Persuasion comes from knowing your ideal client.
➡️ What they care about
➡️ What they believe
➡️ What they desire
But this isn’t a game of quantity over quality.
It’s not about knowing the most, but knowing what’s most important.
The modern consumer is savvy, attentive, skeptical.
They’re less likely to believe (or be persuaded by) a laundry list of benefits.
They’re more likely to believe you if you can be hyper-specific about the one benefit they care most about.
10X your marketing’s persuasiveness with this simple copywriting technique: going deep, not wide
Before writing your website copy, or any copy collateral, you’ll ask yourself:
“What does my ideal client desire?”
And you’ll come up with a list of things. That laundry list of benefits 🧺.
Once you’ve done this, you need to ask yourself,
“Which benefit does my dream client care most about?”
The question you need to ask to make your marketing 10X more persuasive:
“Which benefit does my dream client care most about?”
I call this the benefit hierarchy.
There will be multiple benefits to your service.
Say you’re a social media manager for coaches.
The benefits of hiring you include:
- More free time to focus on serving clients + scaling
- Increased brand authority + recognition
- Higher conversion rates
- More website traffic
- Engaged community
- Stronger personal brand
- More leads
- High-quality content to repurpose
You need to decide which benefit matters most to your dream client and hone in on this in your copy.
Because they’ll be persuaded by what they desire most.
This enables you to write highly-specific and relevant copy that makes your ideal client feel like “they really get me and what I need!” rather than several diluted messages they can *kind of, but not really* see themselves in.
An example of how you can use this technique in your copy
Right now, your benefit statement says:
“Creating high-quality social media content that establishes your brand, increases your leads, and boosts your revenue”
Some nice benefits, huh? But we get lost in the sauce. This sentence is weighty.
Instead, let’s hone in on what your client really wants…
(More clients + money)
“Invest in data-driven social media management and turn your IG into the lead-generating machine it’s meant to be—attracting rockstar clients behind the scenes while you enjoy a front-row seat to watch your revenue soar 🚀”
Instead of listing off a bunch of things they semi-care about (which is way less specific).
You’ve honed in on the 1-2 things they deeply desire. This specificity and context (you’ve explained the process and the outcome) feels more tangible and possible, making them believe you.
Next time you’re writing copy for your brand, consider what your ideal client cares about most and write about this with detail and context (processes, outcomes, systems).
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