How to Craft Content for the Healthy Male Audience
Oct 12, 2017
The healthy male is a busy man. He’s balancing work, regular gym visits, healthy cooking, and an active social life all at once. He doesn’t spend a lot of time staring at screens, so when he does, you don’t have too much time to grab his attention.
Writing your content with the healthy male in mind can seem daunting. It’s easy to flourish your writing with interesting statistics, links, and personable writing, but these don’t always appeal to the average male.
There are a few tips and tricks, though, that can help you engage even the toughest of readers. Keep reading to learn how to craft content for the healthy male audience.
Creating Content For The Healthy Male
Write Authoritatively
Studies show that women speak differently than men. Women tend to use apologetic language. They use terms like “I just…” and “I’m no expert, but…” out of an inexplicable need to apologize and take up as little space as possible.
You won’t often catch a male with an issue about sending his salad back at a restaurant if it’s too heavily dressed. Men tend to own their authority more proudly than women, and they respond to similarly to language targeted at them.
Written copy from different gender perspectives are so different, there’s even a Chrome app in development that will locate and remove apologetic language from women’s emails.
Note the authoritative voice in this article. The tone of the writing makes the reader sit up and pay attention. That’s the goal when writing for men.
Write proudly, avoid apologetic language, and assert your claims strongly. This is the language that men use and respond to in their everyday lives. Simplifying your language to remove excess fluff can help you reach this goal.
Simplify
Authoritative language is normal language with the fat trimmed. Men aren’t simple- they’re just not as talkative as women. Generally, they prefer to operate inside their minds, saying only what’s necessary, while women prefer to think out loud.
Consider this function when writing copy for men. Cutting your language down to the bare bones is best for men’s language processing. Check out this article on men’s gym wear- note the simplicity and directness of the language.
When writing, you might try inserting a target URL into your content more directly, for instance, rather than naturally and organically.
For example: say you’re writing content for a target audience of a healthy male about health supplements. You want to include a section about TextX Core, a men’s testosterone booster. Instead of sneaking a link into a well-crafted paragraph, you could write it simply and directly, like so:
“Let’s cut to the chase. Is TestX Core safe?”
After learning a little about the product, men want their questions answered. A direct and straightforward link will appeal to men’s desires for simple, concise, and helpful copy.
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