In the late 1980’s an elementary school teacher collected all the papers and notes his students left in their desks and gave them to his friend Matt.
Matt took them to his office and gave them to his co-workers.
His “office” was a TV show’s writers room and his co-workers were creating a new animated show called The Simpsons.
Matt Groening did that because he wanted the kids in the show to speak and act like real kids – he knew the best way to do that was to study the way real kids talked.
You’re probably not creating the next Simpsons (though I hope you are), but the lesson is relevant to whatever you do.
The strongest copy and content comes from using the exact words your target audience uses.
Here are three simple ways to learn that:
1. Study Amazon book reviews from books your target audience would read. You’ll see how they talk about their problems and goals.
2. When someone buys from you, ask in that moment why they did and why they almost didn’t. They’ll tell you exactly what others are thinking in that same moment.
3. Go on Reddit or Facebook groups and study what questions and conversations your target audience is having. You’ll see how they talk about things in their own words.
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