We were recently asked by the lovely Camilla from Styled & Scripted, to contribute to a blog post she was creating in relation to keeping your audience on your website, in other words – how to increase your average session duration.
We wanted to share and expand upon our personal advice – which was to ‘talk their language!’
One of the key elements to keeping your audience engaged on your website is to speak their language. By this, we mean using words, tone of voice and anecdotes which your audience can directly relate to.
To do this, you need to completely understand who your target market is and understand that you might have multiple personality types within this market. We recommend creating a few profiles outlining the habits of an ideal customer. You might like to include their name, age, gender, education, hobbies and occupation. Where do they shop? What problem do they have which you can help solve? Once these profiles have been established you’re one step closer to understanding how to speak to your audience.
You wouldn’t write copy for a financial analyst in the same way you would for a company selling dance wear and lingerie! And this is why it’s so important to consider your target market and the language in which they use every single day. If the language is not well aligned with your brand, or is not emotive – people will not be inclined to stay engaged and this may result in them clicking that ‘X’ button out of your website.
We personally like to write for brands who fit well with our writing style. Content Savvy’s writing style can be described as fun, contemporary, relatable, yet informative and intelligent. We’ve written for brands including skincare, home décor, lingerie and beauty – and these niche’s tend to fit well with our style. Having said this, we’ve also written for financial planners, legal firms, and construction companies and this is when we have to sculpt our language to suit their audiences.
If you’re writing your own blog posts, press releases or product descriptions – be sure to nail the language and tone of voice, and remain consistent with it. There’s no point speaking Chinese when your audience is Greek… Am I right? The same goes for your personal brand’s language.
Want to see some examples of language done well to suit the brand’s audience? Check out:
- Lush Cosmetics – next time you’re in store – be sure to read the ‘how to use’ section on some of their shower gels.
- Frank Body – so sexy and cheeky – all in the name of a coffee scrub!
- Boost Juice – Boost frequently provides the LOL’s on their social media.
- Missguided – relatable copy which young women can totes understand.
- Bonds – fun, cheerful and comfy!
- Harley Davidson – fierce and evokes feelings of freedom and following dreams.
Need help nailing your native tongue? We’ve got you covered – just get in touch.