Don’t Write for an Audience

Say what? Don’t write for an audience? But isn’t that exactly what you’re supposed to do?

Well, yes and no. Identifying your audience is critical. But when it comes to actually crafting your message, not so much.

The internet is an inherently cold medium. You can warm it up with color and images, but there’s another way to make that critical one-on-one connection: by writing to a person.

Good performers and speakers do this all the time. The best of them don’t deliver to a backlit crowd of moving heads. They single out a friendly face and make eye contact. Then they give their all to that one person.

Rather than writing to some vague “audience,” try writing to that one person. Don’t write to “realtors.” Write to Janet who sells homes in an up-and-coming neighborhood that few people know about yet. The more specific you can be, the better.

How does this work? Let me tell you a story.

When my husband was a DJ, his station hired a woman with a terrific voice. Sultry, sexy, and deep, her pipes were the ideal fit for the classic rock audience the station served.

But her delivery was flat. She wasn’t connecting. So she posted a picture of her husband on the microphone and talked just to him.

Instant fix! The audience heard her making a one-on-one connection and responded. Jane discovered the perfect way to talk sexy to her husband, and thus to the classic rock audience.

Try it! Find a photo of someone in your target audience, and look at it as you write. It will help you come across as more human, personal, and fun!

What are your best tips for connecting? Share here or get in touch!

Leave a Reply