Is it time to cast your net wider?
Are you targeting the full extent of your market?
By this, I mean all of the people and/or businesses who could make use of your product or service.
Some businesses are so focused on their core market that they forget about the potential elsewhere. And they could be ignoring valuable sub-sections of their market if they’re not creating the right copy and content.
How to write more audience-focused copy
To write for your wider market, you need to understand who these people are and what they’re looking for.
Your wider market might include people who’ve never heard of you before and have no idea what you do. But your product or service could be ideal for them. If you can educate them and make them more aware, they could become good customers.
Different buyers have different temperaments and are motivated in different ways. If you can understand those temperaments and the driving forces behind them, you can write more focused copy that targets each one.
Finally, you need to focus on putting the audience first by showing them what’s in it for them and how they’re going to benefit.
If you want to know how to write more audience-focused copy and reach more of your market, keep reading and I’ll show you how.
Writing for different awareness levels
Legendary copywriter, Eugene Schwartz, identified five levels of awareness:
- Problem aware
- Solution aware
- Product aware
- Most aware.
The aim is to target the audiences at each level and increase their level of awareness to a point where you can sell to them.
Let’s have a look at each level in more detail.
The audience doesn’t realise they have a problem, so they’re unlikely to be looking for a solution. The best way to contact them is to reach out to them directly.
🔎 Focus on the pain points
💡 Help them understand their problem
💡 Introduce problem terminology.
The audience knows they have a problem, but they don’t know if there’s a solution.
These people will be searching for their specific problem, so bear this in mind with your content marketing and SEO keywords and think about the language they might be using.
🔎 Focus on their problem
💡 Push on the pain points
💡 Introduce and assess the possible solutions
💡 Introduce solution terminology.
The audience knows they have a problem and what the solution might look like, but they haven’t found it yet.
These people could be searching for their ideal solution, so bear this in mind with your content marketing and SEO keywords and think about the language they might be using.
🔎 Focus on your solution
💡 How-to guides
The audience knows about you and your product, but they don’t yet know if it’s right for them. It’s up to you to persuade them that it is.
The best way to persuade this group is to focus on social proof. Show them who’s used your product and how it helped them
💡 Case studies
💡 Buyer guides
💡 Feature guides
💡 Promote testimonials.
How to sell:
🔎 Focus on social proof
💰 Free trials
💰 Free samples
💰 Introductory offers.
The audience knows about you and your product. They’ve probably bought your product already and may have recommended it to others.
You need to keep these people happy and engaged. You can do this by making them aware of all the features and capabilities of their product and making sure they’re getting the most out of it.
💡 Inspiration posts
💡 How-to guides
💡 Feature tutorials
💡 How others are using the product.
How to sell:
🔎 Focus on features and capabilities
💰 Special offers
💰 Updates, upgrades and add-ons
💰 Complementary products.
Writing for different temperaments
The Eisenberg brothers, who are experts in buyer personas, have identified four basic buyer temperaments:
You need to tailor your content to the specific wants and needs of these four types. Let’s have a look at the specific needs of each one.
Competitive types use logic and facts to make quick buying decisions. They want to be in control, to be the best at what they’re doing and have a competitive advantage over their rivals.
You need to show them how your product will:
✅ Solve their problem
✅ Give them more control
✅ Help them improve
✅ Give them a competitive edge.
The ideal content is logical, factual and quick to consume, so use:
✅ Quick, simple explanations
✅ Headings for skim reading
✅ Bullet points
✅ Number visuals (charts, graphs, infographics).
Spontaneous types are emotionally driven, impulsive and quick in their buying decisions. They like things to be simple and respond well to a more personal approach.
You need to show them:
✅ Why your products is best for them
✅ How your product will make them feel
✅ The freedom/autonomy it will provide
✅ Social proof (reviews, testimonials).
The ideal content is personal and emotional, so use:
✅ Case studies
✅ Success stories
✅ Scene setting
Methodical types are slow, careful and deliberate in their buying decisions. They like to take their time to weigh up all the information. They focus on logic and facts — and they will expect to see proof and numbers.
You need to show them:
✅ How your product will solve their problem
✅ Proof of what’s already been achieved
✅ Specific numbers and details.
The ideal content is all about detail, so include as much as possible in the form of:
✅ Studies/case studies
✅ White papers
✅ Factual information
✅ Statistics and proof.
Humanistic types are slow in their buying decisions and are more emotionally than logically driven. They value community and relationships — and they’re more inclined to want a relationship with you.
You need to:
✅ Show how you’ve solved the problem for others
✅ Build authority and gain their trust
✅ Demonstrate social proof.
The ideal content is driven by relationships and emotion, so consider:
✅ Creating a buyers’/users’ community
✅ Encouraging engagement and sharing
Writing to show the WIIFM
WIIFM stands for What’s In It For Me? It’s the question every customer has when they read your content — and it’s up to you to answer it.
This isn’t something that’s answered by how amazing/passionate/dedicated you are — it has to be about them.
Benefits vs features
One of the ways to satisfy the WIIFM is to talk about the benefits of your product. Showing them the benefits will explain to them:
- Why they need it
- How it will solve their problem
- What it will enable them to achieve
- How it will improve their life
- How it will make them feel
- Why it’s worth their time/money/energy.
There’s a school of thought that says always sell on benefits rather than features, but that isn’t always correct.
Some products are technical and those who use them are technically minded. For these products, you might need a mixture of features and benefits.
Take cameras and photographers, for example. You need to show the photographer the features of each camera so they can compare the different brands and decide which one best meets their needs.
“So what?”/“I should hope so!”
Here’s a little copywriters’ tip for you, to make sure you’ve got your WIIFM spot on.
Read through each statement in your sales copy and see if you can imagine your customers saying either of the following:
❓ So what?
❗️ I should hope so!
❓ So what?
If your customers could read your copy and say “So what?” it shows there’s no WIIFM. If the statement is not important, remove it, If it is important, you need to show them why they should care about it.
For example, if you say:
We are the winners of the III award 2020.
But if your customers haven’t heard of the award, they might respond “So what?”
So, you need to explain it:
We won the Innovators in Industry (III) award, 2020, for our innovative solutions in dealing with plastic waste.
❗️ I should hope so!
If your customers can read your copy and say, “I should hope so!”, then it really should be a given.
We’re great at engineering.
If you run an engineering company, I should hope you’re great at engineering.
Any sentences like this can be removed and the copy will be all the better for it.
Do you need some help?
I’m Jenny Lucas, a freelance copywriter and SEO content writer, based in Leicester, UK.
If you’d like to explore the untapped sections of your market and find more customers through copywriting or content writing, I can help.
Image by Sarah Lötscher from Pixabay