How to Adjust Your Sales Copy To The Audience

When I was a young copywriter just starting out, I didn’t understand how to adjust my sales letters to the tone of the audience.

I remember once writing a headline for my dad’s TV business that read something like “I double dog dare you to XYZ.”

Now, my dad serviced TV’s for hotels and motels. That was a totally inappropriate communication for his audience.  But I thought it sounded cool.

A simpler approach would have been better:

“A picture on every channel of every set for only $1.00 per set.”  That happened to be my dad’s USP (unique selling proposition) and would have sold marvelously.

In my current business, I sell to entrepreneurs.  So I language that communicates to entrepreneurs.  But others in more conservative industries likely feel it’s over the top.

The only way I can respond is to say that I know my customers.

What about your audience?

Are you using words and concepts they identify with vs. what you think is cool to say?

Sales 101 is to get out of your own head and into the head of your target audience.

Marlon Sanders
The King of Step-By-Step Internet Marketing