We can’t possibly be everything to everyone. It’s just not attainable. This is one of the biggest challenges that a copywriter must face when a client says, “Everyone” is my audience.
I agree yes, that a company may want everyone to know about them and possibly use their products however at certain times it is smart to target a particular section of that audience. For example, have you noticed the recent ad for “Mother”? I’m sure they would like everyone to drink their product; however they have come up with the fabulous ‘man land’ ad that sells directly to the 20’s, 30’s age group.
The target audience is the most vital section of the Creative Brief you were introduced too in my last blog (remember the Clever Undies). If you get this section wrong, your copy will be wrong and not relevant.
Here’s what to consider:
- Are they male or female?
- What is the age group?
- How much would this person earn?
- What level of education might they have?
- Are they married or single?
- Would they have religious beliefs?
- What about their occupations?
- Would English be their native tongue?
- Would they have set views on social issues?
- What would they value?
- How would they live and present themselves?
This may sound like you are stereotyping a type of person, but you need to have a clear snapshot of the target audience in your head before you start to write. Remember, it is about them, not you.
A tip to do this is to think of a person in your own life who may fit into this required target audience. Think of how they act, of the words they use and think of how you would convince them to buy this product. Hey, why not get this person to test your copy and let you know if they would buy the product or use the service?
Stay tuned for the next blog post on compelling offers.
PS – Life is too short to wake up with regrets. So love the people who treat you right. Forget about the ones who don’t.