The most impor­tant part of your copy is not your head­line, not your offer and cer­tainly not your ben­e­fits. The most impor­tant part is your customer.

In the last few weeks, I’ve been cri­tiquing some pretty good copy. Very well-​​written and com­pelling. But if the con­ver­sion rate is low (hence, the rea­son why I was hired to con­duct a cri­tique con­sul­ta­tion), it’s because these saleslet­ters do not tar­get the right audi­ence for the offer, or the author and the copy fail to con­nect with their readers.

Research­ing your cus­tomer in depth is vital to the suc­cess of your copy. It’s not only an impor­tant com­po­nent of tar­get­ing and qual­i­fy­ing the best prospect for your offer, but also an effec­tive way to dis­cover new ideas, dif­fer­ent angles, cap­ti­vat­ing sto­ry­lines, unsought ben­e­fits, and appro­pri­ate length and lan­guage of your copy that will con­vert more.

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Some peo­ple have asked me quite a few ques­tions in the com­ments sec­tion of my last arti­cle, “How to Write Carrot-​​Wielding Copy.” And some of these ques­tions were immensely valuable.

I could have answered them within the com­ments sec­tion. But because I believe my answers might be help­ful to a lot of peo­ple, and that the com­ments may be over­looked by many, instead I decided to do in a sep­a­rate post.

Here it is:

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