Writing Your Marketing Message – For Who?

No doubt you have a fantastic company with brilliant products, but need to extend your marketing reach to increase revenue. Your marketing message is crafted to draw in new leads, but who exactly are you trying to communicate with? It stands to reason that if you don’t know who you are trying to reach, you also will not know what to say to them either.

Get Specific

When Tech Write are asked to undertake a copywriting project, one of the first questions I ask is ‘who is this piece of writing targeted at?‘. Without this information we may still be able to produce a fantastic, persuasive article of outstanding quality but which fails in its single purpose to attract leads and sales, purely because it is focused at the wrong audience.

The only answer therefore is to get specific. Who am I trying to persuade/inform/sell to? If you cannot answer that question before engaging a copywriter, the time spent finding the solution will be a worthy investment.

Be Relevant

The second key to writing the marketing message is to ensure that it is relevant to your target audience. If the article is to appear in a professional trade journal, the tone should match that of the publication. If producing a blog post, the style must correlate to that of your company’s website or if through a social channel like Facebook or Google+ the tone can be more relaxed.

Try looking at what your target demographic likes and dislikes and then craft your message to match that. Think like your ideal customer and try an pre-empt the questions you would ask in their place.

Get Help

If conducting this type of research seems daunting, too time consuming or simply beyond your experience, there is no shame in obtaining help. Any good copywriter will be able to assist in creating a compelling marketing message for your intended audience once they understand exactly what it is you hope to achieve with the piece.

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