One of the best things you’ll ever start doing to create higher converting copy for your copywriting clients is something very, very few copywriters do.

What is it?

You just start to know and understand your clients better.

If you know your clients life, they become more of a “friend” to you. By doing this they aren't just another person giving you money, it's like writing to help someone you know personally.

And don’t you think if you were writing for one of your friends – and you knew that if your copy failed, he/she would go bankrupt – you’d write better copy?

That's exactly why he does it!

If you start to understand your clients on a more personal and deeper level, you'll start to feel a strong dedication to make sure that copy is the best you've ever written.

By learning that his kids won’t be able to attend the best school in their area if your copy sucks – you’re going to work relentlessly to make sure his kids get the best.

By understanding that he’s on the brink of bankruptcy and if this one single promotion doesn’t produce a profit, his entire family will have to suffer the consequences and go through the painful process of divorce – you’re going to put every ounce of energy you have into making that copy work.

And if you learn that he’s been working for the past 5-10 years at a dead-end job, frustrated that his life didn’t turn out the way it did, pissed off that he can’t seem to make anything “work”, and his last itty-bitty string of hope is resting squarely on your shoulders…you’re going to write that sucker like there’s no tomorrow.

(and if these things WOULDN”T make you work harder/smarter…you shouldn’t be a copywriter. And you should start taking those sensitivity classes)

So do you see why it’s so important to really get to know your client and what’s going on in his life? The next time you're talking to a client and interviewing them for the research process, start talking about their life a little bit.

Not only will they like you more as a person because you’re genuinely interested in them, but you’ll end up writing better copy every time.

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Learn to write good copy

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