Copywriting Tools Reveal Your Best Customer

Play along with this fun game to see your best customer revealed.

Imagine you’re standing in the airport pickup lobby – with all the drivers and chauffeurs.

Each holds up their sign, naming the passenger they are there to pick up.

A very specific WHO which they are looking to give transportation to.

You now, are there to pick up, or attract your best customer.

Quickly, what is printed on the sign you are holding up?

End of Game.

Did you struggle with that?

If so, you’re not alone.

You’re in the group of millions of other copywriters, entrepeneurs and businesses likely wasting $80 of every $100 spent on advertising and marketing. Or an equivalent dollar amount – in wasted time.

The 80/20 Rule is always in play.

Also known as the Pareto Principle, which dictates that:.

80% of your results (sales, leads, etc) will come from the 20% of your marketing efforts that actually hit the mark. The few people for whom your message hits home. The small group of folks who say, “Hey, they’re talking to me. It’s like they know me!”.

Our best results come, and are most efficiently found, when we target market like a sniper to that small, predetermined 20% that buy – from the get-go. Rather than shotgunning some generic ad to the masses and hoping something hits, at least someone.

I’ve found…

Why Most Marketing Fails

Many businesses and entrepeneurs, by conscious choice, refuse to “limit their opportunities” by picking any one particular who, or target. They insist their product or service is for everyone. Consequently,  their marketing and advertising invites everyone to buy!

Yet the age-old Russian proverb advises: “Chase two rabbits, and you’ll catch neither.”

Most who attempt marketing to the masses, soon find they haven’t enough money to reach everyone. Then, anyone. Because they quickly run out of money. 80% of which was wasted.

Coca-Cola has enough money. Pepsico too. Geico does. They can afford to waste millions of dollars on ads to everyone because they are so well established and profitable already. They are playing a MAINTAIN marketshare game – with billions of extra dollars in the bank to play with.

Most small business and entrepeneurs are playing an entirely different game, yet copying the marketing tactics they see the big boys using.

Small businesses and entrepeneurs are actually playing the GET marketshare game – and playing it with very conservative marketing budgets. Few have the resources required to effectively chase more than one rabbit at a time.

Our marketing dollars go infinitely farther, and often return with friends, once we begin to target and market specifically, and only, to our best customers. The 20%.

Knowing this…

Let’s imagine our best customer.

What name will you write on your sign now?

Who is your best customer?

Or, WHO would BE your best customer?

Ideally you know (or knew) this BEFORE your product or service was ever created. It’s always a mistake to spend one’s time and money creating a great wiz-bang thing, then trying find someone who needs it.

Better you looked for THIS PERSON’S PROBLEM – then devised, or found a solution to offer them specifically.

You solve a problem, or fill a need or desire for some particular person. A person who has many others like him (or her) out there in the world who could also benefit from buying your ‘stuff’. This gives you the ability to add scale to your business.

13 Ways To Make A Desireable Product

• Maybe you make something faster
• Cheaper
• Easier to use
• Easier to assemble
• Lighter
• Longer-lasting
• More exclusive, aka luxury version
• With better, faster, easier, safer, more discreet delivery
• Sell it in a price-competitive bundle with related things
• Maybe you automate some manual task with your app.
• Maybe you offer templates to speed up or simplify
• Maybe you convert media outputs
• Maybe you translate into other languages

Maybe you write better copy to sell all that stuff.

Well you certainly better know WHO you are selling to.

WHO that best customer is.

Consider this advertisement as example…

Attention Plumbers – ‘No Snake’ is the New, 100% Organic Drain Opener. It’s guaranteed to quickly cut through hair, grease, grime, and soap scum in 2 minutes or less with NO Snaking Required. One capful is all you need. Safe for all plastic and metal pipes. Non-toxic. Service calls are now a breeze. No more breaking pipes apart or messy snakes to clean up afterward. Proven to work on over 1.2 million homes already. Faster service calls mean bigger profits for you. Available now to professional plumbers only. Go to: NoSnakePlumbers.com for more details and simple order instructions. Use discount code: SNAKELESS for free rush shipping on your first order.

This is the kind of targeted specificity that brings results.

My sign says: Plumbers
Clear Benefit Stated: Easier, faster, cleaner service calls for bigger profits

3 Elements To Make A Sale

1. Customer
2. Has A Problem
3. Buys a Thing To Solve That Problem

(Shout out to author Dane Maxwell of “Start From Zero” for this brilliant simplification)

Plumber-buys a thing (Drain Cleaner) -to get a result (easier, faster, cleaner, more profitable)

Most times you can define a WHO.

And you can define or see WHAT that person’s big problem (or desire) is.

Your job then, you get money by,  finding or creating, and then selling them a solution.

Three Elements.

A WHO. A WHAT. And a HOW.

This is the magic of The Copywriter’s Persuasion Toolkit.

It shows you all 3!

It breaks down your market into the simplest 3 elements. It makes selling, or creating copy that sells for your client, super simple.

The Copywriter’s Persuasion Toolkit reveals:

• Your very best customer,
• Where to find them,
• What their main (often hidden) problem is,
• And what solution they are most likely looking for.
• Plus, it reveals how they want that solution to be sold to them. Buyer hot buttons.

Do you need more?

I implore you then to spend 30 minutes playing with the Copywriter’s Persuasion Toolkit.

Marvel as your very best customer is revealed with minimal effort in record time.

Guaranteed.

One seasoned marketing veteran sent me this message…

Bob,

“I used your POP/tool kit to define my copywriter’s avatar, believe it or not, your shit works. HA!” – GJA

See if I’m right. Or he’s right.

At least try it to see if YOU were right about WHO your best customer is and what they really want.

You might just be surprised.

-Robert Schwarztrauber

P.S. The toolkit puts into simple visual and template format, the same techniques I, and other smart marketers have been using for years to sell books, gemstones, coaching and other services – in addition to persuading a whole bunch of folks to do the things that we need done. Including businesses and various government agencies who are notorious for having a “policy” of not doing the very things we do get them to do! With the right toolkit, you can be more persuasive too! In everything you do,

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