Do you know who you’re writing for?

cbb64  Before Writing022712 200x151 Do you know who you’re writing for?Welcome back! Today’s Web-writing video addresses a fundamental copywriting step that a lot of people choose to blow off: researching the target audience you’re writing for before you start writing.

That most folks ignore this critical step is actually a huge advantage for those that do invest some time into getting to know their customer: those copywriters who know their audience are going to write content that will blow their neglectful competitors’ copy right out of the water!

So tune in and learn what it is you need to do before you start writing. And while this is a foundational step for all great copywriting, it is especially crucial if you’re working with a new client or if you’re revising a lot of web pages in-house.

Make your content stand out!

  • It’s one thing to “write a blog post,” or “write a sales page.” That’s OK…but…
  • successful writing is highly customized for your reader.

What a lot of folks do when tasked to write something is they just start writing. And while that’s OK, there is a way to take that writing from merely “okay” into really, really good copy that is highly customized for your reader.

Imagine you are writing web content for the character with the zodiac medallion at the top of the slide: you would most likely write your copy in a slightly different way, and present your information in a slightly different way, than if you were writing for the fairly average-looking guy on the bottom of the slide, no?

What you are doing is matching your content to the folks who are visiting your site. And when you do this, you’re going to see:

  • Higher conversion rates
  • Visitors staying on your site longer
  • People sharing more of your content

Because the content is written just for them.

I’ve referred to this before when discussing customer personas. Ideally, when you’re writing copy you should have a picture of the person who is going to be reading your content in your head.

My joke is that you should be able to walk into any Starbuck’s anywhere and look around and say: “You! You are my target audience!” because you’re so familiar with that person, and writing for that person, that you would be able to pick them out of the crowd.

The secret?

  • You need to ask a lot of questions.
  • This applies if you’re working with a client, writing in-house marketing copy or creating copy for your own business.

So the “secret” is asking a lot of questions. You want to really dig in and figure out what your target audience wants to read, and what it is they need to see.

Again, it’s really tempting and all too easy to simply blow off this step, figuring “Oh, I’ve been at this for 10 years, of course I know this.” But I would encourage you to go back and go through this exercise anyway. You might even want to consider doing it every six months to a year, just to make sure that everything’s on track and that your target audience hasn’t changed.

Common questions to ask are…

(And you might want to modify this list to suit your own business)

  • Who visits the site?
  • What types of content appeals to your target audience? Text? Video?
  • What benefits are important to your readers?
  • What objections do your readers have?
  • What kind of “voice” appeals to your readers? Formal? More casual? Are you sure?

Concluding thoughts…

Knowing your target audience is a critical, foundational step that distinguishes merely “okay” copywriting from truly great content.

I guarantee that if you’ve just been writing copy to write it before, that if you invest just a little bit more time at the very outset to understand your target market, it will make your content much better in the end – and your readers will definitely thank you for it!

Thanks for tuning in to this week’s SEO Copywriting video how-to! Do you have a burning question to ask Heather? Love it! Zip it on over to her [at] or tweet it to her @heatherlloyd. And be sure to check back next week – you may well see your video answer…see you then!

Recommended reading:

  • How to create a customer persona
  • 31 questions to ask your copywriting client
  • Profiling is good, when it comes to your perfect customer


Want more SEO Copywriting goodness? There’s two ways you can get it: You can sign up for the daily newsletter via (just shoot an email over and they’ll get you signed up) or sign up for the weekly SEO Copywriting newsletter. Either way, you’re sure not to miss any of our how-to videos, tips, expert interviews, weekly news roundups, or Heather’s own insights!


photo credit: Suvodeb Banerjee



cbb64  vCSMBCK50xs Do you know who you’re writing for?
SEO Copywriting

GD Star Rating
Be Sociable, Share!
  • more Do you know who you’re writing for?

Additional Resources

Privacy Policy | Terms of Use | Disclaimer | Comments Policy | Disclosure


    © 2012 e-Marketing Mixology.


    e-Marketing Mixology is an internet marketing blog offering practical insights for online merchants, students, bloggers and other people who are interested on the subject matter. Our methodology to electronic marketing is integrated or holistic in approach. We cover the broad scopes on digital marketing which includes: Search engine optimization, Social media marketing, Email marketing, Referral marketing, Content marketing, Search engine marketing, Pay per click, Cost per impression, Search analytics, Web analytics, Display advertising, Contextual advertising, Behavioral targeting, Affiliate marketing, Cost per action, Revenue sharing and Mobile advertising.


    We distill ideas from the experts and from our professional experience, and make it applicable to your online business. We test and review digital marketing books, software, scripts and other related products and services. We expose the scams of self-proclaimed “internet marketing gurus” and their ways to make money on you. You can truly call us the “mixer of e-marketing ingredients”. We are your internet marketing consultant for hire.


    Our projects have page views coming from countries with English-speaking population which includes United States, United Kingdom, Canada, Australia, Ireland, South Africa, New Zealand, Philippines, Jamaica, Spain, Trinidad and Tobago, Singapore, Guyana, Liberia, Sierra Leone, Malaysia, Germany, Barbados, Bahamas, Zimbabwe, India, Hong Kong, Belize, Papua New Guinea, Saint Vincent and the Grenadines, Zambia, Grenada, Israel, Puerto Rico, Nigeria, Pakistan, Ghana, U.S. Virgin Islands, Japan, China, Switzerland, Antigua and Barbuda, Bermuda, Vanuatu, Guam, Saint Kitts and Nevis, Cayman Islands, Honduras, Saint Lucia, Gibraltar, British Virgin Islands, Namibia, Anguilla, Solomon Islands, Sri Lanka, Brunei, Aruba, Dominican Republic, Fiji, Saint Helena, Northern Mariana Islands, Federated States of Micronesia, Montserrat, British Indian Ocean Territory, Dominica, Seychelles, American Samoa, Mauritius, Falkland Islands, Ethiopia, Russia, Norfolk Island, Cook Islands, Samoa, Turks and Caicos Islands, Nauru, Palau, Guadeloupe, Saint Pierre and Miquelon, Niue, Pitcairn, Tokelau, East Timor and South Korea.

Visit Us On TwitterVisit Us On FacebookVisit Us On Google PlusCheck Our Feed