In a garden, each type of plant needs different amounts of water, different nutrients. Marketing is like gardening in that it’s a lot of niches. Each plant or niche needs different and specialised treatment otherwise your garden or business will not grow as well as you desire.
Consider the gardening metaphor when creating copy for your business: you don’t just plant any seeds because your garden will swiftly become a mess. Good gardeners plan ahead and fertilise the soil prior to planting so that only your chosen plants will thrive in it.
What can you do to make your copy compelling towards your target audience? Keep in mind the following three points whenever you come to write marketing messages:
- Who you want to respond
- Who you don’t want to respond
- Offering incentives that make people want to respond (some sort of reward)
First off, your copy should appeal only to the people who you want to respond. Whatever you sell, you need to target specific people, and not just ‘everyone’.
Therefore the voice, tone, style, language and register of your copy should reflect that audience. It should use words and jargon they use, it should reference things they know, make jokes that they think are funny.
Secondly, by focusing your copy to speak directly to the life experiences and emotions of your target market, you will automatically be weeding out the kinds of customers you don’t want. When people other than your target market read your copy, it won’t resonate with them and it won’t stick in their minds.
You can also be more specific in your copy to ensure that you only get your preferred customer ringing up to speak to you. You can do this by saying something along the lines of:
“This (product or service) cannot help everyone. But if you’re x, or you’ve got y problem, or (other specific factors), than we can make a positive difference in your life.”
It doesn’t hurt to be specific in your copy. The more work it does for you in the beginning in terms of appealing to your target audiences prospects the better.
By weeding out those who aren’t likely to buy in the end or are likely to be overly difficult customers, the easier your life will be once you start getting genuine business enquiries.
More about increasing Lead Generation with Content that Engages here