Content Tips for Specific Target Markets

The language choices you make have a major impact on how your message is received.

Think of your ideal customer. Is he or she young? Working? Motivated? Laissez faire?

When you’re writing content, every word you choose counts. Similar to how advertising agencies think about the consequence of every word (or, importantly, lack thereof) on a billboard, you need to do the same with your content.

Over the many years I’ve worked with clients of all industries and business sizes, I’ve realized that some seemingly insignificant writing choices can drastically affect the way you’re perceived.

Here’s how to write content for your specific target market.

1. Choose between don’t or do not.

This might seem like a silly tip at first, but it’s extremely important. The use of contractions completely alters your message and, most important, how it’s received.

Here’s an example of the difference.

I can’t wait for Friday!

I cannot wait for Friday.

The former is informal, leaning into this choice with an exclamation mark. The latter feels serious, dry, and possibly intimidating. Think of how your target market would respond to either of these sentences, then decide which is most appropriate for your audience.

2. Decide your enthusiasm level.

If you use exclamation marks in your content, will it make your potential audience run for the hills? Will it cheapen your brand? Or will it make your audience feel passionate and included?

While I can make an opinion on your particular situation, I ultimately can’t make this choice for you. What I can tell you is that (generally) the more serious the brand, the less exclamation marks you should use.

My recommendation: When you’re drafting content, imagine you’re sending the post in an email to your ideal audience. If the number of exclamation marks would freak out a potential client, then tone it down.

3. Ask yourself: How busy is my customer?

My customers are busy people, which is why I do my darnedest to keep content short. I also think it’s important to show that concise messaging is powerful.

However, for you, your customer might want something much, much longer.

If your customer is someone who would want to dive deep into a topic, take notes, or ask follow-up questions, make your content long. If your customer is ultra-busy and (presumably) bad at managing their inbox, keep your content short.

4. Write from the heart.

No matter who your target audience is, I can tell you one thing for certain: Humans respond to other humans. Whether your brand is a company or your individual self, it’s important to convey human emotions. I often recommend using a transcription tool like Temi to capture your spoken voice on paper, and it helps showcase authenticity immensely.

What are some of your favorite brands to follow online? And how do you think they’re tailoring their writing style to you? Comment below and I’ll check them out!