5 Handy Tips to Ensure Your Message Resonates with Your Audience
As a script writer I’ve helped hundreds of clients create compelling messages about their business. The funny thing, I often struggle to do the same thing for myself.
I’ve realised over the years that the value I bring to my clients is being able to see their own business from the outside. We are so close to our own business that we focus on what we do and how we do it.
Regardless of how important we believe that is for servicing our clients, they really don’t care. Our clients are simply interested in the result. When I produce a corporate video I’m focused on the lighting, the framing, the audio, the composition.
My client just wants a video that delivers more business for them. So when I engage with my clients I need to be focusing on what matters to them.
Here’s five tips to ensure your message resonates with your audience:
1. It’s not about you
Every time you find yourself writing about what you do and how you do it, ask yourself – why does this matter to my reader/viewer/listener? Re-work the words to focus on the benefit to the customer. What will they receive as a result?
Try to eliminate all the references to “I” and “We” in your writing. Make it easier for your audience to understand how they will benefit from your service or product.
2. Ask your customers
One of the most under utilised resources we have is our customers. They know better than we do why they buy from us. Ask them why.
Then pay close attention to their language. What words keep coming up? How do they describe the value you provide?
3. Check your references
Don’t feel like asking your customers why they buy from you? Don’t worry they probably already have. Check testimonials you already have on file.
The chances are the key words you are looking for already exist on your website or LinkedIn profile. Notice how your customers value certain aspects of your service. Oftentimes we overlook what is most appreciated by our clients.
4. Seek outside help
A great way to deliver a message with your audience is to work with someone outside of your business. They can uncover the value that you perhaps take for granted or undervalue.
Simply search for copyrighter. There are plenty of suitable people out there. Ideally do your due diligence and check their work. Usually they will be able to refer you to websites or other content they have created.
Find a style that resonates with you and your personality.
5. Know your audience
If you are trying to create a message that connects with everyone, the chances are it will resonate with no one. The more focused you can be with your message and your audience, the more impact it will have.
I’ve often seen clients trying to cover all bases and ensure they talk about everything they do. The trouble with this is our eyes start to glaze over as we try to understand the relevance of all this information.
If you have a range of products for different markets, then segment that information for each market. In this way you can be more specific about what you provide. The reader will more clearly understand why that matters to them.
And a final point is keep your words succinct. The more quickly and clearly you can deliver your message, the more chance you have of it getting to resonate.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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