Connect with your target audience, professional writer

How to Connect With Your Target Audience

Being a professional writer is all about writing to connect with your target audience. This is a skill you can learn. In fact, writing persuasive text is now taught in schools. There may be a whole new generation of copywriters coming along soon 😊.

If you want your marketing to have maximum impact, it’s vital that you have identify who you’re aiming aim.

Just like archery, if you want to hit the target, you need to know exactly where you’re aiming your arrow.

Here are 3 simple steps to help you connect with your target audience…

  1. Identify your ideal client

Identifying your ideal client is important because we need a clear picture of who we’re writing for. Your ideal client is not your ONLY client – it’s unlikely this demographic will be the only people to respond to your marketing. However, they are the ones we really want to respond.

In an ideal world, who do you want to do business with? Think about the delightful clients, the ones who make your business life a dream. They’re the opposite of those PITA (pain in the a**) clients you’d rather not deal with.

If you need more guidance on identifying your ideal client, check out this earlier post.

  1. Clarify what your target audience wants

By getting to know your target audience, i.e. by actually talking to them and asking them questions, you’ll get to know exactly what they want and expect from your product or service.

For example, let’s say you sell birthday cakes. Your target audience might be parents, in particular, Mums with young children. Let’s call our ideal client Samantha (it really helps to give them a name). What does Samantha (and other Mums like her) want from you? Obviously, you’d need to ASK her, but let’s make a few assumptions for the purpose of this exercise.

In a recent survey, Samantha and other Mums said they wanted:

  • Easy online ordering or the ability to speak to an actual person to order
  • The ability to personalise the cake by ordering particular coloured icing, their child’s name, and/or a particular theme
  • It is vital to have the cake match the picture on your website or in-store – and to get the child’s name right!
  • As Mums are busy people, they would enjoy the option of having the cake delivered to their door.
  1. Aim your content squarely at what your audience wants

Continuing with the cake maker scenario, let’s look at how to connect with your target audience.  An example of non-targeted content:

ABC Cake Shop. We make cakes. All types of icing and popular themes.

You’ve seen the rest, now order from the bestwww.ABCcakes.com.au

Does that ad/content make you want to buy a cake? Notice how the content is all about ABC cakes, there’s nothing in there that appeals directly to the customer.

How about a more targeted approach?

Want the perfect cake for your child’s birthday party? (We’re specifically targeting parents here)

We make and deliver themed cakes, personalised with your child’s name. (The target audience is thinking – that’s exactly what I want)

Check out our beautiful cakes on www.XYZcakes.com.au and order online – or call us to discuss your individual needs.

(The target audience is thinking – great, I can check out their options and call them if I have questions)

While the text is a little longer in the second sample, can you see how much more effective it is to engage and connect with your target audience by knowing what they’re looking for? It’s all about the reader and what the cake maker can do for them, not just the cake maker. The reader feels you are speaking directly to them.

The second ad is simply more appealing, and you could potentially charge a slightly higher price by knowing your audience, what they want, and providing it to them.

Now you know where to aim, are you ready to fire?

I trust this helps clarify the importance of identifying your target audience and writing content that connects with them. After clarifying who your audience is and by doing research into what they’re looking for, you have the information you need to appeal to your ideal client.

If you found these tips helpful, please share them with your business associates or LinkedIn connections. Go ahead and connect with me on LinkedIn.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over  Australia. Email us to arrange an obligation-free discussion about your latest project. 

Write a compelling About Us page, professional writer, business storytelling

How to Write a Compelling About Us Page

When our clients are setting up a new website, or updating an old one, they often tell us they want a compelling About Us page, but they’re not sure what information to include. Some people don’t want to appear as though they are bragging about themselves or their business, while others say they don’t want to reveal their identity, preferring to “hide behind” their website. The purpose of your About page is to introduce yourselves to prospective customers and you need to use a strategy that helps them to know, like, and trust you. So, hiding is not an option if you want to win more business!

To write a compelling About Us page, you need to tell an engaging story that is actually about your customers, just as much as it’s about your business or team.

Prospective customers want to know how you solve their problem and what you can do for them, then they want to know who you are.

Your About Us page helps establish and build relationships

The About Us page is the seed of your budding relationship, so it’s important to write in an engaging way, to establish a connection with your ideal customers and start to build trust with them. Speak to your audience as though you’re having a one-to-one conversation – invite them into your business, virtually and literally.

Depending on the length of your customer buying journey, most people will Google your business to find out who you are, read your About Us page and read reviews that rate the service you deliver. This is why it’s important to carefully consider how to write a compelling About Us page story.

Once you break it down, it’s actually quite simple. Think about what your prospective customers want – or need to know about your business. Then tell them WHY they should buy from you, rather than your competitors.

Tips on writing a compelling About Us page

  • Facts win over fluff, every time – keep it simple
  • Detail the solutions your business delivers
  • Tell them HOW you rise to the challenge and solve their problem
  • Outline the story of your business – and why you started
  • Know your mission and direction – share it with your audience
  • Don’t make bold claims you can’t substantiate
  • Detail your competitive advantage and why customers should buy your product or service
  • Be human, be authentic
  • Be confident without sounding boastful
  • Use reviews to enable others to reinforce your story (link to them)
  • Express your brand’s personality

Introduce your team to readers

A compelling About Us page focuses on people, not products or services. Readers want to know who is behind the business. After all, people do business with people, not entities. Be sure to introduce your team members and include a team photo. You may also want to have a Meet the Team page with a photo and profile of each person, detailing how they help customers and what they enjoy most about their job – readers love this.

Why are business values important?

It’s important to know what your business core values are because customers buy from businesses whose values align with their own. For example, if someone is a vegan, they may only want to buy from a vegan-friendly business.

Knowing your business/brand values and what you stand for will help underpin the story you tell and make for a more compelling About Us page.

 

If you found these tips helpful, please like and/or share them with your business associates or LinkedIn connections.

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over  Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

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