Hint, Hint… It’s NOT the product and how great it is. Because, let’s get real, NO ONE cares about that “Grand Opening” sign in your window… unless there is something free in it for the customer.
“Create it and they will come” is a myth detrimental to your wallet.
The answer is you must be able to speak directly to your target customer (and specifically to them and NO one else).
Matter of fact, when writing, picture your ideal prospect and write to ONLY that person. (sometimes called your customer avatar)
What does this look like in real life?
If you have an email list that consists of all hardcore bodybuilders, how many of them do you think will open your email if the subject line was “Top Yoga Gear of 2024”?
Exactly, your response rate is going to be abysmal.
That audience needs something more along the lines of “Add 12 Lbs Of Rock Hard Muscle In 2024 (pro tip NEVER revealed before)”.
Watch your open rate skyrocket!
You must “walk a mile in their shoes”.
You must “enter the conversation in your prospect’s mind”.
You must understand their wants, needs and desires on an intensely deep level.
You must get that right or your customer won’t be able to relate to you… worse case, they might even feel like you are talking above them and antagonizing them.
So, get intimate with your customer and what they care about before you ever sit down to write.
In my next article, I am going to give you my Top 5 Money Sucking Research Methods I use to understand the customer on a deep level and validate a market BEFORE you ever get into it so you can all but guarantee your success.