There may be 7.8 billion people on the planet, but every single one of those people is entirely unique. Our DNA differentiates us from one another, as do our lifestyles. Which, of course, is a brilliant thing!
Unless you’re a copywriter, that is. Or a business owner.
Because how on earth do you appeal to 7.8 billion people who all have entirely different lives, dreams, ideas, problems, aspirations?
The answer is simple. You don’t.
You’ll know as business owners, and we certainly know as copywriters, that attempting to appeal to everyone is the equivalent of appealing to, well, no one at all.
But it is possible to tailor your marketing message to capture the attention of certain groups of people with similar characteristics. Here’s how…
Writing Copy for Different Audiences – Top Tips
As copywriters working with small businesses, we’ve learnt the art of appealing to niches who all have very specific wants and needs. Whether it’s undertaking in-depth research into buyer behaviour, adapting our language to create a certain tone or tailoring CTAs to match consumer characteristics, each step in writing for different audiences is vital in ensuring your content hits the mark.
Check out our process below for ensuring you’re tailoring your message to all the right people.
Determine your Ideal Customer
Out of all of those 7.8 billion people in the world, it’s your job to pick one of them. Just one. A singular person who you think your products or services might appeal to the most.
Go beyond age, gender and background and try to get into their headspace.
What is it that they’re looking for specifically? What problem will it solve for them? How do they usually go about making a purchase? Are they using social media? How do they speak? Spend time discovering their unique traits to really begin to understand how to market your business to that particular person.
Observe them on social media, research similar businesses and their customers, look at competitors. Obtaining as much information as you can in this first stage of the tailoring process will stand you in good stead for infiltrating the niche you’ve got your eye on.
Once you’ve identified your sole consumer, turn it into a Customer Persona – a little document that details everything you need to know about this ideal customer.
And then, repeat! Who else might be interested in your products or services? How are they similar or different to your ideal customer?
By doing so, you’ll widen your pool slightly from one sole consumer, but without opening yourself up to too wide of an audience – the perfect balance for tailoring your message and your copy effectively.
Use Appropriate Language
Once you’ve determined your customer niche and you’ve started creating content (websites, social media posts, newsletters etc), you’ll want to pay close attention to the type of language you’re using.
This can be a make or break for your customers.
Get the words right and they’ll feel connected to your business in some way. They’ll feel included, a sense of belonging, and a desire to discover more about what you can offer.
Use the wrong words? Well, you can kiss that purchase goodbye.
There’s no bigger turn off than reading content that doesn’t resonate with you at all.
Picture this. You want some information about a new curling iron. You want curls that will last all day for that wedding you’ve been invited to next weekend. But the description on the website is full of technical jargon about barrel lengths and temperatures.
Are you buying? I’m not. In fact, I probably can’t be bothered to read the rest of the description at all.
If the description had promised long-lasting, voluminous curls guaranteed to stay put morning till night, I might have been more interested.
Using appropriate language is all about tapping into what your audience wants to hear, not what you think you should be telling them. Tailor your language to match their preferences and you’ll be well away.
Customise your CTAs
Now that you’ve established a connection with your intended audience by adapting your language to their preferences, it’s time to think about your CTAs.
When it comes to CTAs, one size definitely does not fit all. In fact, paying attention to your CTA and ensuring it works for your specific ideal customer can be the difference between making a sale and losing a customer.
Take this, for example. If you’re targeting younger people who are likely very tech savvy and want a quick solution to their problem, you’ll likely opt for a casual CTA that allows them to complete the final steps of purchase quickly and easily. A simple ‘Get it Now’ might work here.
If you’re audience comprises of an older demographic who may be a little more sceptical and wary when it comes to making online purchases, you might opt for a CTA that offers the promise of more information before the purchase. Something like ‘Learn More’ or ‘Discover your Purchasing Options’ might help to put those concerns at ease and encourage the next step.
All our brains work in very different ways. What sparks joy in one person might evoke sheer dread in another. Understand your audience and use the information you’ve collected to create CTAs that will appeal specifically to them.
Writing for different audiences and tailoring your message can be challenging. With so many needs to cater to, it can be difficult to know where to start. But by carrying out in-depth research, paying attention to the type of language you’re using and crafting CTAs that tick all the right boxes for your specific audience, the whole process becomes far easier.
Copywriting with The Edwards Company
If you’re having trouble getting your copy and marketing materials to resonate with your intended audience, we can help.
We’ll take the time to get to know your audience inside out so that we can craft compelling, engaging copy that works for them.
Check out our copywriting packages or get in touch for more information – we can’t wait to write with you!