Match Your Language to Your Audience for Better Copy & Better Results
By: Nick Maier
Tags: Copywriting Tips, Words, Marketing Communication, Copywriting, Copywriting Services

W have any incredibly exciting question coming today about how we can share the right message the right way to the right people to ensure that they hear it…

I love this kind of topic so much is because it’s all about language… the truth is that inside of your entire audience and dream client, there’s 3 different psychological frameworks that they can fall into when they come across your copy and message…

Inside of each of these three singular psychological frameworks, they need to hear a different message — they need to be told different stories — they need to hear different words

Hyper specificity…

Hyper targeting…

Better results

The three frameworks?

Cold Warm Hot

If someone is hot, they are ready to purchase. They know who you are. They know what you’re all about. They know what you offer, they like you, they know you, they trust you. They are simply waiting for you to offer them the thing that is going to solve their problem.

In regards to language they’re going to know all of the technical jargon, they’re going to know about conversions, they’re going to know about increasing sales, they’re going to know about bringing in new clients by Christmas…

They’re likely people who’ve been referred to you or they’ve been inside your community for quite some time. You can talk to these guys like you would face to face with someone who knows your industry as well as you do. This is about “here’s your problem. This is what I’ve got for you. Here’s what you’ll get out of it. How does that sound”…?

When we bring it down to the warm level — these guys have essentially dipped their toe in the water. They’ve likely just entered your world. They know that they have a problem, they know that there’s something inside and they want it solved, and they know what the solution could potentially look like…

They’re interested, they’re looking around, they’re window shopping. So, when you express and communicate yourself to these people we want to keep that in mind we don’t want to be as upfront as we are with hot people

What we do want is to tell better stories

We do want to intrigue them

We do want to deepen the relationship and the connection between ourselves

To get them to know us, like us, and trust us more we tell stories that position them in the role of the hero and take them through that emotional journey. We say “hey, we understand fully where you are right now. We’ve been there ourselves, it sucks. Really, that’s we experienced this and this and this, and it’s highly likely that you’re experiencing the same thing, or potentially this and that’s why we created this that’s why we do this, that’s our mission. That’s why we exist. Here’s how we support people with it. Would you like some more information? Can I support you with this info pack? Can we support you with this free training — check it out, see if it’s the right fit for you and then come back to us…”

Warm people are essentially putting their hands up to say hey, I’d love some help, but I’m not quite sure what that is right now. I’m not quite sure what I need exactly…

Then we have the cold guys. And these guys are freezing cold, they have no idea about any of this. They only know that they’re experiencing something right now and they want to make a change, but they don’t know what to choose from all of the abundant options available to them

They’re wondering what is going to work best. They’re going to be skeptical. They’re going to be very, very challenging to start a conversation with. What these guys love though? FREE STUFF! They love the opt ins, they love the baits, they love hooks

This is the level that we’re thinking about getting these people in how can we offer them something. They’re already problem aware, they know the pain that they have. So how can we make them aware of our unique solution, our service our product to that problem? How can we start a conversation with them to show them that we are the best person for them right now to support them in solving their problem

Remember — It’s not about your shiny shit. They don’t care about that, they care about themselves. They care about solving their problem. That’s all…

So in our copy we need to acknowledge this and express to them how much we would love, be honoured and grateful to be able to support them in doing just that. Here’s something for free to show you what we can do…

Pick your outcome Pick your audiences mentality Write your copy specific to that mentality Profit

Simple

Nick Maier

@nickmaier__