Know your audience
It meant nothing to me...
Many communication and marketing efforts fail because they target everyone rather than a specific audience.
If your business’ copy is too general and impersonal then the reader may find it hard to relate to the information given and understand how it is relevant to them.
You should know who your audience is and ask yourself, what purpose will this material serve for my readers?
Firstly you need to identify your audience and create a good communications plan which will help you to target their needs. Think about who should hear your company message, or who would be interested in your business’ products or services.
Once you have identified your audience you need to get to know them and think about what they need and what they are looking for. Think about what you want their reaction to be and where you hope it will lead. You could consider their likes and dislikes, where they stand on a particular issue, what motivates and drives their business, and what their business needs. How can you help them and what can you offer them?
Marketing material should impress the target audience and highlight the knowledge, expertise and experience of the business or individual. At the same time it should have the right tone and shouldn’t be full of jargon or specialist terminology. Don’t put people off by showing off!
Professional copywriters understand the importance of making copy accessible to the reader and targeting a specific audience. They do not just write the words; through research and planning they really get to know and understand your business. A good copywriter will become an integral part of your business – your marketing department.
If you ensure specific and clear communication by identifying the correct audience and really trying to relate to them, your company’s marketing efforts will really start to show. Speak the language of your target audience and think about what they want to hear. And if you’re not sure, why not just ask?
