Every copywriter's nightmare. We write a beautiful copy for a client, who takes one look and says, "You can't be serious! This is too sales-y...or too simple...or too different..."
In response, I tell my own clients, “You may not like this copy. But you’re not the target market, even if you think you resemble your clients.”
Here are 3 reasons why.
- Customers
Live on a Different Planet.
If you hang around the Internet, you develop a unique lifestyle. For instance, some of my best friends are people I’ve never met. We exchange emails and phone calls for years. My favorite web designer is an American living in Brazil.
And you hear the same promises over and over. “Bring traffic to your website.” “Attract all the clients you can handle.”
But if you’re targeting ordinary people (i.e., those who have actually met their best friends in person), many of our ho-hum phrases will seem fresh and exciting.
“Hype-free marketing? I like that,” purred an earth-dwelling prospect recently. “That’s a whole new way of looking at marketing.”
Your world may not be the Internet. Maybe you
live fitness, coaching, cooking, or finance. But chances are your familiar
phrases will seem fresh and exciting to your target market.
They know you’re not putting up websites and creating brochures so you’ll feel good and collect gold stars for your Permanent Records.
And if they want your service, they’re looking
for reasons to say “yes.” Think of all those Madison Avenue ads with the theme,
“You deserve it.” Or, “You’re worth it.” They’re giving us permission to spend
our money.
Also Read: 3 elements that your Ad succesful
- Customers
Don’t Want to Stop and Think.
Are you looking for a copywriter? He is here.
2 comments:
Very true indeed!!
Thank you for sharing this
Post a Comment