Improve your copywriting with psychographic insights instead of demographics!
As a marketer, I vividly remember the days when crafting targeted campaigns meant focusing solely on demographics—age, gender, location—the surface-level details that only scratched the surface of understanding our audience.
However, as a copywriter, I realized that a genuine connection means diving deeper into our audience’s psyche, uncovering their beliefs, values, and aspirations—the essence of who they are.
I replaced traditional buyer persona strategies with the power of psychographic insights.
Harvard professor Gerald Zaltman’s research reveals that “95% of purchasing decisions are subconscious.”
By shifting your focus from demographics to psychographics, you can tap into your audience’s subconscious motivations, leading to more effective copy.
Here are a few tips to improve your copy:
- Move Beyond Demographics: Research your audience’s values, beliefs, and aspirations to craft copy that resonates emotionally.
- Tap into Emotional States: Recognize that emotions often drive purchasing decisions, and add language that speaks to your audience’s emotional needs.
- Craft Compelling Narratives: Use psychographic insights to shape the stories you tell in your copy, creating narratives that create authentic connections.
- Empathy is a powerful tool in driving engagement. Understanding your audience’s emotional landscape allows you to empathize with your reader’s challenges and write relatable copy.
- Iterate and Refine: Continuously research and gather feedback to refine your copywriting based on your audience’s evolving emotional needs.
As Zig Ziglar used to say, “People buy on emotion and justify on logic.”
The future of online marketing begins with practicing empathy and authenticity!
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Marisa Shadrick, Online Marketing Consultant and Certified Copywriter
🎉🎊 As an online marketing consultant, I help independent coaches execute highly effective prospecting strategies to grow a client base that builds a profit-generating business.🎉
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