1
Copywriters often focus on keywords, benefits, social proof, and calls to action, but frequently miss tailoring the 'tone of voice' to the specific audience.
2
Different audience segments (business professionals, rich people, middle class, generic audiences) have completely different mindsets, needs, wants, and emotions, requiring distinct tones of voice.
3
An audience persona (or avatar) is a detailed mental or written picture of your ideal target audience, helping you create relatable and resonant copy.
4
Key criteria to build an audience persona include: Age, Gender, Education Level, Location, Experience, Looking For (what they seek), Looking to Do (what they want to achieve), Wants, and Background Information.
5
Using a home bakery business as an example, a persona can be built for young women/housewives in Jaipur who want to start a home-based baking business to earn income while maintaining a work-life balance.
6
After creating the persona, copywriters must define specific goals, challenges/pain points, product benefits, potential objections (like cost or time), and driving emotions to craft a convincing copy.