Getting to “Who” – Why the Person You’re Writing for is the Key to Copy that Converts

Getting to “Who” – Why the Person You’re Writing for is the Key to Copy that Converts
Kate Headen Waddell - Thu Mar 22, 2012 @ 08:22AM
Comments: 75

MaskedBusinessman.jpgWhen you write B2B marketing collateral, one of the most important pieces of background information is the “who.”  Knowing who you are writing for is the secret to writing copy that converts lookers into buyers.  That’s because knowing who the “who” is leads you to answer all sorts of questions that in turn lead to copy that is compelling for that person. 

Let’s take a look at some of these questions and how the answer helps you shape your copy.

Who is the prospect?

Let’s start with the basics. In order to speak to a prospect’s needs, you need to know what their function is within the company. Here, you need to be as specific as possible. Understanding the prospect’s major job responsibilities gives you the insight to focus on how your solution helps them do their job more effectively.

What do they care about?

People are motivated by all kinds of factors – but at work performance metrics are often the biggest factor. Your prospect may have several less than ideal systems to deal with during the day, but if they don’t care about it and aren’t measured on it, that makes it a “small fire” that is unlikely to lead to a sale.

What problems are keeping them up at night?

This is the heart of the matter. Folks will pay lots of money for a good night’s sleep. And what’s keeping your prospect up at night might not be what you think it is. Yes, revenue and profits are important, but if the staff is constantly kvetching about slow systems and outdated software that is the kind of daily grind that leads to sales.

How can you solve these for them?

Now that you know who your prospect is and what he or she cares about, it’s time to lay out your argument. This is often the hardest part for a lot of copywriters, but only because they jump into it in the middle without looking at the preceding points. Now that you know your prospect, this part should write itself.

What factors go into making a purchasing decision?

Of course you are going to finish off your super-effective copy with a powerful call to action. Here you need to understand what your prospect needs in order to go ahead with a purchase. If you have a short sales cycle, you may invite them to give you a call for more information or make a purchase right on the spot. If it is a longer sales cycle with more people who need to get involved, make sure you have white papers, case studies and other collateral for them to download and share with colleagues.

About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, blogging and other B2B marketing tools. You can visit her website at

Comments: 75


51. best channels on mobdro  |  my website   |   Fri Nov 10, 2017 @ 10:29PM
52. best channels on mobdro  |  my website   |   Fri Nov 10, 2017 @ 10:30PM
53. hotmail sign up  |  my website   |   Tue Dec 05, 2017 @ 03:15AM

Thank for your post. It's very helpful. <a href="">hotmail sign up</a>

54. igamehackerapp  |  my website   |   Sat Dec 09, 2017 @ 05:12AM

click here download free game hack software <a href="">game hacker apk free download </a>

55. salman  |  my website   |   Fri Dec 22, 2017 @ 12:08AM

very useful blog! This will really help me.

56. Zobelloindia  |  my website   |   Fri Dec 22, 2017 @ 03:45AM

57. nova launcher prime  |  my website   |   Tue Jan 02, 2018 @ 10:42AM

One of the best websites in the market for you to download free tones is Myxer . Yes! This is the best free media service providing free tones till date

59. kruthika  |  my website   |   Fri Feb 16, 2018 @ 12:07AM

awesome article .thanks for the such a great article.

60. wifikill app for android  |  my website   |   Sat Apr 28, 2018 @ 04:11AM

I found very interesting and nice keep sharing awesome shared

61. SuperSU Pro APK v2.82 SR5  |  my website   |   Tue May 01, 2018 @ 12:41AM

<a href="">SuperSU Pro APK v2.82 SR5</a>

62. aptoide app  |  my website   |   Tue May 01, 2018 @ 01:49AM
63. viva video apk  |  my website   |   Tue May 01, 2018 @ 02:02AM
64. uktvnow for laptop  |  my website   |   Thu May 10, 2018 @ 08:19AM
65. cvs caremark  |  my website   |   Tue Jun 12, 2018 @ 01:37AM

<a href="">cvs caremark</a>

66. web designing company in faridabad  |  my website   |   Thu Aug 02, 2018 @ 06:39AM

Really Good Post
<a href="">web designing company in faridabad</a>

67. rashmichaudhary  |  my website   |   Fri Aug 03, 2018 @ 02:03AM

Really Good Article. Keep sharing.

68. molinamorgan  |  my website   |   Fri Aug 03, 2018 @ 05:27AM

Really Good article amazing.
[url=]sheet metal industries faridabad[/url]
[url=]sheet metal manufacturer Faridabad[/url]

69. molinamorgan  |  my website   |   Fri Aug 03, 2018 @ 05:28AM

Really Good Article, amazing,

70. molinamorgan  |  my website   |   Tue Aug 07, 2018 @ 02:06AM
71. net worth  |  my website   |   Thu Aug 09, 2018 @ 01:54AM

Everything is very open with a very clear clarification of the issues. It was definitely informative. Your site is very helpful.

72. pediatric dentist clinic in san jose  |  my website   |   Fri Aug 10, 2018 @ 06:07AM
73. packers and movers in Noida  |  my website   |   Sun Sep 02, 2018 @ 03:07AM
74.  |  my website   |   Wed Sep 05, 2018 @ 07:14AM

<a href="">شركة عزل فوم بالرياض</a>
<a href="">شركة عزل فوم بالدمام</a>
<a href="">شركة عزل فوم بجدة</a>
<a href="">شركة عزل فوم بالقصيم</a>

<a href="">شركة عزل فوم بالرياض</a>
<a href="">شركة عزل فوم بالمدينة المنورة</a>
<a href="">شركة عزل فوم بالقنفذة</a>
<a href="">شركة عزل فوم براس تنورة</a>
<a href="">شركة عزل فوم بالخفجى</a>
<a href="">شركة عزل فوم بالاحساء</a>
<a href="">شركة عزل فوم بالقطيف</a>
<a href="">شركة عزل فوم بالجبيل</a>
<a href="">شركة عزل فوم بالطائف</a>
<a href="">شركة عزل فوم بمكة</a>
<a href="">شركة عزل فوم بجدة</a>
<a href="">شركة عزل فوم بالخبر</a>
<a href="">شركة عزل فوم بالدمام</a>
<a href="">شركة عزل فوم بحفر الباطن
<a href="">شركة عزل فوم بالقصيم</a>
<a href="">شركة عزل فوم بضرماء</a>
<a href="">شركة عزل فوم بالدوادمى</a>
<a href="">شركة عزل فوم بالقويعية</a>
<a href="">شركة عزل فوم بشقراء</a>
<a href="">شركة عزل فوم بالمزاحمية</a>
<a href="">شركة عزل فوم بالخرج</a>
<a href="">شركة عزل فوم بالمجمعة</a>
<a href="">شركة عزل فوم بحائل</a>
<a href="">شركة عزل فوم بابها</a>
<a href="">شركة عزل فوم بخميس مشيط</a>
<a href="">شركة عزل فوم بنجران</a>
<a href="">شركة عزل فوم بجازان</a>
<a href="">شركة عزل فوم</a>
<a href="">أفضل شركة عزل اسطح شينكو بالرياض</a>

75. ghadeerco  |  my website   |   Wed Sep 05, 2018 @ 07:17AM

thanks a lot for posts

Previous 1 2 Next
powered by Doodlekit™ Free Website Builder