Part 1 of a five-part series
Content: indispensable, yet abundant. Unless you possess the linguistic flair and writing skills of a bestselling author, most of the texts you create will drown in the waterfall of information that flows at the consumer daily. Perhaps you were just about to start writing web copy and are feeling discouraged. No need! Because, as mentioned, content is not only abundant but also indispensable. So, you simply have to. And with our tips, your content will bring you one step closer to your desired audience.
Earlier this year, we already published an article with 10 tips for creating engaging contentIn this five-part series, we zoom in a bit deeper on the tips mentioned in that article. 'Target audience' and 'tone of voice' are closely related. They are also the topics we discuss in this first part.
Target audience
Of course, your target audience must always be the starting point. But do you actually know exactly who your target audience is? As a content strategist, I ask every client I speak to what their target audience is, and very often I get the answer 'my target audience is very broad,' or something along those lines. Oh no, I think then. Because how can I possibly appeal to someone over fifty and an eighteen-year-old, someone highly educated and someone with a low level of education, a sports fanatic and a born slacker, a person from Limburg and someone from Groningen in a single text?
Your most important customers form your target group. You tailor your products or services to the needs of that specific group. Therefore, dare to choose: it is better to focus on a small group than to try to sell your product or service to a very large group. Map out factors such as age, gender, education level, place of residence, interests, hobbies, personality traits, and socio-economic background.
Thinking from your target audience's perspective, rather than your own, is the next step. You want to sell your product or service, but your target audience is looking for a solution or an experience. Addressing the needs of your (potential) customer is therefore the most important factor in your target-group-oriented text. You do this, for example, by specifically stating the need and directly linking your solution to it: “Outsource your administration to a specialist? Hire our helpful experts!”
Tone of voice
Defining your target audience precedes finding the right tone of address for your text. The tone of voice is the tone with which you approach your potential customers. It is the style with which you communicate with your target audience, the voice of your company with which you speak to your potential customer. You therefore tailor this style to your target audience.
To determine your tone of voice, list the following items:
- What sentence length suits your target audience?
- Do you write concisely or extensively?
- Do you use long or short sentences?
- Are you going for a direct or indirect writing style?
- Do you use 'you' or 'u'?
- Do you use jargon or not?
- Do you write in a businesslike or playful style?
- Does your text exude calm or enthusiasm?
In this way, you can get to the core of your writing style based on the choices above. Of course, you can ask yourself many more questions to help define your tone of voice. Note down everything that you consider important for your writing style, summarize it, and derive your tone of voice from it.
Additionally, consistently applying your tone of voice is very important. Switching between formal and informal address within a single text is obviously illogical, but you should maintain your chosen tone even on a less 'literal' level. The peculiar phrase you are currently taking in as you read falls undeniably – at least, in this text – out of place. An abrupt change of style that shows you how not to do it.
For you as an entrepreneur, it is of great importance to be consistent in the way you communicate with your target audience. Would you like help writing target-group-oriented texts? Do you find it difficult, for example, to tailor your words to the specific needs of your customers? Could you use some help determining your tone of voice? Or have you already figured out the tone you want to write in, but haven't quite managed to put the right words on paper yet? Then feel free to contact us. contact Join us. Next week we will write about distinctive content and visuals.