To write good copy, it’s essential that you identify your target audience. In order for your content to have an impact, you need to be able to hook your target audience and deliver valuable content.
So, before you start writing there are a few questions you should ask yourself.
Who is your target audience?
You need to go into quite a lot of detail here, i.e. go beyond things like age, income, gender and occupation. You’ll also want to identify what values and beliefs your audience may have, what motivates them, as well as their attitude towards certain topics.
What are their worries and wants?
Knowing their hopes and dreams, pains and fears, barriers and uncertainties is key to producing content that is relevant to them. If you address their worries and wants, then your content will automatically have real value. That could mean writing copy that answers their questions, maybe as a free download, e.g. a template document or a how-to guide.
Understanding their goals or what keeps them up at night will also allow you to evoke associated emotions with your headlines to pull them in.
What writing style will appeal to them?
To appeal to your audience, you’ll need to adapt your copy to suit their level of understanding. Don’t bombard them with industry jargon. Avoid corporate language as it comes across as faceless and therefore lacks emotion. Use shorter sentences and plain English to ensure your message is clear. Include power words, take a storytelling approach, write in a conversational tone and bring in some personal elements to make it engaging. And write to all senses to make your copy come alive.
So, there you have it. Knowing about your audience will help you create attention-grabbing headlines, produce content that adds value, and write in a style that is appealing and engaging.
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