Knowing your target audience
Knowing your target audience is something we’ve touched on before, but it’s such an important subject that we gave it a whole blog.
By Tilly Farrands
Everything you write should be a balance between captivating your ideal consumers and showing your expertise. You want to make it clear that you know what you’re talking about, and to be respected by your competitors. But you also need to make sure this doesn’t get in the way of communicating clearly with your target audience.
Defining your avatars within your target audience
Your ‘avatars’ are the client types you have, and they’re who you’re pitching EVERYTHING to. Avatars are profiles you build from what you know about your target audience. They help you visualise who the humans within this audience are.
From websites to Instagram posts, everything you design and write needs to be weighted with who these avatars are. So you need a clear outline for who these people are. You may even have different strategies to reach those client types.
Your primary avatar will be made up of a number of facts, and could fall into various brackets: ‘business owners’, an age, a gender. You might target them on interests. On where else they spent their money. Whoever they are, you need to make sure that the language you use is on a level they’ll understand and expect.
Clients waver between ‘all people in my field say that’ and ‘that’s not that language we use in this profession’. It’s important to observe this. We want to build a unique brand that competes with the market. But is the language you use right now the same language your consumers are using, understand and want to hear?
If you recognise that you need help reaching customers – because you’re not fully achieving that right now – then you need to consider putting aside your biases. Let your copywriter help you properly connect with your customers!! Doing what you’ve always done isn’t the answer to your problem.
So, how do you connect with your avatar? The answer is simple but the process takes work. Figure out everything about your avatar that you possibly can, then build a case for how this person wants to be communicated with. Then plan and pitch your messages appropriately, avoiding convoluted terms, and create copy they’ll understand and relate to.
When using industry jargon, ask yourself if it’s really that valuable? Will they know the meaning of the terms used in your field or will it just confuse them, bore them, stop them reading?
Remember, you aren’t trying to get other experts in your field to buy from you. You don’t need to connect to them. Research, research, research. Know what your target audience actually want. Understand the language they’re using to show them how you solve their problems.
Show that you get their context and they’ll want to build a relationship with you. Accessible language is very important in creating understanding and common ground. It’s ok to sound human, people want to work with real people.
Professional vs Consumer audiences
So how do you balance sounding professional and competitive, while not overlooking the people who want to buy from you?
Take a step back. Put aside your qualifications and knowledge and think – if you were someone who knew nothing about your field, what is it which would make you trust someone enough to buy from them?
Is it industry jargon which risks confusion and potential alienation, or is it clear and persuasive language which makes your prospect feel like you fully understand their needs. Speaking on a level that your consumers understand is far more valuable than trying to sound more technical than your peers.
Now of course you need to speak in a language which is appropriate and doesn’t undermine your professionalism, but this should be carefully weighted and only used when appropriate. Don’t be too stubborn. Listen to other people and put some of your personal preferences aside in place for something more accessible. It’s what you’ve hired your writer for!
The right balance
Overall it’s all about balance. Balancing appropriate language with persuasiveness, assess your wants with customer needs and take the advice from your hired professional.
Put your biases to the side and read your writing through the eyes of someone who knows nothing – would you want to buy from you?
Written by Tilly Farrands, Sales and Events Coordinator at Phlashweb
If you need help setting up your online presence or making the most out of what you already have, then get in touch to see how we can help. Alternatively, we run webinars on managing your business remotely. Find out about attending here.