One-Two Punch To Great Copywriting

by Lorrie Morgan-Ferrero, Expert Copywriting Strategist

You can quickly clear up confusion in your market when you understand their pain. Then know how to tackle it by really connecting with your reader. It’s the old ‘one-two’ punch.

ONE: What is the “unique selling position” in your market? Luck won’t propel you to success. Understand the “cause” of your target’s problem by knowing her pain. Solving her problem is the “effect” she is looking for.

Big money corporations have entire departments dedicated to finding out who buys from them. Then they can hone in on that market segment. They do it by profiling not only who buys from them, but also by knowing who their competition is.

Successful marketing campaigns listen to their market. It’s about connecting a hidden desire (or even an expressed one) in your target market. Your job is to identify where those minds are, find them and then connect with them. You don’t have to have a big budget. With the Internet now it’s easy to see what everyone is up to.

  •     Put the phrase or keywords your target market puts into a search engine like Google and see what shows up on the first page.
  •     Visit and do a search for your industry. Study what comes up.
  •     Check out for stats on website traffic. It’s your job to do your own research and it’s available to you through your competition.

TWO: Singularly look at writing to one person rather than a group. When you get this one concept down, your copy will stick like glue to the reader because it’s just the two of you in the room. It’s a real easy thing to say “everybody is my target market” but that’s simply not true. Your target market consists only of those potential customers who are suitable for your products or services. You really have to know exactly who you’re talking to so you can offer the solution to their problem.

Copywriting is interactive between the reader and the writer. You want him or her to keep reading so you have to engage the reader. When you get in touch with your TARGET, that’s where you really make the sale. You need to know everything about who you’re writing for. In other words, start with the catch in the mind instead of the pitch.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at

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