Copywriting: Start With the Person, Not the Product

Copywriting - audience 1

Any experienced copywriter knows when you take time to explore your prospects, you’ll produce more effective content, a stronger marketing campaign and boost conversions. So, to truly connect with and engage your desired audience, be sure to consider their emotions, attitudes and aspirations.


Copywriting - audience 2

What are your audience’s beliefs? What are their attitudes toward your industry, business, products and services? Do they think your industry is suspect? If so, feature credible data and ‘social proof’, including client testimonials. Do they fear you might fall short with customer service? Highlight your warranties, contact info and any service-related awards.


Copywriting - audience 3

What are their feelings? Are they negative? Impatient? Uneasy? Consider what they feel about the major issues and events in their lives and business. If they, for instance, find technology intimidating, keep your language especially simple and concise — don’t show off with technical jargon.


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What are their wants? What are their goals and objectives? What changes do they want in their lives that your business can help accomplish? These could range from feeling appreciated to  attaining a secure plan for retirement.

What Motivates People?

Here are some motivators to consider when writing content. People might invest in your product, service or business to:

  • Be appreciated
  • Be comfortable
  • Be different
  • Be happy
  • Be healthier
  • Be liked
  • Be more attractive
  • Be right
  • Be secure
  • Deal with guilt
  • Feed greed
  • Feel important
  • Gain convenience
  • Increase knowledge
  • Make money
  • Overcome fear
  • Save time

Go Beyond Demographics

Copywriting - audience 5

Consider the last time you shopped for clothes. You may have selected a certain style or colour to complement your skin tone, body type or features. But what’s the underlying reason you want to look a certain way? Perhaps to differentiate yourself, feel important, or attract a mate.

Shaped by millions of years of conditioning, people focus on their own needs. So, before writing content for the Web or print, always ask yourself: what makes my prospects buy things?

Good writing caters to its audience. And when you cater to your audience’s needs and wants, they’ll return the favour and reward your business.

2 responses to “Copywriting: Start With the Person, Not the Product”

  1. Sean Vandenberg says:

    You know what makes this blog post great?

    1. Catchy pictures
    2. Short paragraphs
    3. Nice, long list
    4. Solid writing

    Nice work!

  2. B Vince says:

    Humans are complex, and this article simplifies things well for marketers and business owners. Thanks!

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