How to Appeal to Your Target Audience More Effectively
You can have the best information in the world to share, but if you aren’t able to connect with your target audience with that information then it’s not effective now, is it?
It’s important to take that information and tailor it to your audience/passive investors and present it in a conversational way in order to connect, engage and most importantly increase your conversion rates. You’re able to connect to their needs and communicate the way you would if you were having a conversation with them.
By using this technique, you become “one of them”, not someone who just wants their business. You are now seen as more authentic which often translates into trustworthiness for your investors. Becoming more relatable to your audience will change how your prospects not only see you but will also encourage engagement and conversions.
There are several things you need to keep in mind when deciding to use conversational copy. Let’s look at several best practices to get the results you’re aiming for.
Keep It Brief
Let your personality come through your copy and while doing so, your message should be direct and to the point. Your passive investors’ time is valuable, but so is your messaging. Take advantage of using conversational copy to deliver your message while advancing the connection. This is also a good time to think of your “hook”. How do you grab the reader’s attention immediately and how do you hold it?
Connecting with Prospects
Your passive investors are obviously interested in being in business with you, but want to hear more than just facts, data and stats. They want to know that you have a sincere interest in building a relationship with them, beyond just their financial backing. By sharing personal anecdotes in your messaging, you’re able to further the sentiment that you’re just like them. Keep in mind that they need to feel special, so tailor your communications so that the reader feels you’re talking to them and them only, not a group.
Read The Room
There is nothing worse than not being aware of who your messaging is even going to. Make sure you have your targeted segments of your prospects based on what they are looking to do and where they are in the process. Who are they? What are their personal investment goals? What do they enjoy doing beyond investing? What is their experience level?
All this information should be used to tailor your language to your passive investors. Personalized marketing increases conversion rates, feedback and engagement from your prospects. Make it about them. Always.
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