Remember the old saying about what happens when we assume? We make an ass out of u and me.
But let’s face it… when you make assumptions about your prospects, it’s only you who looks like an ass. The prospect just goes looking elsewhere.
We all have different motivators in life. Some people want a quiet, comfortable existence so they can feel good about every day. Some want to seize the spark of creativity and reach their ambitions. Others simply seek financial security so they can pay the bills at the end of the month.
These motivators are crucial to the way you write your website content and copy. If you have no idea what stirs your readers, your potential customers and your existing clientele, you’ll never be able to compel them to take action.
There’s a lot of psychology in the mix. And the worst thing you can do is assume the answer.
Your Motivations May Not be Shared
Here’s where people often get stuck. We think everyone wants what we want. We think everyone feels what we feel. We perceive the world through our own filters, making assumptions that everyone else in the world is just like us.
We think that Joe Business really wants success because we want success. Joe might just want to quit worrying about his monthly mortgage payment. We think that Sally Entrepreneur wants more clients because we want more clients. Maybe all Sally wants is to work a little less and make the same income.
Your motivators are not those of your target audience. You may reach for certain ambitions and goals in life, but the people who buy from you may seek something very different – and therein lies the trick of writing website copy that converts.
If you can’t reach people and tap into what they want, you’ll never be able to sell them anything at all.
Walk A Mile In Their Shoes
Your website content has to separate what you want from life from what your target audience desires. Remember that you’re after one thing: sales. Whether you’re convincing someone to buy a product, to hire you or simply to listen to your great concept, you’re selling.
So how do you sell to someone who doesn’t think like you do? Become your target reader. Shed your own motivators, assume nothing, and rid yourself of your personal perceptions. Use method acting and role-playing strategies. Put yourself in your reader’s shoes.
You aren’t yourself anymore – you’re the target audience. These prospective customers might not want the same things you do.
Your reader cares about his own motivations. He’s trying to figure out where your company figures into that equation. Why should he choose your business?
Maybe his business is struggling, and he’s trying to keep it afloat. Maybe he has too much stress and needs ways to make his life more peaceful. Maybe he wants to cut down on his workload or boost his business.
If you know what motivates your buyer, you can sell him what you have. Just don’t make an ass of yourself assuming you already know.