Here’s something most copywriters never tell you…
Not because it’s some secret we’re sworn to protect with out lives… and our keyboards. But because it comes so second nature to us we’re struck dumb when we realise other people don’t get it.
Happens to me too..
Yes… I know… I’m an idiot…
Anyways, moving on:
Yesterday I was having a friendly chat with an old artist friend of mine. He was wondering how he could sell his art services to a client who wanted a pic of him and girlfriend.
And it got me thinking.
What was he truly selling?
The client was obviously paying for a picture of him and his girlfriend but that’s not what he really wanted. The client has an emotional reason for buying the portrait far beyond simply getting a picture of him and girlfriend hand drawn…
If I where to guess…
I’d say he wanted a lasting symbol of his love with his girlfriend. A momento, cementing their relationship in a way no machine can.
Well, at least that’s my guess. It could be a completely different reason for all we know.
Look, in most cases your customer is going to have a deeper emotional reason to his purchase than what he’s just buying.
Men don’t just buy sports cars, they buy the envy of their friends and attention from the girls… and the raw masculine feel. If they didn’t want the envy of their friends, the masculine feel, and the female attention they would’ve got a cheaper car.
Women ( and men, actually… or at least I ) don’t buy perfume just to smell good. They buy the attention the perfume brings. The confidence it gives them.
Gamers don’t just buy consoles to game. They want to brag about their new console to their friends.
I’m sure you get where I’m going with this.
It takes massive, deep research to find out what this hidden emotional drive is. But knowing it is the difference between white hot copy, and copy about as useful as lighting an ice cold matchstick rainstorm.
Oh, and to wrap this up, you can team up with me to find out your market’s hidden emotional drives over at http://jaymakoni.com/work-with-me and we can start by diving deep into what your market desires above everything else. And using that info to sell them your solution.
But remember, we’d be doing them a favour by solving their pain. I’d be a total asshole move to craft a shit pitch when you know they need what you’ have to offer.
PS- SHAMELESS PLUG
If you want a cartoon portrait done of you, or a loved one, then you should check out my artist buddy Sid’s fiverr gig. I’m pretty sure you can use one as a surprise for someone.
Oh, and tell him “The Four Eyed Bastard sent ya”. He’ll know what it means.