The article "Do You Want To Sell More? Then Stop Trying To Be Everything To
Everybody!" talks about copywriting, it has been released by Eric Graham.
I know you've heard that a thousand times, but from the looks of
things few businesses are following the advice¡
Far too many businesses (online or offline) define their target
market as ¡°anyone with a pulse and a wallet.¡± (Not always in
that order.)
You read their slaes copy and it's the same old, walking on
eggshells ¡°corporate speak¡±, devoid of personality, writing to
a group style, as everyone else in their industry.
Sure.
They're not going to eliminate any ¡°potential buyers¡±¡
But there're not going to stand out from the crowd and get their
message noticed either!
You need to define your target customer as specifically as
possible. You shuold describe your customer in exacting detail.
Not as a group, but as an individual.
Get a laser focused, clear
and precise iamge in your mind of one specific person.
Know that
persons sex, age, marital status, wants, needs, educational
background, psychographics, demographics, geographics,
technographics (level of technological sophistication),
understand thier psychological motivations, hopes, fears¡
Everything!
And then (and only then) write your copy directly to that
person.
Craft your message to your target customer in a
one-on-one, person to person style, keeping that focused image
of who you're talking to clear in your mind.
So¡ You've clearly defined your target customer. Great.
Now
you're ahead of 95% of the business in your market.
Do you want to know how to jump ahead of the other 5%?
(This next tip is something that really few top marketers talk
about¡ But it just may be one of the most important activities
you ever do for your business.)
Clearly define who your customer IS NOT!
Spell it out¡ Write it
down¡ Let the world know, exactly who you REFUSE to do business
with.
Eliminate the freebie seekers, bargain hunters, complainers,
whiners, cost shoppers, deadbeats and time leaches (Michel
Fortin calls them ¡°Vampires¡±¡ I love that¡)
The first step in face to face selling is to qualify the
prospect. So I've never understood why so many businesses are
afraid to do the same thing when selling in pirnt or on the
computer screen. Cowards!
Guess what? An amazing tihng happens when you ¡°take something
away¡±. By stating (unapologetically) in your copy that ¡°This
offer IS NOT for everybody¡¡±, ¡°¡only a select, elite few
will qualify¡¡±, ¡°¡unless you meet the following
qualifications, you can't beg us to let you buy this¡¡±,
something magical takes place in the sales process.
The dynamic changes, from YOU trying to convince the PROSPECT
that they need your product¡ to the PROSPECT trying to convince
YOU that they are qualified to buy what you're offering.
So, stop worrying about eliminating part of your potential
market by only focusing on your ¡°ideal customer¡±, the ones you
eliminate wouldn't have bought from you anyway. And by adding a
bit of ¡°posture¡± to your copy, your conversion rates with your
REAL market will skyrocket.
Just remember this¡
If you try to be ¡°everything to everybody¡±, you will end up
being ¡°nothing to nobody¡±.
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