Each piece of content is written for a specific audience. No matter, whether it is a blog post, a guest post or a landing page, the audience is always there. The writer does not see but should keep in mind for whom he writes.
There are many reasons why the writer should keep in mind for whom he writes. Primarily, it is because each audience is different. That means the copy on the same topic should still be different for each specific target.
What To Remember About Your Audience
Basically, the best is to create in mind an ideal portrait of a person who can be a representative of the group. The copywriters usually need to make a bit of research to create such a portrait. Here are the main characteristics that will help to draw an image of a representative of your audience:
- The age. Naturally, depending of the age the tastes of people differ. More importantly, audiences of different age should be explained the same messages differently. It means, a copywriter should write with a different language for people of 30 and 60 years old. If the copy targets the audiences of different age, it is needed to adapt the copy and to make the message to be clearly understood by all targets.
- The level of education. It is an important criterion as it can help to deliver the message in the copy more effectively. Some specific concepts can be understood by the people, who have an education in the given field. It means that the product developed by a Machinery industry should be presented differently for people with engineering education, professionals in the sector and for customers, who simply need to benefit from specific functions of that machinery.
- The final need. Any copy that is written for online platforms should be developed to meet certain need. The needs really differ and the copywriter should clearly understand what needs of a reader he will satisfy. This can be a need to get a profound insight about a service or product, a need to get an intellectual pleasure from reading about specific concept or get an overview of the product or a service.
- The time. Time counts. So, the messages which are delivered within the piece of content should not be longer than they should. They need to take that time that the reader can understand what the copy is about and form his conclusions, but no more. That is why it is important to keep messages straight to the point, but still to provide broad justifications for them.
- The range of interests. It is a very valuable thing to understand what the audience loves except of the topic a copywriter writes about. As the writer understands what the audience is driven by, it will be easier to construct the copy and to understand with which lexis it should be written.
These are the main points that each copywriter should remember about. They will greatly facilitate the work of the writer, helping to craft a copy with the right message.
How To Choose Style, Lexis And Adjust Grammar For The Needs Of Specific Audience
After a writer clearly understands who belongs to his target audience, he should start thinking about choosing the right lexis, grammar constructions and style to make the copy easy to read by a specific audience. Here is a quick guide on how to make a right choice:
- The words make every copy either easy or complicated to understand. The type of lexis the copywriter choices determines how well the reader will understand the message. The choice of the lexis depends first of all on the target. If the copy is written for people who are professionals and have a profound knowledge about the topic, the usage of professionalisms is welcome.It will make the post looking more professional and allow to send the correct message.
- Grammatical structures should be neither too simple not too complicated. Depending on the target, the copywriter should choose the type of sentences to include into the copy. It is valuable to keep the balance. Short sentences should come along with long complex constructions. It will create a fine text that will be interesting and pleasant to read.
- Style is always the matter of taste and the writer should always to stick to his style of writing. Following such a principle, makes a copy sound unique. If possible the copywriter should still adapt to style the audience prefers. Though, the adaptation should be natural and not make damage to the copy. It should not sound artificial.
Writing the copy that makes an impact on the reader is not easy. Though, it is possible if the copywriter analyses his audience and thinks on what can make his copy sound unique for a specific target.