I think we can all agree that a one-on-one conversation is a heck of a lot easier than giving a speech – yes?
What would you say if I told you we could apply this principle to make your writing easier (and better) as well? Hear me out.
If you’re sitting there thinking of the web copy (or blog post, or whatever it may be) you’re writing as a speech to the masses, it’s probably going to be hard to write. It’ll feel intimidating and, in all likelihood, turn out impersonal, overly formal, and/or too sales-y. We don’t want that.
Instead, I challenge you to imagine your piece of writing as a conversation with your dream customer. Think about what that person would want to know about your subject, and how you’d explain it to them if they were sitting across the table from you.
THAT’S the tone, language, and level of formality (and detail) we’re going for. The disclaimer here is that you need to be clear on your dream customer – full stop. If you aren’t, do not pass GO, do not collect $200 until you’ve figured this out.
You want to get clear on their demographics (concrete facts like income, location, marital status, etc.), psychographics (less concrete factors like attitudes, beliefs, and values), and also their need, want, or the situation they're in that makes them your perfect customer.
Once you've got all your 'characteristics' on paper, create a person in your mind that fits the bill (some people even name theirs!).
Many people have told me that this trick made the difference between 'blinking cursor anxiety' and free flowing words - I hope it does the same for you.
PS: If quick and easy writing tips like this one are up your alley, join my Facebook group, the Entrepreneurs' Writing Lounge. I share one (almost) every week for you to work on - and it's also a place you can find support, opinions, and commiseration from other small biz owners.
Janet Nielsen is a communicator with a passion for helping small businesses succeed.