I received an email from Cathy Goodwin (copywriter and copywriting trainer) that got me thinking about the importance of your customer’s backstory and how it’s an overlooked part of marketing.
What’s A Backstory?
I’ll quote directly from the email
A client’s backstory consists of 3 parts:
What’s their problem?
What’s holding them back from solving it?
What have they tried?
You’ve probably been told you need to develop avatars or personas for your main types of customers or clients. It’s something I’ve taught in the past to clients. The idea is to help you to get to know them and get into their minds so that your marketing can be more effective. It’s the difference between talking TO them and talking AT them. [continue reading…]