Self-Devpt. Nuggets™

If you do any writing towards earning your living, this question is probably one that you’ve had to contend with. There is no one size fits all answer to it. Read this post for ideas to help you find YOUR answer.

For this discussion, I have chosen to view writers in two groups: (a). Those who sell their writing skills directly for a fee and (b). Those who write to promote their businesses i.e. they do not get hired to write for a fee. Instead they use their writing as a cost-effective strategy to promote products and services to people who need them.

Both groups write to earn a living (directly or indirectly) – and are therefore entrepreneurs.

A Writer’s Readers May Come from Widely Differing Fields

Take a quick tour of the comments section of a popular writer’s blog. Click on hyperlinked names of any number of those whose comments appear, to visit their websites.

You’ll discover these individuals come from widely differing backgrounds. And sometimes only a few would be involved in the same line of work as the blog owner.

In other words, your writing can attract readership from any conscious thinking adult, whose interests intersect with the subject or topic of your write-up.

Of What Use Is A Target Audience Profile Then?

The logical question to ask is this: In light of the above, does it make sense at all to write with a particular audience in mind as target?

I believe that to some extent it still does. Here’s why:

While developing and implementing web marketing systems, I have had to write website content and do article marketing for clients. Their different fields included real estate, interior design, hearing improvement, hospitality, training and development and others.

This experience is what makes me appreciate the difference between people who fall into group “b” (e.g. my clients), and conventional writers who mostly belong in group “a”.

It goes without saying that some writers fall into both groups (like me).

Writers in group “a” may not need target audience profiling to succeed. All they need do is show they can research and write useful material for use by those who hire them.

Conventional Business Owners Who Write, Should Use a Target Audience Profile

For writers who fall into group “b”, defining a target audience profile can improve their ability to attract those who need their business’ products and services. I would however suggest that the profile only be used to guide their writing – and not restrict it.

Like I mentioned earlier, I also help brick and mortar business owners learn to use writing as a marketing tool i.e. to work as group “b” type writers.

Looking back, I recall frequently having to “remind” clients that their potential clients will often be everyday people, with no interest in technical jargon.

Such people are likely to come looking for answers to questions they have, or solutions to problems they are faced with. (How often do you think an audiologist can get visited by another audiologist as a patient needing hearing rehabilitation? That would be the exception – not the norm!)

To me, this is what makes it important for this second group to write with a target audience in mind. If you belong here, there is a greater need to tailor the message in your write-ups to appeal to people who may be in need of solutions that you “sell”.

Summary

Regardless of what group you belong, you can write using a variety of techniques, weaving in personal stories and illustrations.

But if you belong in group “b”, add calls to action, and make “offers” at relevant points in the body of your writing, or in your byline, to generate pre-qualified sales leads. Your writing will rarely be for pure entertainment or just information.

Writers belonging to group “a” may not have to worry about doing that often – or at all. Many will get new writing jobs via referrals, through the quality of writing they display on their blogs etc. This is probably why some tend to be more laid back in their use of the byline.

And those who belong to both groups typically sell their writing skills, as well as information products created by them or by affiliates. That’s in addition to services like training, coaching, mentoring or consulting. To do this, they have to write sales copy on their blogs, mixed with calls to action and promotional offers.

So, now that you’re here, what’s YOUR answer? Do you think you need to write with a target audience in mind?