Ask any copywriter what one of the most important aspects of their job is and they’ll probably mention focusing on your reader.

It is the reader you have to convince that the product you are writing about is the one they have been waiting for. Understanding them is vital if your writing is going to succeed. If your writing is to be persuasive you must use a convincing tone of voice and the right choice of words in punchy sentences.

So before you begin, clear your mind. Forget about your rumbling stomach, the night out or what you’ll be cooking for dinner – there is only one thing that should be in your mind when you’re planning your writing… YOUR READER

Every word you commit to paper must mean something to your reader. I’ll illustrate my point with a fishing analogy – if your line of words is taut, your fish (the reader) will stay hooked, let it go slack and they’ll swim off.

Are you sitting comfortably?

Sticking with the fishing analogy, your first sentence or heading is vital because it is the hook that will grab your reader and hold on to them.

Your reader is only going to be interested in your product if they think there is something in it for them. It has to provide a direct benefit to them that is irresistible. If you can get this in your copy at the start it will hook them and reel them in to the main sales message.

This whole post is about focusing on your reader so it makes sense that your writing addresses them directly. What better way to focus on them?

Treat your writing like a conversation. Imagine they are sitting opposite you as you write. How would you talk to them? This conversational writing will engage them and keep their interest – after all you are telling them directly how your product will help them.

Why am I telling you this?

If you don’t grab their attention and engage them you’ll run the risk of losing them. They’ll focus away from your message and on to one of your competitor’s.