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One of the keys to successful marketing (let's not forget that copywriting is marketing) is understanding what your audience wants and what it will take to convince them they can get it from you.
A great way to learn more about your audience is to create "buyer personas". Karen Goldfarb offers great tips on creating buyer personas on her blog.
When you understand your audience you will be better equipped to provide them the content they desire and in turn, lead them through the buying cycle.
Here is the link to the Karen Goldfarb blog post: