The importance of TA in copywriting

1. Target Your Writing
Right

2. What we are up to today:
discover the importance of defining your target reader
in everything you write
learn how to prepare a convincing piece of writing
that will 100% reach your reader
study some working samples from the world practice
and a bit from my own experience
practice to set the target audience profile for brands
and some specific cases
BONUS: simply have a nice and informative time in
the relaxing atmosphere 

3. What’s
copywriting?
Copywriting is the process of writing
advertising promotional materials.
Copywriters are responsible for the text on
brochures, billboards, websites, emails,
advertisements, catalogs, and more.
This text is known as “copy.”

4. Copywriting VS Copyright

5. Copywriting pioneers
David OgilvyLeo Burnet

6. Copywriters for the
Russian-speaking
audienceDenis Kaplunov Dmitrii Kot

8. Copywriting is all
about the reader
“Copy is a direct conversation with the
consumer.” Shirley Polykoff

9. Copywriting simplified:
• Define the key idea: what to “sell”, describe the
“purchase”
• Define the reader: who‟s most likely to “buy” it, your
target audience
• Establish how to connect with the reader (define how
you can best “sell” your idea, anticipate the questions
TA might ask, show how your idea can solve some of
TA‟s problems, etc.)
• Write!

10. Target
audience
profile
A target audience profile
(TAP) is a written and very
detailed appraisal of your
customers' characteristics,
attitudes, and behaviors.

11. Demographics and
psychographics
Demographics describe who your customers
are. The most frequently used demographic
variables include age, gender, occupation,
location, marital status, income, education level,
and nationality.
Psychographics describe why your customers
act as they do. For example, you might
determine that you have price-sensitive
customers who choose the least expensive
option, or trend-conscious customers who prefer
the newest, most fashionable option, or early
adopters who are open to choosing new,
unproven options.

17. A bit of practice?
“A copywriter should have „an understanding of
people, an insight into them, a sympathy
toward them.” George Gribbin

18. Speak your TA language!
“I don‟t know the rules of grammar. . . . If you‟re
trying to persuade people to do something, or
buy something, it seems to me you should use
their language, the language they use every day,
the language in which they think. We try to write
in the vernacular.”
David
Ogilvy

19. Feel the difference?
These characteristics of equipment pertain
primarily to the engineering principles involved in
producing equipment possessing desired military
characteristic.
Think different
huhuhu .. conqrats qraduates of mmcs ... ma-
mimiss ko kayo .. especially si .......... . hehehe
qudluck and Godbless . ;"<

20. TA:
Large-scale
Business
Owners,
Digital Goods
Segment

21. TA:
Accountants
in Large-
Scale
Companies,
Digital Goods
Segment

23. Let’s target your
writing right

24. Thank you. See
you!
Inna Shmun
(096) 347-62-54
http://www.facebook.com/inna.shmun