Master This One Copywriting Secret And Win Over Your Audience
Ever heard of the six-word story?
“For sale: baby shoes, never worn”
It looks like a 12-year-old wrote this. Reality? A smart writer who deeply understands copywriting wrote this. (Not me).
Writing fewer words for more is every copywriter’s dream. (Including me).
It’s like painting Van Gogh’s Starry Night with just your black fountain pen.
While this extreme type of flash fiction is rare, what the author understood was something deeper.
The Human Psyche
What a person wants.
In this case, it’s clearly understood that the potential buyer would be someone who wants a pair of unworn shoes for their baby at a cheaper price. The simplicity of that statement showed that the author, or in this case copywriter, knew what the potential buyer really wanted.
The copywriter could’ve gone miles around the bush saying how the shoes are the best in town and would be the means for the baby’s first steps.
But the potential buyer wouldn’t care about that.
All they needed was a new pair of baby shoes that fit their budget.
Understanding Your Target Audience Is Key To Writing Words That Sell
Yes, the rest of your content that follows the headline is important.
But it’s the headline that captures the first attention.
And to produce a profound headline let alone the content would require you to empathise with the audience.
Figure out their needs, wants, problems and desires.
Once you know your audience — like really know them — you’re on your way to becoming a great copywriter.
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