How to match your marketing with what your prospects want

How to match your marketing with what your prospects want

by Tom Trush

Here's a quick tip for the next time you need to create copy that connects with your prospects and makes them eager for what you offer ...

This piece in the persuasion process is one you can't overlook because it helps prove to prospects you understand their situation. As a result, you get viewed more as a helpful friend than a sly salesman.

So here's the tip ...

Before you begin writing, you need a clear understanding of your prospects' thoughts. Or, as renowned copywriter Robert Collier stated in The Robert Collier Letter Book, you must "enter the conversation that's already going on in your prospect's mind."

You see, once you understand your prospects' frustrations, beliefs and desires, your copy can explain how your offering bridges the gap between where they are today and where they want to be.

Make sense?

Now, before we go any further, let's get clear about something else.

Your prospects' primary concern is not your goals, your mission or your company's history. They also have little concern with what you want to sell them.

What your prospects want to know is how you can help them solve their problem(s). Fortunately for you, these issues are often at the forefront of their thought process.

One way to match your marketing with what's in your prospects' minds is to simply survey them. If you're actively building a prospect list using your website and other marketing mediums (which you should), then ask your subscribers about their most pressing issues related to your product or service. If you have a targeted list, you'll find several shared frustrations.

Another mind-matching marketing technique is to tap into current events. For example, as I write this article, news about the tornado that ripped through Joplin, Missouri, dominates most media. Is there a way you can apply this tragedy to your marketing?

Or, is there an upcoming holiday you can work into your next promotion? What about a celebrity making news?

And, finally, your website analytics act in a similar manner to a survey when determining what your prospects want. If your website delivers value to visitors through frequently updated, educational content, begin monitoring the keywords and phrases visitors use to land on your pages. Before long, you'll notice trends you can use to create more content and solutions for your prospects.

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