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?
Hi Dawud
You, you, you, you (no I’m don’t have a stutter, thank you).
That’s what every ‘marketing’ attempt should have as much as possible, the word you.
Not: we can, we have, we do, we will.
This ‘simple’ lesson is hammered into me by my mentor. He indicated I should change the wording of our ‘service’ page: don’t talk about just the benefits, tell your prospect why and how THEY will benefit.
It is, seemingly, also prooven that website visitors stay longer on your site if the word you is there more times than we (or your company name).
Karin H.,
Yes, yes, yes. It’s all about them/you. I like to say that your website is not for you; you don’t need it. Your website, and everything on it, is for your target audience. They are the ones who need what you have to offer.
I offer a service to serve. Who do you serve?
Our aim is to supply the best suitable wooden flooring for your unique circumstances, your unique interior design style and your budget.
(can I write that shorter? Don’t think so ;-))
Karin H.,
How about “
We supply the best wooden flooring for your unique circumstances, budget and interior design.”I think I cut out down a bit…
What do you think?
Revised: “Supplying you with the best wooden flooring for your unique circumstances, budget and interior design.”
That was what we had before, but as discussed puts WE too much in the forefront.
So that’s why we made it even longer than that, we created over half a page of our website on this:
http://www.wood-you-like.co.uk/services.htm
You don’t always have to be short and snappy we realised (well, after my mentor pointed that out, let’s give the honour where it should go ;-))
Hickups, even in the blogosphere, sorry for the double entry.
Karin H.,
No worries. What did you think of my revised version?
Hi Dawud
(You ‘cutted-out’ the ‘wrong hickup’ ;-))
“But do like your re-vised suggestion and think I will even use that in our new booklet (for which I now definitely have to make time for to write!)”
(Thanks to your tip on coComment I was able to re-track my second attemtp to answer you ;-))
Karin H.,
Oops! Sorry.
Great to hear. I’m certainly happy to help. Let me know if I can be of service to you any time.
One thought, though, you’ll probably want to test our revised version with some of your clients – just to see their thoughts on it.
Hi Dawud
You’re great for willing to help.
And for testing: isn’t having a blog or website you manage yourself a great tool in this?
(Another ‘tester’ is always my mentor, never says no to an ‘editing’ job ;-))
Karin H.,
You’re welcome.
Absolutely. As is talking with your client/customer base to see if they get it. I always recommend testing things on your clients/customers because they know what you do.
Next, I would try it out on others who are not yet customers but either could be or could know someone who could be. If you get a positive response from people who don’t know you, you’re definitely in the right ballpark.
Hey Man!
Great Blog. Thanks for the refrence too! Looks like you have a ton of activity here – great job. If people are interested “The Irresistible Offer” then I would focus my attention on Mark Joyner’s book here: http://www.theirresistibleoffer.com
it is fantastic!
-Tellman Knudson
http://MyFirstList.com
Yes. Its all about them. You aren’t the issue!
Amanda Young
http://thetimemastery.com
I’ll let you know 😉
Tellman,
Thanks. I pulled your feed a couple of days back so I’ll be watching what you do. Perhaps we’ll
‘see’ each other around.
Karin H.,
Great. Thanks. Have a great weekend.
Amanda,
Thanks for stopping by and commenting. I’ll take a look at your blog on Monday when I’m back to work. I’d love to know more about what you do.
This ’simple’ lesson is hammered into me by my mentor. He indicated I should change the wording of our ’service’ page: don’t talk about just the benefits, tell your prospect why and how THEY will benefit.
Excellent post, Dawud. This should be the first piece of advice given to any newbie. If you always picture a friendly face in front of you and write as if you are having a chat with that person, you have to succeed. You have good info here. It is my first visit to your blog, but I will be back.
Writing to the target audience is something that will definitely enable your website to rank among those who are more likely to use/buy your product/services. For example if your target audience is new home owners looking to implement a new type of flooring speak to the advantages of each type of flooring you are selling. This will enable to target audience to decipher which is right for them.
This makes so much sense, we put our website together thinking about what we do, never had a thought about what our customers might actually want or need…What a different approach, many thanks!
i cant beleive some people stil don’t get this, it’s so simple, don’t sell what you want to sell, sell what others want to buy – simple!
It’s the same with your website, don’t go on about how great you are, how you’ret he best, blah blah blah, translate this is into what it means for the custmer and talk to them about their needs and concerns