Give Them Something to Talk About, a.k.a. How conducting audience surveys can help you nail your copywriting language.
The best copywriting for your website, marketing, and everything else you put out into the world is the copy that resonates with your target market,
Ideally, you're looking at the "sweet spot" between what best portrays and presents your brand image while also capturing and sounding like how members of your target market sound and talk.
Whoooo child, that was a lot of marketing jargon, wasn't it?
Plain English: Your writing for your website, blog, social media posts, programs, and everything else you put out into the world should sound similar to how your audience speaks.
Think back to a time when you read a piece of marketing - maybe a sales page or blog post or ad - and felt like they were talking to only you.
Your audience should feel like you’re talking directly to them.
How do you find the right language to reach them?
One of the best ways is simply to ask them! Or, more specifically, conduct a post-show survey.
The people who came to your show are obviously part of your target marketing, so getting things in their own words is one of the most effective ways to nail the language of your target market.
The answers they give you are marketing research gold in being able to use the words they use to describe you, as well as get complimentary quotes to share on your website, social media and more.
(Make sure there's a mention on the survey that you may use quotes in your marketing materials, etc. That's just good form.)
Pro Tip: The answers to these questions can also be as helpful for learning what appeals to your audience be it future programming, how and where they want to read your blog posts and other marketing messages, as well as how to reach new audience members by using current audience as a template to expand from.
To give you some examples of questions to ask, Astraios Chamber Music has been generous enough to allow me to share the questions they use for their post-show surveys! (Full disclosure: they've been a client.)
Astraios LOVES the survey responses and says they get enough gems to make it worthwhile. Plus, since their whole ethos is about making the audience part of the performance, they believe the audience should have the opportunity to share thoughts.
Astraios of course includes the usual suspects:
How did you hear about this concert? (So you know what marketing is working and where to best direct future marketing.)
Have you ever attended a concert before?
Do you want to join our mailing list?
What's your zip code?
Then they also ask:
What was your favorite piece today?
What was your favorite activity today? (They do activities to engage the audience in and teach them more about classical music.)
Would you tell your friends about Astraios? What would you tell them? They broke this question down into two parts to get the audience to answer yes/no and what they would say.
Pro tip: if questions aren't being answered properly (ie. receiving a yes/no when it should be a longer answer) play around with your wording and, if necessary, further break down the questions until you get the answers you need.)
If you had to describe Astraios in one word, what would you say? This one is super-smart because Astraios Chamber Music and their concert experience is unlike most, so can be challenging to accurately put into words.
Any pieces or instruments you'd like to hear on future programs?
Anything we can improve on?
Anything else you'd like to share?
When you’re creating your own survey make sure to include those usual suspects like how did they hear about you, etc. Then add in any questions that will help your hone in your marketing: where does your audience go to get concert information, what social media channels do they hang out on (include yours and ask them to follow you!), what made them decide to come to your concert, etc.
When crafting your marketing strategy and posts around the answers received, use the language that your audience members used to ensure that you’re writing in the way that is most responsive to your target market.
Pro tip: don’t emulate the language of negative replies. Mind you, it’s PERFECTLY OK that not everyone in the audience enjoyed what you did. Does it suck? Of course. But not everyone is going to love everything you’re going to do, and that’s fine. Not to mention, a little constructive criticism (as long as it’s constructive) can be a great thing. That said, there’s no need to echo language of those that didn’t dig what you did. #notyourtargetmarket #Obvs
When writing web and marketing copy, the words you use need to echo the way the audience of your target market speaks.
Conducting surveys ensures you're getting the language right because you're getting the words from those who are already showing up! (As well as helps shape future marketing strategies!)
Do you conduct post-show surveys? If so, how are you using the answers acquired to shape your marketing?
Need help with any or all of the above? I'd love to chat with you and see if/how I can help. Click the "Let's Work Together" below to learn more about my services and set up a free, no-strings-attached phone consult!