Anytime you create content it’s important to consider who your audience is.
You’re always going to have new people, middle-of-the-road and advanced users. As you create various types of copy you will need to address the needs of these different levels of users based on their awareness of your products.
Newbies
When writing copy for someone who has no idea about you, your products or services, the copy has to educate, inform, engage and inspire. The types of copy you may want to write for a newbie are informative and educational like white papers and how-to articles.
You want to tell a story that weaves in your why with your audience’s why, while at the same time educating them. Because remember – it’s all about them.
You’ll need to word everything from a teaching mode without being condescending. A great way is to use testimonials, how-to videos, and educational emails and e-courses to help your newbie prospects learn about the problems they share with others, the solutions that exist and why yours is better.
Intermediates
Other people you will have to write content for within your niche are those who know about you and your products (as well as why they need them) but who haven’t actually purchased from you yet.
They’ve done their research, understand their needs and what will solve them, and now are trying to decide who will fill their needs. If you want to be that person they buy from, you’ll need to explain why you are the right one for the job.
These prospects need to receive reassurance, as well as proof that you have the solution that they seek. They know that they have a problem, they know about all the solutions that exist, so now you have to show them how your solution is the best. You can do this via testimonials and stories that demonstrate your product’s effectiveness.
Advanced Users
Finally, you’ll also need to write content for those who have already purchased from you. If you want to increase the lifetime income of each customer, this type of content is very important too.
The type of content you will write for these prospects makes assumptions about the knowledge they have about how great your products are, as well as the next thing they will need. It assumes they trust you due to the prior purchase, and it assumes they know their problems and that you have the solutions. You simply need to offer it to them.
This is all about getting current customers to buy from you again. You can accomplish this by sending them information about new products that you offer. But you can also engage with them about how they use the product they purchased. This will not only remind them of how well made and perfect your product is, it will also instill trust about other products and services.
