Stalk Your Audience

Sounds creepy? Well, there's no better way to phrase this.

This post talks about how delving into the mind of your customer is the key to a good copy.

In order to write a copy that sells, you need to know what your customer wants.

Collecting the demographics of your customer group is a good start.

This information includes age, location, gender, background and education.

This information however, is pretty basic.

You can find this data using a Customer Relationship Management (CRM) database or simply by talking directly to your audience.

Will this help? Yes.

But do you need to dig deeper into the psyche of your customer to an extent that you know more about her than your own partner? Also, yes!

You need to figure out the goals, demands and problems of your customer.

Fortunately, there are a number of simple ways to do it.

The first one is, what I like to call, Social Listening.

Take regular feedback of your product through surveys.

Use or google forms for the same.

Through the surveys, try to find what your audience likes about your product, app or website.

Know what benefits of your product your customers value the most.

Also know their fears and tackle them rightly.

Once you find this out, try to tap this information to best use in your copy.

Case In Point:

Notice how Apple crisply mentions all the benefits of their product in just two lines.

They mention the solutions to all the problems their customers might have while using their competitors' product.

"Disturbed by external noise while listening to your favorite song? Don't worry! We got this!"

"Oh! So you wish to know what's going around while listening to your favorite song? Don't worry, we got this!"

"And yes, did we tell you that our product is also water proof and durable?"

"Whatever be the shape or size, our product fits in your ear just how you want it!"

Four problems, one solution! Sorted.

Apart from social listening, another way to gauge customer information is through something which I fondly called the anecdotal funda.

We as humans, lack fun in our routine-based lives.

To escape from our boring monotonous lives, we crave for good stories.

After a point of time, numbers and data don't really appeal to us.

Now, a good copywriter might have a good anecdote about the product for her customers.

A genius copywriter, however, will let her customers do the job for her.

Sharing stories of satisfied customers in a copy is not only a great way to know what your customers like about your product, but it also builds trust in potential customers.

Simply try to add a good bunch of testimonials in your copy and see the magic!

Now that we know how to understand our product and audience, we'll try to analyze the case of a successful branding campaign in the next post based on these factors.