Recently, Kathy Sierra of Creating Passionate Users wrote an interesting post on what she calls the secret of Loveocracy. You should read it, if you haven’t. It’s a great post that highlights what’s good for your target audience is what’s good for your business.
The secret is simply this: you have a much better chance for success when your business model makes what’s good for the users match what’s good for the business, and vice-versa.
I couldn’t agree more.
Just poke around the web and you’ll find a huge number of small businesses and service professionals who are focused on themselves. When you read their website you’ll find out all kinds of information about them. From bios and mission statements to what services they offer and why they’re better than the competition.
But where is their target audience? And more importantly, if I’m their target audience, where am I? Where are they speaking to me and my problems?
And there lies the key…when you write copy for your website do everything you can to focus on your target audience. Write about the problems and challenges they face first. Then, only after clearly identifying their problems and challenges, do you tell them how you can solve their problems in your own, unique way.
When you focus on your target audience you’re doing three things. One, you’re helping them identify themselves in your message, causing them to stop and take notice. Two, you’re telling them that you understand their problem well enough that you can speak directly to it. And Three, you’re you’re letting them know that you care about solving their problems more than turning a fast buck.
Matt Heinz has some examples of writing for your audience not for yourself. Jackson Summerford offers a slightly different approach to audience-focused writing. And Tellman Knudson, in Writing the Irresistable Offer, gets right to it…
Your message should solve some kind of problem that the people in your niche experience sometimes.
Every page of your website, ideally, would be audience-focused. You can even write your bio page so that you’re speaking about a problem you faced in your business and how you overcame it to get to where you are today. “And because I’ve been through it, I can help you overcome your problems and challenges as well.”
Tell me what you’ve done to make your website/marketing copy been successful? Or not?