Who Is Your Target Market

advice from Aaron Orendorff

Copywriters often obsess about what they should write: product features versus product benefits; using the right keywords; nailing the headline, subheadings, images, and first line of copy; banging out a rough draft, and then editing, editing, editing.

Wrong.

Your real obsession shouldn’t be what, but who.

Copy without a target market is worse than worthless. It’s costly.

Without a clearly defined target market – real people with real problems looking for real solutions – you inevitably end up writing for the one person you shouldn’t be: yourself. Self-centeredness is a plague, especially when writing copy.