Singapore-Specific Copywriting: How to Speak to Heartlanders vs. Expats vs. PMETs
One message won’t fit three very different audiences.
What works for a Bukit Batok hawker stall might sound out of place for a CBD finance consultant.
You might be running the same offer, but the tone, rhythm, and references need to shift.
Singapore is small, but its audience types are layered.
Writing for everyone often ends up connecting with no one.
Here’s how to speak to each group in a way that actually lands.
Heartlanders respond to warmth, relatability, and real-life tone
If you want to reach the heartland crowd, speak the way they think—straightforward, warm, and down-to-earth.
Forget polished jargon. Simple, honest words land better.
Say “Settle everything at one go” instead of “Enjoy seamless experiences.”
Think grocery runs, void deck chats, kopitiam coffees. These everyday moments aren’t just background, they’re context.
When your message feels like it came from a friend, not a brand, it sticks.
Expats expect clarity, context, and a global tone
This group often compares everything to how things work back home.
So the more transparent and well-explained your message, the better.
Avoid local shorthand unless you’re sure it adds value.
Singlish, for example, can work as a friendly touch; but only if it’s clear what you mean.
Focus on helping them feel informed, not left out. Details like delivery timeframes, service areas, and pricing in SGD aren’t just nice to have—they build confidence.
Polished and to the point often beats clever.
PMETs care about precision, professionalism, and relevance
This group includes professionals, managers, executives, and technicians—busy, task-focused readers.
They read to solve, not to browse.
Get to the value quickly. Cut fluff.
Headlines should show impact: “Cut downtime by 40% with integrated IT support.”
If you’re offering a service, back it with data or examples.
You can use industry lingo, but only where needed. Overusing it may sound like you’re trying too hard.
One offer, three styles—why it matters more than ever
Let’s say you’re promoting a new home cleaning service.
To a heartlander, focus on ease and price: “Don’t stress. We settle your cleaning, one flat rate.”
To an expat, frame it with trust: “Reliable home cleaning from vetted local pros.”
For PMETs, anchor to time and convenience: “Weekly cleaning plans that save you 6+ hours a month.”
Same service. Just delivered with different thinking.
Final Thoughts
Great copywriting doesn’t rely on clever words alone. It listens first.
Knowing who you’re speaking to—and how they live, work, and decide—makes all the difference.
At our boutique marketing agency in Singapore, this is the kind of detail we zero in on before a campaign even goes live. We know how to shape messages that speak to the right crowd, not just any crowd. Get in touch with us for more details.
