Producing Writing Rocks?
Does writing terrify you? You’ve looked at business writing courses and wondered if they can help alleviate your fears. You may even have enrolled in some, then decided it was too hard to implement everything they taught you. It seemed like they were talking another language most of the time.
And when it came to trying to write content or copy for your online business, you either sat and stared at the blank page for hours, or it felt like your words were rocks, and heavy ones at that. The first scenario is known as Writer’s Block, and the second, well I’m going to introduce you to what I call “Writer’s Rock Syndrome”.
Would you prefer to enrol in business writing courses that teach you to create Writing Diamonds instead?
The secret to writing Diamond Quality content and copy is to learn how to break down the writing process into clear, simple steps. It takes more than just putting words down on a page. You may have been told product knowledge is crucial, and it is important, but it’s not what sells. No doubt you’ve been in some business writing course that teaches you that all you need to do to get rich is to share your story. That does work, some of the time, but not all of the time.
What you need to know right from the start is all about your customer, who they are, why they buy and what emotions trigger them to pull out their credit cards.
Once you understand this, you will find it really easy to write directly to them, in a way that is engaging, entertaining, and even effective at converting a tire kicker into a lifelong client.
How Do You Discover Your Customer’s Emotional Trigger?
Okay, so it helps to have a good imagination. However, if you don’t have one, there are things you can do, like ask existing users of whatever you are selling why they bought the product. If they don’t give you a good answer, dig deeper. Think of it as if you are digging for diamonds.
I had a lecturer at university who was always trying to get us to analyse the poetry he was sharing with us. I can hear you groaning in sympathy, right? Well, that lecturer was not going to let us off easy. He kept walking around the lecture hall, picking on students, and asking “How does it make you feel?” He didn’t stop at the first answer, but kept asking and asking and asking until he got to the core emotion.
That’s what you need to do with your research. If you don’t have any existing users, then do some deep self-reflection. What attracted you to the product? Why did you choose to buy it? What difference has it made to your life? And the last question is a two-part one: How did you feel before you owned it? And how do you feel after you have owned and used it?
Whilst self-reflection is not the best form of customer research, generally most small business owners really want to work with people just like them, so it is better than not doing any customer research at all.
It also makes a great starting point for getting over your writer’s rock syndrome and discovering the valuable diamonds you have buried within you.
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