“Know your audience.”
These may be the three most-repeated words of advice writers are given. No doubt, they apply to every project.
But what’s said less often — and is just as critical — is, “bond with them.” For your piece to have maximum impact, you need to take that step from knowing your audience’s demographics, psychographics, and so forth, to actually relating to them as people.
Emotions are the primary drivers for our actions. (Stop and think about that for a second.) Only after we decide how we feel about something do we go back and think about ways to logically and rationally justify our feelings. It’s just human nature.
Bonding with your readers will make them like you. If you’ve ever heard the “Know, Like, Trust” marketing principle, then you already know this is a key part of turning prospects into customers and customers into repeat buyers. The more the audience likes you, the greater the odds they’ll do what you want them to — whether it’s to keep reading your blog, or opt in to an email list, or buy a product.
Here are five great ways to develop that connection, with one caveat: be sure to keep things natural. Being overly familiar with your audience comes across as inauthentic and can even verge on being creepy. You might end up harming your sales more than helping them.
Interview a member of the audience. Whenever possible, try to find a member of the audience to interview. It can be someone you know personally or someone your client puts you in touch with. Or you could put a call out on websites they visit or in their social media groups.
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