The most persuasive marketing rarely begins with clever writing alone. Businesses that listen closely to their customers often uncover the insights and language that resonate most with future prospects. In today’s FA Alpha Daily, we examine why your target market can be the key to creating more compelling client conversations and marketing messages.
FA Alpha Daily
Return Driven Strategy
Powered by Valens Research
Copywriter.
―a person who writes persuasive written content for marketing and advertising purposes. A copywriter is responsible for providing consumers and clients with information about a particular service or product.
Given this definition, you might think that copywriters are those who write the BEST written content.
(You might have even hired one at some point.)
Photo from Unsplash
Well, it’s reasonable to assume that. After all, they are the ones who keep writing and thinking of ways to capture their readers’ attention and compel them to act on a certain call-to-action (CTA).
YET…
Did you know that according to A-List copywriter David Deutsch, the one who writes the best, high-converting copy is not a copywriter?
Allow us to repeat that: That person is NOT a copywriter, nor some AI chatbot.
Instead, the person who writes the best, high-converting copy is…
Your TARGET MARKET!
Pain Points… and Where to Find Them
Think about this: The way they talk about the problem/s your product solves via social media…
… the way they talk online about their search for solutions to their pain points…
… and the way they talk about the features and benefits of that solution/s with their peers.
Aren’t those some of the best and high-converting copies out there?
Just imagine this in the context of customer experience…
Since customers find it easier to believe their fellow customers, you must make sure every point of interaction with your prospects is POSITIVELY memorable and worthwhile.
Why?
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Customer satisfaction is important.
Customer experience is key to exceeding your prospect’s expectations. As a business owner, manager, marketer, or copywriter, you have to be trustworthy and reliable.
In other words, you have to ensure your brand’s products or services provide what they guarantee.
By keeping an eye on the entire customer journey, you’re showing your would-be clients that you’re committed to giving them a positive experience and superior service.
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New clients are more likely to be loyal.
Creating a positive experience around your offerings impresses new clients and compels them to keep doing business with you in the future.
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Having a community of customer advocates is a powerful marketing tool.
75% of consumers don’t trust view ads in a positive light. So instead, they’re turning to third-party validations when planning to make a purchase or in this case, hiring a financial advisor.
These third-party validations include word of mouth, reviews, and testimonials from fellow prospects and clients
So, always strive to create amazing experiences and go above and beyond in serving your prospects! By doing so, you’re highly likely making an advocate out of each one of them.
All these highlight an important principle: Know your prospect!
… and here’s how you can do that:
Connect with your prospects and clients and give them a good customer experience.
Get them to open up to you, ask them questions, know them more, and politely answer some of their objections.
You’ll see―as you converse with them, you’ll find that the words coming out of their mouths (or their minds) can be part of high-converting copies that will draw others towards your practice.
So, stop doing all the copy work by yourself!
It’s about time you involve your target market and clients in writing the best copies for your practice.
Best regards,
Joel Litman & Rob Spivey
Chief Investment Officer &
Director of Research
at Valens Research
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