Why Is Your Ideal Buyer Ignoring You?
I saw this post in a marketing group on Facebook™, where someone was complaining that people aren’t taking them up on their offers or joining their list. She was ranting about how her followers are “so stupid they don’t know a good offer when they see one.” She actually blames her customer base for not hiring her!
Here is the advice I gave her:
In business, prospects need to see your copy anywhere between 7-20 times before they take action. You must remember that in this digital age, there are so many brands vying for your customer’s attention. It is overwhelming for them. There is sooo much content, it is hard for them to process, yet alone make a decision. With this in mind, it is your job to make yourself the obvious choice.
Here is what I suggest you do. Get a piece of paper and write down all the traits of your IDEAL buyer. and draw a pic of her (or go online a get a photo of what she may look like) 1. the one that you know that you can serve with excellence; 2. the one that is excited to work with you and more likely to buy from you. With ONE buyer in mind, think about what she likes – which magazines? Which books? How does she dress? What does she do in her spare time? What causes does she support? What’s important to her? The more you understand your IDEAL buyer, the easier it is to craft your marketing messages. YOU CAN NOT serve everyone. Nor can you can you talk to everyone in your copy.
Think about it like this, if you are sitting in a crowded room and just start talking, no one will listen because they don’t know who you are talking to. However, if you talk to one specific person, they will listen AND you may have an opportunity to have their undivided attention. Go back to your copy and rewrite it as if you are sitting in a cafe with your IDEAL buyer.
I suggest, while you are writing your Ad, look at the picture of your ideal buyer and speak in the language that will resonate with her. Talk to her with her needs in mind. Don’t talk with her with your offer on the forefront of your mind. Keep her need/want in the forefront. Stay focused on how you can get her to be a fan of your brand – not your service. Your copy should read like you are only talking to her. Just like nosey people in the cafe, others will hear you message and get in the conversation, if they are interested – and if your brand is compelling they will subscribe too.
I hope you have found this post helpful, I would love to hear from you. Get in the conversation, share your thoughts below.
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