How to Tailor Your Copy for Different Audiences

Marketing Insights for Professionals

Marketing Insights for ProfessionalsThe latest thought leadership articles and reports for Marketing pros

Monday, August 12, 2019

If your business wants to achieve maximum engagement with current and potential customers, tailoring marketing copy to suit specific audiences should be a priority.

Article

When it comes to creating marketing assets and designing campaigns that will deliver strong returns, there are many things for businesses to think about.

One of the most important priorities of all is creating content that will make an impression on different target audiences. This is particularly important in your written content, which will need to be engaging and relevant if you want people to take the time to read it.

You should therefore be thinking about the most effective ways to tailor your copy to resonate with the specific audiences you are targeting.

1. Know your audience

Knowing your audience is extremely important and highly valuable in all areas of marketing. Where written content is concerned, having a strong sense of familiarity with your various target markets is essential to crafting and tailoring copy that will achieve the desired results.

Developing a strong understanding of your audience is about not only knowing who they are (their typical age, profession, interests, motivations and so on), but also their reasons for reading your content and what they hope to get from it. Building up this clear picture will help to inform your copy and ensure it interests readers by offering solutions to their problems.

So what can you do to improve your audience knowledge? Firstly, it’s vital to dedicate adequate time to research, with a focus on the demographics that are most relevant for your business.

Other methods that can prove effective include:

  • Creating detailed buyer personas
  • Looking at what your competitors are doing
  • Getting feedback and guidance from existing customers
  • Monitoring discussion on social media and online engagement platforms

2. Give the reader something of value

Once you feel confident that you have a clear picture and a strong understanding of your target audiences, you can concentrate on tailoring your copy so it’s genuinely valuable and beneficial for them.

Before writing any piece of content - and during the production process as a whole - repeatedly ask the following question: Why should someone read this, and what will they get out of it?

Maintaining this sharp focus on what is important to your customers and how you can help them achieve their objectives will help to ensure that your copy is always interesting and relevant.

Take care to avoid the pitfall of focusing too much on your company and the value of its various products and services. People have little interest in reading copy that feels like one long advert.

While it might be tempting to incorporate some sales content into your writing, the real advantages of well-crafted, relevant copy are audience engagement and brand awareness, which should naturally lead to revenue generation.

3. Keep it structured

Using a clear, detailed structure is one of the most dependable ways of ensuring any piece of writing you produce is coherent, compelling and makes an impact on whatever audience you are targeting.

As part of the planning process, you should devise a structure that helps you to cover all your key points while keeping your written content concise and readable. This will minimize the risk of people losing interest or wondering exactly what point you are trying to make.

The exact nature of the structure you decide to use will depend on the specific audience and the information in your buyer personas. If your prospective customers are likely to be put off by large chunks of text full of jargon, use a structure that will keep your writing tight and easily accessible.

Finding the most appropriate structure for particular audiences and sticking to it will help to ensure your copy captures people’s interest and drives engagement.

4. Get into the right mindset

One of the strongest strategies that can help you tailor your content to certain audiences is getting into the appropriate mindset and trying to think how your customers think.

Put yourself in your target buyer’s position and imagine that you’re reading the copy for the first time from their perspective. How can you tailor it to have a more immediate and powerful impact? What are the most effective changes you can make to deliver more value for the reader?

There are various techniques that can help you change your mindset and take a different approach to your writing. Look for another piece of content that you consider effective or successful and take inspiration from it. Reading about current trends and challenges in your target audience’s industry can also help you get into the right headspace.

By combining these different methods and strategies, your business can boost the effectiveness of its marketing and realize the full potential of written content to engage customers.

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