Coffee Talk: Who are you talking to in your content and copy?
Updated: Mar 3, 2021
I know it seems like a simple question, but there is more to it than you think.
When you create your social content or draft any type of copy, you most likely have a really good idea of who your target market is. You know the overarching vision for who you are looking to reach and what may appeal to them.
But sometimes, no matter how well you may have a grasp on your "target market", the words on the page seem impossible to wrangle. Second-guessing content choices and wondering if what you're typing out is actually making any sense AT ALL isn't unusual. You are certainly not alone if you have ever felt that way.
I struggle too. I have often hit backspace and delete more times than I'd like to admit.
And I do this for a living.
But then THIS happened...and things got just a little bit easier.
I got on board with the concept of narrowing your audience down to ONE individual person. Based on the content I'm writing, I visualize one person to whom I'm speaking. It's the whole "sitting across from them at a table while having coffee" schpeel, but it WORKS when you really let your imagination go there.
Envision the scene. Think about the core messaging you are working to share, and then envision the person at the table. Their actual fully realized self, and all the bits about them that fit into your already established target market research. Go full on with the visual. And if you're wondering what my coffee talk client's name is, it's Natasha. Yep, that's right. By defining and realizing an individual's human elements, (name included!) my wordsmithing becomes more manageable and a bit more effortless to create.
And think about it THIS WAY...
So many people struggle when we need to talk to a LARGE room full of people. When we "write content" for "an audience," essentially, our brains process this visualization where it feels as if we are a speaker in a massive room with all the eyes on us. Staring. Waiting on our every word. Stressful, right? When we use terms about creating content and talk about "your audience," it evokes that image of a packed room. No wonder so many of us freeze when we need to layout the "right" words.
When we define our audience as ONE person, with a name, a kind face, sitting across a table sipping a mocha-chino, it's not so intimidating, is it? Once I wrapped my loving arms around this concept, it has become MUCH simpler for me to develop my "client personas" and select who I'd like to "speak to" based on the content I'm creating and/or sharing.
The other advantage of this approach?
When you write for larger audiences, you unintentionally tend to dilute your messaging. When you write for ONE, it's specific, conversational, and laser-focused. That individual focus makes SUCH a difference and is worth the effort to develop your first client persona.
ACTION ITEM! ⬇️
Below are some brainstorming questions you can put into practice to help further develop your "coffee talk" content, as well as help flesh out your content persona:
What is their age/occupation/hair & eye color/name/etc. (get specific, I promise you, it helps!)
Why are you meeting them for coffee?
What are their challenges?
What solutions/tips/resources can you share?
In what ways can you empathize with their struggles/what story of your own can you share?
How can you help get them from where they are to where they want to be?
What questions might they have for you in return?
What next steps can they take after this coffee session to work with you?
This approach, of course, can be used in conjunction with all the conventional methods to building copy, but when paired with this visualization approach, it allows you as the writer to feel less blocked by the voice in your head repeating, "what do I say today and who am I talking to?".
A visualization is an incredible tool for any individual in any profession, and this is no exception. Visualizing your coffee talk pal can drop some of the barriers we unintentionally put up when working to craft content that informs and, yes, converts. But if you use "converting" as your driver, it will feel cold; it will feel like you are at a podium in a room of 300 people shouting out into the abyss.
Focus on the conversational, focus on that ONE person, and your reach will go further than any conversion trick will take you.
Want to talk more about all things copy and content? I'm always up for a virtual coffee talk!
Let's sync up our schedules and hop on each other's calendars HERE.