Writing copy for multiple audiences can be challenging, but it’s not impossible. With the right copywriting techniques, you can create engaging, value-driven content that resonates with different target readers.
If there were such a thing as a golden rule in copywriting, it could be to ‘write for your audience’.
You’ve heard it before, and for good reason: hooking your reader is crucial. Here, I’ll prove it: think about the last time you looked up a recipe and found yourself wading through 500 words of autobiography just to get to the good stuff. Did that put you off?
If you’re anything like the rest of us, it did. And that’s exactly what ‘writing for your audience’ means. But while it’s all very well writing a ‘dinner in 10’ recipe for time-poor parents who forgot to do the shopping, the question of ‘audience’ isn’t always so clear.
Sometimes, as copywriters, we may be faced with the challenge of writing in a way that engages two or more audiences at once. For example, when I was starting out, I did some work for a London-based charity called A Good Thing. They build bridges between businesses looking to donate surplus material and charities that need it. They’re a wonderful organisation doing vital work.
But when I was tasked with writing up success stories for their marketing, I was faced with a particular challenge: how could I write in a way that engaged both businesses and charities?
Many copywriters may find themselves in a similar situation, straddling two audiences (each with their own pain points, goals and terminology) and wondering how to proceed.
Luckily, there are a few principles that may help you write more engaging copy. Here are some of the best ways I’ve found to write exciting copy that speaks to multiple audiences – without boring both!
Identify overlapping interests
While modern marketing tends to segment target audiences into very small boxes, it’s important to recognise that audiences don’t exist within vacuums. In the end, you’re writing for people, and people don’t always fit neatly into categories. So try to find the areas in your subject which may hold value for both audiences.
In my case, both businesses and charities needed to get rid of/acquire surplus material quickly and to increase brand awareness in doing so.
But overlaps exist everywhere. For example, if you’re writing about a productivity tool that appeals to both freelancers and corporate professionals, you could focus on benefits such as efficiency and time-saving.
Segment your message
Once your audience is already engaged, it’s much easier to address their unique needs in separate sections; both audiences know your copy has something valuable for them, so they’re willing to scroll to find it.
And there’s the rub: your audience will scroll until they see what they’re looking for – or rather, until what they’re looking for jumps out and yells at them. That’s where strong subheadings come in: craft clear, concise headings that promise immediate value, and the rest can follow.
Use inclusive language
We all know how it feels to have to crawl through jargon. And while that jargon may be okay if you’re a specialist in a niche subject, for everyone else it’s a problem.
So if you’re writing to engage multiple audiences who aren’t necessarily familiar with each other’s fields, it’s a good idea to ditch difficult terminology altogether.
Take a sentence like this, for example:
‘Leveraging AI-driven NLP algorithms, our platform automates sentiment analysis across multi-channel data streams in real time.’
As clear as muck, right? Instead, try this:
‘Our platform uses advanced technology to analyse customer feedback across different channels.’
Employ multi-layered examples
Case studies are a powerful device in the copywriter’s toolkit, with 73% of the most successful copywriters using them to pack a punch. Of course, though, choosing the right example is crucial.
There’s no point getting bogged down in a highly industry-specific case study if you’re trying to appeal to non-experts too. It’s far more effective to choose an example that can be explored – and interpreted – from different angles.
For my work with A Good Thing, that meant highlighting the benefits of the service for both the businesses and charities involved, rather than getting caught up in, say, statistics on how participation affected the business’s bottom-line metrics.
Choose your proof points carefully
There’s no doubt that data is the backbone of modern copywriting. Relevant, interesting and persuasive statistics help to lend your copy credibility and authority. But what’s relevant, interesting and persuasive to one reader may not be to another.
Imagine you’re a marketer researching a new marketing tool. What do you want to know? Probably how effective the tool is, how much it costs and how much time it saves you. You’re unlikely to be interested in the technical nitty-gritty the way a software engineer might be.
For that reason, it’s crucial to select proof points that are relevant (or can be made relevant) to both audiences.
That said, it could be helpful to include more specific data in clearly signposted, segmented sections (see point two: ‘Segment your message’).
Conclusion
As any copywriter will tell you, a clear, detailed brief is a godsend. After all, it’s difficult to find the perfect words if you don’t know who you’re talking to. But copywriters will also tell you that briefs aren’t always as comprehensive as they could be.
Sometimes, a client may be unsure exactly who they’re trying to engage, or genuinely be trying to appeal to multiple audiences. In that case, you’re going to need to draw on new copywriting skills and techniques to see you through.
Here, we’ve outlined a few copywriting tips that’ll help you write copy that speaks to multiple audiences at once – though, of course, the list goes on.
There’s one thing that props up all these skills, however, and that’s audience research. Just like for marketers, it’s sometimes necessary for copywriters to spend a great deal of time getting to know their audience’s needs and pain points intimately. Only then can they craft content that truly resonates.
Ready to create compelling copy that captivates multiple audiences? Let’s make sure your words leave an impact. Contact our team at team@accuracymatters.co.uk for expert guidance and tailored copywriting solutions.
