Connect with Your Blog Audience: 4 Assumptions to Avoid
One of the biggest mistakes creative business owners make with their content is assuming certain things about their audience.
Sure, you've probably filled out an ideal client avatar (or twenty), but do you really know the best way to help your blog audience? Most online business owners are making assumptions about their audience that can be downright dangerous for their bottom line.
If you make an assumption about your audience that turns out to be wrong, they might leave your blog feeling like you don't really know them at all . . . and many of them will never come back to give you a second chance.
Get it right the first time. Increase your connection with your blog audience by avoiding these four dangerous assumptions.
1. Don't assume your readers know how you can help them.
Your home page clearly says that you're "a photo professional for creative entrepreneurs" . . . but what does that mean? Do you take stock photos? Professional headshots? Product photos? Styled shoots?
You probably think you clearly describe what you do, but your readers may see things differently. Don't be vague or use industry jargon. Instead, use educational blog posts (example: What is Content Marketing, Anyway?) and simple taglines (example: "Styled photos that match your brand").
If your readers don't know how you can help them, they'll never hire you. It pays to get this one right!
2. Don't assume your readers consume content the same way you do.
Even when we spend entire days trying to think like our ideal clients, we still let some of our own preferences and experiences cloud our judgment about what our audience really wants. Content is a prime example.
Maybe you don't care for podcasts, so you assume your ideal client doesn't either. Or you don't get the fascination with video, so you ignore it and keep producing written posts. This is actually one of my own biggest shortcomings as a business owner. I'm an old soul who loves writing and radio (podcasts), but I don't get photos and video . . . which is a big problem when it causes me to avoid traffic-drivers like YouTube, Instagram, and Facebook Live.
Instead of assuming your audience enjoys the same types of content you do, repackage your content into a variety of different medias so your followers can meet you wherever they like.
3. Don't assume you know where your readers are at in life/business.
I run into so many creatives who think they're not qualified to blog about a certain topic because they're "not experts." But you don't have to have a PhD to provide value to your readers---you just have to know more than they do.
Most of us make the mistake of assuming that our readers are at the same place we are in business or life, but that's often not the case. Many of your potential clients are just beginning in their business. Even those who are more established are probably not comfortable with whatever topic you have an expertise in---that's why they're looking to you for advice.
Don't be afraid to go back to basics in your content. Showing your readers how to set things up from the very beginning, whether it's a techy tool or a business mindset, can prepare the way for them to be ready to work with you in the future.
4. Don't assume you know your readers' biggest problems.
This is the biggest question all those ideal client avatars lead up to: What's the problem your readers have that you're going to solve?
Most creative business owners already know what product or service they want to offer, so they pigeonhole their ideal client into a problem that matches up with this already-decided offering. But that's the wrong way to do this exercise!
If you answer that question based on the offering you've already chosen, you're making a huge assumption about your readers' pain points. You may even assume they have a pain point that doesn't exist at all . . . and no one is going to buy your service if it fixes a headache they don't have.
The solution? Ask your readers what their biggest problem is as it relates to your area of expertise!
When I first decided to make blogging easier for creative business owners, I offered a lot of writing tips because I thought the problem was that no one liked to write. But I was wrong! My readers' biggest pain point is that they don't know what to blog about that will actually bring in clients. Once I figured this out, I created a service that tells people what to blog about for an entire year. It's been crazy popular---and I almost missed this opportunity to help people because I was stuck on a bad assumption!
You know what they say about assumptions . . .
Assumptions rarely work out well in life or in business. So stop making them! Get outside your comfort zone and actually get to know your ideal clients. It will make a world of difference in the way you create content and run your business.