If you have that ideal client mapped out to a “T,” you’re well on your way to selling authentically to him or her. From there, it’s simple: Know your character, and speak to him or her. Or, target her external, internal, and psychological problem.
How to Write Sales Page Copy
For example, if I were writing copy as a wedding photographer, I’m writing to solve these problems
- External Problem: Suzy needs her wedding documented.
- Internal Problem: Suzy wants someone her fiance and wedding party are comfortable enough around to be themselves, so the pics look authentic and awesome.
- Psychological Problem: Suzy tends to get insecure about having herself photographed, and wants to feel beautiful when she looks back on these memories.
That’s it! Easier than picking the right candy for a roadtrip, huh?
If you can pinpoint and speak to your client’s external, internal, and psycohological problem that what sparkle you bring to the world can solve, you’ve got her hooked.
Want proof? We don’t buy based off of logic. We buy first based on emotion, and then back up our thought process with logic. When the logical conclusion agrees with the emotional pull, ding! We have a purchase or investment, my friend.
One of my favorite brand storytellers, Donald Miller, puts it this way.
“If I need a lawncare service, sure, I need the lawn mowed. But I also — internal problem — need to live up to the yard standards my neighbors have. And psychologically, we have a barbecue at our house on Saturday, and I want everyone to enjoy a well-manicured lawn so they enjoy the party. So a lawncare provider is giving me SO much more than just a yard full of fresh-cut grass.”
Take a gander at your website copy — specifically any type of sales or services page you may have. Are you authentically conveying to your ideal target that you have what it takes to fit her physical need, but also speak to her insecurities, or solve internal problems she may have?
Are you authentically telling your story on Instagram, and prepared to share your story well on the outlet? Grab my free guide here!
Reading Time: 2 Minutes
If you have that ideal client mapped out to a “T,” you’re well on your way to selling authentically to him or her. From there, it’s simple: Know your character, and speak to him or her. Or, target her external, internal, and psychological problem.
comments +