Chapter 4. Understand Your Customers
The second half of information that you need to get is information about your
customers. By the way, some of you might think that knowing your
customers should be done first before knowing your product. Yes, that is true.
But it is also true that knowing your product should be done first, too. So,
what exactly do you need to do? Nothing. Just do whatever you feel like
doing first.
Knowing your product or knowing your customers can be done
interchangeably. That means that you can do any of the two first. Usually, it
really depends on your situation. And it is common that copywriters are often
situated to know what the product is first and are restricted to a predefined
target audience.
However, even if you already have a predefined target audience (usually set
by your boss or client), you still need to know them. By knowing them
further, you might find important data that you can exploit to improve your
copy.
Also, be reminded that no copy can attract all customers. In most cases, you
might need to use two different copies in order to achieve a higher lead
acquisition rate.
With modern advertising platforms, like the one in Facebook, you can target
your ads toward a defined set of people with ease. Due to that, it is common
nowadays for clients, who use such ad platforms, to request multiple sets of
copies.
Anyway, moving forward...
