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You’re Writing for Who?
Recently I’ve been reading about the fact that sometimes, we, as business owners don’t always write blog posts for our target audience. We write either what we’re most interested in or for others in our same field. For instance, as a person in the blogging niche, it would be easy for me to write about all the latest WordPress stuff such as “The 10 Best Plugins . . . ” etc., because that’s what I do all day. However, if your audience is mainly people who don’t give a hoot about that type of information, it doesn’t make sense.
In the same vein, if you’re a lawyer and you want to attract clients, don’t write using lawyer vernacular about information that only other lawyers would be interested in. A potential client would never understand you or be interested in what you have to say.
If you’re a copywriter, don’t write articles about how to write articles if you’re looking for writing work. If you do, you’ll only attract other copywriters who would never hire you because they’re looking for work themselves.
Speaking in Tongues
Another issue for website owners, especially if your business is in the coaching or spiritual niches, is the problem of not communicating what you want clearly to your potential clients. The path you want them to take may be completely obvious to you, but when they come on your site, they may find your content and calls to action confusing or as if you were speaking in tongues. Not everyone has a crystal ball handy. It’s always a good idea to have different types of people, (not necessarily in your niche) review your site and give you feedback.
I’ve certainly been guilty of writing for the wrong audience. 99 % of my clients are not the least bit interested in knowing what WordPress plugins to use or how all the technical details work. They just want to market their businesses effectively in the simplest way possible, without having to deal with all the details. They want a website that they can login to if they want to make changes, but if it’s not time effective, they would rather someone else go in and do it. This may involve getting the site set up, implementing sales processes, linking social media connections or simply adding content they have written, and making it look good.
When I started this business, I was not what most people would have imagined to be a techno geek and I definitely wouldn’t be considered an up and coming young entrepreneur. I’ve been an actor for more than 30 years and am more of an up and coming technically hip baby boomer. My kids are in the age group of most up and coming young entrepreneurs, although most times they ask me for help doing online tasks. I learned WordPress on my own by studying it online and created a unique little business for myself. It just goes to prove there’s no reason to complain about being unemployed. All you have to do is have an interest in something and then find a way to monetize it. (online or off)
What I believe makes me a little unique is that, because of my background, and my age, I’m able to relate to people (especially in my age range) without sounding young and geeky, but still get the job done. I even know how to text. (lol) It’s not always easy for older clients to relate to someone who was born with a computer in hand and speaks a completely different generational lingo. It may also be a little difficult working with an outsourcer who lives in a 3rd world country, is on a completely opposite time zone and is also hard to understand. There are some great outsourcers out there but it’s pretty much a crap shoot if you aren’t clear on what you want, they’re hard to get in touch with, or a tsunami rolls in and shuts off their power for weeks.
Know Who You Are and What You Want
Despite any mistakes you may have made along the way, they’re always easy to fix. The ease of WordPress is that you can go in and change just about anything you need from design elements to content. So if you haven’t received the results you want, analyze what’s wrong and feel free to adjust. Or, have someone do your adjusting for you.