Learn how to write copy for your target audience!
If you’ve read my recent blog on copywriting myths, you’ll know that copywriting is so much more than just typing words. You’ve got an audience who’s going to read it! So, in this article I’m going to expand on this and teach you how to make your writing relevant to your target audience.
The things I’ll be covering off include: how to define your target audience, how to figure out what they want to know, how to provide them with that information while still getting your own marketing messages across, and most importantly – how to do all of this while staying on brand!
Who is your Audience?
The first thing to remember and keep at the front of your mind the entire time you write is your audience. Who are they? Find out their age, gender, interests, likes, dislikes and the type of language they use. Try to have a picture in your head of who this person is and squeeze out as many details as you can about them. You may be surprised as to how much this will help you write and even make it a little more enjoyable, especially when writing about foreign topics. When we write our content at BeKonstructive, our target audience is small business owners. But, to be a bit more specific, they are small business owners of lifestyle brands, most likely female and 25-55 years old. While our audience are a bunch of career driven gals, they don’t take themselves too seriously, and like to spend their time outside of work reading, cooking, catching up with friends, scrolling through social media and listening to podcasts. See? We weren’t kidding when we said you need to get detailed. Trust us, it’s going to come in handy.
Challenge: Spend 10 minutes now writing down some defining factors of your audience- really give it some detail!
What do They Want to Know?
Naturally, writing for a specific audience means that you always, always, always need to think about what they want to gain from reading your content. If you have the answers to their burning questions, and can write it in a way that’s entertaining, yet informative – well, you’ve found a winning formula.
But how do you know what they want to know? The best way to do this is to conduct some research. Think about what kind of content your audience consumes? What are some common events happening in their life? Have they left you any hints when engaging with your content? When we have a bit of writer’s block here in the office, we love to chat about potential topics of focus to get our ideas flowing, or even look back on old content that was well received to see what topics or themes hit well with our audience previously. Another idea is to join Facebook groups or online forums where your target audience hang out and look at what topics and conversations are happening there and generate content around those themes.
Challenge: Look back on some of your old posts that had great engagement or produced leads. What was it about them that caused people to act?
What do you Want Them to Know?
Alright. Now that you know who your audience is, and what they want to know; you need to think about how you can combine this with your key message. This is important because although you are trying to cater to your audience’s needs, you also need to ensure the content remains cohesive with your brand and includes a call to action. For example, at BeKonstructive Marketing, we know our audience loves our content because it is educational, but we always provide them with information as to how we can help in addition to the tips they’ve learnt from us. It’s all about exchanging knowledge and showing your audience that their time investment was valuable.
Challenge: Visualise your audience, their burning question and think about how something you offer – product or service – can tie into that.
Combining these three steps will make sure that you get your message across in a way that is relevant to your audience. You want to ensure they feel as though they have gained something from reading your content, but also leaving them eager to reach out and get in touch.
The BeKonstructive Team
Our team here at BeKonstructive Marketing is made up of young women who are skilled in Journalism, Public Relations, Communications, and Marketing. If you need any help with content marketing or social media management, please get in touch! Whether you need an entire campaign or need a hand with a few blog articles – we’re happy to help. No job is too big or too small for BeKonstructive Marketing.