Know your customers: Don’t tell them what they already know

Do you know your customers? Do you know what they know?

Time and again I am brought in on copywriting projects that speak down to readers because the project stakeholders didn’t take the time to define their ideal reader at the very start of the project. Identifying the type of customer who will be consuming your content should be your top priority.

There are several dangers in telling your readers what they already know:

First, you risk insulting a potential customer. An experienced security professional doesn’t need a primer on malware. As you’re outlining your content, ask yourself at every point, “Does my reader already know this?”

Second, you waste valuable real estate. Sure, electrons are cheap, but a good lead isn’t. Keep your content succinct. Make every word count, because…

IT professionals are busy people. Don’t risk losing a potential customer by leading them to think that you aren’t going to provide them with something of value to them.

IT pros are smart and short on time. It behooves you to know who you’re addressing and to do so intelligently.

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Crystal Bedell
Freelance technical copywriter & content strategist
cbedell@bedellcommunications.com