Niche Your Copy For Readers, Not Gym Bros
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This cartoon nails a problem most marketers ignore. One guy’s jacked like a gym bro and asks, “Where do you work out?” The other noodle-armed dude says, “At the library.” Same question, two totally different worlds. Your copy can chase biceps… or brains. Pick wrong, and you’re just flexing for the wrong crowd.
What This Cartoon Really Says About Your Audience
The muscle guy assumes everyone cares about the gym. The reader guy lives in books and probably doesn’t give a curl about deadlift PRs. When you write generic “hustle harder” copy, you’re talking like the gym bro to a room full of library people. The visual exaggerates the difference so you can’t miss it: posture, clothes, body shape, even the way they walk screams, “We are not the same tribe.” Good copy respects that and speaks to one tribe on purpose.
How To Niche Your Copy For Readers, Not Gym Bros
- Use their environment: libraries, laptops, late-night tabs, not locker rooms and protein shakers.
- Swap “crush it” verbs for “learn, explore, understand, master” language.
- Show brainy wins: clarity, confidence, better decisions, not six-packs and grindset bragging.
- Quote books, research, and case studies instead of pump-up slogans.
- Admit they’re introverted, thoughtful, maybe skeptical—and write like a smart friend, not a hype man.
Real-World Brands Writing For Library People
Basecamp writes calm, no-hustle project management copy that speaks directly to thoughtful workers who hate frantic grind culture.
Blinkist sells book summaries using copy about learning faster and satisfying curiosity instead of posturing about out-working everyone.
Creative Variations
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