Identify Client Needs For Effective Do It Yourself Copywriting
By: Allison Nazarian
The copywriter for hire uses words to sell. You can use the same skills for effective do-it-yourself copywriting.
A copywriter's words are powerful. Words can create emotion, hone in on issues that customers face and offer solutions.
The first step for DIY copywriting is to know your target market and identify their needs. If you are a consultant, for example, and want to sell your service to small business owners, you need to identify the issues that are barriers to your potential clients. These barriers are known as pain points.
Time and money are two major ones, but other pain points may outweigh these depending on the situation. The small business owner may need to grow his business or take it in a different direction, as there are aggressive competitors in the field. This could be the trigger that makes him take action in response to your offer.
Someone who wants to lose weight will respond to copywriting that strikes a chord, for example. People who want to lose weight recognize their problem and they are looking for a solution. If your DIY copywriting makes a promise of that solution, these people may consider your product or service.
Most times, the client or prospective client has identified his or her own need. They are already looking for a solution or are at least open to considering a solution.
Other times, people respond to your do-it-yourself copywriting on a whim. The latest technology toy, the delicious meal or the stylish dress may fill other psychological or physical needs that they weren't consciously seeking solutions for.
Choosing the right words has a lot to do with tuning into people's needs. These are the hot buttons. We talk about "pushing the right buttons" when we try to convince someone of something. In effective do-it-yourself copywriting, your words are carefully chosen to offer solutions.
Your DIY copywriting promise is that if they take up your offer, it will ease or eliminate the pain point they've been experiencing.
Allison Nazarian, president and founder of Get It In Writing, provides copywriting and marketing services, consulting and instruction to businesses and DIY-ers (do-it-yourselfers, especially small business owners, entrepreneurs, coaches and consultants). For free copywriting and marketing tips and to immediately download her free e-book, www.GetItInWriting.biz.
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