You don’t just need to know who your target market is, you need to understand what they want as well. Be interested in them. What are their likes and dislikes? What are their needs? Their hobbies? Their experiences?
The more you can empathise with your target market, the more you’ll be able to relate to them and make them offers that they genuinely want. You need to be able to walk a mile in their shoes. Knowing who you’re writing for will provide a lot of information about what you should be writing.
Besides, the more a customer feels you know them, the more likely they are to want to trust you and want to engage with you and your business.
For example, what would you rather read in an email?
1. Dear homeowner, please find enclosed…
2. Dear Edward Pumpernickle Smith, I hope you’re doing well. I know you love skydiving. And as one of our top customers, we thought you might be interested in this great deal we’ve go going at the moment…
Obviously you won’t know every intimate detail of each individual’s personal life. But see how that personal touch really catches your attention? It makes people feel like your message is written to them and only them? If you were reading that second note as Mr Smith, you would really feel like the writer cared about you. So what if you could make every person in your target market feel that special?
Well, the more you know about your target market’s likes, dislikes and interests, the more personal you can make your copy feel to them. By getting to know the common traits of your customers, you can shape your copy to speak to them personally.
Get to know your target market. It’s easier to talk to someone you know.