When was the last time you talked to your target audience, and I mean really talked to them?
Or are you guilty of talking at your ideal clients?
I get it, I really do. You have heaps of skills, knowledge and expertise and you want to share that with people.
You want to say ‘hey, look how I can help you!’ but that frightens people away.
When you’re walking down the high street and you see a salesman outside a store trying to entice you inside with loud music, a loudspeaker and freebies do you actually venture inside?
Or do you do I what I do and keep you head down and cross to the other side of the road?
How you communicate with your audience is critical
If you don’t get it right you’re not going to get hits to your website, conversions or leads, in fact you’re not really going to get anything.
When was the last time you received an email with ‘Hi FirstName’? (for me it was literally yesterday)
I think it’s safe to say we’ve all had them, and we’ve probably just hit delete, even if it’s someone we know.
Because you know it isn’t directed personally to you. It’s generic, it’s a catch-all email sent to you because you hit one of their demographics – which could be as little as being under the age of 50, or you happen to be on their mailing list.
Even though the content of the email may be very relevant to you, because that very first line is so impersonal, it’s difficult to summon interest in it.
There’s nothing personal, nothing that speaks directly to you. It’s no different to those flyers we get in the mailbox with our post that go straight in the bin.
Does writing make you feel like you’re back in the English classroom?
If you struggle to get your head around conjunctions and apostrophes – chances are you’re not talking to your clients.
Y’see, the world of marketing (and particularly online) isn’t like high school English.
It’s a conversation between you and your intended customer.
And how we talk is very different to how we write. There’s none of the formality and rules of grammar (and thanks to my autism you will never find me stop for a breath and insert comma space when I talk!)
Whilst spelling and punctuation is important – grammar rules are there to be broken.
How can you make your copy and content feel like a direct and special conversation between you and your target audience?
The easiest and most effective way of doing this is to imagine that you are having a conversation as you write.
- Every sentence you write, what would their reply be?
- How would they respond to your questions?
- Why would they be interested in what you have to say?
- How would you stop them disappearing to get another coffee?
This is where having an ideal client avatar is useful. Use that information to visualise your ideal customer, consider the tone and language they use, how they’d behave when you talk to them and now write down that conversation.
Sometimes it helps to have photo of what your ideal customer looks like and having it on your desk as you write.
Once you’ve finished – read it back to yourself.
If it sounds silly reading it out loud, then chances are high you wouldn’t say that in person – so it’s time for a rewrite.
Writing for online content isn’t an easy process
If it was, everyone would be doing it. So don’t beat yourself up if you’re struggling to get it right.
Try implementing the tips I’ve just shared with you, and let me know how you get on. If you’re still finding it an almighty headache, why not have a conversation with me on how I can take on the writing for you and nurture your target audience to engage, interact and buy from your business.