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How To Adapt Your Writing Style To Resonate With Different Audiences

How To Adapt Your Writing Style To Resonate With Different Audiences

Fifteen experts, from Marketing Managers to Chief Editors, share their top strategies for crafting content that speaks to diverse audiences. From understanding your audience's needs to aligning writing with content purpose, these insights will guide you in adapting your writing to engage and resonate with every segment of your customer base. Discover how to tailor your content effectively with these professional tips and experiences.

  • Understand Your Audience's Needs

  • Immerse in Target Audience Content

  • Research Trends, Behaviors, and Language

  • Uncover Patterns via Rigorous Analytics

  • Beta Test for Authentic Resonance

  • Adapt Conversation for Niche Communities

  • Target Content for Specific Segments

  • Map Emotional Journeys in Writing

  • Adjust Clarity and Tone for Impact

  • Leverage AI for Style Matching

  • Engage with Industry-Specific Jargon

  • Adjust Content Clarity for Audiences

  • Mine Customer Reviews for Insights

  • Be a Language Chameleon

  • Align Writing with Content Purpose

Understand Your Audience's Needs

Before you write, make sure you know your audience well. Do your research and create audience personas to really understand who you're talking to. Think about the specific industry you are writing for, and consider the average educational background, age, and best writing style (technical, detailed, or simple, jargon-free) for your audience. If available, look at customer feedback.

When I am writing, I always attempt to answer the following questions from the perspective of my audience: 1) What can you do for me? 2) Why should I care? 3) Why should I choose you? 4) What will it cost me? 5) What do I do next?

If your content can answer those questions for the reader, it is very likely that they will be ready to move to the next phase in their buyer's journey.

Immerse in Target Audience Content

Spend some time actually reading content created for that target audience. It really is the simplest way to help you understand what will be effective and how you will need to adapt your style to resonate with that particular audience. I've worked for an international company that, for example, totally rephrased articles on the same topic and in the same language simply because one set of English speakers was in the UK and the other was in India. To learn how to best convey information, I spent time reading local communications at the company, newspapers, Twitter feeds, and watching pop culture programming until I had a better grasp of the subtle differences in communication style. I encourage others who want their content to resonate to do the same because the first step towards resonating with an audience is being able to put yourself in their shoes.

Greg Listopad, Consulting Partner, November Consulting

Research Trends, Behaviors, and Language

Understanding the target audience and how they might appreciate the content is crucial.

Research is also essential. It is most helpful to research trends related to the upcoming content, audience demographics and buying behaviors, their interests, values, and the language that resonates with them.

With this knowledge, content can be tailored to capture the target market's attention, keep them engaged, and encourage anticipation for future content.

Uncover Patterns via Rigorous Analytics

Tailoring content for diverse customer segments is a nuanced art that requires a blend of strategic insight and creativity. In my 10+ years of experience at the forefront of SEO with, I've found that the key lies in understanding the unique needs, preferences, and pain points of each audience.

Contrary to prevailing wisdom, I've observed that a one-size-fits-all approach rarely yields optimal results. Instead, I advocate for embracing the diversity within your audience and crafting content that speaks directly to their specific concerns.

The linchpin of effective content adaptation, in my experience, is an ongoing commitment to analyzing data. Rigorous analytics reveal patterns in audience engagement, allowing for agile adjustments in content strategy. This approach has consistently resulted in enhanced resonance with diverse target segments.

Beta Test for Authentic Resonance

Authenticity is often the most important part of building content that will resonate with different target audiences. However, it's hard for a content creator to sympathize with every audience.

Testing your writing with different beta readers is a great way to ensure you're hitting the right points and maintaining the right tone through every piece you create. You don't need an extensive group of audience models to test your content; simply working with your colleagues can be enough.

Having an executive or procurement expert read B2B marketing content will help you speak directly to your audience, ensuring that your voice is authentic and identifiable. Meanwhile, having an intern or parent read B2C marketing can help identify trends and a voice that's relatable and more likely to convert.

Brooke Webber, Customer Experience Officer (CXO),

Adapt Conversation for Niche Communities

Working with two target audiences: LGBTIQ+ patients and their medical professionals requires understanding that, although the topic of surgery is the same, the style and tone must differ to address each group effectively. Building specific characteristics of the different "buyer personas" helps in identifying them more thoroughly. Adapting to each audience involves gaining a deeper understanding of their pain points.

For instance, thematic conversations on platforms like Reddit can reveal current concerns and provide insights into demographics such as age, country, culture, professions, hobbies, and interests. This research is time-consuming but is essential for those wishing to specialize in a specific sector.

Tone, voice, and terminology need careful adaptation when addressing niche communities to engage effectively. In our case, this entails adopting a transparent, inclusive, and empathic language that permeates all our content.

Lilia Koss, Community Manager, Facialteam

Target Content for Specific Segments

As a marketing agency, our clients' audiences range from Baby Boomers to Gen Z, B2B to consumer, and high net worth individuals to the average Joe or Jane. Trying to appeal to everyone in the audience at once with our content development is both frustrating and impossible. That's why we tell our clients that every piece we write must be written with a specific target customer in mind.

Start with a clear understanding of the product or service you're writing about, and then narrow down which features or details are most important to a specific target segment. For example, pricing might be key for one group, while accessibility might be critical for another. Once you know who you're writing for and what is most important to them, write as if you are talking to one specific person in that group. Talk to them using the terminology, voice, and tone that will best resonate with that target, while still staying in line with the brand's overall presence.

Map Emotional Journeys in Writing

Resonating is all about empathy. To achieve this, my best tip is to be crystal clear about the "emotional journey" for each major customer segment.

For instance, if a customer is seeking solutions in your market, think about why. How do they feel? Maybe they're facing pressure from superiors to meet unfulfilled targets; in that case, your content should exude urgency and assurance, and incorporate matter-of-fact case studies. These kinds of personas usually have roles tied to achieving tangible KPIs, like performance marketing and advertising managers.

Conversely, customers with more senior leadership roles could be proactively exploring options with optimism. Your tone should then be inspirational and forward-looking, peppered with industry trends and expert insights. Examples of these roles include VPs of business development or customer success directors.

The key is to clearly define the emotional state of your key personas at each stage of their customer journey, empathize with those feelings, and reflect it in your writing style and content.

Wisia Neo, Content Marketing Manager, ViB

Adjust Clarity and Tone for Impact

Identify your audience and use simple and clear language. When writing for different audiences, keep your content more general and less linguistically complex so that it resonates with various groups. I make sure to use the appropriate tone to communicate with my audience.

For example, if my audience is a corporate leader, I maintain a formal tone; for an audience like Gen Z, I keep it casual and informal. However, I provide an example relevant to a particular audience so that it complements them and helps them understand it easily.

Jasen Edwards, Licensed Real Estate Agent and Coach, Agent Advice

Leverage AI for Style Matching

ChatGPT excels at adapting to the style of texts created by your ideal clients. Use LinkedIn posts as examples—they're concise and have a distinct style.

Write a basic version of your blog, social post, press release, or other content. Then, have ChatGPT modify this version to match the style of your preferred clients' posts.

The algorithm will adjust the diction, tone, and sentence flow to attract the right audience. Have your writers refine the copy and create a style guide based on these adjustments. This will enable you to consistently communicate with your ideal audience.

Engage with Industry-Specific Jargon

I use industry-specific terms and jargon. For B2B writing, phrases like "ROI" (Return on Investment), "lead generation," and "conversion rates" are essential. They work because they speak directly to the core interests of business professionals—efficiency, profit, and customer acquisition. In public relations, on the other hand, terms like "brand positioning," "media outreach," and "stakeholder engagement" are more effective.

These phrases resonate because they reflect key concepts in PR—shaping public perception, building media relationships, and maintaining good stakeholder relations. My experience has shown that using such tailored language demonstrates to readers that you are one of them and leads to higher engagement metrics.

Hugo Molinaro, Digital Marketing Enthusiast, Founder, SmartLinking

Adjust Content Clarity for Audiences

We change the clarity and pertinence of our content to align with diverse customer segments. If our audiences are business professionals, we include proofs in our content. It can be stats, links to case studies, or images of client reviews. With more evidence, we can earn the trust of our target customers, who are business professionals.

The success proof of our business in the content helps us to have a reliable brand image. If we have to target general audiences, we include attractive pictures or intriguing videos. We also put in relatable examples. Such content draws in general audiences, and they read it with concentration. Hence, we modify our content based on our clients' knowledge level.

Mine Customer Reviews for Insights

Read relevant customer reviews.

Customer reviews are a goldmine for finding out the specific pain points and dreams of specific customer segments.

Additionally, they help you get an idea of what level of writing difficulty your target audience thinks in (a lot of scientific terms versus just basic English).

By regularly checking out customer reviews for similar products, your writing will resonate a lot more with your target audiences without too much effort on your part.

Mats Claes, Founder and Head Marketing, Generator Decision

Be a Language Chameleon

I adjust my writing style like changing tunes. Each group has its own beat. One effective tip is to be a language chameleon. For tech folks, go deep. For a wider audience, simplify. Recently, I turned our software features into everyday benefits for non-tech readers. Think of it like translating complex music into a catchy tune everyone can enjoy. The trick is to speak their language, making your content a melody everyone can bob their heads to.

Align Writing with Content Purpose

Knowing the purpose of the content is the first step for me before starting to write. In this digital world, content writing often has a hidden motive. Some blogs are great for brand awareness, while others are written just to increase SEO and are keyword-focused. Some might be written to increase sales, while others might be written to foster connections.

The list of reasons is long, and even if your tone is great, but you don't know why the piece is being written, it might not resonate or help the company achieve its optimum outcome. Hence, I always start by answering "For what purpose?" so that the article finds its true audience.

Julia Lozanov, Chief Editor, Verpex


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