There’s nothing on this planet that drives more sales than fixing a problem. We all have them, and they all differ in severity (severity is a combination of time, difficulty, and resources).
Write down your own list of problems. Do it right now while you’re focusing on them. Set a timer for 5 minutes and write down everything that comes to mind (personal, business, anything).
Now put them in order of neediness. If your problem is not enough money, and you can’t pay the rent this month, then it’s probably your top problem.
If you haven’t eaten anything in 2 days and you have no money, then getting food is your top problem.
If you’ve just gone freelance and have only 1 month’s savings left and zero customers, then getting work is your top problem.
If you’re ticking along nicely, but know you should be doing a lot better and it’s frustrating the bejeebers out of you, then devising a plan you’re confident will achieve what you want is your top problem.
Your clients and prospects are in the exact same position. They too have a bucket list of problems to be solved, and unless you know what those problems are, you have precisely ZERO chance of getting work from them.
How do you solve that? You research them. You do the work. And now you have a new problem: how do you do the work?
You make a plan. Start here if you missed out on my mini planning series: https://scienceofcopywriting.com/copywriting/the-plan-part-1-copywriting-guide/
Note that I focus there on wants, not needs. There’s a huge difference, but at the heart of it all is a deep seated need, and uncovering problems is, if nothing else, all about that. Continue with Part 2 here (and subscribe to the Science of Copywriting Weekly Newsletter for more – https://scienceofcopywriting.com/science-of-copywriting-weekly-newsletter/).
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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