Learning the language of your audience will help inform how you should use words and tone in your copywriting. Through your studies, you will learn whether your audience prefers a more professional or casual voice. It’s important that you learn it and incorporate the way your audience prefers to learn, speak, and understand information because that’s how they will absorb it and use it. Language and tone in copywriting are very important to understand because it is the foundation of your business.
Language and tone become part of your copywriting by:
Building Your Brand’s Voice
Everything starts with defining the personality of your brand by knowing what exactly you want your brand to convey to your audience. When you’ve studied the audience, you know what type of brands they already respect which gives you a leg up in building your brand’s voice in a way that differentiates you from the competition.
As you start to understand your audience’s problems more and combine that knowledge with developing the solutions for them that work, you’ll begin to become an authority on the topic. The words, language, and tone that you use will work toward helping you express that authority more than trying to guess what they want to hear and how they want to hear it.
Creating Relatable Content
When you listen to your audience and start to incorporate their terms, and their feelings into your messages your content will automatically become more relatable. Anytime you can show that you know the way your audience feels and things all types of content will be improved. But you cannot assume, you must do the research and testing.
Offering Believable Support to Your Audience
Knowing your audience, understanding the language they use, and the tone they prefer will also help you offer the best support to your audience. That’s because you’re giving them what they need the way they need it. What more could they want?
Using the Right Active Voice for Your CTAs
The art of creating CTAs that get results involves understanding the language your audience uses and creating CTAs that tell them what to do rather they something like “sign up” or “click here”. For example, “Yes! I want to discover 3 simple ways to lose my belly fat.” Will get more response than “sign up” or “buy”.
Eliciting the Right Feelings in Your Audience
When you use the right tone, which is different than voice, to help your audience make a choice it’s imperative to understand the tone they prefer. Some audiences do prefer an authoritarian tone, “Do this, not that” and others prefer a gentler tone that guides them to do the right thing using emotions to get them to make the leap. Some prefer a more conversational tone including words you normally don’t say in public, others do not. It’s on you to learn what is acceptable to your audience.
When you have worked hard studying your audience it will become second nature to speak the way they do, use the tone they use, and relate to them in a whole new way than before you took the time to study their language and tone.