Get Familiar With Buyer Personas |
|
Know Who You’re Talking to and What’s Important
If you end up as an agency copywriter, one of the most common tools you’ll find yourself using is a buyer persona. Marketing companies and creative firms develop buyer personas to identify their target audience in a very real way. Here’s an example: Martha Jones is a single woman in her late 40s. She has two adult children and lives alone with her German Shepherd. When she’s not working as a mortgage officer at a major bank, she spends time baking, reading and gardening. Martha enjoys living modestly—she prefers to ‘reduce, reuse, recycle,” and believes in spending more for quality products. In reading a buyer persona, you get a general sense of who the target audience is. You feel like you know a little bit about them and how they might respond to certain messaging. This is important—it starts a dialogue in your head and helps you speak to that imaginary person. Most buyer personas also include tidbits about an imaginary person’s goals, spending habits and even challenges about marketing to them. It’s all designed to help you know who you’re talking to when you write copy. Always keep personas in mind Even if you don’t have a buyer persona, it’s a smart idea to create a simple one in your own mind. Get a clear visual of who you’re writing for, and understand how to speak with them. It takes a little bit of imagination, but the effort makes all the difference in your messaging. Learn more about the importance of buyer personas and how to speak to a specific audience by joining our Copywriting 101 Course. You’ll learn how to envision exactly who your message is for. Full Course Catalog |