Are you talking to your customers, or to fellow founders and marketers? The difference is subtle but it makes a big impact. Be clear on who you’re speaking to in your customer-facing messaging.
I am currently working with a client for my marketing agency and the copy she provided us is all about her, "I do, I have, my credentials, my studies", etc. but nothing about how she helps her clients. This is getting moved to the about page on her website.
I'm having her rewrite the copy to be all about her clients, the audience she wants to attract and what's in it for them. The transformation they will get from being coach by her.
Really liked this line: "But you should still write for one primary audience in mind, and only share what you’re comfortable with your secondary audience and everyone else seeing if you share in a public channel."
Thank you, Wes, for your insightful observation. I understand the importance of shifting my approach from talking about customers to engaging with them directly. I will implement this feedback immediately.
Thanks for this detailed breakdown. And like you mention, it's so easy to switch between audiences. And then wonder why your message doesn't resonate. What I like about this is you end up creating a conversation channel with your customers if you speak to them and not about them. Which I assume most folks want.
Nice article and you’re absolutely right. I’ll add the importance of talking WITH customers, getting them engaged and listening to their perspectives. Your writing can open a dialogue.
Thanks for the detailed breakdown, especially differenting to vs about customers. So grey it’s hard to tell. So appreciate your time on this.
What if I want to grow leads for my business, which require talking to customers?
And at the same time teaching other business founders how to build their business like mine. That requires talking about customers.
Say I’m doing this on LinkedIn. I can’t be choosing one side in one post and choose the other side for another post, wouldn’t my whole profile be confusing to readers?
"But you should still write for one primary audience in mind, and only share what you’re comfortable with your secondary audience and everyone else seeing if you share in a public channel."
It seems biz owners are your secondary audience.
One idea is to have a company profile in LinkedIn for your coaching offer, you can mention this and link to it in posts that are suitable for it.
With a "and if you want to learn how to do this for others go here/url" kind of line.
Yes, I've seen this lots of times.
It's marketing 101:
- Know your audience
- Have only one message
I am currently working with a client for my marketing agency and the copy she provided us is all about her, "I do, I have, my credentials, my studies", etc. but nothing about how she helps her clients. This is getting moved to the about page on her website.
I'm having her rewrite the copy to be all about her clients, the audience she wants to attract and what's in it for them. The transformation they will get from being coach by her.
Really liked this line: "But you should still write for one primary audience in mind, and only share what you’re comfortable with your secondary audience and everyone else seeing if you share in a public channel."
Again: one audience, one message
👍
Thank you, Wes, for your insightful observation. I understand the importance of shifting my approach from talking about customers to engaging with them directly. I will implement this feedback immediately.
Thanks for this detailed breakdown. And like you mention, it's so easy to switch between audiences. And then wonder why your message doesn't resonate. What I like about this is you end up creating a conversation channel with your customers if you speak to them and not about them. Which I assume most folks want.
Nice article and you’re absolutely right. I’ll add the importance of talking WITH customers, getting them engaged and listening to their perspectives. Your writing can open a dialogue.
Thanks for the detailed breakdown, especially differenting to vs about customers. So grey it’s hard to tell. So appreciate your time on this.
What if I want to grow leads for my business, which require talking to customers?
And at the same time teaching other business founders how to build their business like mine. That requires talking about customers.
Say I’m doing this on LinkedIn. I can’t be choosing one side in one post and choose the other side for another post, wouldn’t my whole profile be confusing to readers?
How would you do this?
Marylin,
Wes has this line in there:
"But you should still write for one primary audience in mind, and only share what you’re comfortable with your secondary audience and everyone else seeing if you share in a public channel."
It seems biz owners are your secondary audience.
One idea is to have a company profile in LinkedIn for your coaching offer, you can mention this and link to it in posts that are suitable for it.
With a "and if you want to learn how to do this for others go here/url" kind of line.
My 2 cents.