Choosing the style and tone for your website content, distribution copy, or articles is important. There are many different tones writers can use, from friendly to authoritative, and each one will attract a particular audience and type of individual.
For example, when I’m browsing the Internet for research purposes, I’m turned off by friendly, conversational writing, especially if the topic I’m researching is a serious one. I don’t want to read bright and cheery copy when looking up information on antidepressant medication or antiviral software. I gravitate towards an expert, no-nonsense tone that provides me with facts, statistics, and data.
On the other hand, if I’m looking for instructions on how to change the strings of my guitar, I tend to prefer a one-on-one, helpful tone. I expect one expert out there to be friendly and nice enough to provide me with advice and tips.
Knowing your target audience makes a big difference for content that helps your business and reflects the proper image. Are you aiming for academic individuals who want information? Do you want women in the mid-30s with children browsing your site? Are you gearing your articles for professional businesspeople in corporate offices?
Determine your intended readers and have your copy written for that audience. Your target may have many circles, but there is only one bulls-eye. Aim for that, and shoot straight and true. You may catch plenty more arrows on the rest of the target, but you’ll be consistently hitting the mark.
