- You don’t know who you are talking to.
- Your writing is not clear enough.
- Your consumer is confused about what you are sending
- Your consumer is confused why you are selling your product.
Now, that we did a recap, let’s dive right into it!
#1. You don’t know who you are talking to.
It’s all about your target audience. If you haven’t drawn – yes, drawn – up a customer avatar yet, do it! There is a reason major agencies use them. They are effective.
Creating an avatar gives you a clear, explicit idea of who you are talking to. So where do you start? Easy. When you think of who you’d like to talk to, who pops up in your head first? Don’t judge your first instinct – just get it all out on paper.
Who are they? What are their likes/dislikes? Focus on the psychographics over other potential ways of classifying them because online, psychographics are the basis of how people find you. They were looking for an answer to their problem – and they found you.
Your customer avatar will evolve and change over time – this is normal. And your copy will start evolving, too. Roll with it!
#2. Your writing is not clear enough
It’s been said over and over on marketing blogs for a reason: talk to one person. Why? Because if you’re talking to one person, you can address their needs and desires specifically. By speaking to their needs as an individual, your reader is much more likely to feel understood. And feeling understood is one the deepest human desires.
So talk to an individual! Write a post with one reader in mind who loves what you do. Then, rewrite your sales page to show them how your service fixes their problem in a more complete way – because you understand what they need.
#3. Your consumer is confused about what you are sending.
You want to engage with the person who understands the issue you’re talking about.
However. That does not mean this super awesome person can read your mind. You have to explain exactly what you’re selling. Don’t leave any room for guessing.
Are you selling an infoproduct? What kind? What mediums (ebook, mp3 recordings, webinars, etc.) does it use? How many words or pages in the book? Do I get to see a free chapter to decide if it’s for me?
The most important thing to clarify on your page of offerings, though, is the problem you solve and how you solve it.
#4. Your consumer is confused why you are selling your product
What are you getting out of this? Why are you offering this service? Is it just about the bottom line? So what is your motive? Make a list of all of the reasons, personal or professional, why you are putting this offer on the table for your people. Pick the best ones, and talk about them with your audience! They’ll love you for it.
Great copy begets great business. Make sure yours is telling the story you want it to, and you change the game. Your blog can transform into a business – but you have to start treating it like one first.