I’ve heard it many times.
“The headline must make our CEO happy!”
“We have to ensure the copy resonates with our shareholders.”
Unless these parties are your end user, your copy will suffer from a severe case of identify crisis. Of course, the CEO and the shareholders are important decision makers of any marketing piece. But, if you want your marketing to be effective, you must write it for your target audience.
The key here is to ask, at every step: “Is this relevant to my target consumer?”
Every piece of copy, whether it’s a headline or product description, needs to ladder back to what your target audience needs. After all, they are the ones who will buy your product, click on your website, or refer your business to others.
From agency partners to client side marketing managers…empower yourself to push back and defend the interests of your target consumer.
Here are some tips to help you do that:
- Define your consumer as narrowly as possible (psychographics, demographics, etc.). Whether it’s rural women age 35 – 50 or urban high schoolers, get specific.
- Do your homework! It sounds like a no-brainer, but “winging it” here just isn’t going to work. You need to delve deep into your audience to figure out how they think and what makes them tick.
- Determine the main problem/need of your audience. Then write every piece of copy to solve that.
- Write naturally, as if you were having a conversation with them. Depending on who you’re talking to, the tone of this conversation will be very different.
- Again, at every stage, ask yourself “Is this relevant to my target consumer?”
If you have an upcoming marketing project, I’m here to help, whether you need a quote or just have a question. Feel free to Drop me a line!