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Just For You
Hey! Welcome to this week’s session.
I think you’ll like this one, so let's get into it.
One of the first things you should do before writing anything is to think about who will read it.
Who is the person that you’re speaking to?
Because that’s the reality.
A real person will read your message.
Not a number.
It may be tempting to write as if you're speaking to your entire audience…
(Total number of followers, people on your list, everyone that visits your site, etc.)
But it’s only ever one person at a time that will be reading.
So it’s important to write to them.
Narrow your focus to one person.
What is one problem they have and one solution you can offer?
Do this, and your persuasive writing will be much more effective.
Because if it works for one person, it will work for many.
Get To Know Your Audience
With me so far? Sweet.
So, if you want to persuade this person to take action…
Then you need to know who they are.
What do they do? What do they value? What problems do they have? What do they need? What do they desire? What pain are they in?
How can you help them?
It may seem like a lot but you can find these answers relatively easily.
Social media comments can be a gold mine.
People ask questions, raise concerns and tell you what they want all the time.
If you read and respond to your comments regularly then you will already have a good idea about who your audience is, and more importantly…
What the common trends are among them.
Do they find it hard to find the time to work out? Do they struggle with consistency? Do they need accountability? Do they play a specific sport that requires specific training? Do they want to build muscle, lose fat or just become healthier overall?
People will tell you everything you want to know if you are willing to listen.
Or if you ask.
Send out questions, post polls and surveys, gather whatever information you need to get a better understanding of the person that you are trying to serve.
You may also intuitively know the answers.
Have you:
Recently had a child and know the struggles of finding time to do anything, let alone work out?
Had a friend who was overweight and saw firsthand what they went through?
Worked with clients and received first-hand feedback?
If you have had experiences in your own life, or witnessed those around you, you can speak to them.
By getting to know your audience, you gain a much deeper understanding of the person you will be writing to.
As a result, you can tailor your message to be much more personal.
Alright.
Now you’re ready to start writing.
You know you’re writing to one person and know enough about that person to relate to them.
So tell them.
Let them know you understand their situation and that your offer can help solve their specific problem.
For example, let’s say I’m writing a sales email promoting a kettlebell program that’s created specifically for busy dads.
Knowing the person you’re writing to helps tremendously when trying to be persuasive.
In this case, the person I will write to is a busy father who wants to get in shape and be a good role model for his son. But he is always busy and struggles to find the time to work out.
The program contains quick and effective workouts that require minimal equipment and can be done from home. This makes it perfect for our father since I know he wants to save time and get in shape for his son.
(It’s like whoever designed it knew who they made it for 😉)
So, in the email, I would highlight how working out from home saves him precious time by eliminating his commute and having to wait around for other people in the gym.
Also being at home means his son can see him exercising. He can set a good example and help engrain good habits early.
By relating to the person you’re writing to, making it personal and relevant, you give them confidence that you know their situation.
And if you know their situation, they will believe you know what their problems are and how to solve them.
As a result, they will be much more likely to take action and invest in your training.
Write to one person.
Know that person.
Relate to that person.
Remember this and you’ll be golden.
Weekly Workout
Identify:
A person you want to write to.
A problem they have
A solution you can offer
Optional finisher:
Use this to create your next piece of copy (email, social media post, ad, whatever you like)
Here’s an example: I Wrote This For You
As always, let me know if you have any questions :)
That’s it! Great job!
Hope you liked this one.
Look forward to seeing you at training again next week.
All the best,
Beau 🫱🏻🫲🏼