The Irish are renowned for their ability to chat, to blather, to talk baloney and to have the gift of the gab. Visitors to Ireland can allegedly gain the similar gift of easy chat and eloquence by kissing the blarney stone. Rather than having to hang over a steep precipice supported by two strong men, to be granted the gift of eloquent speaking, I’m going to show you how you can make the tone of your posts much more friendly as well as appeal to your target reader.
Photo Credit: Blarney Castle
Visualise Your Reader
To be eloquent and chatty, it really helps if you can visualise what your ideal or target reader looks like so you can imagine him or her smiling and nodding back at you as you are writing. Imagining their favourable response as you are writing really helps to make the words flow. Hence, you need to work out:
- Gender of your target market?
- Age profile of your target market?
- Where do they live?
- What is their buying power? Do they want to know about luxury goods or how to shop on a shoe-string?
- Are they single? Married? Parents?
- What do they need from you?
Once you have a picture in your mind of your target reader, some people find it convenient to find a photograph of a suitable person, print it out and pin it to your desk so you can look at him / her while typing. For example, for my other blog Irish Farmerette, I visualise my reader as being female, probably 25-50, involved in farming to some extent or certainly interested in learning more about farming and looking for something that is amusing and entertaining to read. Almost without realising it, I find myself picturing one of my regular commentators reading it and this really helps to focus my writing.
Purpose – Fun, Information or Help?
Consider the purpose of your blog posts – I know you want to increase sales, leads or bookings but in attracting those customers, what’s the best way to do it? What do your readers want from you to persuade them to buy?
If you are selling tickets for a comedy show or a humourous book, then your readers expect to find humour in your blog post – they come to be entertained. If they enjoy the humour in your post, there’s a much higher chance of them going on to book tickets or purchase your book.
If your business involves selling electrical items, your target market is going to be looking for information so posts comparing and reviewing different electrical items would be deemed useful and should lead to sales. If I am going to buy a vacuum cleaner, I’d love to find an honest post reviewing the best hoovers for pet owners (then I know it will cope with what my children produce!)
If you are involved in healthcare, for example, a dentist, optician or osteopath, your target market won’t be expecting you to be cracking jokes but will be looking for helpful tips so posts on preventing back pain, the best teeth whitener to use or how to take care of contact lenses are going to be appropriate and will encourage faith in your professionalism.
Once you focus on what your target market want and need from you, it makes it much easier to decide on topics, your approach and your tone.
Listen to your customers when they ask questions. Are the same questions being repeated again and again? Ask your customers what do they want from you as well as checking out the highest searched keywords on the google keyword planner.
Write down those questions and use them as topics for your blog posts. I find that my most popular blog posts on this blog are the ones I write in response to questions. The reason is if a few people are wondering about something, it’s a pretty safe bet that others will be looking for the answers in the search engines and there’s your blog post with the perfect answer.
Not only are you providing useful information, you’re reaching a new audience too – all because you knew exactly what they wanted to know.
By knowing your target readers, focusing on what they want / need and answering their questions, your blog posts will be focused and fluent as you write about your services or products with conviction. By all means, visit the Blarney Stone but maybe follow these tips too for your blogging!
If you would like to learn how to improve your blog, our next eLearning Blogging For Improvers course starts on 23rd March and runs for three weeks. It covers many technical aspects of blogging such as improving your images, adding plugins and widgets as well as showing you how to hook in those readers and convert traffic to sales. You will receive a lesson by email each weekday morning and once you complete the assignments, you’ll get individual feedback too.