Write with your audience in mind

Write with your audience in mind

Last month at The Lincoln Business Club, I had to stand up and present a ‘30 second elevator pitch’ to an audience of around 65 business attendees.

Public speaking isn’t my forte so I put a lot of thought into what I was going to say, amending it rigorously and writing it down so that I wouldn’t forget everything in a blind panic. Smooth as butter.

It’s both impressive and terrifying how much you can fit into a 30 second speech, but I actually received a couple of enquiries as a result of it!

I’ve always struggled to communicate what copywriting actually is to my friends and family, and so I found my ability to sum it up in such a short amount of words surprising.

I thought I’d share it on here, lest I forget before my next family event:

“As a room full of different companies, you each have your own unique language.

From tech companies discussing complex software, to solicitors using intimidating terms such as ‘litigation’, your language can be pretty confusing to an outsider.

As a copywriter, it’s my job to help you to better communicate your benefits to your customer. Once they understand you, they’ll trust you, and once they trust you, they’re more likely to buy from you.”

I like to think of the process as translating regular English, into better, more digestible English. What do you think?