The previous post in this series looked at the importance of clearly understanding the purpose of the document you’re writing. That analysis keeps your research, writing and editing focused and succinct.

Step two along the way to creating a doc that rocks, is to clearly understand and connect with your audience.

This is a big one.

The success of efforts to promote a product, service, program or opinion are almost entirely dependent upon how well you connect with your audience. That means you need to know as much as possible about who they are, what they like and dislike, how they react to different values and ideas and what motivates them to act. Every word you write about your business or service needs to correspond to your audience’s model of the world so you can develop the kind of rapport that invites trust.

Honesty is key and you need to be authentic in your determination to provide a quality product or service that truly meets an existing need in an existing audience. Finding that audience and speaking directly to them is what marketing is all about.

If there is a disconnect between what you offer and what your audience wants then you have two choices:

1. Change your product, service or program so that it corresponds more closely to audience demand or
2. Find a different audience – one that is more suited to what you offer.

Knowing your audience means gathering insights related to their:

• Age
• Marital status
• Education
• Occupation
• Income level
• Family situation
• Interests and pursuits
• Geographic location
• Biggest challenges
• Greatest joys

When you start writing, this information will help you select words, phrases, metaphors and imagery that will resonate with your readers. It will also help you position different aspects of your offering (the “features”) as specific benefits that will improve readers’ lives in fundamental ways.

Remember that promotional documents are not about what YOU feel is great about your product or service – they’re about what your audience needs, wants and cares about.

If you missed the introductory post on the Crossman Crash Course in Writing with Impact, here’s a recap of my five writing prep-steps:

1. Set your goals.
2. Know your audience.
3. Collect your facts.
4. Organize your information well.
5. Check for what’s missing.

Want to learn more about I can help you write with impact? Connect with me today!