Do you know what your ideal client wants?
If the answer to that question isn’t a resounding ‘YES’, then listen up! Only by knowing what it is your ideal client really wants can you understand what they’re searching for and where they want to be.
Why does this matter? Because, in your copywriting, you need to speak to these things in order to show your ideal client that you are the one who can help them get what they want.
First of all, think about: what is the thing that they want to actually achieve? What is their big dream and their big goal?
Then think about the pleasure points that surround this. Pleasure points are the things that you can hit on in your copy to remind your ideal client of the thing that they want – the thing that is actually motivating them to be on this journey.
As human beings, we tend to be motivated to avoid a loss more than were motivated to acquire a gain. But I also firmly believe that hitting on pleasure points and agitating the desires of your ideal client is just as important.
When it comes to wants or desires, there are two levels. First there are ‘tangible’ desires. This is the real, tangible thing that your ideal client is searching for (e.g. “I want a new face cream”). It’s pretty simple and easy to sum up into words.
Then we have ‘emotional’ desires. This is really the ‘why’ behind the tangible desire: why does your ideal client want this thing? Why does it matter? Understanding emotional desires is so important because of the role that emotions play in copywriting.
When you’ve figured out those emotional desires, then you can start thinking about the pleasure points. These are the thoughts, feelings and emotions around the thing that they’re trying to achieve/get.
By hitting on the pleasure points, you’ll be reminding them of what it is they’re trying to achieve and why they are on this journey in the first place.
If you can hit on these pleasure points and agitate your ideal clients’ desires in your copy, you’ll be able to paint them a picture and show them that you are the person who can help them make their dream a reality.
For more on this, listen to Episode 19 of The Copy Coach podcast.
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