Getting into the Mind of Buyers

By Justin Hitt, Professional B2B Copywriter

Truly understanding the needs and desires of your target buyers helps you write copy that sells. You could survey, but buyers lie on surveys. What is a surefire way to get into the mind of your buyer?

Because I want every one of my customer happy to the point they refer others, I start with other peoples unhappy customers. If you really want happy customers, you'll need to undo anything that made them unhappy, then set that expectation in copy.

If you don't have unhappy customers (or at least those who verbalized their complaint), you'll needed to do some research. Fortunately the Internet puts a lot of complainers at your fingertips.

There are a number of interesting resources that provide useful to understand the mindset of buyers. This isn't a complete list, but it will certainly get you started.

First, let's consider a common sales objection, the fear of having this vendor fail to perform, or worse leaving the buyer in an awkward situation. Many don't buy from you because they are afraid you'll make a mistake, that's why copy that addresses this fear is very powerful.

Besides documenting all the fears my prospects have, I use a website called Ripoff Report, and various consumer review sites to discover where other companies have failed.

You can literally search on what you do with the words “complaints”, to find hundreds of sites. If what you do isn't clearly represented on-line (as with many B2B or Industrial firms) then use relevant complaints for other products to pick up on language nuances.

Every mistake your competitor has made slows down a buyers decision to choose you. You can really look into the fears prospects have around specific types of businesses by reading their complaints.

Because those who complain tell specifically what they expected, didn't get, and really wanted, you can address those concerns in copy. Look for objections, failures, and other concerns these buyers have.

Remember, these people bought something then had things not turn out as they desired. They are unhappy, speaking from emotion. This is a great resource to understand what your buyers really want and desire.

You'll find exact language, product characteristics, and emotional desires of your buyers here in these pages. Because they are official complaints, you'll discover mistakes you can avoid in your own process.

This kind of research helps you understand buyers, address their concern in copy, and move more prospects towards purchase by really connecting emotionally. It only costs you a little time, and that is well spent if you want copy that sells.

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Justin Hitt is an industrial copywriter who specializing in copy that sells for B2B technology services firms. Learn more about his services at

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About Staff Writer

Helping copywriters attract top earnings with words that sell without struggling for years. Transforming frustrating jobs into extraordinary freedom with sales persuasion insights. Inspired by world-renowned copywriter Patrick Quinn.