Hi there! Welcome back to my blog. This is the fourth post in our writing content series, and we’re covering an important topic: who do you write content for? If you missed the first three blogs, be sure to catch up by clicking the links below::
- Why Write Content?
- How to Use Content to Grow Your Business 1
- How to Use Content to Grow Your Business 2
Now that you know why you need to write content for your company, how much is too much content, and how to write content, the next question is who are you writing for?
For many small businesses, the short answer is that they’re writing for potential clients. Sure, it seems like an honest answer, but let’s dig a little deeper. Who are their potential clients?
The answer may not be as easy as you think. Here are some of the answers I hear when I ask that question to my potential and current clients:
- I don’t know.
- Not people I’m getting as clients now. I don’t like them.
- And others start going down a list of generic, although accurate, demographics.
Let’s backtrack for a minute. Now – more than ever – it’s important to know who you’re writing for. When I started this blog series, the COVID-19 virus was affecting other countries, but it hadn’t reached the United States yet. Now that we are in the midst of a global pandemic and most people are staying healthy at home, your target market’s online hours are increasing. According to the World Economic Forum, “New research shows between 80% and 90% of people consume news and entertainment for an average of almost 24 hours during a typical week.” That’s at least 4 hours a day – double the 2-hour average.
With people at home in their PJs, spending more time on social media, it’s urgent for small companies to stand out in the crowd. And truthfully, I don’t know about you, but I am bored with my own social media feed. Everyone says the same thing. Very few companies are standing out to speak directly to me, their consumer.
Right now, I have a hundred people trying to sell me content, but they haven’t changed their messaging from the ads I saw before COVID 19. I applaud them for knowing it’s time to ramp up their ad spending, but they aren’t speaking to the current dilemmas facing my business.
Except one. One business spoke to me through all the noise. And you know what I did? I hired her within the week that everything changed in my business. Why did I do that? Because she knew her target market and she wrote content that addressed where I was in business at that time. She quickly pivoted her messaging without changing her target market.
So, who do you write for? Here’s what I do to find out:
- Write down or dust off your general description – Sure, knowing your demographic is great, but add things like their sex and age range. Write down what they make on average and where they live.
- Now, break it down – Who are the subcategories? I love using senior care as an example. If you serve seniors, they may be in the age range of 65+. But let’s face it, there are 65+ that are active and youthful and there are 65+ that require more care. Which demographic do you want?
- Break it down again – Most people don’t like to think of their loved ones needing senior care, but then an emergency happens. Does your target market hire you when you have an emergency or do you prefer to work with planners?
- The decision-makers – Keeping the senior care example going, do you write and target the children because they are making the decision for their parents? Or do you target the parents because they are making the decision?
- When to talk to your target market – If you decide your target market hires you in an emergency, when are you starting the conversation? Hopefully, long before they know they need you!
- The last step – Once you have the demographics for the basics above, write your target market characteristics. As important as basic demographics are, nothing is more important than liking who you work with. Personally, I want my clients to be people I want to hang out with on a Friday night. (Even if it’s only on Zoom now.)
When you know who you’re writing for, it’s easier to write for them. You will understand how they feel, who they are, and what pushes them to take action.
After all, is said and done, if you’re stuck and have no idea who you’re writing content for, schedule a free clarity call with me. I’d love to help!