I got the rare chance to hear Gary Bencivenga, one of the best copywriters in the world, share his maxims for success in copywriting and marketing. This is my attempt at summarizing them for you.
Your audience should be better off for reading your social media posts, emails, and even your sales page. Always provide value, whether they buy or not.
The heavy users are your core target audience. The type of people who are the best fit for your offer and the most interested.
It's the classic 80/20 rule in action: 20% of your customers usually generate 80% of your revenue.
Know who they are, what they want, and show them how to get it.
Happy customers will come back to you and buy again. And they'll tell their friends.
Clever copy doesn't create a product advantage. You can't invent or capture what doesn't exist.
Your first order of business is to create a killer product and a compelling offer around it.
Invest in outstanding copy. It can convert hundreds and thousands of customers at once. While a salesperson can only close one sale per call.
Dig, drill, and chip away until you have carloads of "ore" – aka insights into your target audience.
Aim for gathering 7 times more information than you can effectively use.
This will allow you to pick and choose the very best messages.
When you research your audience, always ask yourself these 3 questions from their perspective:
1) Why is this product superior to all other solutions?
2) Why should I believe you?
3) Why should I act now?
Writing is a craft for life. Practice it every day. There's always something to learn and to improve.
Review your maxims daily so you can lean on them when the going gets tough.
This is actually a David Ogilvy quote. And it's a reminder to do your level best each time you launch.