Why Audience Research Is Such An Important Part Of Writing A Salespage

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Have you ever written a salespage?

If so, chances are you made the same mistake most rookie copywriters make.

You were so excited to use the skills you’ve been learning… so excited to write your first salespage… so excited to start making some money… that you skipped the first step in the process.

You forgot to do your audience research first

We all do it the first time we write a salespage.

We get so fired up to get started that we skip the boring stuff and go straight to the sexy stuff – the writing.

But, as you probably learned, that’s a huge mistake. Doing a deep dive on the people you’re writing for BEFORE you start writing is non-negotiable.

If you want to write a salespage that converts, knowing your audience inside and out isn’t just a good idea, it’s the most important part of the process.

Why is it so critical to know your audience before you start writing your salespage?

You Have To Understand Your Audience’s Biggest Problems

To sell anything you have to understand your market’s problems and show how your product or service can help solve it.

The issue is, it’s not so easy to pick the right problem. Your product or service probably solves a lot of different problems for several different markets.

For example, you’re selling a muscle-building product for men

What’s the biggest problem that your market faces?

Do they want more muscle so they can pick up girls at bars?

To improve their athletic performance?

To get their wife to look at them like they’re 25 again?

To be strong enough to play with their grandkids?

Because those are all vastly different salespages selling the same muscle-building solution.

That’s why you have to understand YOUR market’s biggest problems

You have to know what issues they’re personally dealing with so you can show how your product or service can help.

Otherwise your salespage talks about “How To Get Jacked And Pick Up Girls At The Bar” and you’re wondering why your market of 55 year old married men isn’t buying it.

picking a problem and hoping it works isn’t a good strategy

Dig deep into your market.

Figure out their biggest problems. Get to know exactly what their struggling with.

Because when you hone in on your market’s biggest problems, you can craft a sales message that resonates with them, making it nearly impossible to ignore.

You also Have To Know Their Biggest Frustrations

Chances are, this isn’t the first time your prospect is buying something to solve their problem.

They’ve probably had this problem for awhile and have tried other products or services that didn’t work for one reason or another.

Like with your muscle building product

Your market has probably tried other programs that promised to get them jacked.

But once they bought it, the workouts were too long and hard.

Or the diet was too boring. Or they got hurt doing the exercises.

Whatever it is, they have lots of frustrations with the solutions that are already out there.

So when you make the same claims that everyone else is making, they’re going to be skeptical.

The way you get around that is by knowing their frustrations and addressing them

Tell them how you shortened the workouts so they don’t have to spend hours in the gym every week.

Tell them how you crafted the diet so they can still eat the foods they like.

Tell them about your in-depth videos that teach them how to do everything correctly so they don’t get injured.

Get to know your market’s frustrations with the solutions that already exist

Then address them in your salespage.

Show them how your product fixes those frustrations.

Because if their frustrations aren’t addressed, it doesn’t matter how many hyped up claims you make, they’re not going to buy.

And You Have To Be Able To Speak Their Language

Getting people to know, like and trust you is one of the most important aspects of selling.

And it’s not easy to do through a salespage.

However, one way to get them to know, like and trust you is to speak the same language they do.

We tend to like people who are similar to us

It’s just human nature. We like people who are like us and dislike people who are different.

So you have to let your readers know you’re “one of them”.

You have to signal to them that you’re someone they can like and trust.

On a primal level, speaking the same language is the easiest way to do that.

study how your market speaks

Use the same words and phrases that they do.

Make references that they understand. Speak their language.

Because when your writing sounds just like your prospect’s own words, they’re more prone to liking you, trusting you and buying from you.

Do Your Audience Research First

I get it. Audience research isn’t exciting or glamorous work.

But make no mistake, it’s highly profitable work.

If you want a salespage that converts, it all starts with the audience research.

You have know your market inside and out, better than anybody else.

And when you know your market at that level, not only does it make writing your salespage easier, but your conversions will skyrocket too.