The target population is different, the copywriting methods are very different, and the focus of copywriting is also different. Therefore, when writing copy, it is necessary to divide the target population for the copywriting, and formulate different plans according to the characteristics of different populations. The division of the target population can be carried out from the following aspects.
Social role analysis
Everyone has his or her own social role, which can be divided into working people, students, etc. according to occupation; working people can be divided into doctors, lawyers, teachers, cleaners, waiters, etc. according to the type of work; and can be divided into men and women according to gender. Social roles have never been single, but a superposition of multiple roles, but in many cases these roles can be integrated, such as people who pursue high-quality life and have high incomes, people who pursue cheap and affordable goods and have average incomes, and so on.
The division of social roles can help copywriters quickly find the product positioning. For example, light luxury shoes and bags, cosmetics, professional suits, high heels, etc. are facing professional women, and suits, belts, ties, etc. are facing men. Different products target different target populations. When writing product copy, it is important to find the target group corresponding to the product and understand the consumption characteristics of these people, so as to write targeted copy.
Each product targets different social roles, and the narrative method of the copy is different. When determining the target group, specific problems need to be analyzed specifically. For example, when selling infant products, the copywriter is actually facing the parents of infants and young children, so the copywriting must grasp the purchasing psychology of parents. For example, the copywriting of the product details page of a children’s toy “Hape Animal Farm Game Box” shows that the copywriter has grasped the psychological needs of parents for the safety of their children’s play and the improvement of their ability, ensuring a high sales volume of the product.
There are also some external factors that affect the division of the target population, such as the economic status of the audience, whether they are in debt or whether their disposable income is sufficient, etc. The same income class will make different product choices due to different disposable income; for example, at different stages of life, the needs of the audience are also different. For example, when getting married or buying a house, the audience will buy expensive furniture that they would not buy normally. At this time, the audience will transform from the target population of one product to the target population of another product.
Purchase intention analysis of target groups
Purchase intention is a future-oriented purchase behavior based on consumer attitudes. If consumers have a positive and supportive attitude towards a product, they may have a clear intention to purchase the product. Purchase intention is the consumer’s subjective tendency to choose a certain product, indicating the possibility that the consumer is willing to purchase a certain product, and is a consumer psychological expression before the consumer purchases.