who is your audience?


How to write content your readers will love

One of the most common mistakes I see in marketing content is an apparent disregard for who is going to read it.

Companies know they have to sell to their customers. They even know the type of person who makes up their ideal audience. And yet they completely ignore both aspects when it comes to writing their content.

The most important thing to remember is that every piece of marketing you write must be aimed at someone.

It doesn’t matter if that’s one person or a thousand; every word you write has to resonate with them.

Writing for a large audience

The vast majority of the time, you’ll be writing for multiple people.

That can be quite a daunting prospect; how can you create something that’s relevant to everyone?

For starters, most of your readers will have similar problems – which is why they have landed on your website. But it’s still important you make them feel as though you are there to help them, and only them.

It is that personal connection will make all the difference when it comes to them choosing their service provider.

The trick is to think carefully about what they want to know.

In other words, do not write about how great your company is, where your HQ is based, how many staff you have, or how you make a fabulous cup of tea.

They’re not interested.

They want to know one thing – you can make their life easier by solving the problem they are facing.

What are you selling?

Let’s imagine for a moment you are selling burglar alarms.

Yes, you’re experts, yes you’ve been selling and installing them for years, blah, blah, blah. No one cares.

Before you start writing anything, forget about your company and put yourself in the shoes of your customers.

What’s important to them?

Let’s go back a step.

Why are they looking at getting a burglar alarm?

  • Because the one they have has broken or needs updating?
  • Because there’s been a spate of break-ins in their area?
  • Because their neighbours have one?

All valid reasons, but I want you to think harder: think about how your product benefits them.

  • It gives peace of mind that their possessions will remain safe
  • It will deter would-be burglars from breaking into their home
  • They won’t have to endure the agony of the loss of sentimental or valuable items
  • They won’t have to experience the violation of having someone break into their home

That’s more like it. Now you have identified the pain points you have something to work with.

Writing in their language

When I talk about language, I mean the style and vocabulary that you use.

In my experience, it doesn’t matter how educated your audience, they are still people who experience real emotions.

That’s why you should write naturally (no jargon or buzzwords), using simple language.

Talk to them naturally (in a conversational style) using the second person. Talk about their problems and fears and show them how you’re going to make their life better by removing them.

You will help them sleep better at night, and enjoy their holiday safe in the knowledge that their home and possession are protected.

A good tip is to create a persona of your ideal reader.

What type of person are they? What keeps them awake at night?

Then all you have to do is show them how you’re going to make their life better, simpler, safer.


For content that your readers can relate to, call Sally Ormond, Briar Copywriting on +44 (0) 1449 799605.