How great salespeople -and writers- read your mind

After two years of looking at my face on zoom, I decided I wanted more interesting glasses.

No offence to Specsavers (their ads are funny) but their range is dreary. I was looking for something more distinctive.

So I popped off to a local Optometrist, Eyedentity.

The salesperson, Chris, took the time to understand my likes and concerns.

Then he laid out around 10 pairs of glasses and told me what he was going to do. He was going to explain that I’d been wearing the wrong glasses for years.


Then, over half an hour, he stepped me through all the options up to a more daring, colourful pair of statement glasses.

I was sold.

My eyewear spend went up multiple times from previous years. I spread the cost across two different credit cards to hide the purchase from my husband.


So let’s answer the burning question (not the question of why I hid the purchase from my husband, that’s a story for another day).

Why did I buy?

Firstly, Chris is an amazing salesperson. He understood my drive to refresh my identity after a couple of years of lockdown.


Not only does he understand my psychology, he’s also knowledgeable about how different shaped glasses suit different faces. And he's an expert in the brands he sells.

How this relates to copywriting

Your writing is your online salesperson. It has to understand the customer it’s selling to and the stage they’re at in the customer journey.

Get inside your buyer’s mind

So how can you read minds like Chris? You have to join the conversation your customers are having in their heads.


And here’s the real secret:

You’re selling them a better version of themselves. Not a pair of glasses. A painting. Or a power hour of coaching.


You’re selling them who they’ll become after they buy.

Who am I after my purchase? I’m a bold, creative person, with slightly quirky glasses.

It’s all about the customer

Even when Chris was telling me about the craftsmanship and quality of the glasses, he focussed on my appreciation of those things. He noticed when my eyes lit up.


He worked out that I see the value of a quality brand. That’s why I’m prepared to pay more than the yearly fees included with my health plan extras.

How to figure out what your customers are thinking

Conduct research interviews and ask questions like:

What would have made you *not* buy this product?

In my case, I wouldn’t have bought glasses if the salesperson hadn’t shown me individualised attention. That 1:1 experience convinced me to buy.

What would you tell someone on the fence about buying this product?

I’d say, these glasses cost a fortune, but I’m so happy with them. I feel happier about my appearance and they start conversations with friends and strangers.

Where are your customers on their journey?


You need to understand what stage your customers are on their journey. In the words of Copy expert Joanna Weibe,

“If you don’t know your message yet — you don’t know what the people you’re talking to care about or want from you, and you don’t know where they are in the sales cycle — don’t write.”

If you don’t know yet, you need more information first. It’s time for research.


Email me to talk about customer research.




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