November 27th, 2007 by Kelly

How does a writer connect with readers? Are there basic building blocks to making a connection all copywriters should know and use?

One of the basic things that every copywriter should know is that when they do write copy, they should write to one specific person. This can be difficult, especially when writing copy for a large company, such as a hospital or an insurance company, which has many audiences but only one piece to use. Such as a brochure or website.  

Who you talk to when you write is often something subtle that readers may not pick up on. Unlike the offer or the headline that is blatantly in their face, who you speak to is usually unconsciously picked up by the voice and tone you use, not because you specifically say “mom with three kids that has disposable income and extra time on her hands, lives in the suburbs and stresses about what to make for dinner every night”. It’s implicit.

Happy Copywriting!

Kelly Robbins

www.TheCopywritingInstitute.com