The most powerful skill you can have as a copywriter is
getting inside your prospects head and talking to them in
their language. When you do that, and do it well,
they’ll listen to you. When you’re talking to
them about their most pressing problems, their most dire
needs, and deepest desires…in their
language…magic happens.
I’ll tell you exactly how to do that. But first…
You should know it’s not something you read about and
then do. If you want to be the best, you must learn how to
get to know your markets. In short, you must learn about
people.
You’ll need to cultivate and develop a skill that
many people lack. It’s the bane of many wives and
girlfriends around the world. I’ll show you…
“Honey? Did you remember to make that phone call,
today?”
“Honey. Did you make the call?”
“…huh?”
“I SAID…did you make the call?”
“…ummm, who was I suppose to call, again?”
That’s right! Listening. Simply listening to what
others say. It’s not hard to do. Most people hear the
things “they” want to hear very well, everyday.
It’s just a matter of consciously focusing…and
perhaps having a bit more courtesy. So just…
Pay attention!
Developing this one skill will serve you very well from now
on. But for now you’ll be using it to become a better
copywriter. And the more you listen, and less you talk, the
more you’ll learn about people. After all, people are
your market.
What will you be listening for? Simple.
What they say! Not only what they say…but HOW they
say it. Their language, speech patterns, figures of speech,
and what’s on their minds. You’ll listen to
what’s bothering them, what their problems are, what
they like and don’t like.
Basically everything.
Doing this one simple thing, long enough, will teach you
how regular Joe’s and Mary’s talk. Not only
that…but you’ll begin to understand their
problems and concerns. Now I’ll tell you some
specific actions to take.
Yes, you may be thinking that all you need to do is talk to
people and listen. And you’ll be partly right. But
lets take it a little further…
Power Copy Tip #1: Talk to people you know about things
they buy. Don’t interview them because it’ll
change the way they think. Millions of people do this every
single day. I mean…talk to each other about things
they buy, want to buy, or recently bought. So just engage
them about it.
Pay very close attention to their emotions. Are there any
specific benefits about a product that elicits strong
emotions? Is there anything they hate about a product? Pay
attention to “how” they say things. What words
do they use?
Power Copy Tip #2: Talk to strangers. Just engage them in
a friendly way and LISTEN to what they have to say. Ask
them about something you’re writing about. The
product or product ‘category’. Or be direct
about it.
Tell them you’re writing about a particular product
and ask for their opinions and feelings about the product.
Then say nothing. Most people LOVE talking about their
feelings, opinions, attitudes, etc. You’ll be
surprised at how little you really need to say. Just touch
a warm or hot button and stand back! You’ll get an
earful.
And then…LISTEN.
The words, the expressions, the feelings, etc. Hey, this is
excellent research you’ll be doing.
Power Copy Tip #3: Pop culture is your friend. So let it
tell you as much as possible about people and your markets.
If you’re researching a particular market try to find
some excellent places where they gather.
Like…magazines, Google them and go to their web
hubs…the places they go for news about their common
interest.
Then dig in! Look for topics, themes, or stories that
appear more than once. If it appears more than once then
you know it’s something important. Keep a sharp eye
out for “their language”. You know the
drill…their problems, hopes, fears, desires, etc.
There you have it! This is something that’s so very
simple to do. And if you’re serious about becoming
the best you can be, you’ll do it. You’ll learn
a lot and in time you’ll kick your copy a few notches
up, or more!
----------------------------------------------------
A former college dropout, Dan "The Man" Lok transformed
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