What Lands End Can Teach You about Writing to Your Target Audience

Have you shopped with Lands End lately?  If so, you may have noticed that the women’s pants sold on their site come in Fit 1 (modern), Fit 2 (original) and Fit 3 (traditional).  But have you paid attention to the way they target the ladies who probably wear these pants?  It’s a prime example of creating personas and writing specifically to them.

So you’ll understand, let me explain what’s different about the 3 fits.  Fit 1 sits much lower on the waist and has slightly fitted legs (think 20s and 30s mostly).  Fit 2 sits just below the waist and has legs that are a bit more relaxed (probably built to attract late-30s to mid-50s).  Fit 3 sits at your waist, often has elastic in the waistband, and has relaxed legs (aiming for mid-50s on up).

Here’s one snippet of copy for a pair of shorts with a Fit 3 (traditional) waist:

    Finding the right shorts can be a tricky proposition. So many are too short — or not as comfortable as you’d like. These are summery, yet modest. A back-elastic waist adds comfort. And they’re easy-care, too!

Notice the language is well-suited to senior citizens (generally those 55 and up).  It talks about shorts being “too short,” the comfort, having modest styling, elastic waist and easy care. All things someone in this particular age group might appreciate.

Let’s look at a pair of shorts that, at first glance, appear to have almost the same styling as the ones above.  See how the copy changes for this item with a Fit 2 (original) waist?

    Shorts with a little something extra — a distinctive buckle detail at the waist. Stretch twill makes them easy as can be, and they have a modest-yet-flattering Bermuda length.

Now, instead of just moderate length and comfortableness we’re talking about distinctive buckles and “modest-yet-flattering” length.

Then there’s Fit 1 (modern).

    Here’s the Weekend Chino fabric you love, given an extra measure of style with button details and cuffed legs. For girls who like short shorts, they’re just about perfect.

Obviously targeted to a younger set, this copy talks about an “extra measure of style,” details, girls (not women) and “short shorts.”  Not something that would likely appeal to a grandmother.

The next time you’re faced with creating copy for products or services, think about the different individuals who will be using them.  When you write specifically to each segment of your target audience, they feel a greater connection with you and are more likely to buy.

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