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Title: To Succeed You Will Need to Plan
Link: To Succeed You Will Need to Plan

To Succeed You Will Need to Plan

Before you begin to produce copy it is imperative that you define your goals clearly, this can be done in the planning stage.

You will have already defined your business processes, and have a clear reason for needing the copy. Your website functionality should be complete including technical support, direct sales and subscriber base before you attempt to produce copy to drive targeted traffic to your site.

Let’s take a brief look at a scary sounding word, demographics. Don’t be put off by this buzz term, defining your demographic requirements simply means deciding what type of customer you’re looking to attract. Once this decision has been made you can then move on to deciding what copy content is needed to attract them to your site.

Without a plan it will become increasingly difficult to know who your key demographics are. Without this knowledge you are surely going to fail in bringing willing customers to your website. Remember, any website can generate traffic but a successful website generates targeted traffic.

Always consider when planning new copy that your target audience is generally going to be more intelligent and clued up than the typical visitor to the website, they have come here for a reason and they are looking for answers.

Targeting describes the process of defining which of your visitors will have requirements that can be filled by your particular services or products. You must strive to become a complete expert in every aspect of your product or service. Once you have determined whom you need to target you can start to seek for them. It will help to create a basic profile of those who will be most likely to purchase your service or product. Once this profile is complete you can then start to produce targeted web copy written to appeal to the target audience the profile indicates.

Now you have found your target demographic you can begin to develop a plan for writing your copy, using the following list as a guideline will help you to plan effectively:

At the start of the copy tell the customer what he wants, present him with his own question.
Decide on a tone for your article, one that is likely to fit well with your target audience.
Present the arguments to them in an easy fashion, taking the lowest common dominator of reading ability into account that your target audience may possess.

It is imperative that you consider each of these three things and they are covered in an equal light, allowing none of them to overpower each of the other two.