Write copy when you don’t have an audience

1. Create a spreadsheet with three columns and add sections of Need/Wants, Concerns/Pain Points and Well Said/Compelling.

2. Create a document where you list 5 competitors and write their website URL.

Scan their website and identify their value proposition, and how they are solving customer pain points. Fill in the information for each competitor.

3. Scan competitor user reviews by examining brand testimonials such as Amazon Reviews, Yelp, and Google, and copy phrases that fit the emotion of the client.

For example, if you identify a user mentioned the features of the product were unclear and made him regret his purchase, copy that section into the spreadsheet. For SaaS products, you can check G2, Capterra, or TrustRadius.

4. Go through a minimum of 10 reviews for each competitor to create a bigger catalog of phrases.

5. Use the social media comment sections of your competitors and your own account to look for phrases or user feedback.

Use the medium to scan for text that talks about users’ experience with the product or service, and take note of the phrases in the spreadsheet.

6. Use information on Facebook Groups to identify how people discuss products that are in the same category as yours.

7. Scan your spreadsheet for recurring themes and identify which messages appear more often concerning user pain points.

For example, one recurring theme could be that it’s hard to stop smoking regardless of how hard one tries. Do not search for word verbatim.

8. Create a document and write your ideal customer's characteristics, and be as explicit as possible about their traits.

For example, your ideal customer is concerned about their health, wellbeing, and is focused on eating healthy, mention that.

9. Use the phrases found through competitor research and adjust your copy to match the words used by product users.

Incorporate words from the spreadsheet that target emotional triggers such as their pain points.

10. A/B test two variations of your copy and analyze your results to know if changes had an effect on your audience.