Copywriting Blog Post Archives

It is often said that it is important to write for your audience. But what does that really mean? How do you determine who your audience is?

If you write for whom you think your audience is, you might be missing out on a completely different crowd.

Consider Your Audience – Three Major Members

1. Write for the researchers. The people in the beginning phases of purchasing are researching to learn more about the products or services that they’re looking for. They may not even really know what they’re looking for at all, so it’s crucial to be very general and to refrain from using jargon or other industry-specific terminology.

   Someone well-versed in internet marketing is very familiar with search engine optimization (SEO), but for a small business owner who just started a website, they need more broad references that make sense to them. Explain everything in layman’s terms, and you’re likely to get a repeat visitor when they move to the next phase of audience participation.

2. Write for the shoppers. The next member of your reading audience is the shopper. This is the person who has done the research on the topics and has a pretty good understanding of what it is they’re looking for. Now that they know enough about the product or service, they’re ready to do some comparison shopping.

   Target your shopping readers by including more industry-specific terms and arm them with information that will make them want to pick your product or services over your competitors. You can include side-by-side comparison charts that show the benefits so that they want to come to you when they’re ultimately ready to buy.

3. Write for the buyers. After they have done the research and have made comparisons between competitors, the buyers are ready to convert. They know enough about what they’re looking for, so your writing can be very specific and can include a lot of terminology and facts that will make them want to buy your product or service.

   Your buyers want quick information that makes them want to convert, so give them the info they want quickly. When writing for your buyers, consider giving them links to any customer service, warranty, shipping, or refund information as applicable.

Let your audience know that they’re making the right decision in selecting your services over your competitor, and you’ll be sure to have repeat customers or generate referral business as a result.

As difficult as it may seem to believe, 2007 is nearing its end. Where the frick did the time go? As a writer, it’s time for me to look back on the last year and to start thinking about some resolutions to ring in the new year.

1. Read. It is often said that the best writers are great readers. In order to master the language, you have to read it and fully submerse yourself in it. Subscribe to other writers’ blogs to get tips, subscribe to Dictionary.com’s Word of the Day emails, and just read anything to expand your mind. One of my favorite books about how to be a better writer is Stephen King’s memoir, On Writing. Make this the top of your list, and you’ll be sailing through the year with plenty of ideas.
2. Write. As simple as it sounds, sitting down and writing can be an arduous task for some. Set aside time every day to master your craft. Keep a journal or tape recorder with you at all times to note those fleeting ideas as you drift off to sleep, wait in the doctor’s office, or sit in traffic. As a writer, you constantly have ideas jumbling through your brain, and by getting them down on paper or on tape, you can visit them at a later time when you’re ready to create your content.
3. Accept. No one likes to hear negative critiques, especially if it is in relation with something you’ve poured your heart, time, money, etc. into (i.e. your writing). The only way to grow as a writer is to accept criticism and revise your work. If you have a relationship with your editor, the community, etc., perhaps you can ask for feedback by getting the praises first and the shortcomings second. Don’t look at the critique as an act of faultfinding; rather, look at it as an opportunity to improve your craft.
4. Connect. By joining critique groups, attending conferences, and meeting up with other writers, you will be able to talk with like-minded people that share the same interests as you. Plus, depending on their areas of expertise, they can offer insight into your frustrations with content development. While you may be frustrated by not being able to come up with ideas, those who are closest to you (spouses, coworkers, friends, etc.) may be getting equally as frustrated in their inability to help you.
5. Overcome. While writing may seem easy to some (my wonderful coworkers say I’m just a typist), it can be quite formidable at times. This gets increasingly more difficult with writer’s block, negative criticism, and rejection. Overcome all the fears that we face as writers, and just sit down and write. Stephen R. Covey said, “Opposition is a natural part of life. Just as we develop our physical muscles through overcoming opposition – such as lifting weights – we develop our character muscles by overcoming challenges and adversity.” Develop your writing muscles by overcoming your fears.

I hope these help you to become a better writer in 2008. I know I plan on sticking to these resolutions, and I plan to enlist the help of my friends, family, and I guess I’ll even ask my coworkers to make sure I’m following my own advice. And you, my dear readers, can ask me anytime whether or not I am too.

Here’s to wishing you a prosperous and productive 2008!