One effective approach is to conduct market research to understand what matters most to your target audience, including their goals, challenges, and desired outcomes. Other valuable tactics include talking with current customers, conducting surveys and focus groups, and reviewing customer reviews and testimonials. Additionally, you can look at your data to identify trends in customer behavior or common pain points that could be addressed in your copywriting. Once you clearly understand the benefits and pain points associated with your product or service, you can use this information to inform the messaging in your sales copy.