Copywriting can be a difficult process; it can be difficult to put together the perfect piece of copy that truly sells your business and needs to stand out in a saturated market. But determining how to tailor your writing for your intended audience can be even more difficult.
It's critical that your copy reaches the right people. A well-written email or a catchy print ad with the perfect headline are useless if they do not appeal to your target audience. So, how do you reach different audience members with your copy while also ensuring that the words you're writing engage the right people?
Tips Of How To Reach The Right Audience
The good news is that you can take several steps to make your copy work harder for your company and connect with the right audience.
Determine your target audience.
The very first thing you must do in order to write a copy that truly works for your audience is to identify who your target audience is. Once you've determined who you want to target with your message, you can tailor it as much as possible to be really effective and engaging for the right people.
What is your target audience already aware of?
After you've determined who your intended audience is, you should consider what they already know. It's widely known that people have short attention spans and prefer to read only things that are interesting or relevant to them. That means you must make a concerted effort to write at the level of your audience. Most of the time, it's a delicate balancing act.
How familiar are they with you?
It’s important to consider how familiar your audience is with your business or brand. If your target audience already knows who you are and what you do as a business, then you don’t need to repeat that in your copy as it won’t offer the reader anything new.
Use appropriate language and wording.
Another important aspect of writing copy that appeals to your target audience is the language and words you use. Speaking to your audience in a way that they are accustomed to can have a significant impact. Your language and word choices should always reflect your brand's tone of voice, as well as the manner in which your audience speaks and prefers to be spoken to in return.
Think about what your audience wants and reflect that in your writing
You should also think about how to tailor your copy to the main points your audience will expect and want to get from you. If you’re a luxury travel brand that targets an affluent audience with a luxury experience, reflect that in your copy. Use language that highlights a bespoke, no expense spared, luxury experience and really paint that picture for your audience.
Start making it about them, not about you.
If you truly want to tailor your copywriting to your target market, they must be the centre of attention. Many companies make the mistake of simply writing about themselves and listing all of the reasons why their products and services are exceptional. While it's great that one's products and services are outstanding, your audience doesn't care unless they find them useful.
Make the audience feel good.
Nobody wants to feel bad about themselves, and this is also true when it comes to copy. If a piece of copy focuses on everything that is wrong with a reader and all of the problems that they are facing, it will not make the reader feel good and will likely alienate them. That means they won't associate your company with a positive experience, and they're unlikely to become a customer in the future. Obviously, you want to avoid this.
Copywriting will never be an exact science, but identifying your audience as thoroughly as possible and considering what they will just now know before you begin writing will put you on the right track. Then just be creative - use language and words that your audience will relate to, make your copy personable, and highlight the benefits that they will want to see from you. All of this will help you establish a strong linkage with your reader and create a positive connection with your brand. Need help with engaging content? Contact YourFlow Australia today!