Why You (Yes, YOU!) Should Care

Anna McKenzie
2 min readJun 21, 2022

This is where it gets personal.

As Dale Carnegie once said…

“A person’s name is to that person, the sweetest, most important sound in any language.”

When we’re addressed as individuals, everything becomes more significant to us. When someone names our specific concerns, we pay attention.

That’s why marketing is most effective when it’s personal.

But that doesn’t mean that you can go around writing individual emails and landing pages to your audience.

So what can you do?

First, you can seek to build relationships with your audience as best you can. Invite them to provide their feedback and input. Respond individually when you can. Demonstrate that you’ve listened, even if you’re writing to the whole group.

Second, you can create an avatar, a fictional person that represents your target market. (You can have more than one, but I recommend no more than five.)

As a copywriter for clients, you always want to speak directly to your client’s avatar, as though they were a real person — because they represent real people, and those people have actual needs and desires they’re hoping you’ll address.

If you can’t speak to them by name, name their values, cares, and concerns. Listen well!

How can you make your writing and marketing more personal this week?

Your friendly neighborhood copywriter,

Anna @ CreativeDemand



Anna McKenzie

Christ follower. Copywriter-in-Chief @ CreativeDemand, LLC. Author of Mission, Market, Message: The Actionable Guide to Marketing for Small Business Owners.