How to talk to your target audience and effectively engage
If one of your target audience was sitting in front of you, or was on the end of the phone, you would talk to them on a one to one basis. If you are presenting to an audience, you will talk to them as if you were talking to them individually. So why don’t you do it in your marketing collateral? Let’s address the issue of how to talk to your target audience through your marketing.
Talk in the Second Person
To maximise the possibility that your marketing content, both online and offline grabs the reader, use the same language as you would if you were talking to them. By using the second person (you), rather than the third person (he, she, it, they), you are having a conversation. You are helping the reader to engage with you.
Which of these is more powerful?
“Our clients typically see a 45% increase the number of leads they get each year”.
“You could get a 45% increase in the number of leads you get each year”.
Gathering around rarely happens
Long gone are the days when there were only a few PCs in your office and people would gather around to view them. Same with printed marketing material. People within your target audience rarely gather around a brochure, flyer or proposal. Even if they do, “you” is the second person plural as well, so you are still talking directly to them, both as a group and as individuals.
Compare it to dating
Look at your marketing as a first date. You wouldn’t talk about “your partners” if you wanted a second date. If you want your marketing to lead to a meeting and a sale, you need to talk to them in the right way.
Using the second person is more engaging and more active. It gets them thinking about themselves and how they can benefit from working with you. When talking to decision makers, that is exactly what you want to happen, so why does your marketing material mostly use the 3rd person, or even worse, the 1st?
They’re important – not you
We looked at this in more detail in a blog earlier in the month, but let’s touch on it again. If your marketing, whether online or offline, talks in the 1st person, whether singular or plural, you’re saying you are the most important part of the relationship. As you want them to become a new client, this is clearly not the case.
Pull up the home page of your website. Which of these words do you come across first: We or You? If you find “we” first, may I humbly recommend you look to re-word that page? It is, after all, the first page 60-70% of all your website visitors will see.
If your marketing isn’t as effective as you want it to be, this may well be a key part of the problem!