What if you could crawl into your ideal clients’ mind and know exactly what they need to hear from you to motivate them to buy what you have to offer? That’s exactly what Adil Amarsi is bringing to us today as he demystifies psychographic research.
Through his story about piranhas and how he started writing copy at age 12, you’ll learn the three biggest mistakes copywriters make, what you should start doing today to get 90% ahead of the game, and the exact questions to ask your clients so that you no longer have to guess what to write in that email, sales page, or social media post to inspire people to buy.
Today I’m joined by a fellow copywriter Adil Amarsi as we talk about what Psychographic research is and how to conduct it in your own business. Hint: once you do this, you’ll revive email lists and create sales pages that convert at 60-70% on autopilot long after you’ve launched.
WHAT YOU’LL LEARN:
WE COVER TOPICS LIKE:
How Adil started copywriting at the age of 12! (I mean, that’s crazy young.)
What even is Psychographic research and why it’s imperative to learn it if you have an online business.
How to write psychographic copy
Effective questions to ask when conducting your research.
Who you should be collecting Psychographic data from.
Is pain-based copy more successful than pleasure-based copy? And why.
The three biggest mistakes people make when it comes to copywriting.
AND SO MUCH MORE!
Three mistakes most wannabe copywriters make
Imagine that your client is walking around in the dark and there’s a pit of piranhas right in front of them. Like, snappy teeth, water shooting up into the sky, screams of terror piranhas.
Are you just gonna stand there and let your client get eaten by these extremely cranky prehistoric fish?
I mean, I hope not.
If you have the power to stop someone from getting maimed, you should wield that power.
Same goes for your client’s business.
If you know you can save them from making huge, time-sucky, money-wasty mistakes, as their copywriter/coach/mentor, it’s your job to intervene.
Whatever it takes — superhero cape, sexy sales copy, all-nighters prepping for your course launch, investing big bucks into a coach to help you along the way.
You have got to help them get out.
As you help them piranhas outta their hair, you say, “Hey, I know that was rough. You’re still covered in big ugly piranha bites that are gonna take a minute to heal. But it’s gonna be OK. Okay?”
You turn to make eye contact so you’re sure they’re paying attention and continue, “I’m going to tell you a story about how others have gotten away from these nasty piranhas and taken their life back. Then I’m going to give you the opportunity to buy the map that leads you outta the piranha pit, so you can take your life back too. Sound good?”
And they say, “Yes.” Because nobody wants to be eaten by piranhas.
So you introduce yourself. They never take their eyes off you. Before you even give them the opportunity to buy the outrun-the-piranha map, they ask: “Where do I buy this f*cking map and how much does it cost?”
BAM! They’re on their way to getting free of those pesky piranhas. Three weeks later you get an email from them. They’re making more money than they’ve ever made and spending more time with their loved ones than ever before because you had the guts enough to do WHATEVER IT TOOK to offer them the map away from their pain that was keeping them stuck (ie, piranhas) and right to their best life.
You are a piranha slayer.
Now, you’re like, “Gee thanks, Lauren, for the sappy story featuring piranhas. That was super weird. Can you tell me how exactly to do that in real life for my clients? And without the piranhas this time?”
Why yes. Yes I can. Thank you for asking.
See, my fellow copywriter, Adil Amarsi, who joined me on today’s Wealthy Word™ podcast, has made his clients over $700 million by taking “understanding your ideal client” to a whole new level with psychographic research. Put in everyday terms, it’s the art of asking the right questions, so that when you write sales copy, your clients feel like you’re part of the conversations they already have going on.
Sticking to old systems
Not asking the right questions
It’s the same process that Adil used to revive a dead email list that continues to convert around 60% on autopilot, even several years later, and help 30 people go from $0 months to $30k months in 90 days.
Here are the three areas copywriters usually miss the mark when it comes to psychographic research and what you can do about it:
Instead of throwing extra information at them or trying to convince them of something, you’re joining their internal dialogue and leading them to their ideal outcome.
According to Adil, “Interviewing your clients and asking them why they hired you and what you could do better next time will put you ahead of 90% of copywriters.”
Two reasons: First, most copywriters don’t do this. Secondly, when you get answers back from your clients - if you’re asking the right questions - you will get a GOLD mine of information to write content that attracts more kindred clients.
Adil recommends these six questions:
1. Why did they hire you?
2 .What was going on before they hired you?
3. What was keeping them up at night?
4. What results did they get working with you?
5. Why did they enjoy working with you?
6. Where did you go wrong/what could you have done better?
And for goodness sake, save the answers. It doesn’t matter where you save the answers so long as you don’t lose them and you know how to get to them.
Here’s what you want to look for in their answers to your questions:
-What were their concerns, pain-points, things they wanted to avid?
-What was it that they were trying to get to?
And how are YOU the answer to getting away from what they don’t want and getting closer to what they do want?
Now, you start creating the actual copy around exactly what they said.
Old sales strategy heavily focuses on pain, aggravating it, digging the knife in deep and giving it a twist. The truth is, people spend money to get out of pain all the time.
You, like most copywriters, probably value the necessity of understanding ideal clients, aggravating their specific pain points, and painting their ideal life in vivid detail.
But are you like the few copywriters who know the importance of digging deep enough into what your ideal clients says is their problem to find out what their problem REALLY is?
See, too many copywriters (and coaches, bth) assume they know what will solve their clients’ problems instead of straight-up asking.
As a result, their copy performs moderately (or not at all).
Let’s use P90X to understand this a bit better.
Assumption-based marketing: Discover how you can get into immense shape 90 minutes a day in 90 days with these training videos. I will guide you through at your own pace.
Psychographic Research based marketing: Images of people in a specific age demographic saying something like, “I was just like you, busy, burnt out, and out of shape. I did P90X for 90 days and now I’m super chiseled. I’m even in the workout videos taking this journey with you as a reminder of what’s possible for you.”
Can’t cha feel the difference between these two?
Option 1: Flat. Forgettable.
Option 2: OHMYGOD A COMMUNITY I CAN BE A PART OF WHERE THEY GET MEEEEEEE.
The assumption-based marketing talks about timelines and going at your own pace as if that’s what was keeping people from taking action to get the body they want.
Psychographic Research based marketing talked about understanding the frustration and being stuck at a not-ideal weight and that there is a proven way to get unstuck that someone just like them used successfully.
Aka, I get you. Aka, I’ve been you. Aka, I can help you.
In other words, you need to know what’s actually keeping your clients up at night, not what they say is keeping them up at night.
Is it really the reasons they’re telling you?...that workouts take too long, I can’t do it at my own pace or intensity…
Or is it because they’re tired and discouraged and have tried workout routine after workout routine, and they still don’t look the way they want, and they doubt anything will work, and they’ve failed too many times to count, so why even try? Guess I’ll be fat forever, it’s much easier. This is the REAL conversation they’re having with themselves.
You know what keeps me up at night? Insomnia. Bah dum ch. (Probably also drinking a million Diet Mountain Dews a day.)
Ok, what actually keeps me up at night lately is figuring out how to 5X my business this year.
Like, hiring the team, launching the products, relaunching old products, updating the website, getting SEO support, bringing on a FB ads person, graphic design, book writing, designing the book cover, Pinterest, what to post on Instagram, launch plans, funnels…..these questions literally wake me up at 2:45 in the morning, demanding to be answered.
I got 4 hours of sleep last night, I have so many questions about this. And I HAVE support. I HAVE masterminds and coaches. I DO THIS FOR A LIVING.
Assumption-based marketing would have you selling me some melatonin right about now.
Can’t sleep? Duh. Take these drugs.
Psychographic Research based marketing would have you selling me a coaching call with Sabrina Phillip.
Completely different price points. Completely different results. Completely different solutions.
One solves a symptom. You pay, like, $8 for that one.
The other solves the actual problem. You’d pay up to infinity dollars for that.
All that to say, if you want to see an increase in sales with the copy you're writing, stop guessing ASAP and start asking your clients specific questions. If you don’t have clients yet, look at what other people in your industry are talking about and start asking specific questions on social media.
What do you want? A short list of low-paying angry customers because they’re paying you because they’re in pain, or high-paying happy customers because they’re paying you to help them get more pleasure?
That’s the difference between pain-based copy and pleasure-based copy. Typically, copywriters who are just starting out focus on the pain. But the longer I’ve been in business, the more I see my most successful clients focus on the pleasure.
The same people - the ones always talking about their pain - are often too invested in their pain to be invested in getting out of their pain.
Meaning, either they will be a very hard sell or they won’t apply the lessons you’re teaching because instead of being focused on getting out of pain, they’re focused on being in pain, oh god it hurts, I can’t hear you try to help me right now, here, feel my pain, take some of my pain, so much pain ah ah ah ow ow ow ow. Your likelihood of actually helping that person get results — and getting an epic testimonial — is low (whomp whomp).
Bummer, right?! They’ll spend money to get out of pain, but then get so caught up in being in pain, they won’t do the work to get out of it. Let’s not be those people, okay?!
Thankfully, there’s more than one kind of person to sell to on this planet and more than one method!
My personal fav (and Adil’s) is pleasure-based. Meaning sell the dream, paint the ideal reality, put all the good feels into words, and offer them the path to get there.
Pleasure-based copy is powerful because it attracts people who are typically willing to pay more, willing to do the work, and a delight to work with. *Pop the champagne and throw all the confetti.*
Now are you wondering how to USE all the answers to those questions we recommend you send your clients?
Then keep reading...
You’re still going to address your clients pain points. That’s part of their story. But instead of focusing on pain being the reason and motivating factor for them to buy, their pain becomes a pedestal to build your credibility on. You’re going to tell your audience they can trust you because you void their pain points. Then you’re going to offer them the map to get to their dreams.
Let’s look at this through the lense of our piranha story...your client is afraid to let you help them piranha-proof their life because the last few methods they tried hurt really bad and left jagged scars not even cosmetic surgery will fix.
So you explain that using your tried-and-true method, you have helped 23 clients get piranhas off or themselves with no pain or scarring.
You just made them feel heard by addressing their pain and building your credibility at the same time.
But you didn’t go on and on and on about piranhas for 80 minutes to get there.
Okay. Now I want to watch a movie about piranhas. Does that exist? Drop your recommendations in the comments.
Adil Amarsi is a veteran copywriter.
At just 29 years old his nearly 12 year long career as a professional copywriter and business consultant has placed him in the position as one of the most respected authorities on writing copy persuasively.
Having done over $600 million in sales for his clients in that time.
His show, Adil Amarsi Unplugged has played host to some of the best business owners and entrepreneurs out there.
Like what you heard? Then leave us a glowing review on iTunes for a chance to be one of our Featured Voices. We'll share you with our audience (and you might even win a few presents!).
Lauren Vanessa Zink helps rebels with big hearts and big shit to do in the world find their voice, nail their messaging, and write incredible, sales-making copy. Armed with a B.A. and red lipstick, she’s taken tens of thousands of coaches, consultants, and creatives from “Who are you?” to “Holy cow, where have you been all my life?” When she isn’t working on a client launch or writing about herself in the third person, you can find her playing at one of San Diego’s awesome dog beaches with her fur baby Sphinx.