Are you still wondering why your copy isn’t converting? Maybe it’s targeting too many people. Like… EVERYONE? Including the people who won’t buy from you. If you want to succeed, rethink your copywriting strategy!
Are you targeting the right audience?
When asked who they’re hoping to target, many business owners say something like:
“Families who need a new dentist…”
“Young couples buying their first homes…”
“Grey nomads in Perth…”
Aha! Says I to myself. That’s why their marketing strategies are failing.
You see, there’s this misconception that leads many small business owners to believe that EVERYONE is a potential customer and therefore they must consider EVERYONE in their target market.
One… it means you don’t know who you’re in business to please.
But I know that’s not true. Because, like me, you started your business to please a particular target market. So, who needs you the most? Describe them in fine details.
E.g. My business sells car detailing services to single men aged 25 to 35 living in Perth inner metro, and who drive expensive cars, live alone and earn more than $150K.
Two… it means you don’t understand the ideal consumer and what makes them buy.
When you write for EVERYONE, you’ll have a hard time converting ANYONE. That’s because you’re not speaking to the ideal consumer. You’re not using specific information, emotions, examples and benefits to motivate them to buy from you. That’s one reason your copy isn’t converting.
Here’s what I mean…
Say you’re selling cars and have a new car you want to sell to both novice and experienced drivers. You’ll know that novice drivers and experienced drivers don’t have the same buying principles.
Perhaps a novice driver has never owned a car. So they’re buying their first car. Let’s say they’re generally unable to really compare cars.
An experienced driver, however, could be shopping for something better than their previous cars. Right.
So although these two drivers are looking at the same car, they’re not buying it for the same reasons. That’s why you’d sell to each of them differently.
You could still talk about how their life is right now and how they want it to be. Plus, what the car can do for them and how they’d feel when they own this car. Also, how you can help them get this car (i.e. finance). But you’d say different things each time.
And three… when you’re marketing to EVERYONE, you’re pouring money down the drain.
We all want to find the cheapest, quickest and most effective path to reach, connect with and engage our ideal customers. But targeting EVERYONE is more expensive in the long run than targeting specific people.
You could be spending more money and resources that will bring you $0.00.
Think about the last blog post or brochure you used to market your services or products. Be honest…
Where did you distribute it?
Did you share only with a specific group of people highly likely to need you and likely to convert into leads and then customers?
Or did you blast it out in a paid ad to EVERYONE?
Was the message specific? Or did you write it for everyone including anyone who wasn’t, isn’t and will never be interested in what you have to offer?
Another reason why your copy isn’t converting.
But if you define your target market before you start writing copy, you’ll get better results. Because your marketing budget would be focused on the people who count.
I know you’re now worrying about The Others. Don’t worry, you don’t need to turn away the people who don’t fit the criteria. All you’re doing is writing copy that speaks to specific groups of people who are more likely to buy from you.
So if you want to improve your copy, you first need to find out more about the people who buy from you, write copy that converts them.
How do you do this, though, without it costing you a lot of money? Use email, phone, Facebook, or in-person customer surveys to gather the information you want. Or just book some time to sit down with your best customers to have quality conversations about who they are, what they need, and why they buy from you.
If you want to find out why your copy isn’t converting so you can reach the right people and get the most out of your copy, then contact me today.