Step 1. Even if you are awaken at 3 in the morning, you have to tell about your product to the tips of your fingers and even more. It does not matter what you sell: woodworking machines or character clothes, corn driers or dietary bread. You have to know even more than the owner or CEO. You have to know all drawbacks, all hotspots, all competitors. You have to know everything! If you do not know anything, go and get to know. Advice # 1: Learn about your product\article\service everything and even more. Step 2. Sell all services. A conversation at the office of a small company from Nevada: You know, we have to make an impressive price proposal. We go in the personnel recruitment, hold trainings, ropes courses, use a mystery shopper, work sometimes at elections and run advertising campaigns. What is the aim of the price proposal? Sell everything, of course! When you sell everything, you won’t sell anything. The only thing that may be sent in this copy is that the company specializes on everything. They hardly read an advertising copy with a long list of goods\services and do anything but buy it. Advice # 2: Before you start writing a copy, remember: sell and write about a single group of goods or services. A single letter cannot sell all goods and services being sold by your company. Step 3. Look at the copies written by your competitors. Certainly, the same as the product, you have to know about the competitors as much as you can. Use a mystery shopper, learn every inch of their sites, collect the most information. They also write copies. Learn what they are, how they write, what they write about. You must be different, and dramatically. Advice # 3: Learn the competitors’ copies. Step 4. Why are the best copywriters the former «sellers». Because only who personally clerked knows how to sell the product. He comprehends when the customer says «yes» and buys. That's what the marketing experts without face-to-face selling background are short of, very often. If you have never sold your product, tomorrow you can drop into your sales department and participate in customer communications. Or at least just sit for a while nearby in negotiations, drinking in all to the utmost. Advice # 4: If you haven’t sold your product, get up and sell. Step 5. Why are the best marketing experts those who bought your product? Know why? In Dan Kennedy’s book, I found such a phrase: «You cannot write a copy until you’ve walked a mile in customer’s shoes». Before you start, you have to know why he buys. And in this regard, you have to know everything about him. In an ideal scenario — you must be him. Who are these people? Even if your business is based on B2B (business to business – When companies do not buy, but specific people buy and make decisions). The marketing expert usually keeps to the following features when describing the core audience: gender, age, education, income. So, are you going to sell anything to this audience? Or to write some kind of letter? It is not enough for an advertising copy. Why do they buy your product? What hobbies do they have? What do they dream about, where and what do they mean? What children do they have? What dreams do they see? What do they think of? What car do they drive? You have to know everything required to sell your product. The more you can get know, the more specified number of groups you may get from your database, the more specified will be your proposal. Hence, the likelihood that your product will be bought is higher, which means that you will make money. The correlation, I think, is clear and evident. Advice # 5: «Walk a mile in customer’s shoes.» Step 6. How to know about the potential customer what is necessary? Choose the required parameters for your business regarding existing customers. Analyze your customer database - CRM, question the sales clerks. Finally, ask the customers themselves. Be maximally accurate. And ensure that a parameter-specified description of target groups is made. Only from this, you may start writing your copies. Ask your customers. If you are short of data and you see that you have insufficient information, you may ask your customers. There is always a survey research, but you must do it very very carefully and properly, especially if we are talking about VIP-audience. Generally, people do not like further questions. But they like getting presents and being cared. Therefore, if you are going to ask something, ask the customer to get information — make sure you give him something in return. Here, you pursue two goals at once: Firstly, you make an additional loyalty. Secondly, you get information of the customer. Example: A yacht club in Florida informs the customer when delivering a yacht that it would send a New Year’s gift as they speak (in July). The club stands out from the mainstream and asks the customer to fill in a small survey. It contains questions required for a more personalized proposal. The positive reaction is guaranteed. What is funny: You are congratulated for Christmas already in July. Additionally, a present. But it works. Under the influence of such a positive emotion, the customer gives any appropriate information. Advice # 6: Divide into groups; make a parameter-specified description of these groups. Answer the question: why does one or another customer buy your products, in particular (tell only the truth, do not dream up anything).
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