Just like, traditional marketing, your ideal client, or buyer persona will motivate the buying decision. It then makes sense to have them in mind, while designing your offer. From your website to your email marketing campaigns, the copy needs to address your buyer persona concerns and your product’s benefits, as a remedy to their issues. Say, for instance, you are selling children games, where the target market is children, but the target audience is clearly their parents. Designing your copy will require that, you research and investigate on major concerns, dreams and desires parents have, prior to purchasing their kids’ games. Without having a message that resonates with these parents, you will fail at converting them into clients.