The first thing copywriters ask a client before writing anything, regardless of whether it’s a website, blog or email is, “Who is your target audience?”
Do you know the answer to that question?
If you aren’t sure, then you are probably talking to everyone – and that tends to make your copywriting boring and generic. Not because you are a bad writer, but because talking to everyone means you are talking to no one.
So, let’s get clear on who we are talking to and how…
Know Your Target Audience.
Your target audience are the people you ideally want to work with/for, and since your content should reflect who you are aiming to convert, they are the only people you want to be talking to. Think of your absolute favourite customer; the one who always pays on time, understands the value of the service you offer, is always a pleasure to deal with… you know the one. That person is your target audience and the kind of customer you want more of in your life!
Try and climb into the head of that person;
- What do they want?
- What are their problems?
- What interests/attracts them?
- Where do they hang out?
- What language do they speak?
The number 1 rule in copywriting is to know exactly who you are talking to – otherwise, you might end up with the wrong kind of client or not converting anyone at all!
Here are 3 tips to help you write for the right audience…
Use the Right Tone.
A big part of writing for your audience is finding the right tone – and for your reading pleasure we have conveniently written a blog all about finding the right tone for your content. But we’ll quickly sum it up for you here…
The people who like and identify with your content, are the people who will want to engage with your business. If you know your audience, you know the language and ‘tone’ they will be attracted to – fun, professional, quirky, technical etc.
You also know your business and what is authentic to you and your brand identity, so all this should be backed up and represented clearly throughout your copy. If they like the tone of your content, then they are much more likely to feel they will like working with your business – so make sure you have the right tone!
Keep it Relevant.
Are your target audience experts in your field? If you are preaching to the choir, go nuts on the jargon and technical details. They are your people – they get you and they will respect your knowledge of the industry.
If they aren’t? All the jargon in the world won’t impress them, it will confuse and frustrate them. They don’t want to know all the technical details – just if you are good at what you do and can help them. And if they can’t quickly figure that out, you will lose them.
Have a read of our 3 tips to spice up your copywriting for simple ways to make your content more interesting and readable.
Once you have defined your target audience, wherever you might have a touch point with that ideal client (all the content you produce and all your marketing) should stay consistent.
If your social is targeted but your website is still generic, they might love your social, head to your website to check you out further and then decide you don’t sound like the right kind of company for them after all – and there goes a potentially ideal client.
Look at everything you produce through the lens of your target audience to make sure they will always be 100% sure you are the right company for them.
If you are struggling to write your website content or other marketing materials in a way which speaks to your target audience, give us a call. We’ll make sure your content is relevant, consistent and targeted so you attract the right people to your business.