#10 - Great leaders write great copy

Or they risk being relevant to nobody.

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Great leaders write great copy

When you write copy intended for larger audiences, you inevitably have to deal with the fact groups are made up of people with wildly different wants and needs.

You might want to reach all of them with your message, but you can't write a compelling story that resonates with everyone. So don't.

Great copy doesn’t try to please everyone. It focusses on converting a small but perfectly suited segment of your audience that is:

  1. most likely to buy your product

  2. be pleased with the results

  3. be open to spreading the word about it afterwards

If you try to offer everyone something relevant, your messaging becomes ambiguous.

Try instead writing with a single individual in mind that matches your ideal customer. Write your copy while thinking about what they really want and helping to answer that intrinsic question: what’s in it for me?

Worried about the idea of neglecting 75% of your audience?

In some marketing situations you can solve that by splitting your work up into multiple campaigns, each designed for a different type of client. For example:

  • splitting up your database and designing multiple variations of the same email campaign so each one resonates with that particular demographic

  • designing landing pages unique to one client type and using those pages to target a much more narrowed down subset of people through advertising

  • creating and distributing white papers specific to a problem relatable to one part of your intended audience

Remember, if you try to please everyone you risk interesting no-one.