Keep your head up, eyes open, and mind in gear! What this author says about genuine breakthroughs… [Tuesdays: “Write with the Pen of the Masters”]
Last week, we talked about applying the “Breakthrough Principle” in copywriting.
We also mentioned how this method can help you produce twice or thrice the results from the efforts you put into your work.
Today, we’ll focus on another “breakthrough” topic as discussed by Jay Abraham in his book, “Getting Everything You Can Out of All You’ve Got.”
That topic is…
“Head up, eyes open, and mind in gear!”
First things first. What does Abraham mean by this statement?
It means as a business owner, marketer, or copywriter, you shouldn’t waste your time on “nickel and dime thinking,” or unfairly charging an extra amount of money for very little utility.
Instead, you should learn to be an ethical opportunist who creates breakthroughs for the benefit of both your brand and customers.
You can do that by reaching out to your target market for ideas and answers…
… examining people, procedures, and philosophies outside the normal sphere of your business…
… and developing a genuine interest, fascination, and curiosity about how other things outside your business world work.
In this subject, Abraham reinforces the importance of knowing your TARGET MARKET—a specific group of people that your brand addresses.
He believes identifying your main customer segment is critical to encourage, stimulate, and sustain your own business breakthroughs.
So… how can you write copy that specifically targets your target market?
- Practice writing for only 20% to 35% of consumers—not 100% of them.
Vague and unsegmented writing weakens your message and lessens the impact of your copies. On the other hand, targeted content effectively gets your message across to your readers.
How can you practice writing for your target market?
Write as if you’re talking to just one person—not literally, though.
What we mean is you should “speak” to a specific group of consumers, not to the masses as a whole.
This is because it’s easier to connect with your target market and address their pain points when you stay within their sphere. Doing so gives you a more concrete idea on how to interact with them and keep them coming back for your brand’s products and services!
The bottom line?
Keep your copies as specific and targeted as possible.
- Learn your target market’s language.
Try to publish content that’s full of medical terminologies for a group of electronic engineers, or use Shakespearean English in copies that will be read by grade school students.
What do you think your readers will feel?
Highly likely, they’ll lose interest in reading your articles because they don’t understand what you’re saying!
As a copywriter, keep in mind that one of your goals in writing is to never confuse your readers or force them to open a dictionary just to make sense of your message.
Before you put pen to paper, make sure you have a clear idea about your target market’s language so that when you write, you know how to effectively communicate with them through written words.
Use a conversational tone to make your copies more compelling without reducing the impact of your message.
In some instances, you may retain complex terminologies in your content especially if those are necessary to get your message across.
If that’s the case, make sure you properly define those terms somewhere in your copy so readers will quickly grasp the meaning of the words without having to check the dictionary or search through the Internet.
You may also use other techniques such as comparisons, anecdotes, and stories to capture your readers’ attention and appeal to their interests.
As long as you use the language your target market is familiar with, you’ll be able to engage with them through your copies.
- Understand your customer segment’s needs.
Your copies should be written for a specific group of readers a.k.a. your target market.
… but first, to be able to write targeted content, you have to know and understand your customer segment’s needs.
Makes sense, right?
How can you write content that’s specific to your target market when you don’t even know a single thing about their needs and pain points?
You’ll just be wasting your time, effort, and energy into creating copy that doesn’t guarantee desirable outcomes.
Remember: Your copywriting should reflect what your target market wants to “hear.”
How can you do that?
By making your subject relatable to your readers and basing the narrative of your copy on their specific needs, not just on what you think your customer segment needs.
That way, your target market will see that you’re genuinely committed to serving them through your brand’s products and services.
Practice making your copies more compelling by knowing how to talk to your customer segment!
“… reach out to your target market for ideas and answers.”
Keep continual access to a flow of information that connects you to breakthroughs and developments in your copywriting career.
Expand your knowledge about subjects, industries, and markets you haven’t been interested in before.
As Jay Abraham said, doing so will help you get fresh perspectives, ideas, and insights about your customer segment.
One of the ways to create more breakthroughs in your career?
Maximize your copies for optimum impact by knowing your target market!
Keep in mind that the more targeted your content is, the more impactful it becomes.
Use these copywriting tips in your next set of drafts!
About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write a copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail of your service.
And when you get your content to deliver the results you want, THAT is a great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Head of Marketing
Valens Dynamic Marketing Capabilities
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