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Once you know him better than his own spouse, you know how to speak to him. You know precisely what benefits to stress, what emotional buttons to push. And you know where to find him when you’re ready to do it.
Let’s say Mr. Prospect is a middle aged male who works in corporate middle-management. But you dig deep, and find out that he’s also typically a political junkie. You could use that knowledge to advertise in Time or Newsweek. But you’re not satisfied, so you dig even deeper and find out that Mr. P is left-leaning in his politics, and has a passion for environmentalism. His greatest fear is that planet won’t be in good shape for his grandchildren.
Now, you can focus on Mr. P like a laser. Skip Time and Newsweek and advertise in Mother Earth News. Send him sales letters on recycled paper, and find a way to connect your product or service to a healthy planet. Now you’re pushing his buttons, and Mr. Prospect becomes Mr. Customer.
It takes time, effort, and research. But once you really know your target, hitting him where it counts is that much easier.
Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" and "7 Ways To Get A Pay Raise From Your Web Site" is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at www.dramatic-copy.com. Dramatic Copy: Copywriting That Dramatically Increases Your Business.