Just what is ‘compelling’ online copy?
Writing ‘compelling’ copy is one of the trademarks of any good copywriter. By compelling your readers, you are encouraging them to act, convincing them of the value of something (usually a product or service), and informing them in an entertaining way – without ever being pushy. If this is your goal as a writer, here is a great tip – don’t write for a demographic, write for a person.
Persuading the Individual
Every business has a target market, be they young professional men under 35, women approaching retirement age, or married couples in their 40s with one child. When you receive a brief that includes demographic information, try to look beyond the dry numbers and imagine the type of person you want to compel – it’s easier than you think!
No matter what demographic you’re dealing with, you probably know someone who fits the description in your brief to a tee. Plan your writing with that person in mind, and ask yourself the following questions:
- What does this person like to do in his or her spare time?
- Does this person have a lot of time on their hands or very little? This will influence your writing style.
- What stage in life is this person at?
- What kind of everyday language does the person use?
- What goals and dreams lie ahead for this person?
- What would make this person laugh, or make their day?
If you can answer most of these questions confidently, you’re well on your way to knowing your target market. Armed with this information, you’ll be able to write copy that is truly compelling – in other words, copy that speaks to the reader, copy your reader can relate to like a chat with an old friend.
Once you’ve established a comfortable tone with your reader, you’ll find your copy goes down extremely well with the target market. With compelling copy like this, you’ll see the results you really want!