Before you sit down and start writing, how much thought have you given to the people who will be reading your content?

Hopefully, a lot. 

The way you write will have a huge impact on how well it’s received and how effective it is. Using the right tone, vocabulary, and style will decide whether your content draws in potential customers or fails miserably. 

If you think that sounds a bit melodramatic, you’re wrong. The words you use and how you use them are the keys to successful marketing. 

Education level

I get a lot of clients telling me that their audience is highly educated. Their customers are C-Suite types who enjoy the finer things in life. 

Therefore, when I tell them the best way to engage their readers is by using simple language in a natural style, they generally scoff informing me I don’t know what I’m talking about. 

Well, with over a decade of experience, they soon realise I do know a thing or two about writing. 

What it comes down to is this: your audience want to find out what you do, why you do it, and what it’s going to do for them. And the best way to get that across is by using simple language. 

Which country are they in?

As the world gets smaller, companies needs to get smarter with their marketing.

Too many think it’s OK to adopt the same approach in every country. Wrong. 

Every market is different. For example, what works in India won’t work in the UK. Your US audience will be very different to your European audience. That’s why you must take their needs and culture into account if you want your words to work for you. 

What should you show them?

Now you’ve seen the light, and will write all your content in a natural way using simple language, and you’re taking into account any cultural differences, it’s time to think about what you’re going to say.

What’s the best way to sell your product or service?

If you think it’s by listing all its features and by saying it’s a world/industry leader, stop. That is not going to work.

It’s essential you lead with the main benefit. That means how it will help your reader. For example, if its financial software, you’re looking at:

  • Cost and time savings
  • Streamlining procedures
  • Cutting down on accountancy bills
  • Greater accuracy because of reduced manual processes

Get the idea?

The main thing your reader wants to know is what’s in it for them.

Once you’ve hit them with the primary benefit you can then talk about features so they can see exactly what it does. But always, always lead with the main benefit because that’s what will set you apart. 

Who are you talking to?

The next thing to remember is that you’re talking to a person. That person has a problem that needs solving, hence looking online for what you offer. 

You might not what to hear this bit, but it’s all about them. They don’t want to hear about how long you’ve been in business, how many employees you have, that you’re passionate about what you do, or your state of the art premises. In other words don’t write in the third person and fill you content with ‘we.’

Using the second person (i.e. you, your, etc.) personalises the experience for the reader. As they read your website, it’s as though they are having a conversation with you and that you are 100% focused on their needs. 

Now you know how to write for your market

To summarise, if you want to be effective:

  • Use simple language and a natural style
  • Be aware of the culture and location of your audience
  • Focus on the benefits not the features
  • Write in the second person to address your reader directly