Have you ever written a blog post or a social media update and wondered if anyone reading it actually cares? Deciding what you want to write about is hard enough in the first place without wondering whether you’re just shouting into the void. I get it, even as I’m writing this. Knowing your audience changes your marketing because it gets you thinking about them as you write. It helps you pass the ‘so what’ test and helps you talk to your audience in a way that makes them feel understood.
So, why does getting to know your audience matter?
You’ve already done the work
You might be reading this thinking, “Yeah, I know who my people are.” Maybe you do. You’ve probably done the work to think about who you serve, what they do, the things they care about and where you’ll find them, online or off. Here’s the question. Does that knowledge shape every decision you make about your marketing, the topics you choose and the language you use when you write?
I’ll help you get your knowledge out of your head and turn it into individual pieces of content, but thinking about the people who’ll be reading or watching is a vital part of the process. Your content needs to explain what you do. At the same time, there’s a big difference between covering the subjects you want to talk about and the ones that feel relatable for the people you want to work with. You need to share what makes sense to them.
What changes when you write for your audience?
Having a clear image of the person you’re writing for helps you talk to them. In fact, reflecting on conversations you’ve had can be a great way to get into your ideal customer’s head. If you ever get stuck when faced with a blank screen, imagining you’re talking to someone and recording yourself can help you get started. When you think about what people need from you every time you plan your marketing and start writing, you put them at the centre of everything. You can answer their questions or talk about their worries, use their language rather than industry jargon and reflect their level of knowledge. That last one can be the trickiest bit, especially if your audience ranges from beginners to more experienced people.
The overall aim is to make someone feel as if you’re writing just for them, because you understand what they’re thinking, what’s going on in their life and answer the questions they’re afraid to ask.
Why it matters for small businesses
I know that when you’re a small business owner, the idea of talking to one person, or even a small group of people, can feel daunting. You worry about pushing people away, so you try to market to anyone who might possibly need your services. The trouble with that approach is that you end up seeming bland. You’re not for everyone. I seriously doubt you want to work with everyone. Being yourself and thinking about what your customers need lets you write in a way that resonates with the people you want to attract. You can focus and be specific about what your customers care about and how you help them. It also helps you relax and write in your own voice, instead of some overly formal jargon that doesn’t feel like you at all.
As a sole trader, you have an advantage because you can write how you want, without running it past a branding committee first. You can also adjust things as you go based on the response you get from your audience or the conversations that change your perspective and understanding.
Building trust
I’ve talked about building trust with your audience before, but it bears repeating. When you focus on your audience and the things they care about, they feel seen and understood. They start to see you as someone they can trust. If your marketing focuses on you and the things you want to sell, your customers get the message that you don’t really care about their needs and that you just want to make money. When you build your marketing around them, it demonstrates that you’ve thought about what they need and how you can help. That process can start before they’ve even begun to dig into the specifics of what you offer.
Ready for a chat?
Look at the last post you wrote, on any platform. Did you write it with a specific person in mind? If not, try picturing one of your favourite customers the next time you write something. If you need some help finding your voice, I can help with that.
When you work with me, I’ll get to know you and your business, and write content that showcases your best self, helping you connect with your ideal customers and talk about what matters most to them.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
