Copywriter Ed McDonough

The first is audience segmenting. Before one word of copy can be written the target audience must be clearly identified. Just about everyone who writes copy understands this. The problem is they stop there. However, there's another step. Segmenting. Whitin every clearly defined target audience there are segments. And to be highly effective and get the desired results (the most engagement or sales), each segment requires its own version of the sales copy. Let me illustrate this with an example you'll quickly see and understand. I have a client who helps the owners of dental practices acquire new patients and reactivate past patients. Their target market is people who own one to three dental offices. That's a pretty specific niche, don't you think? Here's the issue. Within that audience are three segments, or three categories of owners. Owners who have been in business 5 years or less, owners who have been in business 5 to 15 years and owners who have been in business 15 years or more. We know through extensive research that each segment has different 'growth goals' for their practice. For example, owners who have been in business 5 years or less are working about 80 hours a week to keep the business running. They want to work less and make more. Owners who have been in business 15 years or more are thinking about retirement and they want to boost the EBITDA so they can sell the practice for as much as possible and buy a luxury vacation home. Both are owners of dental practices, but because of their tenure, their goals are different. That means, each 'segment' requires a different version of the sales copy. A version that appeals to their ultimate desire. Now that you have grasped this, let's have a look and dig deeper into something equally, if not more important.

The Two Words

Here's where you really need to tune in so I can show you what most miss, and why you're uncomfortable with the results of your current promotions. These two words are the most strategic part of writing copy that 'gets more people in the target audience' to focus, listen, and take inspired action. They are... Buyer Journey. Only exceptional copywriters understand the intricacies of using words to lead a person to a point where they clearly believe that the product or service being promoted is the right choice for them. The 'Buyer Journey' starts with a desire, and with the right message, ends with an acquisition. What most miss are the elements in between. Research and Justification. Let's break it down so you get a good feel for how it works. You can look at it like this: A person has a problem to solve or a goal to achieve. That's the Desire phase. In order to find a solution, they do some sort of research. Depending upon the problem or goal, the need ('must' have vs 'nice' to have), and the complexity of the solution, they make 'justifications' along the way. It might come at the beginning in the Desire phase: "Is this something I really want/need?" It may happen in the Research phase: "I think this solution is a better one for me because..." Justification may take place right before the Acquisition phase: "This one costs more, but it offers better value for me." The point for you to embrace is, words can be used to walk your audience through this journey so the natural choice for them is to select what you are promoting. It's not something the average marketing or advertising person can do for you. It takes experience and an intimate knowledge of buyer psychology.

Ready to Harness the Power of Persuasive Copy?

Look, I know how discouraging it can feel when your audience doesn't respond to your message as you'd hoped. It's devastating to spend hard earned revenue to get little in return. So, hear this. Effective copy isn't about clever words or flashy phrases... it's about understanding what makes people tick. The psychology behind moving someone through the Buyer Journey. Take a step back. Imagine the impact of every word you use being strategically chosen to engage your audience and encourage them to act. What if every email you sent, every sales page you published, and every campaign you launched was driven by a clear, effective marketing strategy? What if you had confidence that your words, your messaging, were working as hard as you are to drive your business forward? That's the transformation I offer. Through customized, psychology-driven copywriting, I'll get your audience to engage and make them inspired to act. I'll give you the best way to communicate the true value of your business so that they feel comfortable that what you are offering is right for them.

Words... Your Most Powerful Asset

If you didn't before, you now know 'words' are a powerful business tool for your company... and I'm here to make sure you're using them to their greatest ability. Whether you're looking to re-engage past clients, attract new leads, or boost your sales revenue, I can craft messaging for you that resonates on a deeper emotional level. Take the next step towards more effective communication and business growth. Schedule a 20-minute discovery call with me, and let's get together to explore how you can use words to improve your messaging... So you can see better bottom-line results and feel confident about your company's growth. Let's make your words work for you. Talk soon. Schedule Your Discovery Call Now... Go Here