When considering the profile of your ideal prospect, we can use the BFD Core Complex model as proposed by the American Writers and Artists Institute (AWAI) – Inside their Direct Marketing University course.
The Core Complex
In simple form, we use BFD to denote Beliefs, Feelings, and Desires.
The broader classifications of this are:
- Intellectual – What are your prospects beliefs, attitudes, and principles
- Emotional – What are the prospects feelings related to your product category – his fears or frustrations
- Personal – And what are his or her psychological needs and desires
Working with these categories allows you to derrive a sensible well rounded view of your ideal prospect profile that can guide your copywriting.
Find out more about the core complex and developing prospect insight.