You had me at „Hello!“

‘How to address the audience properly is a secret of sales’ - nobody has been saying this since 1767. Because language is constantly changing, and anyone who writes texts for brand communication is faced with the important question: How do I do it right? Okay okay, enough of the linguistic journey through time, you get our point. We'd rather focus on the question of how branding texts can win the hearts of customers, touch them and strengthen loyalty.

It doesn't always have to be about provoking a laugh. Words can awaken a dormant need, create identification and inspire a rethink. However, if you look at the comment columns on various social media channels (looking at you Facebook), you get the impression that our language is doomed. For many, the fun of language stops when it comes to topics such as gendering or Anglicisms. That's why copywriters often ask themselves how they can do it right without provoking a shitstorm in the worst case scenario. Our clear answer: It depends!

You can't not communicate - as Paul Watzlawik taught us. Your target group approach should therefore be the result of an in-depth analysis of your desired customers, their needs and preferences. Because if you are sending a message out into the world, then please send one that is tailored to your target group! If you manage to pick up your audience emotionally through targeted communication and welcome them as part of your community, you already have a foot in the door to win them over for a collaboration or a purchase. There are various factors that should be taken into account in your considerations:

• To be on first-name terms or to be on first-name terms - which form is right for your target group?

• Relaxed and informal or highly professional and rational - the tone makes the music.

• What emotions do you want to arouse in order to position your product as a hero?

• What attitude to life do you want to convey?

• In what context do you want to place your product to emphasise your customer promise?

• Do you need technical terms or foreign languages to get your message across? And how much is too much?Und wie viel ist zu viel?

• What attitude do you want to convey as a company? And what linguistic means contribute to this?

Are you at a loss for words? Our guide can help you gather important insights and translate them into appealing communication. With the following eight steps, you can define communication goals, messages and tonality and write your way into the hearts of your desired customers.

Start with thorough target group research to better understand your potential customers. Gather demographic data such as age, gender, income, education level and place of residence. Use surveys, market research, customer feedback and social media to get information about their needs, interests, desires and challenges.

From the information you gather, create detailed buyer personas that serve as a mouthpiece for the insights from your target group analysis. Give them names, professions, hobbies and personal characteristics. This helps you to better put yourself in their shoes and understand their needs and preferences. Find out more about personas here.

Find out which communication channels your target group prefers. Are they active on social networks, do they read blogs, watch videos or do they prefer traditional advertising methods? If you know where they spend their time, you can formulate and place your message in a targeted manner.

Also analyse your competition and how they are targeting their audiences. Identify the strengths and weaknesses of their approaches and look for ways to differentiate yourself from them.

Conduct A/B tests to compare different approaches to targeting. Test different wording, images, tonalities or offers to find out what works best.

Use customer data and analyses of past marketing campaigns to find out which approaches have led to the best results. Identify successful patterns and strategies that can be adopted.

Listen to your customers' feedback. Provide opportunities to collect opinions, reviews and comments. Customer feedback is very valuable to continuously improve your approach.

The needs and preferences of target groups change over time. Keep up to date with current trends and developments and adapt your marketing communication accordingly.

Even if the development of an appropriate target group approach follows a number of rational rules and processes, it requires one thing above all: feeling. After all, words are more than just a collection of letters. They are emotionally charged and can trigger certain feelings. This is why addressing target groups is often a balancing act that requires mindfulness.

Issues such as gender-sensitive communication or the use of Anglicisms are currently dominating the media and are causing a stir. At the same time, our society is becoming increasingly sensitised to the way companies and brands communicate. A respectful approach to linguistic nuances and the consideration of different needs and identities are crucial in order to achieve broader acceptance and support among certain target groups.

It is also important to consider cultural aspects, especially in a global context. Different target groups may have different cultural backgrounds and language preferences. This requires sensitivity in order to adapt communication accordingly without losing the core message and values of the brand.

After all, brand messages and addressing target groups are key components of a company's marketing and communication strategy and are therefore always closely linked to its own corporate values and brand identity. If the target group approach does not match the brand identity, this can lead to confusion and a loss of credibility.

In a diverse world, the art of addressing target groups is therefore a multifaceted challenge that needs to be mastered with sensitivity. The right words can win hearts and create connections. With a clever analysis, a pinch of creativity and a feel for the needs and identities of your target groups, you can create emotions that are convincing. May fortune favour you!