Tips on how to Use the Buyer Avatar Worksheet to Nail Your Copy
Copying is one of the most important parts of your marketing strategy – but also one of the most intimidating.
And for a good reason. Writing a copy can REALLY be difficult. How should you know what to say in your email campaign so someone decides to finally buy your product?
We have a solution for you. The type of solution that describes exactly what to say if a reader is to become a subscriber or a customer is a customer.
Excited? We also!
We'll show you how to write a copy specifically based on your customer avatar. If you haven't heard of it yet, we have a customer avatar worksheet that you can use to find out exactly who your customers are.
This worksheet talks about their weak points, challenges, goals, values and purchasing power. There is even talk of what podcasts you hear, what YouTube channels you see, and which books are on your bookshelf. We become so specific that in the end you can tell us the name, age and marital status of your ideal customer.
Why do you need to know THIS MUCH about your customers?
This is how you find out what you need to tell them to show that you have the solution (also known as a product) they are looking for.
Let's get started
Use your clients' pain points and challenges to remind them what happens if they don't solve their problem
Every customer is just a person with a problem looking for a solution. This solution is your product and your copy will convey how well your product solves the problem. Companies often have great products – they just don't know how to show their customer avatar the value of these products.
This is where this copy comes in. The problem of your customer avatar causes them weak points and challenges. At DigitalMarketer, for example, you'll learn how to be a great marketer. The pain point of our customer avatar is that they are struggling with their marketing efforts for their small business. Their challenge is that they don't know where or how they can improve.
We have courses and workshops to teach them how to become really, really good marketers.
This means that our copy talks about how difficult it is to market and does not see the conversion and traffic you were hoping for (pain point) and does not know how to improve (challenge).
A copy that converts conversations about the pain point and the challenges a customer faces without your solution.
Let's look at another example you've probably seen hundreds of times in your life – a weight loss program. Customers of this program have the pain point of wanting to lose weight and the challenge of not being able to stick to exercise routines long enough to see a payout. You saw the copy in magazines or website ads that said, "Lose 20 pounds in a month and only train ONCE a week!"
Although we were flooded with such workout ads, there is a reason: they worked. Why? Because the copy indicated the client's pain point (20 pounds overweight) and challenge (not being able to stick to exercise routines … exercising only once a week is absolutely doable!).
Do you see what's going on here?
Talk about their goals and values to show them the after-state they will experience once they find your solution
Your customers have goals that go beyond just solving your product. For example, our business owner customers have a big goal to make more money for their business – marketing is just the turbo boost they use to achieve that goal. These goals go hand in hand with their values. For example, our business owners' customers also value the experience of owning a successful company and the freedom they are given.
This makes it much easier to write copies that motivate you to buy our products. We can show them how our courses and workshops help them make more money, realize this successful corporate vision and feel like they have achieved the ultimate entrepreneurial dream: freedom.
Every customer has goals and values. For example, an e-commerce trend clothing company for women has customers who aim to be fashionable. Your customers appreciate how they look and how they get them. This e-commerce company can use its copy to talk about how owning certain products can help them achieve their goals and live their values.
Show your customers how well you know them by talking about the books, podcasts, gurus, etc. they look up to
Who are you more likely to buy a product from, your best friend or a stranger on the street? If you said the best friend, you are with the majority. If you said strangers on the street, you are the ultimate "yes-woman / man". 😂
When you write your copy, you want to talk about your customers' vulnerabilities, challenges, goals and values. You also want to show them how well you know them.
By pointing to books that have had an impact on their lives, podcast episodes that have just been published in your industry, or something that a guru everyone is looking up to, is showing him how well You know him. You walk past marketing … "Wow, these people really understand me."
In a financial blog, for example, the podcast of Robinhood Snacks Daily could be mentioned. They know that their ideal reader is likely to hear this financial podcast every morning. So if you refer to this particular podcast, your readers will know that this blog is getting them.
Or let's assume that one of the greatest makers in your industry has just published a book. You would like to refer to this book in your copy and show how well informed your company is.
And just like that you change from a stranger on the street to a (virtual) best friend.
Tell them how you can use your solution based on their purchasing power
Every customer has different levels of purchasing power. For example, the customers of the trendy e-commerce clothing company have full purchasing power. Your customers are the ones who enter their credit card information and click the "Buy" button.
But not every customer has the same performance. For example, a marketer who wants to participate in our annual Traffic & Conversion Summit may need to be given the green light to buy by their boss. In this case, your copy should show that you know they need help to get their boss to buy the ticket for you.
To do this, we create an email template that marketers can use to send their boss and show them why it would be valuable for them to attend the Traffic & Conversion Summit. In our drip email campaign, we make sure that a copy of this email template is created in our copy so that our customers know that we won't let them dry and want a ticket. We covered it.
This way, you can use the customer avatar worksheet to make your copy by writing exactly what your customers need to hear.
Download the customer avatar worksheet below for free so you can start writing a copy of the conversion drivers.