I’m unveiling a new blog feature: The Buzz.
I’ll share with you some of the tips and insights I’ve gleaned from my vast library of podcasts, books, and online content. Maybe even something I just saw from a movie or TV show. The point is that whenever I hear something that relates to direct response copywriting, I get giddy and immediately go into hyper-drive on how to use it in my own marketing.
And since I’m a generous woman, I like to share. So here’s my first take on “The Buzz.”
Most business owners and marketers are not their target market.
In Content Marketing Institute’s recent podcast of the “Weekly Wrap,” host Robert Rose mentions that many companies continue to think that they are the target market when in fact, our own use of social media, for instance, isn’t the way our audience uses it (8-9-19, mentioned at the 11:50 mark).
Takeaway: There are perhaps hidden audiences to your offering that you might not be aware of… yet. But discovering them and creating new content to reach them could be your way to open up those new markets.
This particular episode made me smile because it mentions two business principles that direct response copywriters already know: 1) You are not your target market and 2) The riches is in the niches.
That second principle about niches is exactly why direct response copywriters drill down to find the specific type of buyer for a product or service. The more detailed the description, the better.
When you focus on a particular niche, you’re then able to dive deep into their world. You discover their challenges, frustrations, and desires.
You also have the ability to customize your solution according to their needs.
In fact, when A-list copywriters gather together, they don’t talk about a hot copywriting technique.
Instead, they’ll ask their peers questions such as, “Hey, I’m writing this promo aimed toward the 25-35 age demographic of married women who just had their first baby. Know anything about this market?”
When copywriters dig for information, they’re looking for emotional impact. Anxiety, shame, worry, greed, anger, revenge, betrayal… these are the emotions that lie beneath our carefully cultivated veneer that we show the world. The emotions aren’t polite or politically correct.
Yet every one of your prospects wrestles with these emotions.
Very few business owners and marketers have the huevos to exploit these emotions for their benefit.
There’s a lot of self-talk about not wanting to manipulate people or “play dirty.” Unfortunately, these same business owners miss noticing that their competitors take advantage of a niche’s emotions while they’re left in the dust.
On one hand, it’s disappointing that businesses miss this opportunity.
But on the other hand, a part of me almost hopes they continue to be clueless.
That way, I can clean up the field for my clients, knock it out of the park and ring the cash register.
Dig deep. And don’t be afraid to press in where it hurts for your target market.
This edition of the “Weekly Wrap” focuses on diversity and I liked it. Too often, we think we know our markets but often do not.
There are underserved markets out there. If you find them, there’s a good chance you’ll prosper.