Feel your market’s pain – The DIY Copywriter’s mantra
As a DIY copywriter, “Feel your market’s pain” could (and should) e a mantra.
What are your market’s pain points? Whether you are writing for your own business or for a client, everything about copywriting is based on seeing things from the client’s perspective.
It’s not about what you have to advertise. That’s secondary. The client is looking for a solution. If someone wants to have the latest sports car, and his motivation is power or reward for a job well done, then these are the pain points.
The DIY copywriter needs to address those pain points and offer a solution.
A quick glance Maslow’s Hierachy of Needs gives you an insight into pain points.
• Food, shelter, clothing
• Safety, security, comfort
• Love (self, others, family)
• Esteem, recognition, status
• Independence, self realisation, accomplishment
This is where it gets interesting because your pain points may change as your priorities change. Also, what some people see as a “need” others may see as a luxury. Both “wants” and “needs” can be pain points.
A good start for you, the DIY copywriter, is to use yourself as a reference point. What are your pain points? What would you pay money for? What need or want would it solve and how? Look at marketing copy in this area. What works? What doesn’t?
