I’ve been listening to a talk Perry Marshall gave about his “Swiss Army knife.”
This is Perry’s method for writing novel and effective pay-per-click ads (or really, any kind of copy).
The first step — or blade — of Perry’s Swiss Army knife is all about your customer’s big and broad emotional ranch.
As a marketer, you need to know the ambit of this ranch. And you do so by focusing on the 8 fence posts below. This helps you map the ranch out, so you can get to work writing the ads.
Let me give you an illustration using a market I’ve been researching lately, and that’s people with IBS:
Fence post #1: Your customer
My example market is a person suffering with IBS. Getting regular attacks of stomach cramps, bloating, diarrhea… Fatigued, anxious, and suffering from related problems such as lack of nutrients. Tried recommended solutions but hasn’t found a way to stop IBS.
Fence post #2: A negative force or belief
People in this market believe nobody can understand their problems. They are alone in having this issue. They can’t live a normal life. They think it’s embarrassing. They worry they will live with IBS for the rest of their lives.
Fence post #3: A thing your customer loves
These folks love the times that they don’t have IBS attacks. They love having normal bowel movements. Being able to go about their lives normally (dating, meeting friends, traveling…).
Fence post #4: A thing your customer hates
Of course, they hate IBS attacks. But many of them also hate eating. Or having to use public bathrooms. Or jokes about digestive problems or issues. Or claims that IBS is not a real disease or a big deal. Bullshit treatments or advice.
Fence post #5: A positive force or belief
They keep hoping that maybe somebody will invent a cure for IBS. Or that they will figure out what causes their own IBS.
Fence post #6: You (the advertiser)
Let’s say I’m a website providing info on various IBS treatments. And let’s say my offers include articles, newsletters, product recommendations, webinars, ebooks. The site is helpful, truthful, and supportive.
Fence post #7: Your customer’s best friend
Their actual friends. Their spouse. Their kids. Their dog. Other anonymous people online who also suffer from IBS.
Fence post #8: Your customer’s worst enemy
Their own digestive system. Trigger foods (onions, garlic…). Unsupportive doctors.
All right, we’ve just driven the emotional fence posts into the ground.
The next thing is to pick two of these fence posts and see if they jog any copy ideas in your mind. So for example, #4 and #8:
Is your doctor making jokes about IBS?
Don’t allow him to dismiss you
Free info on real IBS treatments
Or here’s another, with #2 and #7:
IBS Attack = Ruined Travel Plans
It doesn’t have to be embarrassing
How to help your friends understand
You get the idea. The more info you can pile on in each of the above categories, the easier the writing of the ads becomes.
Like I said, I’m doing a lot of research on this market and mapping these fence posts out — because I intend to make that website described in #6. But more about this later.
For now, if you want my help writing emotional and effective copy, send me an email, and we can find a time to talk.