Copywriting – not merely advertising, but all writing to persuade – needs to get a response. The only way to do that is to connect with your audience: you need to know how they think, and what they want.

Ask yourself questions:

1. What are your customers’ fears? What keeps them awake at night, and nags at them throughout the day?

2. What enrages and frustrates your customers? Step into your customers’ shoes, and try to feel what they’re feeling.

3. What dreams do your customers have? What are their goals? Do they have hot-buttons – trigger words which are used in their industry?

4. Competition: who competes with your customers? How can you help them to surpass their competition?

5. What will motivate your customers to act?

6. Have your customers ever been disappointed in the product or service you’re offering? How?

Thinking about these questions, and writing down some answers, will inspire your copy, and you’ll get the response you want because you’ve made a connection.

[tags]business writing, copywriting, response, persuasion, connection[/tags]

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