Copywriting And The Customer's Journey

How can you get people to take action based on what you write?

Someone once defined copywriting as "salesmanship in print" and I completely agree. It's the use of words to persuade your target audience to take an action.

I quite enjoy writing copy. It's so much more than just writing, it's researching, understanding who you're targeting; what they're going through, what they've gone through, what stage they're in along their journey.

Just like life has stages, business and customers do too. I'll dwell on the stages of awareness customers go through in this article but first, note that;

Copywriting is all about the customer

You need them to take an action; so you focus on their pain points whilst also positioning your brand as the solution. The customer is on a journey and when you figure out what stage they're on in said journey, your copy will be flawless.

There are 4 key stages a customer goes through in his journey to becoming a buyer. Today I'll share two stages with you. Let's call your customer, Jason, and your business, Gourmets Corner

First, Jason is problem unaware. By this, I mean that he doesn't realize that he has a problem, so why are you selling him a solution?

Let's examine this: Jason doesn't know he needs lunch delivered to him daily because the office has an assistant who does that. So your sales ad on socials which might read "Never stress about lunch anymore, let's deliver" is meeting him at the wrong stage of the journey. Instead, you could talk about the benefits of eating healthy, maintaining work/life balance and even throw in a free downloadable meal plan template. You know everybody eats and they'd like to live long, so don't try to be salesy. If the office assistant quits for a while, Jason is moved to another stage of the journey, stage 2.

Second stage is when Jason realizes his problem. He doesn't know that the industry you operate in can help him. That's what is termed category unaware. Jason doesn't know about your business.

Let's examine this- now that the office assistant is gone, he knows he needs to get lunch daily. If not, he'd suffer and his work will suffer too. He has realized his problem and knows he needs the service of a restaurant (category) to deliver meals to him. But which restaurant? Not yours, because he doesn't know you yet. Or does he?

I'll share the next two stages in the next article 😃. Stay tuned.

What did you learn from this?

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