Using a persona to write your sales copy: step by step guide
Team_Eden | 2023-04-13
Have you created a detailed persona and are now wondering how to practically use it to improve your sales? Don't panic! Here's a step-by-step guide to make the most of your persona and boost the effectiveness of your sales copy.
1. Analyze your persona
Start by thoroughly analyzing your persona and take note of key information regarding their needs, desires, goals, challenges, habits, and communication preferences. Put yourself in the shoes of your ideal customer by awakening your senses to better understand what resonates with them (VAKOG: vision, auditory, kinesthetic, olfactory, gustatory).
Example: Imagine you are David, an entrepreneur passionate about nature and permaculture. Visualize yourself wandering through a lush garden, smelling the scent of damp soil and hearing the birdsong. By immersing yourself in David's sensory world, you can better identify his needs and aspirations, and write a sales copy that appeals to him.
2. Define the objectives of your sales copy
Based on your persona, determine the specific objectives of your sales copy. This could involve presenting a solution to a problem, highlighting the advantages of a product, or sparking interest in a special offer. Avoid passive voice and opt for positive sentences for a greater impact.
Using David, your persona, determine that the main objective of your sales copy is to promote a permaculture starter kit. This kit should allow David to easily create his own permaculture garden while respecting the environment and optimizing fruit and vegetable production.
3. Write a powerful hook
Use your persona's information to craft a strong and emotional hook that captures your reader's attention. Play with rhythm, use anecdotes and comparison elements to create an immediate connection with your target audience.
For example: "Dive into the heart of nature and join the permaculture revolution with our starter kit! Treat yourself to an Eden-like garden teeming with life, all while preserving our precious planet."
4. Adapt your tone and language
Adjust your tone and language to speak directly to your persona. Use vocabulary familiar to your target audience and integrate relevant cultural references. Feel free to add a touch of humor or camaraderie to strengthen the connection with your reader.
Use an enthusiastic and committed tone in line with David's ecological values. Integrate relevant cultural references, such as quotes from prominent permaculture thinkers or examples of famous gardens that inspire him.
5. Highlight benefits and solutions
In your sales copy, emphasize the benefits and solutions that your product or service brings to your persona. Illustrate these advantages with concrete examples, sourced statistics, and testimonials to add credibility to your pitch.
Adapt the USP of your permaculture starter kit by emphasizing how it allows David to create an environmentally friendly garden while maximizing fruit and vegetable production and promoting biodiversity.
6. Address objections and barriers to purchase
Identify your persona's objections and barriers to purchase and address them in your copy. Provide reassuring and relevant responses that demonstrate the added value of your offer.
Address David's potential concerns about the time and energy required to create a permaculture garden. Reassure him by explaining how your kit simplifies the process and is designed to accommodate all skill and experience levels.
7. Use clear and compelling calls to action
Incorporate clear and compelling calls to action (CTAs) throughout your sales copy, tailored to your persona's preferences. These CTAs should be simple and direct, encouraging your reader to take action, whether it's signing up for a newsletter, requesting a quote, or purchasing a product.
For example, include a CTA like: "Discover how our permaculture starter kit can transform your garden into a true ecological haven. Click here to learn more and join the permaculture revolution!"
8. Structure and space out your text
To make your text easier to read and understand, structure it by using catchy headings, bullet points, and short paragraphs. Space out your text to help your reader digest the information more effectively.
9. Review and adjust your text
After writing your sales copy, carefully review it and adjust it based on your persona. Be sure to eliminate repetitions, maximize the use of the present tense, and insert relevant quotes to reinforce your argument.
To adjust your text for your persona, always keep David's motivations, needs, and aspirations in mind. For example, use terms related to ecology and permaculture, highlight the practical and sustainable aspects of the kit, and emphasize the health and well-being benefits that a permaculture garden can provide. This way, your text will be perfectly tailored to your persona and have the best chance of striking a chord with your target audience.
10. Measure results and adjust your strategy
Finally, measure the results of your sales copy by analyzing customer feedback and sales performance. Use this data to adjust your strategy and improve the effectiveness of your sales copy in the future.
Using a persona when writing a sales copy allows you to better target and understand your ideal customer. By following this step-by-step guide, you'll be able to fully leverage your persona's information to create more impactful and relevant sales copy that meets the needs and expectations of your target audience. So, are you ready to win the hearts of your customers?