Ready to rock your marketing world? Your copy should not be compelling – that’s right – it should not be compelling … at least, in specific circumstances. For instance, your copy should not be compelling to:
It’s not uncommon for a company executive to want a marketer to write to one or more of these audiences. The reasoning is usually, “Everyone can use our product!” (No, they can’t.) “These are the people who will benefit from our service!” (That may be true, but if they aren’t the buyers or influencers, it doesn’t matter.) “We want people to know that we’re best-in-class!” (If they’re in the market for a Volvo, don’t have them test drive an Audi.)
When you write to people who are not your target market, you often end up watering down your copy so that it isn’t compelling for anyone – including the people you really want to reach. Or, you are compelling, but to the wrong people … again, totally missing your market.
So don’t worry if your copy isn’t compelling to all people all of the time. It shouldn’t be. It should only be compelling to the people who are your ideal customers.
Author: Paula Marolewski