Good Sales and Copywriting start with Empathy

In my last post, I encouraged you to focus on your ideal client. This involves understanding who wants to buy from you. In doing so, you’ve identified the hero of the story. Now, for the story to come alive, you must introduce a problem. Without a problem, we will never understand what your product or service achieves for your client.

What is the obstacle your client is trying to overcome?

Every solution is the answer to a problem. This sounds elementary but it’s the most overlooked part of sales copy. You know why you’re offering your service but your customer may not. 

This is particularly true if your offering is innovative and new to the marketplace. And, even if they understand the concept of a fitness coach, you aren’t the only game in town. Why should they buy from you instead of joining the national gym chain?

The greatest way to differentiate yourself in a saturated market is to make an emotional connection. The best way to do this is to empathize with the pain of your customer. Your job in writing copy is to help your ideal client feel that you understand their struggle.

You’ve likely experienced the difficulties they find themselves in. You need to help them feel like you do. Notice I use the word “help”, instead of “make.” Good businesses and solopreneurs are not attempting to manipulate anyone. Good salesmanship is all about listening, and it is never manipulative.

In the case of someone joining the gym, they may not care about cholesterol levels, rapidly clogging arteries, or muscle atrophy. But I bet they care a lot about how they look and feel. 

As you write, get out of your head and into your heart. Identify what the problem is taking from them. This could be time, money, sleep, energy, romance, etc.

What exactly is the problem you’re helping them to solve? Lay into the problem before you get into the solution and you’ll be on your way to writing copy that converts.

If you need additional help, download my free workbook, “The 6-Step Framework to a Sales Page that *actually* Sells.” You can use this framework to write any sales copy for your business or brand. 

Comment below- I’d love to hear your thoughts.