Your content might be amazing, but if it never reaches the people you’re writing to, what’s the point? Writing specifically to your target audience will help you focus on the type of writing you should be doing, test how your customers feel about your content, and learn how to convert that copy into sales.
These are three steps that will help you get your content to your target audience for the best chance of creating copy that converts to sales.
1. Define your Target Audience
To define who you should be targeting with your copy, start by looking at who your current customers are. Is there one age group that tends to be most interested in your product or service? Are all of your current customers local? Use the information your customers provide when signing up for newsletters, the information they give when placing orders, and the demographics provided by your website and social media.
After finding out who is currently buying your products or services, start to think about how you’d like to expand that customer base. What other groups would you like to be marketing your products or services to? What’s the logical next step in growing your audience?
2. Create Your Ideal Customer
When you’ve nailed done some of the demographics of your customer base and the people you’d like to add to that base, you can use that information to create a profile of your ideal customer.
Here are a few things to consider when creating your ideal customer profile.
- Gender – is your product or service marketed specifically to women or men?
- Age – What life stage is your ideal customer in?
- Geographical Location – Are you marketing to customers specifically in North America? Is your ideal customer a city dweller or living in the suburbs?
- Occupation – Are you writing to high-level executives or blue collar workers? Mid-level professionals or stay at home moms?
- Income Level – How much money does this person make individually or how much does the family make together?
- Education Level – Are you writing to those with a high school education or advanced degrees?
3. Write to that One Person
After creating the profile of your ideal customer, keep that fictional person in mind every time that you begin to write so that you’ll always be writing copy that converts to sales from your target audience. Writing to only one person instead of trying to write copy that resonates with everyone can make your task much less overwhelming.
As you write, act as though you’re writing to that one person specifically. Think about what messages would encourage them to take an action step like following you on social media or checking out your online shop after reading your copy. Consider any objections they might have and address those potential concerns through your writing. Use wording and strategies that would speak to that one person.