One of the most important things you’ll do as a marketer is determine the voice and “tone” of your target market.
Let me give you an example:
In the self-defense market, it is mostly made of guys. It’s a very testosterone-based market; therefore, when selling to this market, you need to adjust your tone so you communicate the way they talk.
That means using a lot of slang and some hype. If you know who John Carlton is, he’s one of the top copywriters out there. He used to write a lot of ads to the self-defense market so he knew how to talk to the market.
Whereas if you’re selling to corporate CEOs, you want to adjust your tone so that it matches the target. That means a lot of “corporate-speak” and vocabulary that’s perhaps higher than the average grade reading level.
And if you’re selling to medical professionals who are doctors, you will want to use a lot of big words and long medical terms the doctors will recognize.
The way you’ll ruin your pitch is to talk to a doctor like he’s a target prospect in the self-defense market. That’s the sure way to end up losing the sale.
The most critical part of copywriting is research. The great copywriter Gary Halbert once said that 90 percent of writing copy is research.
And part of that research is determining how your target audience talks. It’s easier if you are in that target market yourself. For example, if you’re a golfer, you can effectively sell to golfers since you know how they talk.
But if you’re an outsider, you need to do a lot of research to determine the tone of your market.
The best way to do this is to look at proven sales letters in your market. Copywriters have already done most of the research, all you have to do is get yourself a nice “swipe file” of these letters and study them.
Further, you need to talk to people in that market as much as possible. Get into their heads and discover what makes them tick. Another great copywriter Mike Morgan needed to write a letter targeting women, so he sat in a hair salon for 3 hours to listen to women talk.
So are you 100% confident you know your market’s voice? If you have a shred of doubt, you better start doing your research. Because knowing how your market talks is critical to success!