I was eating a sandwich the other day.
There was cheese in it. A little butter. Some lettuce.
That was about it.
It was palatable, but not great.
It was an okay sandwich.
Thing is, it was pre-made earlier that day by some poor overworked staff member at a café counter. They just wanted to make the most inoffensive sandwich possible.
A sandwich that nobody could really hate, but nobody could really love either.
Just imagine how much greater it could have been with some mustard. A few gherkins. A bit of salami.
If it had contained all the things that I, as a single human organism, have a real taste for.
The only problem? Some humans hate those ingredients.
But the fact remains that, for me, it would have been the best sandwich ever.
As it was, I left that café feeling underwhelmed and disappointed. I probably won’t go back again. At least not for sandwiches.
What does this have to do with copy?
Well, the words you use to draw in your target audience are kind of like that sandwich.
You can use plain, dry, generic copy. Most people will skim over it without much thought. They won’t form a strong attachment to your business or brand either way. They’ll think: “Eh. That seems okay.”
Or you can use copy with personality and power and pizzazz. You can be different and daring. You can write super-specialised copy that speaks straight at your target audience and nobody else.
This is the kind of copy that succeeds at drawing in your audience and whispering lovingly in their ear. It speaks to something real and deep within them. Something that drives them to find out more about you, learn your story, and understand your purpose. Something that forms connections from person to person, without barriers like ‘buyer’ or ‘seller’.
It’s what real relationships with your audience are built on.
This means diving into an exciting new world of more personal, more powerful copy.
It means using tactics like:
- Telling stories only your target audience can relate to
- Describing your reader in a way that validates your target audience but ignores anyone else
- Threading your target audience’s values and pain points into your copy
- Asking and answering questions that you know your target audience care about
- Using jokes and observations that your target audience will find hilarious (other people… not so much)
I know what you’re thinking.
By doing this you’ll turn off some readers you could string along with bland and boring copy.
Yes, some people that read your uber-personalised words won’t enjoy them. Just like some people that eat sandwiches don’t enjoy gherkins.
For them, your copy won’t ring true.
But guess what? That’s the whole point.
Those readers weren’t your target audience. Your copy wasn’t engineered to speak to them.
I mean, would you rather have a piece of content get you 25 okay leads… or 10 leads that are dead ringers for your ideal buyer?
Would you rather have copy that generates nothing but mild acceptance in your readers, or copy that grows trust and understanding and love?
When it comes to your true target audience, super-specialised copy will draw them in. Never mind the rest.
Be personal. Be specific. Be brave.
Mustard and salami all the way.