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Writing for your target audience

I love when clients react to my revisions with the question, “How did you do that?” It is very satisfying for me to help people rephrase their wording into the messages they want to convey.

After writing various material and receiving feedback from a wide range of teachers, professors, bosses and clients, I think I’ve gained authority on copywriting through years of practical experience. One of my main tips is to keep in mind your purpose and your audience.

In addition, I have learned not to change students’ words around too much because it is important for them to express their own voices. Teachers usually want you to analyze material, rather than summarize it, and support your arguments with plot references and specific passages. Academic writing should be argumentative and articulate, but always use the text you are writing about to back up your analysis.

When it comes to business writing, I have learned to adapt the tone according to the industry or audience my clients want to target. Organizations like yours may want to attract more customers with a marketing spin and excite them about a product or service you are offering. Other times, you may want to appeal to employees in a friendly but professional manner via your internal communications.

For other writing projects, ranging anywhere from wedding speeches to job applications, it is useful to keep in mind some general notes. Writing always should be succinct and flowing. It works well to vary the length and rhythm of your sentences to make them more interesting, and not overload them with too many ideas. Naturally, spelling and grammar also should be flawless.

Incorrect punctuation, conjugations and tenses actually can change the meaning of a sentence altogether. Typos may confuse your reader and impact your credibility, making your material look messy and unprofessional.

Some of my best advice would be to try looking at your work objectively as though it was written by a friend or colleague, and think of how your audience may react. Then, you can’t go wrong having another person (a professional, if possible) look it over or help on areas that are giving you particular trouble.

As a copywriter and editor, no matter what project I’m given, I don’t consider it successful until my client is completely satisfied with the finished product.

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