David Ogilvy and Your Customer's Head
David Ogilvy and Your Customer's Head
H/T Oleg Moskalensky
A content creator *must read."
The "father of advertising" David Ogilvy was a great proponent of research. When it came to advertising he researched.
1. Who you’re writing for.
2. How that person thinks.
3. What that person needs.
A writing client will volunteer a lot of information about their product and business but often hesitate when asked about their target market. Or, they may say something like, "It's for everyone who needs X (whatever their business or product is)."
Knowing the customer gives the writer information about what they like, where they hang out both online and off, and most importantly how they talk.
The vocabulary of your business industry may not be the same for your target customer.
A woman who is dissatisfied with the appearance of her nose will not be searching for rhinoplasty. She wants a nose job.
A small town music store owner won't be looking for organic search results, he wants more people to visit his website.
A wine collector will use a completely different vocabulary than a blue collar working looking for the cheapest 6-pack.
Your website writer goes into your customer's head to create content that meets their needs. Web text writer Teodora Petkova calls this head busting.
Go ahead bust some heads. :)
Originally shared by Productive Computer Systems
https://blog.qualaroo.com/2016/12/22/the-science-of-website-copywriting-tips-from-david-ogilvy/
H/T Oleg Moskalensky
A content creator *must read."
The "father of advertising" David Ogilvy was a great proponent of research. When it came to advertising he researched.
1. Who you’re writing for.
2. How that person thinks.
3. What that person needs.
A writing client will volunteer a lot of information about their product and business but often hesitate when asked about their target market. Or, they may say something like, "It's for everyone who needs X (whatever their business or product is)."
Knowing the customer gives the writer information about what they like, where they hang out both online and off, and most importantly how they talk.
The vocabulary of your business industry may not be the same for your target customer.
A woman who is dissatisfied with the appearance of her nose will not be searching for rhinoplasty. She wants a nose job.
A small town music store owner won't be looking for organic search results, he wants more people to visit his website.
A wine collector will use a completely different vocabulary than a blue collar working looking for the cheapest 6-pack.
Your website writer goes into your customer's head to create content that meets their needs. Web text writer Teodora Petkova calls this head busting.
Go ahead bust some heads. :)
Originally shared by Productive Computer Systems
https://blog.qualaroo.com/2016/12/22/the-science-of-website-copywriting-tips-from-david-ogilvy/
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