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Last updated on 2024年9月22日

How can you write copy that speaks to everyone?

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Writing copy that speaks to everyone is a challenge for any copywriter. You want to capture the attention, interest, and action of your audience, but how do you do that when they have different backgrounds, preferences, and needs? In this article, you'll learn some tips and techniques to help you craft copy that resonates with a diverse and global audience.

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1 Know your audience

Before you write anything, you need to know who you're writing for. Who are your ideal customers? What are their goals, pain points, and motivations? How do they communicate and consume information? You can use tools like surveys, interviews, personas, and analytics to gather insights about your audience and segment them into groups based on their characteristics and behavior. This will help you tailor your copy to their specific needs and expectations.

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Robin S.

Freelance copywriter and editor ... looking for part time (remote) work.
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The key to good copy is a headline that states a unique benefit the audience is likely to need or want. Arriving at a good headline is comparable to giving birth. Know the product or service and who might want it, then let ideas roll through your mind until you find a unique connection (one not offered by competitors) between the audience and the product or service. The "unique connection" is the basis for a headline that will entice the reader to keep reading. (Ex: Tell the bank the interest rate you want.) The copy should support the headline with honest information and respect for the readers' intelligence and time. Relate to them (use the word "you"), pique their interest, then tell them what (or how) to take the next step. Easy!

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Darren Thompson

Lifecycle Marketing Manager at Hush.
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The Unlikely Goldmine: Grab a shovel and start digging through reviews. Spending time reading reviews related to your product or service, or even your own specific brand, can be a fantastic way to get to understand your customers' goals, pain points, and motivations. In some cases you might even be able to take words right out of their mouths and make them work for your copy. This works best for e-com brands but can have many other useful applications.

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2 Use clear and simple language

One of the most important principles of writing copy that speaks to everyone is to use clear and simple language. Avoid jargon, slang, idioms, and acronyms that might confuse or alienate your readers. Use short sentences, active voice, and simple words that convey your message without ambiguity. Use transitions, headings, and bullet points to organize your copy and make it easy to scan and follow. Remember, clarity is king when it comes to copywriting.

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Vivien Koh-Milburn

I help B2B Communication Teams Turn their Complex (and confusing) Corporate Blah from a Liability to an Asset | Join 1123+ Subscribers Discovering Why Our Words Work - a weekly newsletter
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Simplifying is not a matter of dumbing down your words it's making sure it's clear and focuses on just One Key Insight or Takeaway (OKIT) A good way is to write visually using a reference your audience already knows to create a mental image.

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3 Appeal to emotions and values

Another way to connect with your audience is to appeal to their emotions and values. People make decisions based on how they feel, not just on logic or facts. You can use storytelling, metaphors, imagery, and sensory words to evoke emotions and create memorable impressions. You can also use social proof, testimonials, and case studies to show how your product or service has helped others like them. Additionally, you can align your copy with your audience's values, beliefs, and aspirations, and show how you can help them achieve their desired outcomes.

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4 Be inclusive and respectful

Writing copy that speaks to everyone also means being inclusive and respectful of your audience's diversity and culture. You want to avoid stereotypes, assumptions, and biases that might offend or exclude your readers. You also want to use inclusive language that acknowledges and embraces different identities, perspectives, and experiences. For example, you can use gender-neutral terms, avoid making references to specific religions or nationalities, and use positive and empowering words. You can also use localization and translation tools to adapt your copy to different languages and markets.

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5 Test and optimize your copy

Finally, you need to test and optimize your copy to make sure it works for your audience. You can use tools like A/B testing, heat maps, and feedback forms to measure how your copy performs and how your audience responds to it. You can also use tools like readability scores, grammar checkers, and plagiarism detectors to improve the quality and originality of your copy. By testing and optimizing your copy, you can identify what works best for your audience and what needs improvement.

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Susie Torres

Leasing professional in commercial real estate, driving success for Killam Development with passion and expertise. ??
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If you really want to crush it in marketing - testing and optimizing is key! I'm talking about finding out what makes your audience tick and tailoring your words to hit 'em right in the feels. A/B testing is like your secret weapon. Take your social media content, for instance. Throw out a couple of versions, and see which one gets people all fired up. Don't sleep on the copy on your graphics either, it really matters. Try different text overlays and shuffle placement. Your copy needs to be as smooth as butter. Readability scores, grammar checks, and authenticity are your weapons of choice. Remember, data isn't just numbers; it's your compass to navigate the marketing wilderness, my friend.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ella Delancey Jones

??? "Bang on" spicy copy and content for solopreneurs, startups, events and agencies ?? ??? Journalist?Copywriter?Socials?Strategy?Ghostwriter?Toddler Mum??
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If you set out with a goal to write for everyone, you will end up writing for no one. Before you set pen to paper (or fingers to keyboard), you need to define WHO exactly is the target audience and write in a style optimised for them - and only them.

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AL Boyle

Knowledge Manager | Content Writer | I Write Content That Grabs Attention and Prompts Action
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I second Ella Delancey Jones's comment: Copy that speaks to everyone speaks to no one. Quick example: Boomers, Gen X, and Gen Z not only have different wants, needs, pain points, desires, and aspirations, they also have different communication styles. A business with multiple target audiences will want to tailor their messaging for each to maximize its effectiveness.

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How can you write copy that speaks to everyone?

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2

3

4

5

6

1 Know your audience

2 Use clear and simple language

3 Appeal to emotions and values

4 Be inclusive and respectful

5 Test and optimize your copy

6 Here’s what else to consider

Copywriting

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How can you write copy that speaks to everyone?

1

2

3

4

5

6

1 Know your audience

2 Use clear and simple language

3 Appeal to emotions and values

4 Be inclusive and respectful

5 Test and optimize your copy

6 Here’s what else to consider

Copywriting

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