“A Specific Audience” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the latter part of 2017).
But when he heard it, he said, “Those who are well have no need of a physician, but those who are sick. Go and learn what this means, ‘I desire mercy, and not sacrifice.’ For I came not to call the righteous, but sinners.”
Effective copywriting focuses on a specific audience—the more specific, the better. That’s why great copywriting not only includes (the targeted audience) but also excludes (the non-targeted audience). It’s not about being all things to all people, but having one highly targeted message for one audience.
- Define your audience
- Know your audience
- Target your audience
- Exclude your non-audience
- Use everyday illustrations
Throughout His life, Jesus was remarkably kind and gracious to those who (had) openly rebelled against God’s commandments, while being very severe to those who believed they were moral and righteous, looking down on others.
He had only one message: “Repent, for the kingdom of heaven is at hand” (Matt. 4:17). Repentance means to change one’s mind and, consequently, one’s direction—the essence of copywriting. The religious and moral people thought they were good enough in and of themselves. They rejected the idea of being in desperate need for a Savior, which is also still true today.
Many believe that just being a “good” person qualifies one for heaven. Furthermore, every other religion and sect holds to the idea that one can earn eternal bliss by doing enough good works. There’s nothing further from the truth. We need a Savior—one who lived a perfect righteous life on our behalf and died for all our sins.
Jesus came for a very specific audience—sinners. He came as their Physician, healing and restoring them. Paul expressed that as follows: “The saying is trustworthy and deserving of full acceptance, that Christ Jesus came into the world to save sinners, of whom I am the foremost” (1 Tim. 1:15). Jesus had no saving message for the self-righteous.
The Christian Copywriter