Your Avatar. It’s the one person who represents your perfect customer—a single “stand-in” who is the generalized amalgamation of the qualities and characteristics that make up your best customers. Among business owners, “Avatar” is a popular buzzword right now. Back in the day, before this word came into vogue, we were calling it the “target […]
Monthly Archives: May 2019
Copywriting Tip: Humans Are Messy Contradictions And You Have To Appease Them All
People are messy contradictions. I hinted at this recently when I said that people want to feel both unique AND part of a group. But that’s not the only contradiction. They are naturally drawn to those whose lives are together but they hate people who are too perfect. They are sick of things that are […]
Copywriting Tip: Eliminate The Risk Of Embarrassment
You might think that your prospects’ biggest risks are that they’ll lose money or your solution won’t work for them. Those are risks but not the biggest one. The biggest risk your audience faces is the risk that they will be embarrassed by buying your solution. We care very much about what other people think […]
The Battle Inside Every Entrepreneur
Here’s something I’ve been thinking about for a long time. It’s inspired by a single sentence I read once in a large volume of writing by personal improvement pioneer James Allen… “You will become as small as your controlling desire;as great as your dominant aspiration.“ My thoughts on this… Entrepreneurs and high achievers have a […]
Copywriting Tip: Let Your Reader Think They’re Unique (Even Though They Aren’t)
Newsflash. Humans are basically the same predictable people that we’ve always been. There’s nothing really shocking or unique about us. That said, we all desperately want to be unique (while ironically wanting to fit in. It’s complicated). Here’s what this means for your copy: you need to help your reader feel that they are unique […]