by Team Yakkety Yak April 05, 2016
One of the biggest mistakes a content marketer can make is trying to be all things to all people. By trying to cover all of the bases and writing to everyone, you instead end up being so vague that you actually end up writing to no one. Instead, we recommend directing your writing to appeal to one specific member of your target audience by using a consistent voice and tone. Not only will this approach surprisingly engage more people, but it will allow you to really connect with your most important target.
Trust us when we say that it’s not as counter-intuitive as it sounds.
Think back to some of the best written pieces, blog posts, or Facebook statuses you’ve ever read. We guarantee you probably said to yourself, “I feel like they are talking directly to me!” That’s because they are. The author, business owner, or content marketer behind that piece of content has you in mind, and that’s what makes content so compelling and valuable.
Writing to your target audience allows you to attract the people you want to attract. These are the people you love to serve, the ones that respond and engage most with your information, products, and services, and the individuals who are most thankful and appreciative of what you give to the world. (If you need help identifying the characteristics of this person for your business, download our Target Audience Worksheet here).
The biggest fear people have with this approach is worrying that you might alienate an audience or a larger group of people that also makes up your consumer base. In fact, the opposite is true. When you write you one target audience consistently, the authentic voice of your brand shines through, which allows you to cast a wider net. It also increases engagement, which will attract more readers as well. Take our word for it.
Writing to attract that specific individual is how you create a powerful content marketing campaign that converts sales and drives revenue. Yakkety Yak is a full service content marketing firm, and we sit down with you to map out your ideal customer and target audience. Contact us to get a full run-down of what we can do for you.