(Note: This is a sample chapter from my recent book, Write Right-Sell Now.)
As a business owner and an industry expert, you have a great amount of knowledge, which becomes a key asset as you focus on becoming a resource for your customers and clients. How you go about communicating your expertise will go a long way in determining your success.
It’s easy to forget that your customers may not have the extensive background in your field that you do. It’s also easy to assume your readers know more than they do, which can lead to a knowledge gap. What does this look like as it’s practiced?
Maybe you throw in phrases your reader won’t understand. You may communicate ideas that make more sense in an industry journal than a communication to your customers. All of this can lead to a disengaged reader.
Keeping your readers’ engaged requires a simple adjustment to your mindset as you establish your marketing materials. Who are you trying to sell to? I know it’s tempting to answer, “Anyone who will buy.” But a general answer like that doesn’t help you in your endeavors. When you understand that you are trying to reach career-minded, college-graduate men between the ages of 30 and 45 with an average income of six figures, you can target your messages to the social media platforms the people in this demographic are most likely to use, the blogs they are likely to read, and the consumer goods they are most likely to be interested in. This helps you communicate in a way that resonates with your specific customers.
It can be helpful to come up with a profile for your target customer that includes career, family status, age, home, or any other specific information that may give you an indication of how to talk with them.
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