Identifying copywriting targets or, to put it another way, thinking about who will be reading your words.
Your readers are often known, in marketing terms, as the ‘target audience’. So let’s call them that.
Typical target audiences copywriters have to consider…
- Sales people
- Technicians
- Managers
- Specialists
- Students
- Customers – existing or potential
- Employees – all employees or specifics groups or teams
- Shareholders – existing and potential
Beware if asked to copywrite something for two different audiences
If you find yourself being asked to write something that will be read by two or more different target audiences, proceed with caution!
Two different target audiences may have different…
- goals and priorities
- levels of understanding
- perceptions of benefits
- perceptions of issues
- levels of commitment
- levels of motivation
- problems
- expectations
- abilities to deliver the actions you want
Typical mixed target audiences could include…
- Technicians and sales people
- Managers and employees
- Employees and customers
- Potential customers and existing customers
- Experienced employees and new employees
In some cases, the best bet will be to copywrite a version for each target audience, even if you only have to make small changes.
This is important as, in most cases, you will have different desired outcomes or a different Call to Action for each of the target audiences.