A is for Audience

Whether you’re writing, speaking, or sending semaphore signals, there’s one question you always have to keep in mind:

Who are you talking to?

(‘Is anyone listening?’ is the second… but that’s where marketing comes in!)

Knowing WHO your audience is, is the cornerstone of effective copywriting. And writing in general for that matter. When you understand who you’re writing FOR, you can shape your content to speak directly to their needs, interests, and values.

True fact: Writing with a clear audience in mind not only strengthens your message but also builds relationship with your readers – helping them feel understood and valued.

 

Why Audience Matters

Imagine you’re hosting a party. At this celebration, you’ve been bold enough to cross-pollinate your social circles (my, aren’t you brave!).

Your high school friends are in one corner. Your workmates (including your boss!) congregate in the other.

Now let me ask you: do you speak to both groups in the exact same way?

Do you use the same jargon? Do you tell the same stories?

When push comes to shove, most of us don’t communicate with our colleagues like we do our kinfolk. (Your boss doesn’t need to hear how much time you spent on Instagram during Tuesday’s strategy meeting…).

 The same principle applies to content: if you don’t adjust your tone, style, and message to fit your audience, you risk creating a disconnect—or worse, offending, alienating, or losing their interest altogether.

Whether you’re crafting a blog, social post, or email, tailoring your tone and curating your content helps establish trust, credibility, and relatability.

So where do you start?

Defining Your Audience

Start by creating an audience profile or persona.

How? Well, let’s go back to that party analogy.

You chat to Sally casually because she’s known you since Year Two. She’s your age, has the same interests as you, and you talk all the time (including texting during zoom meetings).

You chat to Ms Smith formally because she does your performance reviews. She’s older you, she seems to like antiques roadshow, and you only really speak when you’re called into her office.

You know those people, so you know how to speak to them.

But someone new is at the party! (Someone brought a +1 and didn’t check with you – what scandal!).

How do you know how to talk to them? You need to figure out (quickly) who they are and how you should communicate with them.

You need to define their persona.

Think about:

1. Demographics: What is their age, gender, occupation, income level, and education?
2. Psychographics: What are their interests, values, and lifestyle choices? What challenges do they face?
3. Behaviour: How do they interact with you? Do they frequently engage with you (are you mates already?), or are they a new touch point?

By defining these aspects, you can understand who you’re talking to. Then, you establish your relationship and can craft content that resonates on a deeper level.

Speaking Their Language

Once you’ve identified your audience (oh, it’s Sally’s friend Bob!), you can then focus on using language they relate to.

Dial up or down, depending on your audience’s knowledge, experience and interests.

Avoid jargon or industry-specific terms if your readers aren’t familiar with them!

E.G if your audience is retirees considering a retirement village, use straightforward language that reassures them, such as “safe and comfortable” instead of “secure facility.”

Creating Value

Ask yourself: What does my audience want from me (and from my content)?

It could be:

• answers to common questions,
• solutions to their problems,
• sheer entertainment!

When you deliver what they need, they’ll be more likely to engage and share your content.

Word to the wise:

Writing to your audience is about understanding:

• who they are,
• what they want,
• and how they think.

When your content speaks to them directly, you’re not just writing words; you’re building a relationship. With every piece, aim to meet them where they are, and you’ll see your efforts pay off in loyalty, engagement, and trust.

Looking for top-notch copy and content that speaks to your audience? Connect with Great Scot! to see how we can bring your message to life.