Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 17

This section of the worksheet can help drive new product or service development. It can also help inspire the copy and ad creative you will use to compel your ideal customer to action. Copy is any written word that makes up your ad, email, web page, social media post, or blog post. Ad creative is an object that communicates information in visual form, such as an image, a GIF (graphics interchange format), a video, an infographic, a meme, or another form of artwork that you use to convey your message. You use copy and ad creatives to call out to your audience, capture people’s attention, and address how your product or service adds value to their lives by solving a pain point or a challenge they face.

When selling certifications to Agency Eric, for example, our company would do well to build solutions to his challenges and pain points and use language that addresses them in our marketing messages. For example, this avatar would respond to sales copy like the following:

Are you tired of losing proposals simply because you don’t offer content marketing services to your clients? Certify your team with DigitalMarketer’s Content Marketing Mastery Course and Certification.

Copy like this receives a response from Agency Eric because it is specific to one of his pain points, which is the fear of losing business to competitors (see Figure 1-4).

FIGURE 1-4: Understanding the challenges and pain points of your customer informs your marketing efforts.