The copywriters who absolutely crush it have an almost spooky ability: they understand their audience better than the audience understands themselves.
You don't need to be a mind reader. You just need to do the work.
What this actually looks like
Before you write anything, find out:
- What keeps them up at 3am?
- What do they complain about to their friends?
- What do they secretly worry about?
- What would make their life genuinely better?
And go deep. "They want to save money" is surface level, because everyone wants to save money. Why do they want to? Are they drowning in debt? Hoping to retire early? Embarrassed they can't afford the lifestyle their friends have?
The difference matters. A lot.
When your copy speaks to the fears they haven't voiced and the hopes they're almost afraid to have, something happens. They think: "This person gets it. This person gets me."
At that point you're no longer just a seller. You're someone who understands them. And we buy from people who understand us.