¿Cómo puedes escribir un texto basado en datos que atraiga a tu audiencia? (2024)

I always wince when I hear “data driven.” It’s pompous and lazy. I prefer to be data informed. Data helps you understand your audience. Once you have that, trust the creative people to incorporate that knowledge into their messaging.

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First step, clearly you must have an objective, however think a lot about connecting with your audience, otherwise it will not be worth the effort, then analyze well, according to the objective you set at the beginning, so that you measure correctly, then do A/B testing on copy, images and schedules, to detect what type of content your audience connects with.

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First step, stop thinking of it as "data-driven copy". Assume there's a human being on the other end. Assume they're intelligent. And assume they want to read something interesting. Now go into whatever list of facts and figures and bullet points you've been given, and make sense of it. Understand the larger narrative around those data points, and start there. Tell the reader what that larger story is, and use the data to make your point. Now it's not "data driven copy". It's just a compelling, informative piece of writing with facts helping make the point.

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People remember stories, not data. Data is great, but only if it's in service of a meaningful narrative. Also, producing data-driven copy is great...but measuring the quantitative impact (i.e. data!) of that copy is even better. In other words: "data-driven copy" isn't just about using data points to connect with your readers but rather crafting copy that's driven by statistical insights about who your audience is and what they want/need to read/watch/hear at what point in their customer journey.

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While data can sometimes be relatable, most of it can be quite heavy and unnecessary. I'd always begin with a 'human' angle first - for any piece of copy - and go from there.

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Audience research is the heart of copywriting.Without it you'll be wasting:✓ Your time.✓ Your clients moneyDon't write a single word without knowing what your exact audience looks like...✓ Their likes.✓ Their dislikes✓ Do they have dogs?✓ Their dogs name.Find out every thing you can about them.

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You can now personalise at scale. Companies are leveraging data analytics and machine learning to segment an audience more granularly and tailor copy to resonate with each subgroup's specific interests, behaviours and needs. This approach takes you beyond broad demographics and lets you create highly personalised content that speaks directly to each individual, ramping up engagement and relevance.

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I disagree with the other comment here. Likes, dislikes, do they have pets, pets names... This isn't realistic research. It's also completely irrelevant for almost every business. We put WAY too much emphasis on demographic data when we should be laser-focused on: - Actual customer experiences- Performance data from campaigns etc- Mining reviews/feedback/sales callsEtc. Build a robust research process based on elements that are relevant to conversion. Ignore the rest.

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You can use the data in your actual copywriting. Use your audience’s words and phrasing. This is especially impactful if you can address a pain point.

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Understanding what truly resonates with your audience is paramount, for even with a well-defined goal, it's the audience's receptivity that paves the way for meaningful results. Ultimately, the aim is to connect with individuals, whether in large volumes or a select few.The audience lies at the core of your content. It's the fertile ground where cultivation is essential.

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Data will always have a place in copy, but making sure that it’s tied to a real-world benefit is essential. Not ‘optimising’ or ‘supercharging’ or ‘fast-tracking’ – but giving the customer more time in their day to spend on the things they enjoy, saving them money that could be used elsewhere, or taking the stress out of dealing with a complex task. Context: I write for SaaS companies :)

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When including data, always ask: who cares? Why should my reader care about this? And, when making proof points, read your copy out loud. It's the fastest, easiest, most-effective way to ensure the copy scans.

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Don't just find, but ensure that your data is relevant by sourcing it from an engaged audience that you've built in advance. Once you've put the groundwork in to build a community, they're a constant partner and resource in everything you do. Bring them along for the journey and you'll ensure there's quality in your insights that you can serve back to them when it comes to educating, entertaining and continuing to convert.

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If your data isn't relevant to your audience, leave it out. Having irrelevant data in your message can actually alienate your audience. Also, the data must be contextualized in a way your audience can understand. For example, what level of heat is emitted by 40,000 BTUs? What percentage of U.S. water use is 5.6 million gallons? What's the buying power of $1 billion? Making data relevant for your audience includes doing the math for them. If your readers have to punch numbers into a calculator to get the information they need, you've lost.

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Having relevant information to back up your copy creates room for interest and the need for action. When it is relevant that's the icebreaker. Let the copy speak volumes by having the relevant data incorporated.

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In the end, relevance should be taken into consideration while analyzing and interpreting data. If my audience is in Africa, specifically in Uganda, and my call to action is participation in clicks and comments, then I must name and highlight Uganda when discussing the worldwide issue of children's mental health. Because the data relate when they are broken down to make sense, there is involvement both back home and around the globe.

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I think most people massively overcomplicate this. From a copywriting perspective, data can mean: - How many signups using v3 of the landing page, versus the control? (And making a change accordingly)- What outcome was mentioned MOST in client interviews? (Prioritise in your copy)- What words/phrases are customers using to describe our product, that we're not using? (Use them)You don't need a million tools and charts. You need to *pay attention* to your customers, your sales process, your marketing, and be ambitious enough to *test* your copy based on what you learn.

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Data can tell their own stories. Consider data as a source of inspiration for generating new ideas. Utilize data to bolster these ideas and create a comprehensive pillar page that genuinely captivates your audience. Implement interactive visualizations, enabling people to engage with the data. Ensure that these visualizations convey their narratives immediately upon glance. The copywriter will subsequently provide interpretations.

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Once you have the relevant data, it's important to analyze and interpret it correctly. This means understanding what the data is telling you, what trends or patterns you can identify, and what conclusions you can draw from it. It's also important to consider any limitations or biases that might be present in the data. Without proper analysis and interpretation, you could end up drawing the wrong conclusions and writing copy that doesn't work. So take the time to really dig into the data and understand what it means for your copywriting.

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Tão importante quanto obter dados é saber analisar o que cada um conta. A palavra certa aqui é interpretação, que não deve ser confundida com obrigatoriedade: dados devem ser vistos como bússolas, mas a mão que guia o conteúdo ainda é sua. Por isso, a combinação ideal é usar dados, junto com sua experiência e conhecimento de mercado. É uma maneira de transformar em criatividade informações frias que os dados trazem.

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People aren't motivated just by facts and figures. They are motivated by what those facts and figures mean and how they illustrate a problem or suggest a solution. Presenting data as a problem to be solved or as an answer to a challenge makes it immediately relevant to their needs.

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All good copy is 'data-driven'. What this point really means is *apply* what you've learned. And hire a copywriter to present this in the most engaging, persuasive way possible.

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Writing and editing data-driven copy is about more than just including statistics and numbers. It's about using the data to inform your message and make it relevant to your audience. This means using the data to tell a story that resonates with your audience and makes them feel something. It's also about writing in a way that is clear, concise, and easy to understand. And finally, it's important to edit your copy to make sure it is error-free and consistent with your brand voice. With these steps, you can create copy that is not only data-driven but also engaging and persuasive.

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Tell a story with the data. Don't just give the data. Give an example of someone who experienced this issue and became a data point. Readers connect with stories more than just numbers.

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I've identified a lot of lackluster data representation throughout my work in content marketing. We owe our audience the most ethical, accurate copy possible. That said, common pitfalls are:- Charts/graphs that are too complicated- Over-emphasis on qualitative data- Lack of crucial information, such as sample size, data ranges, demographics, time frame of research, etc.- Cherry-picking "good" data and burying "bad" data

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Start by writing for human consumption, not for search engines. Otherwise, what's stopping ChatGPT from poaching your clients? 🤖 💰

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Take imperfect action and test quickly. Use A/B testing, heat maps, and feedback forms to gather data rapidly. Fast insights help you understand your audience better than they know themselves, allowing you to optimize headlines, CTAs, and images efficiently. The quicker you iterate, the faster you outperform the competition and achieve your goals.

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This is where the data actually comes in, in my opinion.While you can certainly use data in the ideation phase to discover underserved and high-performing subjects for copy, the data portion occurs largely in the revision and optimization of texts.A/B testing, SEO, SEM, analytics and other feedback channels will suggest changes to increase viewership and conversion numbers. And because your copy is being published to the web and isn't static, it can always be optimized for better returns.

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Where are the audience's passion points? What do they care about? If your content can speak to one or both of those, then you are more likely to hook them to read the rest of what you need to communicate.

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All of the data in the world won't help you unless you focus on one of the six great motivators. 1. Fear2. Exclusivity 3. Guilt4. Greed5. Need for approval6 Ego gratificationAnd two soft motivators...1. Convenience2. Pleasure If you write clearly, within the reader's experiential background, and present benefits based on an appeal to one of these motivators, you can't miss.

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You have MORE conversations. You listen. You ask MORE questions. Instead of trying to seek the perfect answer. You test. You refine. You tweak. You experiment. Data is everywhere around us. This includes conversations, listening to words that your audience uses, and also on a larger scale, through surveys and focus groups.

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Test, test and test. Data is cool and all, but the market (and reality) can change (a lot), and you need to be open to test things, change directions and even discard some hypothesis.

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