Copywriting, Marketing

How To Get To Know Your Audience?

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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

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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. 

 

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Copywriting

How To Choose Appropriate Lexics For A Text

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Each writer has a personal sense of writing style. There are some commonly used styles, but a true writer is valuable for individual specifics no one else can introduce into a text. Though, there are some rules concerning lexis, texts’ words, that can be helpful to follow.

Words for texts have to be chosen respectively for the type of copy you write. It is always important to keep in mind for what reasons the copy is created. Here are the most common examples of texts’ goals:

  • A post to a blog. This is a very commonly reason for writing a text. It is usually used both by individuals and by companies. Individuals do that to fill in their blogs. A different reason applies for the companies. They often hire a copywriter, who writes a blog post on a popular media source. It is done with the aim to attract additional audience about the issue described. It is also  good way to explain the matters that are product-related.
  • A landing page. This type of writing is a must for companies. These can be both real entities and business that operate only online. The landing page is very important for each company. It gives clients the first impression about the company. The way this writing samples influences the reader will define largely whether he will decide to buy a product or a service.
  • A guest post. Such posts are usually prepaid. They aim to attract larger target audience to a company’s new product or service. Such posts are placed on different internet platforms.

These are some of the most common writing copies. For each one, a unique selection of words should be used. It is a bad idea to write a blog post using the same words as for the landing page. It simply will not be efficient.

Words choice for a blog post

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Today many among us have a personal blog. It provides an opportunity to express one’s opinions and to update online community with the interesting facts about one’s life.

If a blog post is written for such reasons, it may, definitely, contain a very simple vocabulary. Here are some principles to use:

  • Use words that have one meaning. If you want to make a text to become understandable to the audience, keep it as simple as possible. One meaning words will help a lot to achieve this goal.
  • Avoid two complicated metaphors. There is no need to use too complicated language. It will hardly make the readers more involved. Straightforward words usually have a better effect on people than metaphoric forms of the words.
  • Do not use professionalisms, and other words that are common for specific professional group members. Reading a personal  blog post needs to be as easy-going as it can be. The main reason for it is the audience. If the blog is not dedicated to concrete professional group (e.x. financial specialists), professional words will create a confusion rather than a pleasure reading them.
  • Do not divide a thought into two parts. It is simply essential. Try to finalize one thought in one sentence. Do not develop one simple idea in 1 page post. Concise content is a must in today’s days.

These are the tips that will be useful for the writers of personal blog posts. A different story happens when we talk about a corporate blog post. There are some features that will characterize it:

  • It will tackle corporate issues. It means it will contain much data about the company, scope of its business.
  • It will be industry related. Each company operates in a concrete sector. So, each copy will be  related to that specific industry in one way or another.
  • It has different types of audiences. These are the stakeholders of the company. In other words, these are individuals and entities that may have certain interest in company’s business. The life and functionality of these individuals and entities is affected in a certain way by company’s business.

So, writing a corporate blog post is a very responsible thing. The copywriter who can not simply describe a product. He has to be well-aware of many facts about the company. Here are the details each good writer has to keep in mind when he writes for a corporate body:

  • Mission and vision of the company. We live in an era when Corporate Social Responsibility is crucial. The reflection of its principles can always be found in mission and vision of a business. It is important that a writer deeply understands them. This will help him/her a lot to craft a copy. It will help to find a right angle on how to describe a particular product launch or any type of business failure.
  • Corporate strategy. This strategy is not about the cifras only. It fact, it tells about more interesting things. It allows to understand what goals the business puts in terms of CSR, revenue and stakeholder benefits. This scope has to be reflected in every copy crafted for the company.

Evidently, to craft a copy for corporate blog posts is a different thing than writing for an individual blog. Among the others. it also requires different words to be used:

  • Use professionalisms. A corporate blog always looks better when the terms and words from the particular industry are used. They show the professional level of the company and impress the clients in a very positive manner.
  • Do not overuse terms. These tricky words are nice to use but not extensively. If used in a big amount, they will make a text to hard to perceive. This will make the stakeholders unhappy about reading a text. It will be become too time-consuming activity for them.
  • Mix the lexis. Basically, mix words from everyday language with professionals. It has to be done of course wisely, but this principle will help to create a copy understandable for everyone.
  • Remember about the goal. Businesses always order blog posts for some specific reasons. This can be an informative one, or persuasive one… Depending on the main goal of writing a post, it is good to choose the words differently. It is a well-known fact the words can attract, persuade… So, play with words in a wise manner.

For business copies, except of words choice, it is particularly important to keep the structure. A well-structured text attracts audience better than long sentences without paragraphs and bullet point. More information about how to structure the text you may find here.

Words choice is crucial to make a copy a success. It is all the matter of practice. Every person with a special training can succeed in it!

Words choice for guest posts and landing pages will be discussed in the next posts coming soon! Share your thoughts with us! Add a comment!

Copywriting

How Worth It Is Developing An Individual Style

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The discussion on issue of individualism in copywriting is quite intensive. Copywriters often doubt if there is certain pattern according to which one should write. There is no concrete answer to this question.

What is, nevertheless, important to understand that individualism in writing style always matters. It has, of course, to be balanced. The best is to keep balance between patterned and creative writing.

What Copies’ Genres Allow Creativity

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Copywriting in every form of it is much about creativity. No matter what a writer writes: a blog post, a landing page or a guest post there is always a creativity element that has to be present. It is important to understand to which extend each copy permits expressing individual style. Here are some examples to analyze:

  • Product reviews. This is one of the most conservative writing genres in copywriting. These pieces have usually to be short, concrete and written according to a pattern. It is the case if it is a quick and concise review, that is placed close to the product image on web page. There is another type of product review. It is a full text article. Producers usually order such copy and place it as a full text description of a good. Such a piece is also quite concise. More creative pieces can be written for blog posts or personal reviews. Such texts are usually written by bloggers. Those materials are easier to read. Such a text perfectly permits and even requires an individual writing style. Much depends on how simply and comprehensively the author will describe the idea. Such a copy still has to contain material about a good, but it also has to show personal point of view of a writer about it.
  • Blog posts. These are one of the most popular copies produced today. Internet is full of blog posts. Such copies have to be written as creatively as possible. It is a rule of thumb: if a writer wants to become successful he has to write in an individualistic manner. The more individualistic the manner of writing is, the better. Though, it is important to remember that it is always good to write the copies in a refined style. The copywriter has to know to choose the right words and to make them organically connected in one sentence. It is not that easy. It is important to write as many copies as possible to develop an individual style.
  • Guest posts. These posts are usually paid by a company. There are plenty of requirements put to produce such a copy. The author should, first of all, analyze the web source he writes for. That is very important. Reading of several posts on the webpage will make the person understand what standards the given website applies. It does not mean that the author has to give up individual manner of writing. It rather means he has to adjust. If a writer produces a copy for a business portal, there is a need to be serious in writing. In case sarcastic sentences have to be used, they have to be socially accepted in the society. The same concerns jokes usage. There are many jokes that can be misunderstood by the readers depending on their religion, nationality etc. That is always good to remember about it.
  • Landing pages. These copies are not easy to write. They have to be produced after an analysis of a company. It is important to feel the company’s spirit. Today more and more companies offer not only products or services. They offer certain values. It is important to underline these values in the copy. This will attract people’s attention more than detailed description of products characteristics. Here is when individual style is important. It takes certain mastery to craft a copy the way it will exactly reflect company’s values and sell the product (services) at the same way.

These are short recommendations on how to craft different types of copywriters. It is important to make a short analysis before a writer writes a copy. It will help to understand to what extent creativity is permitted in the given copy.

Required Analysis

It is impossible for a copywriter to create a copy, unless he clearly understands the task. It means he has to evaluate certain parameters before writing. Here are important characteristics that have to be evaluated:

  • Type of a copy. The writer has to understand clearly what type of copy he has to produce.
  • The client. Should it be a company or a web portal it is important to understand what its business is about. It is also important to evaluate key activities that a given organization realizes. Without it it is impossible to understand how to adjust personal writing style.
  • Audience. The text has always its audience. It is necessary to understand what the audience is looking for. People can be looking for a good piece of advice in the blog post. They also often need to hear a friendly voice. If a writer writes a landing page, the situation is different.The copywriter will be able to present the good, service and the company by itself in the most favorable way. The writing style has to modify. It has to be quite objective.
  • The education level of readers. That is a very important criteria. When the writer writes a text it has to be understood by people who read it. One idea can be expressed in many different ways and with different words. There are certain schemes for audience analysis. If a copywriter has to write for an informative portal it is better to use official lexis. There can be used some Latin and Greek words. If the writer crafts copy for a luxury brand, the sentence structure has to attract a client. It has to be unique. The author can choose by himself if he wants to use short or long sentences. What is important such a sentence has to attract attention. It has to have certain intellectual component and make a person realize he buys a unique good.

These are the parts of a very basic analysis. For a professional copywriter it takes some minutes to evaluate the audience, company potential and to determine a unique style. Each copy for every single company has to differ. It has to adapt to a client, audience. It is the only right way to succeed.