Where high-converting messages come from

Where high-converting messages come from

Topic
Copywriting
Research
Publish Date
Apr 1, 2021
Must-Read
The messages that make the biggest difference on your sales page or website don’t come from a copywriter or the inside of your head.
Nope! They come directly from your audience.
Now, you might argue: “But I know what I’m selling. I just have to explain it to my audience.”
The thing is, you aren’t actually selling a product or service…ever.
What you’re really selling to your prospects is a better version of themselves. 
A version that’s healthier, happier, gets more done, looks good in front of their boss, feels comfortable in their body, or shows up confidently in the next meeting.
And you need to understand what your clients' “better version” of themselves looks like.
But when you stay in your own head, you only know what happiness means to you. It might be totally different for them.
Only the people who have already bought or are likely to buy your solution can tell you what they really care about. When you know that, you can mirror it back to them on your website and sales pages with the exact words they use. 
Suddenly, they’ll feel like you’re reading their mind.
By joining the conversation that’s already happening inside their heads, you’re showing them that you “get” what’s going on in their life.
And what happens if we meet someone who naturally seems to understand us and our struggles? We feel a sense of connection and are much more open to what this person has to say.
Ultimately, that means your prospects are more likely to be glued to the page and convert into paying clients.
 
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