If you want happy customers to use your service or buy your product, you need to focus on their needs and desires.
Unhappy customers leave when they can't find what they want--benefits and an easy way to buy. Perhaps your site has barriers you don't realize. If anything is difficult, customers will leave and give their business to someone else. Know your audience and write headlines that Wow them.
Know your Audience Before you Write your Book or Web site Copy
Before you list those benefits--you must know your particular audience. Who will buy your book? What are their biggest fears--their worries? What problem do they have that you can solve?
Know their Assumptions about You and Your Product. What is their number one life's dream? What are their assumptions about your subject or service? What are their excuses for not acting on what they want? Do they think your product is too much money? They don't trust you yet? Do they think there is no hurry? Do they think they don't have time to implement your skills?
Three Types of Audiences
1. The Narrow--one specific target market. No, not everyone will want your book. These folks have a common need or problem. Your product or service will solve that problem. For instance, www.stopyourdivorce.com's product already has its audience. They are compelled to buy because you are answering their one biggest need. They will buy on spot.
When all else has failed them, they want a cure right now because of their pain and discomfort. They don't want prevention. A good example is men--they don't want to prevent prostate problems, but once they are diagnosed with a problem, want a cure right now.
2. Short-Cut Time and Money Investment for a big payoff. The audience wants a roadmap to where he or she wants to go--fast! For instance, my ebooks and print books show professionals how to shorten their journey to book publishing and promotion.
3. Massive passionate audience. These are readers of Chicken Soup servies. Think about 68 million sold so far, and authors didn't even have to write book. Full of inspirational short stores, massive audience responds. It's sheer volume of sales like the 70 million who show Wal-Mart every day. One client wrote a how-to book aimed at now 70million baby boomers out there called Put Old on Hold. She's an inspiration herself--looks and feels like a 50 year old.