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Does The Language You Use Match Your Audience?

by AndrewStark
7 replies
Hi

I've been looking at a few WSO's to get some idea's, but I noticed that a lot of people are using gangster rap language in the page.

Instantly turned me off and made me think "What an idiot" but then I looked at the thread as a whole and it was set up gangster style. Now if the whole course is delivered in Ali G style then it makes sense to write the copy this way. So perhaps the owner is more clever than I gave him credit for?

Have you ever had to refund something because the copy didn't match the product? Smooth video salespitch followed by amateur video on the inside?
#audience #language #match
  • Profile picture of the author Cormac L
    I'm glad you posted this because

    it relates to one of my first rookie mistakes.

    Writing for your target audience is something that takes allot of thought

    and definately seperates good copy from copy that sells.

    Skipping on this part can have drastic consequences and

    getting embarassed by a client is not fun.

    No matter how cool they are about it.

    Luckily it can be avoided by taking time out to ask

    the right questions before drafting out

    the script / sales letter etc.

    From my own experiences I'm confident enough to say

    you cannot rush into copy without considering your

    target audience. If you do you're just leaving too much to lady luck.

    So whilst I've never had to refund anything

    I have had to rewrite my copy because I'd missed the target

    market altogether for a paying client.

    Now, the reason I say that is this.

    If you don't have coherency from step one

    the copy through to step two the product.

    How can it work properly?
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  • Profile picture of the author Steve The Copywriter
    Hi Andrew,

    I wouldn't do it - because I hate the style.

    But...if the research showed that 89.97% of the target audience liked gangster rap - it would have to be a consideration.


    Steve
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    http://www.warriorforum.com/warriors...right-now.html
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  • Profile picture of the author Scott Murdaugh
    Originally Posted by AndrewStark View Post

    Hi

    I've been looking at a few WSO's to get some idea's
    I'll stop you right there.

    Don't look at WSO's for copy inspiration.

    I write copy for a living. I'm writing a WSO pitch right now. It's far from my best work. It's a low-ticket product in a rabid marketplace. My goal is to get something "good enough" out there to see if the appeal is there.

    I'm not going to polish an ad for a ~$10 product for a month. I'm going to write it as fast as I can, and if it works then worry about polishing. If not, dump it and find another appeal.

    Keep in mind with copy it's 80% your market, 10% your product, 10% your copy.

    You can throw a complete turd up as a WSO and have it convert great just because of the appeal and the buyers.

    I'm not disrespecting the forum by any means. But it is what it is. No one's going to give their best on what's essentially a test run for a list builder.

    Study the stuff that MUST work. Direct mail. Magazines. Long standing online controls.

    The WSO forum isn't the place to look for copy inspiration.

    My .02

    -Scott
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    Over $30 Million In Marketing Data And A Decade Of Consistently Generating Breakthrough Results - Ask How My Unique Approach To Copy Typically Outsells Traditional Ads By Up To 29x Or More...

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  • Profile picture of the author AndrewStark
    Hi Scott

    I agree that a lot of the copywriting is rubbish, and sometime I wonder how many actually make a return on the $100 required to run the WSO if they've had to join the war room, get a WSO pro license, and pay for the listing.

    So perhaps my original thoughts on the gangster speak in your copy was correct.
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  • Profile picture of the author Elamros
    You are actually right, Andrew. Never though about it that way. However, I also don't like that style - the gangster rap style language is actually grammatically incorrect. You could try writing for your audience, but that should never be your main goal in writing. Your writing style should be your own unique style and that would attract traffic in a more natural way.
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  • Profile picture of the author AlexR
    Copy writing WSO or anything else depends on your target market. You should use language which is appropriate for that market.

    This forum has members with ages ranging from teenagers to mature aged. Using plain language will convert better overall because its a style with is generally accepted by all ages.

    If you were writing for a client outside of the WF, you would be expected to target the market that would use the product or service. The language would be different for children, teenagers, adults and whether the target is business executives or tradesmen.

    Using slang in a broad marketplace will reduce the effectiveness of your message as it polarises people...depending on whether they find the language acceptable or not. Plain proper English is generally acceptable and understandable to all and will win a wider audience.

    Alex
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    Sig released on parole.

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