Writing content for my clients is more than just a job; it’s a privilege. Each project is a testament to the trust they place in me to capture their unique voice and convey their message with clarity and authenticity. This responsibility is both an honor and a challenge, requiring an understanding of their brand, goals, and audience.
But how do you effectively put yourself in someone else's shoes when crafting content? Here are five tips that I’ve found invaluable:
1. Take a Deep Dive into Their World
To write convincingly for a client, you need to immerse yourself in their world. This means doing more than just reading their website or skimming their social media profiles. Schedule a meeting or a call to discuss their business in detail. Ask about their mission, values, and vision. What are their long-term goals? What challenges do they face? Understanding these elements helps you align your writing with their core identity.
2. Understand Their Audience
Knowing the target audience is crucial. Who are they writing for? What are the audience’s pain points, desires, and expectations? This step is essential because the tone and content should resonate with the readers, not just the client. When you understand the audience, you can tailor your language, style, and messaging to engage them effectively.
3. Study Their Style and Tone
Every client has a unique voice. Some might prefer a formal, professional tone, while others might lean towards a casual, conversational style. Review their existing content, whether it's blog posts, newsletters, or social media updates. Pay attention to their choice of words, sentence structure, and overall writing style. Mimicking their tone accurately is key to creating content that feels authentic and true to their brand.
4. Ask the Right Questions
Asking the right questions can unveil insights that aren’t immediately obvious. During your initial meetings or emails, delve into specifics:
- What are their main objectives for this content?
- Are there any particular themes or keywords they want to emphasize?
- Do they have any content pieces they particularly like or dislike, and why?
- Are there any industry-specific nuances you should be aware of?
These questions help clarify their expectations and ensure that your content aligns perfectly with their vision.
5. Encourage Feedback
Your first draft might not be perfect, and that’s okay. Share drafts with your clients and encourage their feedback. Constructive criticism is invaluable as it provides insight into their preferences and allows you to refine your work accordingly. Be open to revisions and view each round of feedback as an opportunity to better understand their voice and style.
Putting These Tips into Practice
When I start working with a new client, my approach is methodical yet flexible. Here’s how I put the above tips into practice:
1. Initial Consultation: I schedule a detailed consultation to discuss their business, goals, and audience. This conversation often goes beyond the immediate project to understand their broader vision and challenges.
2. Research: Post-consultation, I dive deep into their existing content. I read their blogs, newsletters, and social media posts to get a feel for their voice. I also research their industry to familiarize myself with relevant jargon and trends.
3. Drafting and Feedback: I create an initial draft based on our discussions and research. I then share this draft with the client, inviting their feedback and suggestions. This collaborative approach ensures that the final content is a true reflection of their voice.
4. Revisions: Based on the feedback, I make necessary revisions. This step is repeated until the client is satisfied with the content. Each revision is a learning experience, helping me fine-tune my understanding of their preferences. In most cases and because I do so much research, my first draft is usually on point, and requires few, if any, revisions.
The reward of this process is twofold. For the client, it means content that speaks directly to their audience in a voice that’s authentically theirs. For me, it’s the satisfaction of knowing I’ve helped them convey their message effectively. Every piece of content I write is a piece of my client’s story, and being entrusted with that responsibility is truly a privilege.
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