How Do You Craft The Best Possible Copy For Your Project?
Whether you’re a small business owner and write your own promotional materials or you’re a freelance marketing writer, you must know who you’re writing (selling) to.
In addition to having a target audience in mind and setting your demographic targeting, your copy must be just as good as your targeting efforts.
1. Customer Interviews
The best way to know who you’re selling to is to have a conversation with that person in your target market.
What’s a better way to get to know what someone wants than to talk to the one who is buying? and has the $$$$$$?
This is when customer interviewing comes in handy- it reveals their interests, desires, fears, emotions, and reasons for buying a product or service.
You may think an interview takes some time to complete. It may, but it also gives a tremendous amount of honest insight into the mind of the consumer that other research may not be able to reveal.
But, a loyal customer can speak for many and become an influence to other consumers, setting the tone for the market.
Customer interviews can also be strategically broken down by demographic, giving you perspective into each angle of your target market’s preference and the buyers.
2. Customer Surveys
Surveys are an anonymous way of giving feedback on a product or service and is usually located online, after the completion of a purchase.
You may be thinking, a survey does not tell you much because it only takes a few minutes to complete, or “nobody bothers with those anyway.”
Here’s the thing:
People are more likely to be honest when there is no one watching and they can remain in the background.
Although unfortunate, people are more likely to tell how they really feel when there is no one else around to confront them on their true thoughts.
This makes the customer survey a reliable source of information that is based on the buyer’s true feelings.
The survey is one of the most honest forms of feedback, unlike the interview, because there is no one to impress and no one to see what someone is writing.
The truth always comes out!!!! Buts it’s a good thing.
3. Social Listening.
Social listening is the process of monitoring digital conversations to understand what customers are saying online about a brand.
Social listening is followed and analyzed by community managers to identify customer pain points.
Once again, what the customer is saying behind someone’s back reveals their true thoughts.
Social listening is also used to to directly answer consumer questions online, reply and respond to customer reviews, answer customer’s questions, and investigate customer complaints.
As social media and digital channels grow in size, there are numerous ways for customers to share feedback- both publicly and privately.
This allows digital marketing teams to evaluate and prioritize feedback, and make adjustments to all aspects of the marketing process, from the ads to the product/ service itself.
Social media makes the customer feel empowered to directly engage with a company.
Social listening allows the customer to be themselves, while allowing digital marketers to collect data and “engage” through conversations when the opportunity presents itself.
Each market research technique has its benefits and drawbacks, but can all be utilized to craft the most compelling copy for your product or service.
Keep these tips in mind and good luck with your copy- your customers need you!!