3 Effective Techniques for Writing Copy That Will Impact Your Technology Marketing Audience

Before you start writing you need to consider who you are writing to, why you are writing to them, and what you want them to do next.

We are marketers. And we all know that copy is a significant part of our jobs. Whether you are writing the copy for your marketing initiatives or you are outsourcing it, having an understanding of the methodology and techniques needed for effective copy will make you successful.

No matter what the writing is for; print (brochures, advertisements, billboards, etc.), online (emails, websites, banner ads, etc.), or anything in between, you need to keep three main techniques in mind: Audience, Purpose, and Message.

  1. Audience – to whom and for whom are you writing? There are a few factors to look at to determine your audience: demographics (age, income, gender, etc.), geodemographics (suburbs, west coast, east coast, etc.), Cohort Analysis (Baby Boomers, Generation Y, Millennials, etc.), psychographics (values, needs, choices, what is important to them), and motivators (love, fear, pleasure, money, etc.)
  2. Purpose – what do you hope to achieve through your writing? You must determine the ultimate goal of your marketing initiative. Think about the action you want your audience to take after reading your copy. Your purpose could be to educate, to persuade, to inform, to remind, to promote, etc.
  3. Message – what benefits must you convey? The trick to figuring out this part is to take the “so what” test.  Think about a feature of your product or service. Now, ask yourself ‘so what?’, ‘why should I [your audience] care?’ If you can answer that question you are closer to what really matters to your audience. They don’t want technical facts; they want the benefit to them.

Ok – now let’s try it out with a simple example: a programmable coffeemaker.

  • Audience – males and females between 25 and 55, Baby Boomers and Generation Y, fast-paced lifestyle, live in cities and suburbs, driven by their personal needs.
  • Purpose – to sell; you want them to buy your coffeemaker.
  • Message – a feature of the coffeemaker is the ability to set a timer; the benefit to the audience is their coffee is always ready when they need it most, so they don’t have to spend time when they don’t have it to make coffee.
  • Copy – “Introducing the most convenient coffeemaker. Fresh-brewed coffee ready when you need it most.” Rather than “Introducing our programmable coffeemaker. Letting you set a timer.”

Catching on? Put these three techniques to the test with your marketing. Take a step back and focus on the basics; it is the core of your marketing efforts.

Photo Credit: Silvia Sala via photopin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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