The written word is still one of the most effective ways to reach customers. However, there is a lot of material out there, both online and offline. Your audience is bombarded with ads, articles, and emails every day. It’s a real challenge to not only capture attention, but maintain it.
So what is the first step to creating copy that will engage your audience? To begin with, it’s important to consider exactly who your customer is.
This helps you determine how much jargon to use. In the B2B industry, it’s acceptable to use jargon. The customers in your industry like to know that you understand them. Speaking the same language goes a long way toward establishing trust.
For veterinary businesses, this could mean not only understanding the lingo and medical speak, but also keeping up to date on the latest trends and issues in the industry. Presenting evidence-based materials is also important.
On the other hand, this might not work quite as well for B2C. That’s not to say that consumers don’t understand the jargon. It’s just to say that a casual, conversational tone can be more effective.
This could mean painting a picture rather than presenting heaps of research studies. Of course, it’s important to provide facts and evidence… but remember to also emphasize the emotional benefits of your product or service. For example, will it save your customer time and money?
In both scenarios, testimonials and case studies can go a long way toward building trust, too. It’s always helpful to see that others have benefited from your product or service.
Another interesting point to note: even though B2B uses more jargon and technical language than does B2C, in both scenarios it’s best to keep the materials at a lower reading level. Many experts recommend keeping all sales copy at an 8th grade reading level or lower.
That’s not to say that your audience isn’t capable of reading above that level. Obviously, much of your audience is intelligent and highly educated.
However, there’s something comfortable and relatable about a casual style of speaking. Clarity is very valuable when it comes to communicating with your audience – sometimes, the simplest message is the most effective message.
Dr. Tammy Powell is the owner of The Writing DVM, a copywriting business offering services to the veterinary and pet industries. She specializes in white papers, case studies, and content, all of which build trust for long-term client relationships.