I told you in the first part of this article that online users read an entire text too little and that they rather scan it. This happens because there is a lot of information on the internet and because the lack of time pushes them to look for relevant content, that is, the one that is really worth reading. Because of this, many articles, texts or messages are overlooked, because they do not capture readers from the first sentences (here we include both the title and the introductory sentence).

In order to write relevant content for our users, it is very important that we first of all know them. I am not referring to their actual face-to-face meeting, but to knowing demographic and behavioral information. Precisely for this, we have to do the research I was talking about in the first part.

What do we need to know about our users?

• Gender – communication is totally different for women and men, but there may be situations in which we have to address both sexes
• Domicile – we need to know if they live in rural or urban areas, if they live in large or small cities, in which country they live
• Age – for a young person we write in one way, and for an old one we write in another way
• Culture – this is an important factor, as it largely defines a person
• Internet access – even if it seems trivial, we should know (if possible) where our content is accessed from: from home, from the office, from school, from the internet cafes, etc
• Education level – if you write a harder text in a scientific language, not everyone will understand it, so it is important to speak to it in their language

Character creation

Once you know all this data about your user, it is advisable to create characters based on the information obtained from the documentation. It will be much easier for you to write for your target audience if you have a character in mind that you have created beforehand.

For example:

Your target group is women who play golf. For this you have to create a character, even draw it, that represents the women in the target group. The character must be as personalized as possible, and for this she needs a name, age, place of residence, occupation, marital status, even if she has children, but also a small motto to represent her.

With this character in mind, it is much easier to make texts relevant to the target group. That’s why it’s important to know your users. After all, if you address a specific audience, which you consider to be the right one, and your information reaches other people, you risk that your work will not be appreciated at all and will not produce conversions.