Knowing your audience

Knowing your audience is something we’ve touched on lightly before but we feel it’s such an important thing to consider that it’s a subject deserving of its own blog.


By Tilly Farrands

Everything you write should be a balance between captivating your consumers and showing your expertise in the field. While the latter is important – you want to make it clear you know what you’re talking about and be respected by competitors – you also need to make sure this doesn’t get in the way of communicating clearly with your target audience.


Your ‘avatar’ are the client types you have, and they’re who you’re pitching EVERYTHING to, from websites to Instagram posts, so it’s important you get a clear outline for who this person is.

Your primary avatar could be business owners, an age bracket or even a gender – whoever they are, you need to make sure that the language you use is on a level they’ll understand and expect.

Time after time clients tell me that ‘all people in my field say that’ or ‘that’s not that language we use in this profession’ and that’s fine, we want to build a unique brand that competes with the market – but is the language you use the same language your consumers understand and want to hear? All I want to say to these clients is if you recognise that you need help reaching customers (because you’re not fully achieving that right now) is you need to consider putting aside your technical language and let me help you properly connect with your customers!! Doing what you have always done is not the answer to your problem.

So, how do you connect with your avatar? The answer is simple – figure out everything about your avatar that you possibly can, and simplify your technical and internal language into messages they’ll understand!

When using industry jargon, ask yourself if it’s really that valuable? Will they know the meaning of the terms used in your field or will it just confuse them, bore them, and stop them reading? Remember, you aren’t trying to get other experts in your field to buy from you, so you don’t need to connect to them – remember this. Research, research, research, know your avatar and know what they want – understand the language they are using to show them how you solve their problems. Show that you understand their context so they want to build a relationship with you. Accessible language is very important in creating understanding and common ground. It’s ok to sound human, people want to work with real people.

Professional vs Consumer

So how do you balance sounding professional and competitive while not overlooking the people who want to buy from you?

Take a step back. Put aside your qualifications and knowledge and think – if you were someone who knew nothing about your field, what is it which would make you trust someone enough to buy from them? Is it industry jargon which risks confusion and potential alienation, or is it clear and persuasive language which makes your prospect feel like you fully understand their needs. Speaking on a level your consumers understand far more valuable than trying to sound more technical than your peers.

Now of course you need to speak in a language which is appropriate and doesn’t belittle your professionalism, but this should be carefully weighted and only used when appropriate. Don’t be too stubborn to listen to other people and put some of your personal preferences aside in place for something more accessible – it’s what you’ve hired your writer for!

The right balance

Overall it’s all about balance. Balancing professional language with persuasiveness, balancing your wants with customer needs and balancing your opinion with your hired professional. Put your biases to the side and read your writing through the eyes of someone who knows nothing – would you still buy from you?


Written by Tilly Farrands, Sales and Events Coordinator at Phlashweb

If you need help setting up your online presence or making the most out of what you already have, get in touch to see how we can help. Alternatively, we run webinars on managing your business remotely. Find out about attending here.

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