“Over at house #6, Rosalind was holding a séance with a group of friends in the dining room. They’d placed candles on the dining table, and dimmed all the lights except for a lamp in the corner of the room. One of the friends had recently lost an aunt and wanted Rosalind to make contact with ‘the other side’. Something about wanting to contest a will.” said Tiddles the strange talking cat.
Copywriter Ted is watching coverage of the Tour de France on television. He’s just finished writing a proposal for a design company and is resting his mind before tackling another client project. The cyclists on the screen are streaming through beautiful French countryside, past chateaus and across bridges. It’s a great spectacle and Ted finds it all rather meditative.
Unfortunately, the cat sitting on the coffee table, is oblivious to the television. As Tiddles the cat stares at the copywriter, she continues her daily review of her travels through Content Crescent, the street on which Copywriter Ted lives.
“For ten minutes they sat in silence listening to Rosalind call out to Aunt Ethel, asking for any sign of her presence. Then one of the women had an involuntary muscle spasm, which made her leg knock against the table leg. Oh how they jumped. Made me jump as well, and I fell back into this large Tibetan gong they had on the floor beside the crockery cabinet.”
Ted wonders the damage a cyclist could do to themselves if they fell off when going at 60 km-per-hour, as they often do down some of the hilly roads. The thought of scraping along tarmac makes the copywriter wince in his armchair.
Tiddles continues: “I’m surprised you didn’t hear the screams Ted. Wine glasses were overturned, chairs flipped upside down, and there were sharp-heeled feet everywhere, running in all directions. The commotion was enough to raise the dead from miles around. I got out of there as quickly as I could.”
As he watches one of the cyclists narrowly miss an overly excited spectator, Ted is reminded of the painful frustrations clients face when they don’t properly connect with their audiences in their website and marketing copy.
It’s easy for business owners to see things solely from their own perspective and assume customers will automatically understand the benefits of their fantastic products or services. But this is not always the case. Those on the other side – the customers – usually need more convincing before making contact and parting with their money.
What makes the customer finally make a purchase is not always the reason the business owner might assume it is. If the copy and marketing doesn’t match these customer behaviours, then the lack of desired results can be painful and extremely confusing.
Ted knows a great copywriter will take time to understand things from the perspective of a client’s target market. This will ensure the copy seamlessly matches with the readers’ needs and desires, thereby leading to increased conversions.
The sight of a cyclist crashing into a grass verge focuses Ted’s attention back to the room. He notices Tiddles the talking cat has vanished. The copywriter assumes she has gone to explore some of the other households in Content Crescent, and expects to hear more of her tales in the coming days.
What a strange little cat she is.
You’ve been reading an episode in The Copywriter’s Cat series. Click here to discover more about Copywriter Ted.
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