Why targeted writing is crucial when trying to reach your target audience
In this era characterised by information overload it is highly important to target your content. Finding the right words for your target audience, however, can be quite the laborious task. Many companies and entrepreneurs tend to “just get started” when it comes to writing, since their main objective is to get that text published and read ASAP. But that’s the kind of content strategy that’ll lead you to shooting yourself in the foot. Or maybe even both feet. Target audiences and personae may not be the most exhilarating subject to work on, but, unfortunately, that doesn’t make them any less important: you need to know who you’re writing for. In the end, that’s what it’s all about, right?
In this blog, I’ll be sharing a few useful tips about targeted writing.
Know your audience
The times of selling a product or service simply by announcing its unprecedented amazingness have long since passed. Consumers are becoming increasingly critical, and if it’s their hearts you want to win over, you’ll need to be capable of charming their pants off. But how do you do that? It starts with having a good, long think about your target audience’s needs. It’s not you you’re writing for, now is it? Once you’ve got a good grasp of who your audience is, you’re better equipped to write targeted content and less likely to spend hours and hours writing texts that won’t get you any results. That would be like taking a new love interest to a burger place and finding out they’ve been vegan for over a decade. Not great, and no second date. Alas.
Use the appropriate tone of voice
The next step is all about figuring out the right tone and style. If your text is written specifically for Luke, make sure Luke will want to read it. We all know Luke is an entirely different person than Alvin. Luke is a 34-year-old project manager for a communication agency who hits the gym every other day. He’s particularly fond of Thai food, happily spends his nights watching football reruns and enjoys drinking a cold one with his mates. Alvin is 28, works as a graphic designer and spends many hours a day on various social media. Every weekday starts with a cup of coffee from the shop at the train station and ends with an episode of a sitcom he’s already rewatched thrice. In other words, no two people are the same, and it’s important to determine the right tone of voice before you start writing. And that you stick with it throughout the entire text.
Appeal to your audience by focusing on what they want, not on what you want to say
There are still way too many companies and organisations that only communicate about what they’re offering. Sort of understandable, since you’re probably (hopefully) proud of your product and of what you stand for, but still, it isn’t the right way to go. Sadly, most consumers aren’t that interested in your story. All they really want to know is what’s in it for them. A cruel truth. So, put your thinking cap on and write with your target audience’s needs in mind, not your own. Let’s reintroduce Luke. Say you want to sell some top-notch washing machines. What does Luke want? Luke wants to limit the amount of times he needs to do laundry, but still wants to smell like roses. Which may be a bit of a tough one considering the piles of filthy, smelly gym clothes he produces. Your objective, then, would be to present your product or service in a way that sounds like a solution to his problem.
Select the correct medium
Do you know on what platform you’re most likely to find members of your target audience? One part of a successful content strategy is knowing which medium your audience most frequently uses. If your target audience consists mainly of younger people, social media platforms such as Instagram may be a great choice. But if you’re aiming to sell a bunch of Zimmer frames, I wouldn’t exactly recommend social media. Once again, it’s all about understanding your target audience.
We’re here to help you send your message off into the world
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We invest our time in getting to know your company and values, so we can come up with a fitting strategy. That’s how we can develop and realise a content approach that holds up.
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