Write to Charlie to Make Your Copy Better Right Away

Who is Charlie? He’s your customer avatar. He is a representation of your buyer.

Ask yourself: What does your most important client look like?

Ex.: Primary Customer Avatar

Charlie is a VP of sales for a midwestern services company generating $25 million per year. He is 45 years old, drives a used Lexus, and lives in an upper middle class neighborhood with his wife and two kids.

Fears and Frustrations:
-Working more hours every week.
-Needs better leads for sales team.
-Afraid he is stagnating in job.

Wants and Aspirations:
-More qualified leads from website and other sources at top of marketing funnel.
-More time with family.
-More sales per sales rep.

Now, write your website copy to Charlie — not a market, target or demographic, write to Charlie. Your copy will be a gajillion times better right away.