If you’re here, chances are you want to create copy that jumps from the page and speaks personally to each reader. It’s no mean feat. But with a simple mindset shift, it needn’t be too out of reach.
Who Are You Writing To?
Think how many people you’re writing to when creating copy. The hundreds and possibly thousands that make up your email list? The countless browsers who stumble across your website? It can be quite daunting to think about all of the eyeballs that will be processing your copy, so let’s simplify things.
Stop trying to appeal to as many people as possible and write as if you’re addressing a single person.
“But Jen,” I hear you interject, “I am trying to appeal to as many people as possible!”. Yes, I know, but in order to create copy that speaks closely to your reader, you need to hone in on the individual type of person who is most likely to be reading, rather than homogenising your copy for mass appeal and watering everything down in the process.
Think – do you know someone who would realistically need or want the service you provide? Whether they’re a friend, relative, colleague, client, whatever – write your copy just with them in mind. What aspects of the offer are likely to appeal most? What points would be most important to them and what points would just be noise to them?