Sep 24, 2020 09:37 PM
Knowing and understanding your audience is important for focusing your content message and making sure it reaches the right people. You wouldn’t want to speak in teenage jargon if your main customers are senior citizens, right? When you decide on what your message is and who your intended audience is, then it’s best to brainstorm about who your audience is and what drives them. What are they interested in? What makes them different from other audiences? Are they families or single? Are they managers or employees? Little details about your audience make big impressions.
Benefits of Understanding Your Audience
When you understand your audience, the following happens:
Emails get forwarded to family and friends.
You get more leads because readers feel a camaraderie with you. You connect with them.
You get more customers from those leads.
You get more referrals as a result of those customers and the great customer experience you delivered to them.
Now that you know the benefits of understanding your audience, let’s take a look at ways to do just that.
Follow and Listen
Reflect what your audience wants to hear and how they want to hear it. The best way to do that is to study where they converse like forums, Quora, LinkedIn groups, or Facebook groups. Take note of what topics they’re interested in and what problems they are complaining about.
Yes, this requires some research, but it shouldn’t take long to understand their wants, needs, and likes. You’ll most likely discover that your audience can be broken into smaller segments. That provides more opportunity to give your campaigns razor-sharp focus. The success of your content writing lies in how well you understand your audience’s wants, needs, and concerns.
Stating the Benefits of Your Product or Service
Now that you know what your target audience is looking for in products and services that you offer, let’s talk about how to present those benefits to your potential customers.
After you learn your audience’s needs, jot them down. Benefits could be: saving time, saving money, safety, improving some aspect of your life, etc. The way you deliver the message will decide what action your target audience will take. If you send a blog article, video, podcast, or copy out into the internet’s many habitats, you want it to resonate well and be accepted and shared. No one wants their messaging to go down the black hole of search engine results along with everyone who wrote dead-flat content.
On-target messaging and emotional copy will help move your potential customers in the right direction. Speak to your target customer’s emotions. Most shopping is emotional, so good copywriting is pressing those emotional triggers and connecting with the customer through stories and testimonials.
Is the emotion driving your customer one of these?
Need for self-esteem
Fear of the unknown
By allowing your customers to speak through testimonials or by adopting their language, your message will be better received than by using marketing or industry jargon.
The advertising man himself, David Ogilvy, once said “Unless you have some reason to be solemn and pretentious, write your copy in the colloquial language which your customers use in everyday conversation.”
In other words, be yourself and don’t try to show off your vocabulary. No one cares that you can write long multisyllabic words or that you can write like a professor. Customers have a short attention span these days and they’re looking for the solutions to their problems with little time and little effort.
Understanding your audience is the key to writing great content, and harnessing the emotional drivers of your target audience will lead to greater reach and more shares. No one wants to be spoken down to, but everyone wants to find helpful and valuable information. Tapping into your target audience’s wants, needs, and likes will help you increase sales and referrals.