Yesterday’s email about truly understanding your customer was a big hit, so I’m gonna elaborate on it today…
One question that I always ask myself before writing copy is “what do they want more than anything else?”.
On the surface this seems like a simple question…
But it’s not.
Let’s look at an example…
Many moons ago I wrote a VSL for my buddy Jason Capital when he sold basketball training products.
So his products were for kids in middle school or highschool who wanted to be better basketball players.
Having played basketball in 7th and 8th grade myself, I knew what that kid wanted more than anything.
It wasn’t to score a bunch of points…
It wasn’t to get a scholarship to play in college…
It wasn’t to have a killer crossover…
Sure they want those things…
But the thing they want more than anything else goes deeper than that.
It gets to the heart of what a 12 year old truly yearns for…
And that’s getting recognition (and admiration).
Here’s what I mean by that…
When I played basketball in 7th and 8th grade, the day after a game they would always read off the score and the top players of the game over the loudspeaker for the whole school to hear.
So it would say something like…
“Last night the boys 7th grade basketball team beat Huron 42 to 38. Justin Goff led the way for the Pirates with 12 points, while Tyler Richardson chipped in 9 points”
In 7th grade getting your name read on the announcements like this was a BIG deal…
Why?
Cause you felt like a king when your name was read outloud.
Everyone in the class would look at you…
Some people would clap…
Girls would tell you congratulations…
It was the best feeling you could have.
And here’s the thing to understand about this…
Being the leading scorer was cool…
So was winning the game…
We all wanted that…
But it was the recognition (and the admiration) that we all really wanted.
That’s what was driving us more than anything.
So when I say you have to figure out “the thing they want more than anything else” this is what I’m talking about.
And every niche has one…
Be warned, it’s not easy to figure out.
It takes a lot of research…
And you need to understand what motivates people on a deep level.
But if you can tap into this…
Your copy will be a homerun.
Cause you’re speaking to what they TRULY want.
Most people when they write copy are talking about the things they “say” they want (scoring more points, getting a scholarship etc…)
But if you can get to the heart of what they really want…
Your copy will convert like no other.
Hope that makes sense…
Cause that’s all I got for ya this morning.
Enjoy your Tuesday,
– Justin
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