Last time on the blog I explained how important it is to understand the common glue that binds your perfect customers together. In this post I’m going to look at how you write to those people when you figure that out.
Photo courtesy of abrao
Recently I was chatting with Colleen Wainwright (aka Communicatrix) about marketing, finding your message and what kind of omelet she should have for breakfast.
The omelette decision was most important.
Whilst talking about marketing, and in particular writing your marketing message we discussed how we need to write in a slightly different style depending on who we are writing to.
Now, if you run a business and you do the writing for that business you might be thinking:
“But I’m just me, I’m not going to change, I’m just going to say what I want to say and people will either like it or not”
And there is some truth in that. There’s definitely no point pretending to be someone you’re not, but when it comes to copywriting, being aware of your audience helps you “adjust” your writing in a way that builds a stronger connection to your audience. You really don’t want to be generic, vague and fluffy, which is the no-flavour competitor cereal for Snap, Crackle and Pop…
Shots With Sailors, Soup With Grandma
Colleen put it perfectly when she told me that every day we flex different sides of our personality.
We act differently if we’re drinking with sailors than we would if we were visiting grandma. And writing to your customers is exactly the same.
You wouldn’t turn up to your grandma’s house slamming down shots and swearing because it would probably harm the relationship you have with your grandma who you love as dearly as those sailors…
You’re still you, you’re just showing common courtesy for the company that you’re keeping at the time.
How This Affects Your Writing
Early on you need to decide what kind of relationship you want to have with your customers because the relationship you establish on your blog and in articles is an important factor to consider when you then move on to writing sales copy
So some things to think about:
- Will you swear?
- Will you share details of your personal life?
- Will you joke around or provide serious information only?
- Will you write short blog posts or lengthy ones
- Will your sales copy be lively and bubbly, or more like a newspaper editorial?
- Will you write as if you’re writing to a respected colleague or a drinking buddy?
When you’re making this decision, think about:
- What you are comfortable writing and sharing
- What is going to make your perfect customer comfortable
Ideally there should be an overlap between your personality and their personality (you wouldn’t want to work with someone you couldn’t stand would you?).
Let me know in the comments if you struggle to find your “professional” voice for your clients (I’ve got some great materials coming up to help you with that).
And don’t forget to register to get the blog posts to your inbox because you’ll find out first when my full conversation with Colleen is released (and we don’t just cover marketing, we’ve got fashion tips in there for networking in too tight shoes – don’t miss it).