One of the most important aspects of crafting your message is making sure your intended recipient will read and understand the information you want to share. Never assume a reader came across your message because they’re interested in you or the topic at hand. While that might be the case, it may not always be true.
Thanks to the complexity of internet searching, there are a thousand ways a new visitor can come across your site (and they may or may not be interested in your services when they arrive). Remember; even if the ideal client ends up on your website for all the right reasons, that doesn’t mean they’ll stay or read your whole message.
You have to intrigue them.
Truly engage your reader with these fundamentals:
1. Research your target audience
2. Speak their language
3. Be authentic
Do your homework
Research your target audience
To connect with your audience, you need to know who they are. Make sure you research and understand the worries and dreams of your target reader before you shape your message. Don’t try to appeal to a broad, undefined audience or you won’t be effectively connecting with anyone. People want to read about topics that apply to their life and experiences. If you speak in generic terms then you aren’t speaking enough about your reader or their problems; instead you’re focused on you or your topic.
Speak their language
Use industry terms that your audience will recognize
Using industry terms that your target audience is familiar with works two-fold. It helps you to look knowledgeable and legitimate, and because your target readers are used to seeing the terminology, it satisfies their need for familiarity and inspires trust. Just make sure you use a good mix of common language and industry jargon, that way you won’t appear to be talking down to the reader.
Be unapologetically yourself and represent your brand with integrity
Building trust with your audience by being yourself is how you get them to become a customer, share your message, and promote your company. The more branding and marketing you’ve already created, the more this applies to you. Make sure you are staying true to the image and message of your core brand and company persona.
Before you spend time and effort creating the perfect message, follow these fundamentals (especially researching your target audience). If you need help or have questions about market and customer research, contact Craveity today.