Before you can effectively write anything for anybody, you have to identify a specific somebody. Specific is Terrific. It’s not just a fun saying, it is FACT! All of the information we are going to talk about today is about fact finding. It is research, and research is the most important thing in a writer’s life. If you do not have the correct information, even the best writing will fall on deaf ears…
- Create a Physical Transformation!
I want you to find some glasses. I mean, the most ridiculous glasses only a person would wear on Halloween. The kind of glasses that would make Elton John Blush. The kind of glasses that are sold at the dollar store. The kind of glasses that you can only find at a clown story (yes, clown stores exist). I would not be caught at a clown store, so I might have to buy them online, but maybe something like these:
Truth is, it doesn’t really matter what they look like. This is a process of putting you as a writer in the correct mindset to write effective copy for your client.
Even a small physical change can affect your mindset.
I’m sure you have seen an old movie or one of those police shows on TV where the hero of the story puts on the bad guys shoes or hat, or maybe tries to imitate his voice, all in an effort to figure out his next move. And as you also know, he always finds his man!
That is what I am introducing to you today. Change your eyes, so you can enter the conversation that is going on in your target markets’ head…
- Create a Mental Transformation.
Now that you have the physical transformation, you need to shift your mind. The first step in creating this mental transformation is to Forget EVERYTHING you know about your product or service. EVERYTHING. It is difficult to forget things, especially when you love the product or service you are writing about. However, it is of the utmost importance that you do! When you write with all the knowledge, it is easy to assume the people reading know the same information. It is easy to forget that the person you are writing to does not have all the life experience that you have. They have not read or researched nearly as much as you have. That is why you have put your target market eyes on, and assume that they do not know anything about your product/service.
As you write your copy later in this process, act on the information that you have written, just like you target market would. Use the information that you have revealed to keep your target market on the road that you want them on!
- Identify Your Target Markets
Who are you writing to? During this phase of the process, feel free to identify as many different kinds of people that can use your product/service. You might know actual people who have purchased the product/service, if so, feel free list their names. Or if you don’t know the specific names, list the kinds of people who will likely want to purchase the product/service. Don’t be shy. List them all. This will be a valuable list as you continue to write copy for the product/service.
- Pick ONE of the Target Markets (at a time)
I have an exercise for you.
Take 30 seconds and write everything in your refrigerator. 1…30 How many items do you have on your list?
Now, take 30 more seconds and write everything in your refrigerator that is white. 1…30 How many items do you have on your list?
If you are like every other person I have seen take this exercise, the white list has many more items than the other list. Why? Because “Specific is Terrific”. When you focus on one item at a time, the attention you give that item is much more clear. You have focus. You know what your target is. You know what language your target responds to. You know what action your target is looking for.
So pick ONE target for this piece of writing.
- Become Your Target Market
You have identified your target market. You have either listed a name of one specific person or one type of person. As any point in this process, you may decide to become more specific. That is great! The more narrow you can make your target, the more likely you will hit your mark!
Now is the time to Characterize everything you can about your target market. If they do not have a specific name, give them one. Are they male or female? Employee or business owner? Religious? Christian? Catholic? Baptist? Own a house? Rent a house? Have children? Make 100k per year? Use words like ‘on fleek’? Republican? Democrat? College grad? PhD? Drive a car? Sports Car? Minivan? Blonde Hair? Physically fit? Belong to a gym? Use a drycleaner?
Take the time to identify: the physical characteristics of your target market…
The mental characteristics of your target market… where your target market spends money… how your product/service will elicit pleasure for your target market… how your product/service will eliminate pain from your target market… what keeps your target market up at night… what makes your target market feel humiliated… what makes your target market smile… what your target market types into Google most… What channel does your target market watch on tv… If your target market even watches tv… What your target market does for fun…
Your Glasses Now Identify With This Target Market, Put Them On and…
- Write Your Copy
This is what you do… this is how you make your money… Now that you have your Target Market’s Eyes on, just think how much more effectively you will write…