How Do I Write Copy & Ensure The Design Of My Funnel is Specific To My Target Market?
I’ve just had someone ask me “How do I write copy and ensure that my design is specifically talking to my target market throughout my my marketing and my funnels? “
I think that’s a that’s a fantastic question because the person asking this question is already considering their ideal target market. And they’re not just looking at their business.
Our entire ethos here at Think Like a Fish is you make everything in your marketing about the client or the customer, not about the business.
This sort of thing doesn’t happen by luck. It happens by design, and you’ve got to be quite purposeful in your intent to do this. Because, really, if you think about it, your marketing has three core functions.
- It needs to connect
- It needs to educate
- It needs to change
And it generally has to go in that order.
Because if you can’t connect with somebody emotionally, they’re not going to continue paying attention. If they don’t pay attention, you won’t be able to educate them about their current reality, the problem that they are facing, what’s possible for them, etc.
Meaning they’ll never be able to see what’s possible or what potential outcome or result they can achieve by buying your product or your service. Plus, if you can’t show or educate people in how they can actually achieve that through what you provide, then they’re never going to be able to potentially change their situation.
If you can’t show that through your copy, your marketing, your funnels, your design and your images, and all that kind of thing, you will struggle to make sales.
Maybe it’s a little bit counter-intuitive, but I think what your copy is designed to do is not necessarily what you would think…
When you write copy, it’s not about making sales.
It’s not about trying to convince, or persuade, or coerce people into buying or doing or thinking something that they don’t need, want, or believe they need.
If you think about it in that way, you’re setting yourself up for potential disappointment because…
Ultimately making a sale isn’t in your control.
The decision whether somebody buys or not lies with your prospect or with your client, NOT you. You only have control over the process that brings them up to that point of decision.
If you think about it, really the purpose of your copy is to give people clarity on how it’s possible to solve a problem that they already have. One that they already know they want to solve, or achieve a result that they want to achieve or realise a desire that they already have.
Everything in your marketing will make it easier for that person to buy, not to buy or go with somebody else, whether you know it or not. That’s also what your copy is there to do.
Align your values with what that prospect already believes.
The ultimate aim of your marketing is to really build trust with a person that you’re the best guide or the best solution to help them achieve what they ultimately wanted to achieve.
Because, really, great marketing is all about showing transformation.
Somebody is at point A, they want to be a point B. The gap is the difference, that’s the transformation and that is where you, your product, or your service comes in. Within your copy and within everything that you do, if that is what you think about, and you put this at the core of what you say and how you say it, then you’ll sell the hole in wall, not the drill.
Ultimately, it’s more subtle, because when your copy achieves all these objectives, what tends to happen when you’re in front of the right person with the right type of message, then the sale becomes a natural byproduct doing your process well.
Because what you’re really doing throughout the copy in your funnel is you’re taking someone on a guided journey.
A guided journey of discovery.
Somebody will only come to a realisation or a discovery when they’re ready.
The only real control that you have within your copy and everything within your funnel is to help a person along their own journey. If they’re not ready to buy at that point in time, you want to make sure you’re at very least moving them towards closer the point where they can make that decision to buy.
Said in another way, that guided journey or discovery is really about how you show that by buying your service, your product, whatever it is you’re selling, will provide a faster solution, or less stressful solution, or less embarrassing solution.
Something that’s more satisfying, more pleasant, more, etc. This is all about the emotional and psychological side of what your client is dealing with, and what they want. That’s what needs to lead in your copy. The emotion, the storytelling, the way you guide somebody through solving their problems.
Look, I don’t claim to be a master copywriter, very few people can. But I know how to uncover the things people are thinking in a way that makes any copy I write 90% as effective as the masters. That’s because the way I write copy is before writing a single word, I actually start by talking to a human being!
What we use at Think Like a Fish is a specific questionnaire. We have a couple of different ones depending on if it’s an existing client or a prospect, but the core of it is based around problem / solution.
For example, one of the questions we ask is, “the problem that you’re trying to solve, is it (was it) an issue for you?” Because obviously you want to make sure you’re actually talking to someone that’s dealing with this problem or has dealt with this problem!
Then you want to ask questions like:
- Why is (was) this problem an issue for you?
- What do you feel the consequences would be of not solving the problem?
- What is (was) the worst thing about it?
- When you think about (the problem), how does it make you feel?
With every one of these questions, you’re looking to probe more… “Okay, tell me more about that. okay, what else?”
You’re really trying to draw it out of someone. Then you want to understand their perceived (or actual) reality after solving the problem, because you want to understand what they think the solution could be, or should be, or how they envisioned (or experienced) things to be different for them afterwards.
- If you’re able to solve the problem, what do you think will take place?
- What would your life, business, health, (whatever it is you do) look like or be like after you’ve solved the problem?
You can go through these sorts of questions and you ask them in a fairly systematic and methodical way. But at every point, you’re pulling things out, trying to dive deeper. Because you’re trying to pick up their language. You’re trying to understand what it is that the person is thinking.
Then you can structure your sales copy in a way that uses the majority of their words and their language.
So you don’t have to sit there and go, “Oh, crap, I’ve got to think of something to say. I got to think of a headline.” You actually pull it out of the people that you’re trying to help and serve.
That’s what we do. We record these. If possible, we do it via video. If we can do it face to face, we will always have a recorder. We then want to transcribe it because that will make things easier to put things together.
Once you do this, really, 80% of your work is done. Because you then just look at the structure of how you’re going to present your offer and your copy throughout all of your marketing. This will give you content for a lot of great marketing campaigns.
Let’s use an example of a sales page. You would start with whatever it is their biggest problem was at the top as a headline. It can work very effectively as a quote from someone:
“I was embarrassed about my body for years, but it was only when my four year old grabbed my belly and laughed, that I had to do something about it“
It’s that kind of thing.
You start with a problem and then you use the solution.
You don’t have to go and describe your solution in detail, you’re just hinting at it here.
“4 weeks later, my four year old was laughing when I was able to chase him around the garden for an hour…”
So you’re leading with the problem, then giving a tease about the solution, but not actually giving all the details.
Once you’ve done that, you want to describe the consequences of the problem. Both what they’re experiencing now and also what would happen if they didn’t solve this problem. All using the exact words given to you by someone who’s been through the very problem you help people solve.
Once you’ve created a vivid picture of these consequences, then you describe your solution in detail. You’ll lead it with a benefit and always relate it back to the person. How the benefits can help that person. How the benefits of that solution really does help them, from all of the things that they told you in the interview.
Once you’ve described your solution, you’re going to start bringing up any objections that you’ve pulled out of that interview that they may have, because you know them from the questions you were asking. You bring them up and you overcome them up front, because you want to make sure that you’re not leaving anything to uncertainty.
Objections handled, you’ll want to show how you minimise the risks, or reverse the risks if you offer guarantees.
Finally, you just need to tell them what to do. You need to give them a very clear call to action. Whether it’s a sales page or if it’s purely an opt in for some kind of lead magnet. You need to be very specific and tell them what to do. If you can put some urgency or some scarcity in it that’s genuine, that also helps at this point to move somebody to action.
That’s really how how you can look at creating copy throughout a funnel that very specifically talks to your ideal profile client.
It’s no real revelation. You do it by actually talking to the people you want to help in the first place. Understanding how they’re thinking, understanding the internal struggles and what their life looks like and what their struggle looks like, how it feels, and all of that.
Then put it in to the copy that you write throughout your funnel so that will that will draw somebody in, show them that you understand them, you understand what it’s like to be them, and you are the best person to help them.
Stop staring at a blank sheet of paper.
That’s why I would always look at interviewing somebody before writing any copy. Make it easier on yourself and use their words. Use the things that they say.
They will do it a lot better than you. Their words will be laced with emotion and frustration. They’re always going to be talking in a way where there is a hope for a solution. And there is. You have that solution. You just need to tell them about it in their own words.
That’s how I look at the copy. As for the actual design and look of things, any kind of imagery that you might use, photos, illustrations, anything like that, needs to connect with a particular emotion that you are dealing with in that particular time.
There is a place for product photos for example, but I wouldn’t make it the first thing they see. It needs to have an emotive connection and it needs to show what the end result could look like.
If you’re showing a problem, then maybe it’s showing somebody dealing with that problem at that particular time, or someone like them showing the emotion that the problem illicit.
So that’s how I approach things. It’s not the only way, but it works for me and our clients very well!
If you would like a copy of the questions that we use to interview, then by all means send me a message using the Messenger app at the bottom right of this page and I’ll be happy to send one to you.