The most powerful skill you can have as a copywriter is getting inside your prospects head and communicating clearly to them in their language. When you address what they are interested in and need to know about, and do it well, they’ll listen to you. When you’re talking to them about their most pressing problems, their most dire needs, and deepest desires…in their language…magic happens.

If you want to be a fluent communicator, you must learn how to get to know your markets. In short, you must learn about people.
You’ll need to cultivate and develop a skill that many people lack but which is crucial to communication: listening

That’s right! Listening. Be mindful to what others say and how they are saying it. Do not form your reply in your head while others are talking, rather be open and actively listen to what is being said. It’s a matter of consciously focusing.

Developing this one skill will serve you very well from now on in all areas of communication. But for now you’ll be using it to become a better copywriter. And the more you listen, and less you talk, the more you’ll learn about people. After all, people are your market.
What will you be listening for? Simple.

What they say! Not only what they say…but HOW they say it. Their language, speech patterns, figures of speech, and what’s on their minds. You’ll listen to what’s bothering them, what their problems are, what they like and don’t like.

Keeping a small journal and notebook that contains snippets of speech and your notes is a good way to have information you glean in one handy location.

Doing this one simple thing, long enough, will teach you how regular Joe’s and Mary’s talk. Not only that…but you’ll begin to understand their problems and concerns. Now I’ll tell you some specific actions to take.

Tip #1

To harness the information you are gathering as a copywriter, talk to people you know about things they buy. Don’t interview them because it’ll change the way they think. Millions of people casually discuss products they buy, want to buy, or recently bought. So just engage them in conversation and listen closely.

Pay attention to their emotions. Are there any specific benefits about a product that elicits strong emotions? Is there anything they hate about a product? Pay attention to “how” they say things. What words do they use?

Tip #2

Talk to strangers. Engage them in a friendly way and LISTEN to what they have to say. Ask them for their opinion on a product or topic you are currently writing about. Many people are flattered and enjoy sharing their opinion and knowledge with others. You’ll be surprised at how little you really need to say to learn a great deal.

Remember…LISTEN.

The words, the expressions, the feelings, etc. Hey, this is excellent research you’ll be doing. Communication is at the core of all business dealings and relationships so practice!

Tip #3

Pop culture is your friend! So let it tell you as much as possible about people and your markets. If you’re researching a particular market try to find some excellent places where they gather. Like…magazines, Google them and go to their web hubs…the places they go for news about their common interest.


Then dig in! Look for topics, themes, or stories that appear more than once. If it appears more than once then you know it’s something important. Keep a sharp eye out for “their language”. You know the drill…their problems, hopes, fears, desires, etc.

There you have it! There are three easy tips that are so very simple to do. And if you’re serious about becoming the best you can be, you’ll do it. You’ll actively listen and take notes, talk to people about their thoughts on topics you need to write about and be on the lookout for cues from popular culture. In time you’ll kick your writing and communication up a few notches!

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