If you’re writing to a blank computer screen, who are you writing to?
…Yourself.
This is fine if you start each piece with “Dear Diary”, but in the world of internet marketing and blogging, writing to yourself can be the biggest mistake that you can make – especially if you’re spending lots of time creating information products that you eventually want to sell.
Before each blog post that I write, I think about who will be my reader. Not readers….reader. Singular. I often choose a previous commenter, and pretend to write specifically for them.
When I created my study guide eBook, I imagined one person the entire time that I wanted to help pass the test. I even gave this person a profile, with a name, age, location, likes and dislikes. It may sound kind of weird, but it works. I receive at least 2 or 3 emails from my customers each week saying that my guide was super easy to read and understand, and they often say it’s like I was right there with them as they were studying.
Why This Works?
Writing for Joesph, a 34-year old engineer from San Francisco, who only has a couple of hours of free time each day to study, is a lot easier than writing to Mr. blank computer screen. After reading that profile, didn’t you just imagine what Joseph might look like in your head?
By imagining a specific person as “your reader”, your writing becomes clearer, the progression of what you write makes total sense, and you have a lot more feeling behind your words, which can absolutely translates to your audience.
So, Who is YOUR Reader?
If you have a blog or an online business, do yourself a favor and make up a person with a profile who is your ideal reader. This will not only help you understand who your ideal audience is, which will improve your writing, but it will also remind you of exactly why you’re doing what you’re doing.
If you’re up for sharing, leave a comment with a made up:
Name:
Age:
Occupation:
Location:
Pains:
Why He/She is Interested In What You Have To Say:
I’ll start by using my LEED exam website and study guide as an example:
Name:Joseph
Age: 34
Occupation: Engineer
Location: San Francisco, CA.
Pains: Works hard at his job, but wants to climb the corporate ladder. He wants to pass the LEED exam as a way to improve his resume, but he doesn’t have much free time. He’s also struggling while looking for good, organized information about the exam.
Why He/She is Interested In What I Have to Say: I have an easy-to-use, organized resource that he can use to find all of the information he needs to pass the exam. I passed myself, so he knows I personally have experience with it.
You try =)
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{ 23 comments (Click Here to Leave a Comment Below) }
Name: Matt
Age: 18
Occupation: Student or Intern
Location: Knoxville, TN
Pains: Needs a certification in order to get a job or an increase pay
Why He/She is Interested in What I Have to Say: I have a short and concise study guide that will help him pass the exam in under 30 days.
This actually makes writing a lot more fun! Currently I have just been typing up my notes (that were written for me) just to get content on my website. I figured it would be much easier to edit and add to my posts once they are already written. I’ve taken the perfectionist route before and well… not many posts were added. Now that I have met Matt and know what he is looking for I can much more easily imagine how the future content on my site and ebook will look like because it will be specifically targeted to him.
Thanks Pat!
Thanks for the tip Pat. I’m going to give it a try next time I write a blog post. I might even try to write out a one or two page bio about my target reader and pin it up on my wall to remind me to write it for that person instead of a blank computer screen like you said.
Pat, I’ve been following you for a few weeks now, and this is my favorite tip of yours so far. I write in several subject areas, and you made me realize that I have been writing for the same person (me!) instead of for my five different readers. I am going to take some time and give them all names and personae today. Thank you so much!
Hey Kim, my pleasure! You’ll have an entire family by the time you’re done creating your profiles
I like this exercise
Name: Kelley
Age: 32
Occupation: Project Manager at a mid-sized corporation
Location: Chicago, Illinois
Pains: Has a busy life juggling work and homelife. Feels behind in some areas, namely saving for retirement and building up a hefty down payment for a house in the suburbs. Meanwhile, she enjoys living within walking distance of some great restaurants and shops where she spends a little more than she would like.
Why she is interested in what I have to say: She likes my friendly style and the quick bits of information from someone who goes through the same kind of things.
Excellent profile Jackie!
What a great idea! I’m going to try that for my next post. Thanks a lot for sharing this!
My pleasure Shane!
Brilliant
I totally agree with you. That idea is something I learned when in Broadcasting school. You never talk like there are thousands listening but talk like you are talking to one person. It makes it more personal.
Name: Bill Smith
Age: 35
Occupation: Factory worker
Location: Midwest
Pains: Tire of worrying if he will have a job next month. Looking for something he can do to make money for his family and not have to worry if his job will still be there.
Why He/She is Interested In What You Have To Say: I’m like him. Just an ordinary person living an ordinary life trying to find a better way to provide for my family. What I have to say to quick and to the point. No BS or fluff. Do it and do it right the first time.
Great Profile Robert! Now that you mention it, this technique would probably be excellent to use when speaking in public. I’m going to have to try that the next time I get up in front of a crowd.
Great tip, Pat! I remember reading somewhere that this is the same technique that the marketing team for Trader Joe’s used when coming up with the concept for the store. I think they called him Larry, and made him an unemployed college professor driving a used Volvo!
Wow that’s pretty cool! I can definitely see Larry’s type shopping at Trader Joes. He probably has a soft spot for Hawaiian shirts =)
Name: Shawn
Age: 36
Occupation: Accountant
Location: Midwest
Pains: Hates his job more than anything in this world. Shawn wants to quit his job and play golf all day but can’t because he needs to support his two kids and wife.
Why He/She is Interested In What You Have To Say: Shawn is educated and a very hard worker but has gotten into a routine. He desperately wants to break free from the “office” life and go out and start his own business. Unfortunately, there are too many risks involved in Shawn quitting his job – especially in this economy. Shawn wants to learn how to start making alternative or “passive” income streams in order to slowly move away from his career and begin enjoying life again.
Nice profile PFI. I think earning extra an income on the side is definitely something that intrigues people. This should be a main focus on your blog, definitely.
Excellent tip. I have found that writing my blog posts and content articles online is far easier if I write them to people in an email first. I actually send them.
This is very similar to what you suggest. Of course these people are friends that I’m working with so they’re into getting the emails so that isn’t a problem but the final result of the email is an excellent draft for my articles and blog posts assuming they’re on topic. It helps a lot.
That’s an excellent way to take advantage of the emails you’re writing. Great tip!
Name: Mike
Age: 24
Occupation: Project Manager
Location: St. Louis, MO
Pains: He’s working long hours trying to stand out in his career, and his newlywed wife is doing the same as a new teacher in a competitive school district. Money is tight, and they would love to be able to buy a house and get out of their little apartment. She talks a lot about having children, and he just doesn’t see how they could be ready yet. Their sex life is fun, but it seems like there is something lacking at times. When they look around at their friends, they figure they have it pretty good but wonder if this is as good as their marriage can get.
Why He/She is Interested In What I Have to Say: I provide resources to help young couples between the time they get engaged through those testing first 5 years of marriage. By reading my materials and putting their marriage as the first priority in their life, they can tackle issues before they become real problems. By being proactive and having the right tools available, they can have an Awesome marriage and serve as an example of how good life can be.
Name: Ms. Freeman
Age: Older than some, not as young as others
Occupation: Manager
Location: North Texas
Pains: She works 9-5 but want’s the creative and financial freedom that self employment can provide.
Why He/She is Interested In What You Have To Say: I have a clear working knowledge of subject of interest.
Hi Pat,
A very good tip. Now I realize that I was making the same mistake that you have mentioned.
I have come to know about you from your interview with Yaro.
Got a new Insight! Thnaks.
Regards,
Sudeep
Hi Patt. I am a new reader of your blog (straight from the Poland:) and I used to read all of the archived posts. I must admit that this one is really great and thaks for that!:)
This really does work. This is how I’ve handled copywriting projects for years, and clients usually report increased sales. The individual I write to changes depending on the product, obviously, but it’s always a single person.
I’m eagerly looking for any ideas to help improve my writing and this is an excellent tip. Thank you!