Bootcamp Tip:
Free Ways to Gather Vital Information on Your Target Market
Who's the most important person in direct-mail copywriting? Your prospect, of course!
The more you know about his feelings, beliefs, and desires, the better off you'll be. You already know about basic profile-building tools: studying data cards and buyer profiles, dissecting past promotions, reviewing your competitors' promotions, and personally trying out the product you're selling.
But what else can you do to make your prospect real to you?
Master copywriter John Forde suggests:
- Sitting down with the marketing team.
- Reading the books your prospects read.
- Taking your keywords to the Internet.
- Visiting the bookstore and studying the shelves.
- Finding someone in your target market and offering to buy him or her lunch.
Doing this extra research will help you reach your prospects on three levels: emotional, intellectual, and personal. When you're able to do that, you'll have an excellent chance of selling them a product that will make them wealthier, healthier, or wiser.
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