Are you intimidated by writing your own sales copy? The first question I often hear from new clients is “Do you know a good copywriter? I can’t write my own ads!” My answer is:  if you really know your customer, your copy will write itself!

As with many aspects of marketing, copywriting is part art and part science. And while not everyone may be a wordsmith, I believe anyone can learn the science part. So even if you end up hiring a professional to craft your next ad or sales piece, you can make sure it is grounded in what I call “the science of marketing.”

There are a few frameworks I teach my clients to get the writing started. One key concept I want to share with you today is Customer Avatar.

An Avatar is a very detailed picture of your prospective client. It’s called an avatar because it’s like a sketch of that ideal customer you want to attract. And you once know who your customer is, the writing happens as if by magic.

Let’s say you make one-of-a-kind turquoise jewelry. Imagine meeting your ideal client at an art show. What would you say to attract her to your booth? What language would you use to describe your pieces to her? Is she a 21-year-old art student, or a 45-year-old corporate executive? Will she want her jewelry to make a bold statement, or to blend in with her carefully coordinated outfits?

Here is a simple exercise I recommend: write up a half-page essay about your Avatar. Who is she? What does she do for living? What is going on in her life? Is she single, in a relationship, married, just separated? Does she have a 9-5 job, or a freelance project?

For extra credit, give your Avatar a name!

Then, pin this Avatar profile above your desk, so you can keep her in mind when updating your website, writing an ad, or even creating a new product.