The one criteria for succeeding as a publisher is to connect with your readers. That means you have to know your audience so well you can talk to them like a best friend.
As content marketers, we are publishers. Our failing is that we forget it.
All too often, we miss the heartbeat of our readers. Our content isn’t exactly what they need. Or perhaps it isn’t delivered in the way they want it. It’s like the story of the deaf guy who wanted information from a blind guy.
The blind man meets the deaf man
Jim Stovall, world renowned author and motivational speaker, lost his sight to macular degeneration before he was 30. At his first speech since going blind, he had an interesting encounter.
He says he was backstage at a conference getting ready to go onstage. As you can imagine, he was stressed.
Suddenly, while trying to remember how many steps it was to the front of the stage and whether or not there were any potted plants he needed to watch out for, he sensed someone standing beside him. Not only that, this person wasn’t saying anything, which was stressing him out even more.
Stovall turned to the vice president of his television network and asked her what was going on. She glanced at the man then told Stovall, “There’s a guy standing next to you, and he’s holding up a note for you to read.” Looking at the note, she read, “I am deaf. Can you please help me locate the front desk.”
Stovall immediately turned to the deaf man and told him, “I’m blind. I can’t help you find anything.”
No answer.
“What’s he doing now?” Stovall asked.
“He’s holding the note closer to your face.”
Stovall’s response? To talk louder to the deaf man.
You don’t communicate until you connect
Sadly, many content marketers are shouting to deaf ears. Like Stovall, they can’t see their readers, so they publish content that misses the mark entirely. It’s as if they’re talking in a foreign language. No one understands.
If you want to connect with your readers, you must be able to talk in a way that your readers understand. You want to engage readers and build relationships, and you can only do that if your content connects.
How do you make sure you aren’t shouting at deaf ears? Here’s a few tips:
Listen as much as you speak. As content marketers, we can get so caught up in our own message that we forget to prioritize our readers. What do they care about? What makes them sit up and pay attention? Try to find their hot buttons, then address those issues.
Find out what they want. How many emails per week are they willing to read? Do they prefer video or written content? Will they visit your website to read a blog or do they interact mostly on social media? If you want to connect, you must deliver content in the way they want to receive it.
Talk in their language. What are the books, magazines and websites your target audience reads? What’s the tone? Do they use a lot of jargon? Talk the way your readers talk, and you’re more likely to get their attention.
Your top priority
We all know how important it is to know your reader. But we need to keep our priorities straight. Your reader’s viewpoint is your highest priority — even more important than the subject matter you cover.
If you want your content to connect, make sure it reflects your reader’s viewpoint. Connect first, then sell.
photo credit: Fairy Heart ♥
