Welcome back! As some of you may know, I also have a small Copywriting business that I run in addition to LadyErynn.com. I had already been proofreading and editing, and Copywriting seemed like the next viable step, so Critter Copywriting was born. Before I could do that, though, I had to learn what Copywriting was. Copywriting is the art of strategically delivering words that make people take action. It is mostly used for advertising purposes but can be applied to many other areas as well. For example, getting a Copywriter to update your resume might be the best way to make sure you get hired. Or, you could have a Copywriter create a personalized note to someone special and let their talent for words say what you cannot. Both of these are great, out-of-the-box ways to utilize a Copywriter's abilities, but advertising will always be a Copywriter's number one duty. Copywriting is a useful tool because it uses several techniques to create a personalized ad (or resume, letter, etc.) that will promote action. Those techniques include: If this intro sounds familiar, it's because I used it in my article titled Copywriting, Part 1. In that article, we explored the first two subjects on the list above. Now, we're going to talk about Target Audience and Competition. Target Audience: Knowing your audience is probably the most important aspect of a business's success. It doesn't matter if you have the best product or advertising around; if you aren't targeting the right people, you're never going to sell a thing. Part of a Copywriter's job is to help you figure out your target audience. Let's say you have a product that most teens or young adults would enjoy. Now, you'd probably send your ad to the newspapers hoping that teens and young adults will see it. However, if you had consulted a Copywriter (or another marketing professional) before sending off your ad, they would have told you that only 16% of 18 to 24-year-olds still read the paper these days. You could then figure out a better strategy: like putting the ad on Facebook instead. Now, a Copywriter can advise you on how to reach your target audience, but it's up to you to figure out what that audience is. The best way to do that is by looking at your product or service. Does it solve a problem? Provide a luxury? Increase productivity? What would the customer gain by choosing your product over the competitor? Answering these questions will give you a great base for finding your Target Audience. Other things you can then look for are the people's: This information will give you a general sense of who your audience is. However, these are the absolute basics of Finding your Audience, and you can find more tips and tricks at The Daily Egg and CoSchedule. Competition: Marketing your products and services to the right people is only half the battle. You also need to make it better or more appealing than other products/services like it. That's where knowing your Competition comes into play. First, though, you must know yourself. If you are unaware of your business industry, you will be unable to find accurate competitor information. The best way to learn about your business is to read their blogs, follow their social media accounts, participate in online forums, and subscribe to magazines and newsletters. Once you have an idea of how the business operates, you can begin to look for their competition. To start, Google your product or service and take note of who shows up in the results with you. If you get buried in the results, you can narrow down your search by adding keywords that are unique to your company. You can also increase your SEO rating, but that's a topic for another time. Another way to find competitors is to go right to the source. Talk to your customers, ask your boss, or poll social media. You can also attend events and functions hosted by similar companies to get an idea of what they're offering. But how does that apply to Copywriting? Well, if you hire a Copywriter to create an ad or press release, they will sometimes look at the ads and press releases of your competitors and take note of the phrasing, keywords, and embellishments that the other company is using. They can then use that information to bring you unique and original content that makes you stand out from the rest. That's why knowing your Competition is important, and you can check out InFlow and Propel Marketing if you need more ideas on how to find them. Copywriters can be a business's most valuable asset if used correctly, and their knowledge and skills could mean the difference between a company's success and failure. So, aren't you glad you know one? If you'd like to know more about what I do, or you'd like an appointment, check out my Services Page or send an email to Crittercopy@gmail.com. You can also like Critter Copywriting on Facebook. The first photo is my own. The second was found on Pinterest.