Everywhere I look, companies and government agencies are making big statements about being ‘customer focused’, ‘customer first’ and ‘putting the customer at the centre of all we do’. Which sounds great – until you look at the content they write and realise they don’t have a clue who their customers are or what they want. At least, that’s how it comes across.
As I’m a corporate editor, companies often give me their content to edit. And, after reading it, my first question is usually ‘Who are you talking to?’ That question often gets a blank look.
Sometimes they say ‘everyone’ or ‘Australians’. Sometimes they dig a little deeper and say ‘industry’ or ‘our customers’. But unfortunately that’s nowhere near specific enough. You need a deeper understanding of the people you write for if you’re going to do it successfully.
Who is your reader?
If you’re a workplace/corporate/business writer, you’re writing to achieve a particular outcome. This means there’s often:
- something you want readers to feel after reading your content
- something you want readers to do.
You might want them to feel excited about what you offer, empathetic about a cause or reassured that you can solve their problem. And then you want them to pick up the phone or send you an email.
That’s the core of your job as a corporate writer – to get that result.
This is true whether you’re writing a business case for a new project that your boss has to approve or letters to clients about upcoming changes.
You won’t be successful if you don’t know who you’re writing for:
- You won’t know how to make them feel and then act.
- You won’t know how to persuade them.
- You won’t know how to engage them – you’ll talk and get nothing back.
How to get reader focused
Being reader focused means writing for people who are real. It means ensuring that every piece of content you write is appropriate to your readers or your particular niche.
And it means that, every time you write, you touch your readers in such a way that they relate to and engage with what you’re saying and offering.
To get reader focused before you start writing, ask yourself:
- Who is the reader of this content? Age? Location? Literacy/digital literacy level? Income level? Cultural background? Lifestyle? Get specific.
- Why will they take time out of their day to read it?
- What problems do they want you to solve?
- What do they already know about the subject?
- What is their attitude to the subject?
- What is their attitude to you/your organisation?
- How would they prefer that you speak to them?
- What do you want them to feel/do after reading?
Once you establish who your reader is, a lot of decisions will flow from there. The reader will influence your tone and voice, medium, content topics, length, pitch, and even font and design.
There is so much content out there now that yours will fall through the cracks if it’s not 100% relevant to your reader. If you exactly know who they are and what they want from you, you’re at least part of the way there!
Want to know more?
Our skilled copywriters can create content for your business that tells your story and attracts the right customers to you. Contact us to discuss your needs.
