For the next few posts, I’m going to share some tips on how to take a product or service and find the sweet spot to help you sell. There are many methods of doing this, so hopefully, you’ll find what works for you.

The key to copywriting is the research. The key to selling is KNOWING your target audience.

It’s really getting into the mind of your market. You just keep researching and finding out about the market until you feel like they do. Then when it comes time to write, you have the mindset and ideas write themselves.

Basic: People want pleasure and happiness. They don’t want pain and agony. So make some lists.

What does this market hope to gain? In other words, what are their aspirations and desires? What is important to them?

What is it that they don’t want to lose? In other words, what keeps them awake at night?

How do I find this out?

• Read industry publications or what the target reads

• Visit websites and forums

• Subscribe to email groups

• Attend industry functions or trade shows

• Travel with the sales team or at least meet and speak with them

• Role play as a prospect

Then:

Build a list of product/offer features and benefits.

Translate:

What these benefits mean to the prospect, in this case injured athletes.

In other words if you are promoting a new minimally-invasive knee surgery don’t say “new minimally invasive knee surgery”.

They have to do too much work to figure out the benefit to THEM.

What does minimally-invasive knee surgery mean for an athlete? It means they get back to their sport faster without losing as much of their competitive edge. Isn’t that what athletes want?

Position:

New knee surgery technique means you get back to your sport faster so you maintain your competitive edge.

Then you have to work it. And work it. Dig deep. Write them down. And then let them marinate, come back and see if you have some nuggets. Your position is your launching pad so eliminate headlines that don’t fit that strategy. Mark ones that hit a nerve for that target. And you know these triggers because you’ve written them down and you KNOW the market.

If you’re doing a print advertising campaign, you can hit on 3 of the benefits of minimally-invasive knee surgery. Focus on one in each ad. Sell one position. Because it’s a strong position for your target. Support it but resist bloated ads with too much copy. Maintain your focus and direction.