If You Fail To Plan – You Plan To Fail

December 15, 2008 · Filed Under Writing Copy

If You Fail To Plan When planning your web copy, keep in mind that your target audience is usually smarter and more knowledgeable than a visitor that stumbled onto your site. The targeted visitor already has an idea of what they want and probably has done some research on the topic or product. Your site might not be the first one they have visited during their search. Always assume they know exactly what it is they want and your site is going to get it for them. Set your copywriting plan to solve their problem, ease their pain, make them money or bring happiness to their dull existence.

Now that you have started planning, you need to start looking at whom to target.

Targeting is used to figure out which customers will have problems they can be solved by using your product. You become an expert in relation to every single benefit that your product offers. Then, once you are able to determine who you need to target, you can begin to search them out. Start building a profile of those people who will benefit from your help the most. Once you know who they are, then begin by repeatedly using strong web copy, and the most magnetic benefits your product as bait.

Caution: Note the word I used was “benefits” and not features. A feature is worthless unless it provides a benefit. There is the rare person that buys based strictly on a feature. However, this type of buyer is very rare and you won’t make enough money from these rare buyers. Always emphasize benefits and mention features, if necessary. For example, if the product comes in different colors, a feature, show the colors.

Once you have determined your target audience, now you develop a strategy for writing your copy. Here’s a simple 3 step strategy:

1. In the first part, write about what the customer wants (benefits): “You can be debt-free in 7 months or less.”

2. The tone is how your writing sounds to those that you are targeting (what’s the result): “No more harassing debt collection calls or sleepless nights worrying how your going to make your next car payment.”

3. Use a straightforward, no hype, easy to do approach (how they can do it): “You’ll get the Step-By-Step video that shows you how to…”

Present each step in equal amounts. Every buyer focuses more on the step that is important to him/her. Don’t short change any of them by neglecting one of the steps.

In the next post I’ll get into more detail about writing effective web copy.

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