How do you make your customers think you’re a genius? It’s easy. You just read their minds.

Seriously, when you reach your target market with a message that resonates with them, they think you’re reading their minds. Consider some of the emotionally loaded niches on the marketing scene:

Losing weight
Overcoming addictions
Finding a life partner
Getting out of debt
Succeeding in business
Choosing a family car that meets everyone’s needs
Enjoying a variety of foods and drinks without guilt
Conceiving a child
Raising children in a politically, economically, and environmentally complicated world

Whatever niche you’re in, people know what they want, but they may not know that they know it. In other words, they may not be consciously aware of their wants and needs, but they’ll gratefully spend their hard-earned money on it when they find it.

Your job as a marketer is to convince them that you understand what they’re struggling with and that you have the answer.

But that’s more easily said than done. Telling people what they think–and being wrong–is probably the fastest way to offend people, lose your audience, and fail to make the sale. There’s a subtle difference between telling your readers what they think and getting inside their heads and hopping aboard the train of thought that’s already there.

That’s where the skills of a professional copywriter come in. A professional copywriter is part writer, part marketing expert, and part psychologist. He or she understands how to figure out why people think and buy as they do and craft sales messages accordingly.

Whatever your product or service, don’t trust your marketing efforts to anyone but a professional copywriter. You have too much to lose: your audience, your reputation, and your potential profits. Remember: a professional copywriter is part writer, part marketing expert, and part psychologist. Find a copywriter who “gets” it and get busy selling your product or service to your hungry audience.

Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.

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