The Third Step to Successful Copywriting: Select the Right Medium for Your Message

By now, you should have a good understanding of your buyer persona and where they are in the buyer’s journey. That’s great! You’re ready to move on to the next step to successful copywriting, which is to select the right medium for your message.

A medium is a channel you use to reach your audience. The copy you write will change depending on how you are going to deliver your message. So, before you write your copy you need to decide how you want to reach your audience.

Types of Mediums

There are many different types of mediums you can use to deliver your message.

• Banner ads
• Billboards
• Blogs
• Brochures
• eBooks
• Emails
• Flyers
• Landing pages
• Newsletters
• Presentations
• Press releases
• Radio
• Sales letters
• Signage
• Social media
• Television
• Websites
• White papers

Your Audience

Your audience is the most important thing to consider before you select your medium. Think about your buyer persona and where they are in the buyer’s journey. How can you best interact with them? Where would they most likely see your message? If your buyer persona is young, they might be very active on social media. If your buyer persona is elderly, you might find them reading print publications, like traditional newspapers and magazines.

Your Competition

Research your competition. How are they winning customers? How could you do it better?

Your Budget

Research the mediums you’d like to use. Do they fit within your budget? If a television or radio ad is too expensive, you might want to consider YouTube or a podcast. If a magazine ad is too expensive, you might want to consider a newspaper ad.

Your medium can make or break your message. Be sure to do your homework before you decide how you want to deliver your message.

“Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.” – Joe Sugarman

Get ready for next week… The Fourth Step to Successful Copywriting!