Olly Knights, the singer of Turin Brakes, was telling the audience about how he is often asked what his songs are about. 

In one of the most profound statements I’ve ever heard at a rock gig, he said

‘the songs are about how you feel when you listen to them’…

Such a powerful statement that applies to all the media we consume. And vital to remember when you’re writing your copy…

Your words are never read in the same vein you wrote them in. They get filtered through your reader’s mood, experience, biases, and emotional filters.

This is why it’s so important that you know as much as you can about your ideal reader, or ideal client. While it’s important to know their age, occupation, etc, where you really make connection is with their emotional drivers… what are their hopes, their dreams, their fears, their joys?

If you want them to buy from you, to read more, to click that subscribe button… what emotional triggers will move them towards that decision?

What words will tap into the feelings that will inspire them to trust they will get the results they need from you?

You want to write content that makes your reader feel you’re writing directly to them.

You do this by tuning in to their emotions. What language do they use to talk about their experiences? What do they share in social media groups, subreddits, forums etc?

If you’re in the spaces where your ideal clients are, asking them questions, joining the discussions and really paying attention, you can find the language that will speak to them and allow you to connect to them in a meaningful way.

What is your ideal client feeling right now?

Esther Nagle Administrator
Email Copywriter and Strategist
Esther Nagle has been writing online for more than a decade. She has written blog posts, web copy, event descriptions, ebooks and physical books, social media copy and emails. She has trained with Copy School in Conversion Copywritng in emails, and now specialises in email marketing and strategy. When she\'s not writing, Esther can be found watching live music, walking in nature, playing Irish folk music on her purple violin, and hanging out with her son and crazy dog!
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