Copywriting Hotseat: Get into the head of your prospect: Marketing

Copywriting Hotseat:  Get into the head of your prospect

Do you know what it is that pushes your prospect’s hot buttons? What they are really interested in? What they talk about when they are with friends, out to lunch, or driving home from work?

How to be that one thing they read today that gets their blood boiling?

Robert runs a 1031 intermediary company. For those who don’t know, 1031 is a section of the tax code that allows investors to exchange properties and get a deferral of tax on their gains. It is similar to that enjoyed by homeowners (section 1034) but is a bit more complicated to pull off. You can’t just exchange properties. You need an intermediary (not your accountant) in order to make it work.

This is where Robert comes in.  He is marketing his services to CPA’s, but hasn’t gotten into their heads.  He doesn’t know what pushes their buttons, etc.  This is making it difficult to speak their language…to become one of them when he is writing.

They discuss ways to improve the results of their salespeople, how to get his mail into the hands of his prospect, and how to reword his hook to make it more compelling…

For example:  “Help me help you help your clients” becomes “How would you like to vacation in the Bahamas this year?”

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Stan Dahl & The Marketing Rebel Team

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