Just Fix It Already!

All week long, we’ve been looking at how to build a deeper connection with your reader to make your writing stronger.

We’ve looked at uncovering your reader’s beliefs, emotions, relationships, and dreams.

And today, it’s time to take a look at his or her problems.

Jen Adams here, pointing out how to make your writing better by understanding your reader’s major perceived problems in life and showing up with great solutions.

Now, don’t assume you know your reader’s problems off the top of your head. Instead, dive into the psyche of your reader based on your research from the past few days. Then, focus on what it is that’s keeping him or her up at night.

For example, a sales manager might be up all night worried about making his numbers. Succeeding at his job is his problem – maybe even his biggest problem.

So, in your writing, if you say, “XYZ system will double your numbers, guaranteed,” you’ll have his attention. He’ll listen to what you’re saying, because you’re talking about his biggest problem. And, it will be easier for you to persuade him to buy or take some other form of action.

The first step in this is to identify the three biggest problems for your target audience. Look back on the beliefs and key emotions you already identified, if you need extra help as you consider your reader’s daily challenges.

Next, imagine you have the perfect solution, and present it to your prospect in terms of his or her problem.

For example, for the problem of sleeplessness … “If you’re sick and tired of waking up exhausted, try SLEEPIES pills to get back your energy and bounce out of bed feeling restored.” Or you could say, “Drop into sleep effortlessly with SLEEPIES, the pill that helps you sleep more and sleep better.” By starting your writing with statements about your reader’s problem, you’ve got his or her attention.

And once your prospect is listening … well, that’s a writer’s dream come true, isn’t it? An audience waiting with open ears to soak up every word you’re about to say. When you can get that, success won’t be far behind.

So, give it a try. Share your problem statements in the comments. And, if you’d like to learn more about finding writing success by focusing on your audience’s problems first, check this out.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: March 21, 2014

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