Confusion = No!
What’s the number 1 thing to assure that your sales copy is going to fail?
Confuse your audience.
It’s that simple.
A confused mind is going to say no because it doesn’t have a firm grip on what is being asked of it.
So, how can you make sure that your sales offer is focused on a single, powerful message that will get your audience to say YES?
Step 1: Understand your audience
Before you can create a highly converting offer, you have to understand your audience, and that means knowing exactly what they’re looking for.
There are really 2 big mistakes that people make when they create the avatar for their ideal customer
The range is too broad
Let’s deal with number 1 first. The incredibly unsafe assumption is that you can group a larger group together than is actually possible.
Why do we do this?
The more people we can put our offer in front of, the more potential sales we can get.
Seems like a logical thought, but the problem is, you generally do this the easiest way possible - by including people who are not your ideal customer.
Keep your audience as focused as possible. If you’ve dealt with Facebook Ads at all, you have created an audience. Consider the metrics you can use to identify your ideal customer. There are tens of thousands of points of data you can use to identify your ideal customer.
This has to be done with deep scrutiny in relation to your offer.
Yes, you may have multiple offers for the same product or service targeted at multiple audiences. That’s a good thing.
But that means more work, more writing, more time behind the computer…
Those are all good things, so stop whining about it.
Get as specific and granular as you can about your audience, know exactly why and how they will use your offer to get to their ideal happy place - and know exactly what that happy place is.
Number 2. If you find that you’re starting to assume things about your audience, it;s time to step away and take a break.
Assuming things about your audience is the kiss of death.
You have to go in thinking you don’t know squat about your audience and that everything you know outside of your research is wrong.
This is the safest way to go into your research. If you make an assumption about your audience and it ends up being wrong, it could cost you hundreds, thousands, even millions of dollars.
So consider to yourself, how much is your time worth to affirm your beliefs about your audience?
Step 2: Understand your product or service
If you want to immediately turn off your audience, tell them exactly what they can find out on their own by reading a box, an amazon posting, or a review.
Your offer has to tell them something new.
Eager buyers are going to make a decision to buy before they finish reading your offer. But if you want to insult them and buy somewhere else, or something else, then insult their intelligence by regurgitating what they can find out on their own.
You need to know more about your product or service than anyone else. Know what makes it different, what makes it special.
Having the inside track of fully understanding how it works and how people use it is going to give your copy an edge over everyone else.
Remember, it’s not logic that makes us buy, it’s emotion.
You need to get emotional about your product or service. Not in some sort of creepy, lustful way, but to understand why people have an emotional reaction to your product or service.
And more importantly, what that emotional reaction is.
Step 3: Understand your offer
Your offer is NOT your product or service. Your offer is the results that your audience is going to get from using your product or service.
This is what makes people buy. This is what gives them the emotional charge to purchase from your sales copy.
Give them a story, something they can connect with on an emotional level.
Put your audience at the center of that story and guide them through their problems to find their after state, their state of happiness.
The vehicle that will bring them to that state of happiness is your product or service.
When your product or service is a key contributor to your audience’s success, an emotional connection will be made quickly and it will be powerful.
The logical argument to support a purchase will be made and your offer will be a success.
Step 4: Keep it simple
Every story ever told follows the same story arch. It isn’t difficult and it isn’t fancy. But it works because people love patterns.
Now, you will suspend your disbelief in order to immerse yourself into a story that you’re enjoying.
And guess what…
You’ll do the same thing for sales copy.
Your brain doesn’t differentiate the two. It just looks for patterns. Follow the basic story arch and you’ll be able to guide your audience to a logical conclusion through an emotional journey.
To simplify it even further, you have to go back to your audience.
Think about that avatar you created.
And remember, you’re writing to 1 person. Your audience is an audience of 1. When someone reads your sales cope, they’re doing it by themselves. It’s a personal journey.
Before Moving On
There’s a good reason why so many people talk about formulas and patterns when it comes to sales copy.
People love patterns. Our brains thrive on recognizing patterns.
Make the pattern in your sales copy simple enough to follow. The simpler the pattern is to connect to, the more emotion you can add to your writing.
This will make your sales copy more engaging and cause it to convert and higher and higher levels.
With practice, the format will become like a second language to you - native and easy to see and recognize, like a secret code that only you know how to read and write.
To others, it will be an engaging story that brings them in, draws on their emotions, and produces money in your pocket.
Find the power in simplicity. Familiarity = Yes!