Prompt Proofing Blog Post: Writing Tips - Writing for Your Audience -- As with all marketing, when you are writing business materials it pays to know your audience. One-size-fits-all email blasts, for example, generally end up not fitting anyone. --
VANCOUVER, BC, February 15, 2013 /24-7PressRelease/ -- As with all marketing, when you are writing business materials it pays to know your audience. One-size-fits-all email blasts, for example, generally end up not fitting anyone. So, before you write, take a little time to think about your target audience:
- Who are they?
- What are their biggest concerns?
- What do they need from you?
- How can you help them?
Once you have a clear picture of your optimum customer, try to write on a more personal level; use 'you' as much as possible rather than 'I' or 'we'. Think about your readers' knowledge of your industry and avoid professional jargon or industry-specific terminology and acronyms if they are not likely to be familiar to your target audience.
Be concise in your writing and make your key points early on. Many readers tune out after the opening sentences; ensure your most important message is clear at the beginning (and in the subject line of an email). Avoid the temptation to write at length about your services, the benefits of your products, etc. - few readers will bother to read too much detail, especially if they fail to see how it is immediately relevant to them.
Don't forget about formatting - use bullet points for lists of benefits/services, etc. and use bold font for any vital information. Ensure there is 'white space' on the page to avoid reader fatigue and include visual aids - pictures, logos, charts, etc. wherever appropriate.
Finally, put yourself in your customers' shoes and read through your writing from their point of view. Does your writing appeal? Would it make you want to buy - or at least follow up? If not - then change it!
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