What is the “unique selling position” in your market? Luck will not
propel you to success. Understand the “cause” of your market’s problem
by knowing your target. Solving their problem is the “effect” they are
looking for. Corporations have entire departments dedicated to finding
out who buys from them so they can hone in on that market segment. They
do that by profiling not only who buys from them, but also who their
competition is. Successful marketing campaigns listen to their market.
It’s about connecting a hidden desire or
an expressed desire in a market, a target market. Your job is to
identify where those minds are, find them and then connect with them.
You don’t have to be a corporation. It’s your job to do your own
research and it’s available to you through your competition.Singularly look at writing to one person rather than a group. When you get this one concept down, your copy will stick like glue to the reader because it’s just the 2 of you in the room. It’s a real easy thing to say “everybody is my target market” but it’s not true. Your target market is only those potential customers who are suitable for your products or services. You really have to know exactly who you’re talking to so you can provide the solution to their problem.
Copywriting is interaction between the reader and the writer. You want the reader to keep reading so you have to engage him or her. When you get in touch with your “TARKET” (your Target Market), that’s where you really make the sale. You need to know everything about who you’re writing for. In other words, start with the catch in your mind instead of the pitch.
Remember that it’s not about you. Eugene Schwartz, Copywriting Master says, “The creativity is in your market and in your product, and all you are doing is joining the 2 together. And the only way you can get the creativity out of your product and your market is to dig it out. And the only way you can dig it out is dig it out more than anybody else digs it out.”
by Lorrie Morgan-Ferrero
http://www.RedHotCopy.com
