Write for your audience, not the general population

To really connect with people, they want to feel like you know them. One of the easiest ways to do this is to use the language that they use.

When we’re writing for our clients, we often spend a few minutes ‘getting in character’. Nothing as dramatic as an actor preparing for a role, but it’s definitely worth the effort.

Quite frankly, with such a wide variety of industries to write for, if we didn’t take the time to do this, it would be a disaster! Our finance clients might end up with a warm and fuzzy article about their latest endeavours… Not likely to inspire their customers to trust them with their investments! Similarly, our catering clients’ customers probably wouldn’t appreciate a detailed and dry analysis either!

It's not just the tone that matters. Industry-specific jargon can be quite important. It can show readers that you know enough to use the terminology correctly. The critical part here is that you do use it correctly! Misusing it erodes trust at best… at worst it can be embarrassing and lose you a client.

The other thing to remember is that words evolve over time. If you’ve noticed people in your industry embracing new phrasing, go for it! If your industry permits a bit of fun, you might even use some terms ironically to get some engagement.  Be careful though… this can be tricky to do well and only works with an audience primed for a bit of fun.

Do it wrong, and YoU’Ll Be sOrRY!!

If you’re keen to chat about how we can help you connect with your customers on a new level, give us a call on 0410 355 656 or contact us here.