Target Your Writing Right

What we are up to today:

discover the importance of defining your target reader in everything you write

learn how to prepare a convincing piece of writing that will 100% reach your reader

study some working samples from the world practice and a bit from my own experience

practice to set the target audience profile for brands and some specific cases

BONUS: simply have a nice and informative time in the relaxing atmosphere

What’s copywriting?

Copywriting is the process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogs, and more.This text is known as “copy.”

Copywriting VS Copyright

Copywriting pioneersDavid OgilvyLeo Burnet

Copywriters for the Russian-speaking

audienceDenis Kaplunov Dmitrii Kot

Copywriting is all about the reader“Copy is a direct conversation with the consumer.” Shirley Polykoff

Copywriting simplified:

• Define the key idea: what to “sell”, describe the “purchase”

• Define the reader: who’s most likely to “buy” it, your target audience

• Establish how to connect with the reader (define how you can best “sell” your idea, anticipate the questions TA might ask, show how your idea can solve some of TA’s problems, etc.)

• Write!

Target audience profileA target audience profile (TAP) is a written and very detailed appraisal of your customers' characteristics, attitudes, and behaviors.

Demographics and psychographics

Demographics describe who your customers are. The most frequently used demographic variables include age, gender, occupation, location, marital status, income, education level, and nationality.

Psychographics describe why your customers act as they do. For example, you might determine that you have price-sensitive customers who choose the least expensive option, or trend-conscious customers who prefer the newest, most fashionable option, or early adopters who are open to choosing new, unproven options.

A bit of practice?“A copywriter should have ‘an understanding of people, an insight into them, a sympathy toward them.” George Gribbin

Speak your TA language!

“I don’t know the rules of grammar. . . . If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

 David Ogilvy

Feel the difference?

These characteristics of equipment pertain primarily to the engineering principles involved in producing equipment possessing desired military characteristic.

Think different

huhuhu .. conqrats qraduates of mmcs ... ma-mimiss ko kayo .. especially si .......... . hehehe qudluck and Godbless . ;"<

TA: Large-scale

Business Owners, Digital Goods

Segment

TA:Accountants in Large-

Scale Companies,

Digital Goods

Segment

Let’s target your writing right

Thank you. See you!

Inna Shmun

(096) 347-62-54

http://www.facebook.com/inna.shmun