Write for your audience
While searching for off-the-radar activities for out-of-town visitors, I stumbled upon a series of 6 videos produced for attendees of the annual Dreamforce conference. Called "Unlock SF," each episode promises to reveal the hidden gems in different neighborhoods.
This video featured here was the best of the bunch. But soon, the hosts lapsed into language best suited for their neighborhood besties. They seemed to have forgotten that audience, out-of-towners looking for inside information from people in the know.
Too many businesses and individuals fall into the trap of producing content that attempts to appeal to everyone and ends up serving no one. One of the best ways to keep your content relevant is to put the face of an individual that represents your target audience and write to him, or her.
1. Lose the jargon.
Using clear, concise language that everyone can understand does not make you sound less of an expert. (Remember your audience!) If the goal is to provide information to your viewers and customers, steer clear of fancy language and the incomprehensible lingo of insiders.
2. Engage one person not the crowd.
This may sound odd but think of your audience as being just one person. Imagine yourself writing or speaking to just one person in the crowd. Would you refer to the person across from you as you singular? Or would you choose to address them with a more generic, impersonal and indefinite form of you, like you all, ya'all or you guys? The answer is simple.
3. Don't assume
Just because you know how to do something doesn't mean everyone else does. When sharing information, break it down into simplest terms. The most trusted experts are people who can turn the complicated into something even novices can understand.
While searching for off-the-radar activities for out-of-town visitors, I stumbled upon a series of 6 videos produced for attendees of the annual Dreamforce conference. Called "Unlock SF," each episode promises to reveal the hidden gems in different neighborhoods.
This video featured here was the best of the bunch. But soon, the hosts lapsed into language best suited for their neighborhood besties. They seemed to have forgotten that audience, out-of-towners looking for inside information from people in the know.