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Know your audience intimately.
Study your audience deeply.
As a copywriter, deeply understanding your target audience is paramount. You can’t simply write generic marketing messages and expect them to resonate.
Cut Through the Noise
Your words need to cut through the noise and speak directly to your readers’ specific mindsets, challenges, fears, desires, communication preferences, and psychographics.
Invest significant time truly getting to know your audience inside and out. Go beyond basic demographics like age, gender, income, etc. You need to understand their deeper emotional drivers, daily experiences, values, objections, aspirations, and pain points related to your product or service.
What are their most pressing problems that need solving? What desires are they chasing? What are their doubts and anxieties to overcome?
Immerse yourself in their world as much as possible. Read the publications, forums, and social media channels they frequent. Conduct surveys, phone interviews, and focus groups. Pour through reviews of your product and offerings from your ideal customers.
Gather Intel to Know Your Audience Intimately
Gather intel on their lingo, jokes, memes, and conversational tone. The more you can get inside their heads and walk in their shoes, the more effectively you can speak in their language.
Study your audience’s varying awareness levels of your brand, offerings, industry, and core concepts. Identify their entrenched beliefs, biases, objections, and knowledge gaps you may need to overcome.
Analyze their ultimate goals and how your products or services can help them achieve their desires and primary “want” behind the logical “need.”
Only by deeply understanding the audience’s dominant emotional forces and motivations can you strike those human truth chords that elicit an elevating connection, rapport, and persuasive impact.
Invest serious time mapping their lives, challenges, and innermost drives, and you’ll earn their trust and attention.
