No matter what you're writing marketing content one of the most important aspects is to engage your audience - to draw people in, help them to feel a connection with you, and with the topics you're discussing.
When I write I try to think about who might be reading my words; this is a concept which changes daily, because I have a number of clients who work in a range of very different industries - so the audience I am writing for is always different. Different skills and knowledge, different areas of industry and every level of that industry from school leavers and apprentices through to the uppermost level of management.
Tailoring your words to suit the audience you're writing for is a necessary skill as a copywriter - but the one thing I try to maintain, keeping in mind that I am always writing for people - is to connect on a human level.
In order to successful market anything, to discuss any product, service or concept, you must find the human aspect; there are thousands of top tips on thousands of copywriting and marketing blogs which tell you how to do this, but it boils down to two things:
Identify the need
Detail how you will meet it
Identifying the need is fairly simple - you have a product or service to sell because you believe that it is required. You have created a product - or a service - and that product or service does something which helps people, or brightens their day.
Some of the things we create are vital - others are desirable.
Either way, there is a market for them, and it's up to us to let people know how what we have created will align with what they want.
What is it that you can do which will help or benefit your target market? What does your product do? Who will be interested in it? Is it necessary? Is it useful? Is it beautiful?
Identifying these simple points is half the battle. Once you know what need it is you intend to meet, all you have to do is explain how well you can meet it.
This part takes a little more thought; it requires an honest and genuine description of what you are offering. How does it help your buyer? Does it simplify a task? Free up their time? Why is it useful? What makes it attractive?
All you need to do now is to put these ingredients together; write - or produce a video, a podcast, an instagram post - however you choose to promote your work - with honesty, explaining how you have created something which will help or please people.
It may take time for your audience to grow - but you will see genuine engagement leading to sales with a dedicated market; as you meet people's needs or bring them pleasure they will share their satisfaction, they will maintain a relationship with you and connect with your outreach, share or review your product so that others can see that you have satisfied their needs, and gradually you'll find that your consistency and honesty leads to further successes.
If you are struggling to find the right words, or to identify which needs you are meeting, and how to make those connections, give me a call or pop me an email on firstname.lastname@example.org and let's discuss how I can help.