Knowing who are your customers, such as their habits and values, is very important to achieve your marketing ambitions. However sometimes businesses are tempted to write in a way that reflects how they want to be perceived, this often results in pompous an over complex copies. Writing for the readers is rule number one for writing a copy that sells.
Discover who your customers are…
Now that we have agreed on the importance of writing for the readers rather than writing at them, let’s see how to understand who your target customers are. To do so in a simple and effective way it is suggested to idealised your customer persona.
Questions to ask yourself when creating the persona of your customers:
- Where are they from?
- Are they female or male?
- What’s their level of education?
- What’s their status? Income?
- What are their interests?
- What’s their knowledge on the subject?
You can now either decide to draw a picture of your target reader or to create a sentence that allows you to visualise them, for example:
A middle age wealthy man who loves reading about sport on a Sunday.
A teenager who spend most of his time with its Smartphone on Facebook.
Now you can start to writing purposely and make the readers act as you wish.
Rule of thumb
Be fluent! Write as you speak. Sophisticated language is OK if you are addressing the Queen but not if you want to hook your readers.