Why Clarity is King When You Want to Sell

I’ve been writing and producing a lot of content about copywriting. I’ve shared powerful strategies to help you maximize sales and revenue, how to amplify emotional impact in any story, even sharing techniques you should avoid. Unfortunately, all of that doesn’t matter if you’re lacking one thing — clarity.

If this seems pretty obvious to you, I understand. But I’m still amazed at how many times I’ve seen people make this huge mistake in their sales copy. Not having clarity and not knowing your customer is a surefire way to kill sales.

What is Clarity?

I’ve seen tons of businesses make this mistake. They release a great product but when asked who it’s for, they start to pause. Maybe they’ll stutter. Or if they’re being honest, they’ll say “I’m not sure… I think a lot of people can benefit from this product!”

That is a recipe for losing a lot of money in paid advertising.

Before you even bring your offer to market, before you start paying for ads, you need to do your market research.

You Need to Know Who You’re Speaking to

Conducting your market research means you’re finding out who it is you’re speaking to. Gaining clarity on this is a must before you start to write any copy for your sales letter. You need to understand their pain, struggle, and how they’re looking to fix the problem they have.

If you don’t know how to speak directly to them, they’ll leave your sales page or VSL in a matter of seconds.You’ll kill your chance of ever making a sale if you don’t take the time to gain clarity on who it is this message is intended for.

Take the time to do proper market research before you try to sell.

No Time to do the Research? Hire a Professional!

As a copywriter, market research is a part of my job. I was working on some copy for a new information product in an entirely new market. Because I didn’t have the time to do the research myself, I hired a professional to get the job done.

He put together a great research document and highlighted the different pain points, what they struggled with, captured the language they use, and all the things you need to write effective sales copy.

This Goes Without Saying…

Before doing anything and spending any money on marketing, you need to get clear about who you or your product is serving. Clarity is king when it comes to selling your product and knowing who your ideal customer is.

And if you ever need a cheesy reminder, remember this sentence: Clarity is king when you want to sell your thing.

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