From the start of your business, before you even create your first product or develop a service, you should first know the audience. After all, why would you create a product that no one wants? Sure, some people do create brand new products and then find an audience for that product, but this is not the easy way to do anything. For this reason, it’s best if you want to write great copy that you are crystal clear on who you’re writing for.
Understand (and Use) Their Language
Every audience and niche have specialized language and terms that they use on a regular basis. Sometimes it’s jargon, sometimes it’s just a tone or a personality that they appreciate over others. When you can talk like your audience using the words the way they use them, they’ll resonate with everything you write faster.
Commiserate with Their Needs
If you know the audience well enough, you know what they need. You know what is keeping them up at night. You know if they have extra money to spend on solving their problems or not. You know what they want and need, and you can make them feel as if they need what you’re selling.
Identify the Benefits They Desire
Knowing their problems also opens you up to understanding the type of benefits they want from the products they buy. If their most pressing problem is finding more time, you’ll need to express that in no uncertain terms, so they understand that you know.
Recognize Their Problems
When you study your audience, you’ll be able to identify more problems that are related to the type of products you want to sell to them. As you note the problems, you should also note the solutions and why they are solutions for this particular audience.
Tug at Their Heartstrings
If you understand totally who they are, you can use just the right words, stories, and events to tug at their heartstrings. When you make your audience feel emotions, they’re much more likely to buy whatever you recommend.
Know Where They Hangout
A really good point of information you can garner by studying your audience is where they hang out, where they get their information, and who they like to follow. That information can help you develop copy that seems to read their mind and that you also put in front of them where they already go.
Appreciate Their Reluctance
If you really know them well, you’ll know why they might be reluctant to buy from you. You can use that information to mitigate their distrust by answering objections before they even have to ask you a single question.
When you know your audience backward and forward, it is a lot easier to create copy that gives them the information you want them to have in a timely manner. No matter how good someone writes, if they don’t take the time to identify who the copy is for, it will be hard to craft it so that it appeals to their ideal audience.
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