Write Like You're Talking to a Friend
Why writing for just one person improves your copy.
When creating marketing materials like email newsletters, product descriptions, or advertisements, small business owners can sometimes inadvertently write as if communicating to a faceless crowd. The result is often generic, impersonal copy that fails to connect with potential customers.
To avoid this, imagine speaking directly to just one reader. This mental shift transforms your writing voice to create more meaningful connections. Â
Here are three tips to accomplish this:
Picture someone specific when you write. Whether it be your typical customer or someone different for a specialized product, determine their demographics. For example, your target could be a college-educated, middle-aged suburban mom who owns her home and has a gym membership. Once you develop this persona, you can write copy with relatable language.
Use a conversational tone. Write as if you were having a chat with this individual. Use simple, casual language. Ask questions and address the reader directly.
Anticipate their needs and questions. You believe your product or service solves the customer’s problem. By focusing on an individual, you can better anticipate what information they need to make a decision. Address their concerns and guide them toward taking action (e.g., reading more, signing up, making a purchase) by crafting engaging copy that motivates them to take the next step.
This personalization may vary by product or service. For example, if you're an online retailer of vintage watches, your customers likely vary by watch type. A buyer looking for a 1960s Swiss luxury watch likely has a different personality than one looking for an affordable retro digital watch. By writing as if you are having a personal conversation with each reader, you can craft messaging that resonates more effectively with their interests.
As a small business owner, writing for an audience of one may seem counterintuitive. After all, your customer base is diverse. But that is exactly why this technique works.
When you write as if speaking to just one person, your words become more authentic, engaging, and persuasive. It forges a deeper bond with the reader. This can help you develop a compelling writing voice that resonates with each customer.