client would be a member of
- Forums relevant to your target audience’s needs
- Yelp reviews of similar businesses to yours
- Google Business reviews of similar businesses to yours
- Comments section of blogs in your niche
- Amazon reviews of products that solve the problem your offering solves
Your goal here is NOT to pick up clients from these places. Your goal is to delve deep into what they’re sharing about their skills gaps and struggles, so that you can turn those comments into heartfelt, soulful copy that will speak to your audience where they’re at.
You’re using reviews of similar businesses to yours to find out what their clients were struggling with that brought them to their doorstep, and how their eventual transformation impacted their life for the better.
Because words don’t sell, but stories of transformation do.
Step 4: Mine Your Own Reviews For Copy
If you already have a business up and running, you should absolutely have a system in place for collecting reviews from current and previous clients. After all, word of mouth is crucial for building your business!
I want you to dig through all of your reviews to find the super-juicy ones from your biggest fans (whether they’re in Yelp, Google Business, or your website). These alone should be incorporated into your Market Research Command Center and used in your copy!
I use exact words from client testimonials as Headers, Value Propositions and Bullet Copy all the time. And those phenomenal testimonials are a big part of attracting even better clients to my business in the future.
If you don’t have a system in place yet for gathering gushing testimonials, you can use this plug-and-play testimonial gathering method that my students and I swear by. It’s a 7-page workbook that you can use to create your own feedback gathering system and get rocking reviews every time.
Now, you can take this a step further by asking these “raving fans” you’ve identified for a 10-minute Skype call or phone interview to get more feedback on what you’re doing well and what you can continue to improve.
Be sure to record these calls and get permission to share their thoughts in the future (this could be in the form of a case study, testimonial, etc.). This gives you fodder for testimonials, but also tons of useful copy for your upcoming promotions.
Now you can just treat your sales pages, email sequences, and other funnel components as a “paint by numbers” masterpiece, and fill in some huge sections with these knock-out testimonials!
Wow, I’m proud of you! If you’ve read this far, you get a gold star for being a marketing go-getter.
You just learned about creating a Market Research Command Center to write promos that book your services in half the time, now it’s time to execute and succeed by implementing this process in your own business. Go download the 7-Page Testimonial Success Workbook for free right here, and access the free Market Research Command Center fillable spreadsheets over here.
Margo Carroll is a copywriter and marketing coach for passionate entrepreneurs. She runs the show at Your Wellness Website Blueprint and Remedy Writing. In her free time, she enjoys trail running, spending time with family, and sampling pretty much any new type of tea.