Copywriting: The One Thing That People Want, In Any Niche

Market research can be a massive problem.

If you spend too little time researching your market, you won’t know how to speak to them in their language. No connection means no sales, no conversions, no opt ins, etc.

If you spend too much time researching, you’ll soon become overwhelmed by the amount of information and have less time to sell to them.

I know of copywriters who spend weeks, even months, researching their market before they sit down to write a single word. Even if they get great results, few people can set aside that much time to research.

So how do we solve this problem? How do we do the right amount of research?

By applying the principles of human nature first. There are things about human nature that are unchanging, no matter how sophisticated we think we are getting.

And no matter how technologically advanced we seem to be, there is still that basic human nature at the core of every one of us. Some hate it, some love it. As marketers, our opinion doesn’t matter. We should only be concerned with what works, what advances the sale, and what doesn’t.

The big three markets: wealth, health, and relationships have been around a long time and will be around for a long time. They are extensions of human nature.

We can assume those markets exist, and many more based on what sells.

And now, let’s take our analysis of human nature a little deeper.

Say you did a survey. You asked a group random people the question, “what do people want?” You’d probably get a wide range of answers. From “a new car!” to “an island vacation!”

Almost all of these answers will be wrong because they are superficial.

The real answer, the answer that will unlock sales for you comes from one of the greatest copywriters in history: Eugene Schwartz:

“What people want is a miracle!” -Gene Schwartz

And there is it. People may SAY they want an island vacation, but what they are really saying is they want a miracle. Same with an expensive car.

Those things aren’t that difficult to get, but most people hold them in the same category as miracles happening to them.

If “miracle” sounds a bit over the top, substitute in the word “transformation” instead.

As a copywriter, you must describe how your product or service connects with the transformation they are seeking.

Say I was looking for a social media manager and got these two responses:

“I can be your social media manager. I’m really good at it.”

“I can increase your brand awareness and get your customers excited bout your business.”

The same service, but one promises transformation, and the other promises… to be an employee. Who would you hire?

For more copywriting tips and a free headline swipe file, go to https://www.richardwinser.com