Writing content for your business can be a difficult skill to master. But there is one question that, if you can answer it well, can make content writing a whole lot easier, and that is ‘who are you writing for?
Why it’s important to know who you’re writing for
If you can hone in on your ideal client or audience, your content will become less chaotic, more focussed, and will be able to attract the right people to your business.
Picture this: you walk into a room full of people and start randomly talking to them about your business. Most of them aren’t interested – they smile and nod politely, but they think you’re a bit odd, and they make a mental note to avoid you in the future. They certainly won’t buy from you, or recommend you to their friends.
Now, enter that room again, filled with the same people. This time, seek out the ones who you know are looking for your product or service. When you talk to them about what you do, they are already engaged because they’re already seeking out someone just like you to help them to solve a problem.
Do you see the vast difference? By targeting your message to suit your ideal client, you’ve saved yourself a lot of time and effort in talking to people who don’t want your product and instead have likely secured a new client.
But how do you know who your ideal client is, and what can you do to make sure your content is written in the right way to find them?
Identifying your target audience
Start by asking yourself who are you aiming to attract; or to put it another way, who are the people who will most likely buy your product or service?
Think about what it is that you’re offering and who it could solve a problem for. Something you might want to remember is that people don’t buy products – they buy solutions, so start there. Here are some examples of what I mean:
If you’re a web designer, what you offer is a way for business owners to become visible online with a well-designed website. It’s something that all businesses need – and that’s their pain point.
If you sell clothing, you’re giving people a product that everyone needs (we all need to dress!), but you might have a USP of a particular style, function (such as sportswear, or wedding attire), or type of clothing. So your audience would perhaps be brides-to-be (wedding dresses), runners (sportswear), or a younger audience of, say 20-something women (high-fashion items, pretty underwear, jewellery etc.).
Do you see what I’m getting at? That’s why it’s so important to have your ideal client in mind before you put pen to paper.
Narrowing down your ideal client
Of course, even if you know the type of audience you should be shooting for, that could still be quite a broad spectrum of people. Where the real magic happens is narrowing that down further, and having a specific client in mind that you can target – this not only helps you to find them in the first place, but lets you know the tone and language you should be using.
For this exercise, you might want to ask questions like: How old is my ideal client? Are they male or female? Are they single, or part of a family? Do they have children? Where do they live?
All of these things will influence your end copy. As it will let you be really specific in how you talk to them, and where you talk to them. You will get to know their specific needs, likes, and wants, and you can write your content accordingly.
Where to find your ideal clients
There’s another benefit to having a clear idea of who your perfect client is, and that’s knowing where they’re most likely to be. It’s pointless focussing all of your written content in Facebook posts if your audience doesn’t use Facebook. It’s simple to determine where your people hang out if you know who they are. Is your ideal client likely to be on Instagram? Then that’s where you should be. Do they prefer to search Google, and/or read blog posts? Then do that.
And don’t neglect mediums that don’t have an obvious written element – for example, both YouTube and Pinterest are searchable via Google, and so although they appear on the surface to be visual, they rely on SEO and well-written content to be found online. This can be a great way to enhance your online presence and get you ranking more highly on Google.
By getting clear on your ideal client, you’ll make things so much easier for yourself. It means that you’ll know what to say, how to say it, and where to focus – and once you get into the swing of it, your writing will begin to attract more of those perfect people to you.
Need to know more? Get in touch, I’ll be happy to guide you on all aspects of content creation.
About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for content and for creating amazing content for brands that have a strong sustainable, social and ethical ethos.