Writing that Fits
Writing for marketing purposes is much different from writing for narrative, story-telling purposes. A novelist creates specific characters and then skillfully tells the story, paying little attention to the audience for whom this work is intended. Their age, occupation, gender and personal interests have little to do with the personalities of the characters or the plot development of the book. This is the gamble narrative writers take. Years of effort may result in a fury of interest as in the Da Vinci Code or the so-called Fifty Shades Trilogy, both of which sold over sixty million copies, or they result in … well not to put too fine a point on it … nothing!
Marketing Copy in the World of Business
The type of writing we do to market very specific products and services to very specific people, is exactly the opposite. Here, the target market and its specific demographics are the top consideration. Age, occupation, gender and personal interests mean everything to the writer. Identifying who the target market is before any writing takes place is key. Then, copy must be created to speak directly to the needs, the wants and the dreams of those in that market. There is no guesswork in the process. Success is based on knowledge gained through an upfront process that involves both intense learning and targeted research, not to mention the ability to write precisely and convincingly.
Customers of Today
Naive, gullible clients are a thing of the past. Copy which claims that the company promoted can do virtually everything from fix your mix master to prune your backyard trees, is the first to be dismissed. Consumers are wary of companies that claim to do everything because they know it usually means they do nothing well. The focus of the copywriter is not to exaggerate a company’s offering but rather to convince consumers that the company can provide exactly what they’re looking for. A good copywriter reaches out to clients in a relevant, direct and personal way to grab their attention and invoke the desired action.
The Question: “Why Does it Matter?”
This is the most important question in marketing and yet it tends to be the most difficult to answer effectively. Not only must your chosen Toronto freelance writer communicate exactly what your company does, but he or she also needs to tell your target market why this matters to them. Here’s where you need to answer key questions from your potential customers, such as:
- Do you really understand what I need?
- Can you solve my problem?
- Can you give me exactly what I’m looking for in the fastest and best possible way?
- Can you meet my budget?
- How are you different from other companies I’ve contacted?
- Why should I choose you over everyone else?
Writing with your target market in mind isn’t rocket science, but it does take a little more consideration on your part or on that of your copywriter. When executed correctly, the writing works for you to produce real, tangible results.