All right, we all know that our words are what sell our products and services. (Oh, you didn’t know that? Better refer back to this post for more info.) But before you should even pick up that pen (or, more likely, break out the keyboard), there’s an important step that you need to take.

You need to get to know your target audience. Who are you selling to? And I don’t want to hear, “Anyone who’ll buy from me!” Of course, you’ll never turn away a sale, but when it comes to your marketing materials, you need to be writing to a very specific audience. They need to feel like you’re talking just to them, and that you get their problems. Then they need to trust that you (and only you) can solve their most pressing issues. Sometimes, really good copywriters can even convince people that they can solve a problem the client didn’t even know they had. 

But I’m getting ahead of myself…back to that first step. There’s an awesome saying in the book Tuned In by Craig Stull, Phil Meyers and David Meerman Scott that goes, “Your opinion, although interesting, is irrelevant.” Ouch. Brings you down a peg, doesn’t it? And the same goes for the opinions of your family and closest friends. Not that you should discount them entirely, especially if they happen to reside smack-dab in the middle of your target market. But you wouldn’t go talk to one stranger off the street and use that one opinion to build your entire marketing message, would you? Thought not. 

Okay, so this advice is all fine and dandy, but what does it mean for you? Basically, it means that you need to get out there and actually talk to your current and potential customers. If you’re an introvert like me, that’s a terrifying thought, but if you really want to grow your business, it’s time to get over it already. This conversation could be as simple as an email survey asking customers what they liked best (and least) about your products/services. You should also ask why they decided to buy from you, and if they’ll buy from you again and/or if they’ll refer you to their nearest and dearest. Some of the answers will surprise you, some will leave you glowing with pride, and others may hurt a little, but all of them should bring you one step closer to discovering what your customers really, truly want and need.

Only then can you craft (or refine) your marketing message. But more on that later!