All of the content you write, from tweets to blog posts to web pages, should be written to speak to your target audience. Your target may be a potential customer or a member. What you write is not for you, it’s for your audience and you need to write with that in mind.
It is important to know as much about your audience as possible, including:
- Reason they connect with you
- Pressing needs and interests
- Anything else relevant to their relationship with you
As you get insight with the specifics about your audience, keep in mind some trends among today’s online audiences. Most will interact with a brand several ways, online and offline. They will expect a consistent experience with you, which includes tone, messaging, and visual branding. The more that each encounter reinforces a consistent experience with you, the better.
Writing for Your Audience
- Focus on what they want. Understand the most important thing your audience wants from you and provide it, clearly and succinctly.
- Provide an easy path to action. Make it very easy for your audience to do what they want. Cut the clutter.
- Engage online. Speak to your audience online as you would in a conversation. Show them you understand their needs and that you care about them.
- Build relationships. Serve your audience online in a way that makes it clear that you are interested in an ongoing relationship, not just a one-time transaction. Present a strong customer service message and back it up by making it easy for people to contact you.
- Let them wander. Don’t try to dictate one path for your audience. Embrace the fact that they start with different interests and motivations. Let them take their own path to getting to know you. Make sure that when they are ready to take action it is easy to do.
- Pay attention to your analytics to learn which pages people access and where they leave. Carefully read messages to understand pain points and interests. Use comments to enhance your focus on the audience.
Unified Messaging and Action Is Key
As you build a relationship with your audience, it is critical that your messaging matches your actions. To accomplish this, you need to make sure that your organization – even if you are an organization of one – is prepared to deliver on the promises of your messaging.
If you promise a certain level of service, you need to deliver. If someone calls, they should get an answer. If you list the elements of your service online, make sure that the people delivering the service follow that outline.
You are the sum of your audience’s experience with you. Make sure the relationship you create is exactly the one that you want.