Who is your copy writing designed to capture?
During our coaching, a client and I will often spend time deciding WHO we want to speak to with our website or marketing materials.
Sometimes it can be difficult to pin down.
However, skipping this step will certainly lead to confusion when it comes to developing a strong promise statement and writing the copy for your site.
Many people target the audience, when they’d be better off targeting the decision maker.
For instance, a promise that says: “Have fun at work, get along well with others” (speaks directly to the employee)
While…. “Build strong teams who communicate effectively” (speaks more to the leader)
While…. “Building a cohesive workforce that delivers exemplary service” (speaks to the leader AND speaks more to outcome)
When you get a clear idea of who you want to attract to your website, it’s much easier to develop language for them.
See you soon Wealthy Speakers!