Focus all your energy on the customer perspective in copywriting

Customer orientation is often seen as the key to success, especially in copywriting. But what do you as a customer think? What questions do you ask yourself before making a purchase decision? In this guide, I will show you some key perspectives to help you take on the mindset of a customer. It's about understanding the fundamental questions that customers ask and integrating these insights into your copywriting. This way, you can more effectively tailor your products or services to the needs of your target audience.

Key insights

• The customer's perspective is crucial for understanding buying motives.
• Each product has a specific target audience that needs to be defined.
• Brand choice is often emotionally connected – feelings play a central role.
• The buying and consumption process should be seen as separate operations.

Step-by-step guide

1. Understanding the customers' needs

To understand why customers buy a product, you must ask yourself the question: "Why am I buying this product?" Is it the pencil you need for school? Or the calculator you need for your studies? Recognizing that customers have specific needs is the first step. Once you know these needs, you can precisely define and address your target audience.

2. Defining the target audience

The second step is to clearly define your target audience. There is a target audience for every product, even if it is not immediately recognizable. If you have no audience for your product, the offer becomes irrelevant. When defining your target audience, consider aspects such as age, gender, interests, and buying behavior.

3. Understanding brand choice

The next question you should ask yourself is: "Why do I choose a particular brand?" Customers often prefer brands that emotionally appeal to them or give them a positive feeling. Whether it's the quality, the design, or simply the trust they have in that brand. Use this information in your copywriting to create an emotional bond between your customers and your product.

4. Emotions after purchase

Think about how customers feel after purchasing a product. Do they want to feel good or are they happy to have made a long-term investment? These emotions often form the core of the purchasing decision. It is important that your product or service conveys these positive feelings.

5. Understanding the buying and consumption process

The buying and consumption processes are two separate operations that you should not neglect. The purchase itself may be associated with positive associations, while the consumption may not evoke the same positive feeling. When selling products or services, pay attention to how you can connect these two phases together.

6. Reflecting emotions

Finally, it is crucial that your brand reflects the desired emotions. Every product should convey the feeling that you want your brand to represent. For example, if you are promoting a gym, the slogan and branding could convey to the customer: "Feel rejuvenated after every workout." Such statements are a powerful tool in copywriting.

Summary

Customer orientation is the key to successful copywriting. By putting yourself in the customer's perspective and understanding the reasons for purchasing decisions, you can more precisely address your target audience. Your products should create emotional connections and convey a positive feeling to customers both during purchase and consumption. By considering all these aspects, you will be able to develop a more effective and emotional approach within your marketing plan.