Last night, a friend sent me an interesting article that Kevin Rogers of Copy Chief had written. The article is about MMA fighter Conor McGregor and features 14 points — a lot. The one that stood out to me was this:
#2 – Know what your audience REALLY wants.
Do you really know what your audience wants? Most people think they do, but there are often subtle differences in what they want… and what they REALLY want.
In the UFC winning is not enough. Sure, Conor is a professional fighter, and fans like to see wins.
But what the audience and organization REALLY want is a “finish”. They want to see one competitor knocked out cold on the canvas.
Hidden desires. Hidden from the world. Hidden from ourselves.
Maybe you think that the desire to see somebody knocked out isn’t so hidden. Fine.
So here are a few more tricky and subtle examples of what some markets REALLY want. They come from copywriter Chris Haddad:
1. Numerology. Not really about divining the future or understanding the universe. People in this market really just want to feel special.
2. Bizopp. Not really about the millions or even the lambo. People who go for these offers really just want to feel competent… and wipe the smug, dismissive look off their brother-in-law’s face.
Which begs the question… what do people in the “become a copywriter” niche really want?
For many of them, it’s not about making money… or writing as a new career… or the independence that comes with this job.
I know this for a fact. Because there are proven and well-trodden paths to success as a copywriter. But in spite of knowing the path, these people never take the first step. And if they take the first step, they never take the second.
I’ll be honest with you:
I don’t know what these people are really craving. Not on a primal level. Maybe you have some ideas and you can tell me.
Or better yet, maybe you don’t know either… because you yourself really are after the money, the new career, or the flexibility and freedom.
If that’s the case, I can point you down a well-trodden path to success. The path that I’ve personally taken. I’ve written up all the directions inside a little guidebook I’ve titled:
“How To Become A $150/hr, Top-Rated Sales Copywriter On Upwork: A Personal Success Story That Almost Anyone Can Replicate”
This book has my best advice for the early years of being a copywriter, whether you’re on Upwork or not. The how-to info inside is underpriced by a couple of factors of magnitude.
And as I wrote last night, I will be retiring this book permanently in a couple of hours. Depending on when you’re reading this email, the book might already be gone.
One final point about this $5 investment:
The information in this book won’t transform you into a copywriting success. You gotta take those steps yourself.
But if you are willing and able to put one foot in front of the other… then this book will point the way. Plus it will give you valuable tips and shortcuts it took me several years to discover.
So if you’ve got $5, and you want this before it disappears, here’s where to go: