Posted to Ben Finklea's blog on June 7th, 2007

Knowing Your Audience

Many copywriters tend to believe that copy should speak to a broad audience and needs to appeal to as many types of people as possible. At Sprydev, we tend to believe the complete opposite. Copy written for a general audience tries to speak to many people, but it ultimately ends up speaking to no one.

Instead, try coming up with a few customer profiles of certain types of people your business attracts. How old are they? What do they do for a living? What are their personal views? How does your business satisfy their needs?

Then, write to these specific people. Appeal to their senses and mindset. Speak to them in their own voice. Keep them in your head every step of the way throughout the writing process. What would you say to them if they were sitting right in front of you? How would you hold their attention? These are important questions to ask before beginning the writing process.

Over the next several weeks, we are going to go over the 4 main types of customer profiles you are likely to encounter. More importantly, we’ll show you how to talk to these customers in their language.

Check back every Thursday for our crash-course in customer personalities and buying styles. We’ll show you how to speak to specific customers while conveying information in a style that appeals to them.

You won’t want to miss next Thursday’s Profile: The Methodical Type.