I’m sure clients, colleagues, and you, Dear Reader, are sick of hearing me harp on how critical it is for companies to really understand their target market. Call me a broken record. I don’t mind.

Before I take on a new copywriting project, one of the first questions I ask a prospective client is, “Who is your target market and how do you serve them?”

Not having a clear idea of whom you’re selling to or who your prospective clients are is the number one marketing mistake you can make—online or offline. If you don’t know whom you are speaking to, you won’t know the right message to communicate.

Identifying and knowing your target market—inside and out—requires you to look at yourself, at your company, and look into whom you serve and why. Too many companies have a general idea.

Some have no idea at all.

Stating a target as “anybody who needs my product” won’t cut it (believe it or not, I hear this answer all the time). Defining your target as “people in the medical field” won’t help much either. Trying to be everything to everyone isn’t going to get you the sales you want.

If you want more customers, you have to know whom you are selling to. And you should know as much about them as you can.

Let’s say you own a high-end clothing boutique. You sell products to women, but identifying your target as “all women” is much too vague because most of your inventory is designed for a younger crowd. Look closely at your clientele, and you may find most of your patrons are between 32 and 45. Look even closer, and you may uncover a majority of your clients are young professionals who make

over $80,000 a year.

Keeping with this example, now that you’ve identified your target, it’s time to roll up your sleeves and brainstorm. Make a list of questions you’d like to know about your target, then answer the questions to the best of your ability. You want to define their lifestyle, hobbies, profession, anything you can that will help you speak to their needs and wants.

Be specific. Where do they shop, dine, drink? What do they read? Did they graduate from college, have a bachelor or master’s? Are they active in their community? Do they bike on weekends, or do they spend time with family? Don’t limit yourself. Keep asking questions until you feel you know these people.

It’s important to note that it doesn’t matter if this is business to consumer or business to business, you are still dealing with people at the end of the day. So, if you are business to business and your target is a CEO, you need to know everything about who that CEO is so you can connect.

The more you know, the better you can target the group, speak their language, and give them what they want. And if you know all the above, it will help you further define the business message you want—a message that will attract your target audience to you.

Once you start mining to find out who your target market is, it has been my experience that many businesses find that their message isn’t clear, effective, or targeted to the correct market. It can be extremely difficult for businesses to project an accurate message, one that encompasses a combination of their company’s products, beliefs, mission, and goals if they don’t have a clear vision of their target market.

If you’re uncomfortable with the message you’re sending potential customers online, it’s time to change this message and solidify a strong brand image.

Just remember, speak to everyone, and you’re likely to get no one.

About the author:

Michelle Salater, owner of Sumer, LLC, is an award-winning copywriter based in the Charleston area. Sumer, LLC specializes in web copywriting, and marketing and promoting websites after they launch.

1. Using too many personal pronouns throughout your homepage web copy.

Example: Our firm is dedicated writing creative web copy, which we have won awards for in the past. We are a creative team that delivers on time, every time.

Remedy: Put the focus on the client. A better way to phrase the above sentence would be: When your web copy is clear and reflects an accurate brand message, you will attract more clients and gain a larger online presence.

2. Putting business achievements at the very top of your homepage web copy.

Example: Our award-winning firm has won several international awards for our superior customer service including, X, Y, and Z.

Remedy: Many times, your homepage is the first impression you have on viewers. They are visiting your website not to learn more about you, but rather, to learn more about how you can help them satisfy a need. If they feel you can satisfy their need / pain, then they will want to know more about your company. If they want to learn about your awards, achievements, and past clients, suggest they visit your About Us page.

3. Using industry jargon to illustrate your exceptional expertise.

Example: Our ZX5000 hyper-hydraulic computer systems are equipped with a dynamic adjustment response to touch pads that detect laser movement.

Does that even make sense?

Remedy: Many times, your target market isn’t familiar with the industry jargon and when your web copy is full of it, you will lose your target audience quickly. Remember, the key isn’t to impress them with fancy words, is not to project an accurate brand message that they can clearly connect with and understand.

4. Constantly spotlighting your process, motto, credo, and philosophy.

Example: We believe the children are our future. We aim to teach them well and let them lead the way. We strive to show them all the beauty they possess inside . . .

Remedy: Your target audience is more interested in how your company is going to fulfill their need with a valuable product / service. Your beliefs and philosophy should be woven into your brand message. You don’t need to shout your philosophy to the world on your homepage.

5. Talking at your audience and not to them.

Example: Our web design services are perfect for you because they are creative, unique, and unlike-anything out there.

Remedy: Speak on the same level with your target audience. When you engage with them through web copy that projects a clear brand message, one that targets their struggles and pains, your audience will feel more connected with your brand. When you talk at your audience, telling them that your company’s products / services are the solution to their problem, they won’t feel a strong connect. Instead, they’ll feel distanced and alienated from your company.

About the author:

Michelle Salater, owner of Sumer, LLC, is an award-winning copywriter based in the Charleston area. Sumer, LLC specializes in web copywriting, and marketing and promoting websites after they launch.