Finding “the why” is the single most important job of a copywriter. Without it, you’ll be slamming your head against the wall trying to figure out why your copy isn’t selling any products. 🤷♂️
To avoid unnecessary neck and head injuries, we’ve put together some information to help you on your quest to write better copy.
So how do you find the why?
It all starts with research. Research helps you get into the buyer's brain and find what makes them tick.
When researching, look in unexpected places where your target customer might hang out: forums like Reddit, social media sites like Instagram or Facebook, reviews of competitor products on Amazon, etc.
You mustn’t skip this data mining stage as this is where you‘ll find the language people use and the reasons why shoppers with similar interests buy.
Eg. “I bought this food processor for my wife because she loves her morning smoothie—but hates waiting for it to blend, how hard it is to clean, and how noisy it is.”
Extracting this juicy intel from customers can help you quickly hone in on the features and benefits of a product. And when you discover the why— “I need a quiet blender that’s fast and easy to clean” you can use it to pre-handle objections.
Everyone’s “why” is different, but at the end of the day, people usually want to save time, save money, or show off their fancy new blender to the neighbors. People rarely buy things for logical reasons. They buy based on emotion. And once you understand this, everything starts to fall into place.
Pro tip: See Maslov’s Hierarchy of Needs for a full breakdown of the reasons people buy.
🔚 Summary
Customers can smell a salesperson from a mile away. You have to show them that you understand audience pain points before selling to them.
It’s like dating. You can’t just go in for a kiss immediately (unless you’re European 💏). You have to start with a date or two to establish rapport before making any moves.
By using your customers' lingo and proving that you’re picking up what they’re putting down, you can disarm their shield and secure the W.
If you’re looking for new ways to spruce up your copy, reach out to the Pilothouse Creative Team! 🚀
