3 Tips for Writing Content for your Perfect Customer
Writing content is no doubt an important aspect of any business. Whether it’s for your website, social media, marketing & advertising or even a membership site, you will need to create good content to keep your business afloat.
Here are 3 points to consider when creating your content.
1. Ask the right questions
One of the most commonly asked questions is “How do I create good content?”
With one Google search of this query, you will see that there are many opinions on this topic, and there are numerous strategies that one can implement when it comes to creating good content.
Here is just a small cross-section of these elements:
- You only have a few seconds to capture interest. BE CAPTIVATING.
- Use emotion.
- Tell a story.
- Give value and advice.
- Don’t sell
- Use an effective call to action.
These are all important aspects to focus on when creating quality content. However, I think most people are missing the bigger picture, because they are asking the wrong question in the beginning. Instead of ‘HOW’, I suggest starting with ‘WHO’. I believe a much more efficient initial question is “Who am I creating content for?” If more people started with ‘WHO’, they will probably find the clarity they are seeking in the ‘HOW’ much quicker.
2. Analyze and define your perfect customer
This might seem like a simple and redundant step. But you might be surprised at how often this is overlooked. Many businesses still do not break down their ideal customer persona down into the detail that is needed for long-term content success. It’s a must that you know who your ideal customer actually is.
Here’s an example. Let’s say there is a fitness facility that focuses on selling gym memberships. So we ask them who their ideal end user is, and they say “People who like fitness, gym goers and people who like to eat well.
If you are identifying your end user this way…..STAHHHHP! For the sake of the children, the cute kitten on the street corner, and all things holy, just stop it….please. This description of a customer is way too broad and it does not give enough information on who this person actually is.
We need to dive deeper into the finer details of the perfect customer. Now remember, we said “PERFECT” customer, not just any customer. So let’s try again this using the a more detailed description below:
- 25-35 year old
- Professional male
- Makes $40,000-80,000/year
- No kids
- Goes to the gym 5-6 times per week
- Loves to hike on the weekends
- Indulges in Netflix and pizza once a week
- Wine lover
- Enjoys a good meal out
- Avid golfer
- His name is Peter
Do you see the difference? And these details will come in handy for a whole heck of a lot more than just content (but that’s another blog for another time). Now, if you have already nailed this step…AWESOME! You are on the right path and you are ready for the third point.
3. Create the content around your perfect customer
Now that you have the ability to break down your specific perfect customer persona, the creation of content can become a much easier part of the process. Since we identified that Peter was the perfect customer in the previous example, it’s important to note that you should be creating content for Peter every single time. Granted, not every person that reads your content is going to align themselves exactly with Peter’s persona. However, if you are creating content that is specifically designed for him, you are going to attract better quality people over time, retain the viewership you want, which in turn should draw in better quality leads over time that hopefully turn into new business.
Finally, for the people who are struggling to come up with ideas for what to put in their content, let’s look at Peter again. Look at what he likes to do in his spare time. Obviously, he likes to go to the gym frequently. But if that is all you are talking about in the content, there will be a ton of missed opportunities to connect with people. Peter also loves to hike, watch Netflix, golf and enjoys a good meal out now and then. So think about all the great content you could be writing about that connects with Peter on all the other things that are not fitness related.
Whether it’s a fitness facility, restaurant or pet grooming shop, these tips will all apply. If you haven’t had a chance to break down your ideal end user persona yet, I encourage you to give it a shot. Your content and your viewers will thank you later 😉