The Art of Relating: Writing for Your Audience and Building Lasting Connections

From Pain Points to Sales Points: How to Write Copy that Converts

Photo credit: Tara Winstead

Are you struggling to connect with your audience through your marketing efforts? It can be tough to capture people's attention and keep them engaged, especially when you're trying to sell a product or service. But fear not! With a little bit of effort and some creativity, you can write copy that speaks directly to your target audience and makes them feel like you're speaking their language.

What does your audience want?

Whether you're just starting out or you've been in business for a while, one of the most important skills you need to master is writing for your audience. The key to writing for your audience is to understand their wants and desires. What are they looking for? What are their pain points? What are the things that make them tick? Once you have a good sense of what your audience is looking for, you can tailor your writing to appeal directly to those needs and desires. People are more likely to take action when they feel like they're getting something they really want or need. So, be sure to highlight the benefits of your product or service and how it can help your audience solve a problem or fulfill a desire.

Speak their language

Another important thing to keep in mind is the tone of your writing. If you want to connect with your audience on a personal level, it's important to use a tone of voice that's approachable and relatable. Use humor and wit to engage your audience and make them feel like you're speaking directly to them. Use words and phrases that they're familiar with, and avoid jargon or technical language that might be confusing or off-putting. And don't be afraid to get a little bit quirky with your tone of voice - after all, you want your writing to stand out from the crowd!

Become a storyteller

Another great way to connect with your audience is to tell stories. People love stories, and they're a great way to demonstrate how your product or service can help solve their problems. Whether it's a case study, a testimonial, or a personal anecdote, stories help people see themselves in your writing and feel like you understand their needs.

Focus on being their solution

Finally, make sure you're always focused on the benefits of your product or service. People don't buy features - they buy solutions to their problems. So make sure you're highlighting the ways in which your product or service can make people's lives better, easier, or more fun. And don't forget to include a call to action - whether it's to buy now, sign up for a newsletter, or simply learn more - so that people know exactly what to do next.

In summary, when writing for your audience, it's important to:

• Understand their wants and desires

• Speak their language

• Tell stories

• Focus on benefits

• Include a call to action

So go forth, entrepreneurs, and start crafting copy that speaks directly to your audience! With a little bit of creativity and a lot of heart, you can create writing that appeals to people's wants and desires and makes them feel like they know you personally.

Want more on this subject? Check out this track-stopping mailer that I got from DSW that inspired this whole blog!