viagra simple steps to success
Successful business is all about communication and to communicate takes just 2 things:
- Something to say
- Someone to listen
It’s really that simple? Yes, but I never said it was easy.
“And copywriting helps me with what I want to say?”
Yes and more. Copywriting is about communication and we know that takes 2 things so, for your words to be effective they need to be written to get heard. This needs an understanding of who they are being written for. Without this you face the biggest pitfall when writing for the web:
Trying to tell people what you want to say and not what they want to hear.
More than any other medium, internet users have incredible control over what, where, when and how they read. If what you’re saying isn’t what your target audience wants to listen to then it just won’t be read.
Know Your Customers
OK, this is a term I’ve pinched from anti-money laundering regulations but it’s what counts for any business and for effective copywriting. Without knowing who your potential customers are and what they are looking for you can’t hope to communicate effectively.
What does your target market want? What do they need? Who exactly is in your target market? What do they respond to? Where can you reach them and how? Are you missing opportunities?
Getting emotional
For optimal results this goes much further than logic and matching benefits to needs. Consumer behaviour is as much driven by emotional wants as it is logical needs. Knowing what drives purchasing decisions and what will tip a visitor over into becoming a customer gives your business and your words considerable power.
2 comments/ references for An Introduction to Understanding Customers
Jason — 3 comments
I think copy is such an overlooked tool when creating an effective website. I hate websites that use buzzwords, over constructed sentences and try to confuse the user.
Simple text makes sense
Kate
OK – we have customers from local government/big companies/medium companies/one-man-band companies who are looking for slightly different things. . . speed/price/quality so our ‘target’ audience is wildly varying. Should we therefore just concentrate on the two we do best (speed and quality) and not worry about the fact we aren’t cheap. . . oh! just answered my own question. You do make me think!