I hope you find my writing and business tips and observations useful. My business and blog are dedicated to helping businesses communicate clearly and reach their potential. Read, subscribe to my newsletter, enjoy! Tash
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Who are you communicating about?

Are your website, your emails, your flyers and your conversations about you (and your business) or about your (prospective) client and their business?

Robert Middleton has written a blog post on turning your marketing around to be more effective. That is, stop talking about your business services and features and find out about your client’s business and how you could help them.

By listening to people you become more personable and interesting to them and you get more insight to help their business succeed.

Think about it – do you care that I run a writing and communications business? Or do you care that I can save you time and worry by managing your communications project?

You want to know how you will be impacted by my services – and your clients want to know how you can help them reach their goals.

 What is your blog communicating?

smiling woman welcomes you

Are you communicating welcome and friendliness?

Have you ever analysed your blog posts for their content?

How many posts are about what you do or your products? And how many are giving information or tips that would help your client?

Are case studies or client stories about what you did? Or are they about your client’s problem and the results of solving their problem? The difference may seem subtle but one is me-centric and the other will be more effective at engaging your readers.

What is your website communicating?

Robert asked the question ‘how often do you see a website that’s “you-centered” instead?’ and it’s worth thinking about.

Do you prefer a homepage that rambles on about awards won, pride in service, years in business and pompous language, or one that addresses your issues and questions?

Have you looked at your own website and thought about its appeal to others? If you can’t see it objectively, ask others (friends, clients and professionals) what they think, what your site is communicating to them.

Even a few tweaks to your homepage could make it more appealing and therefore more effective.

One simple improvement you can make is to remove we/I and rewrite those sentences to include you instead.

8 Responses to Who are you communicating about?

  • probono says:

    Getting rid of all the ‘I’-centric aspects of your blog or website is really important to do. Just as you would with a simple sales page, you need to focus on what is in it for your reader. Your entire blog or site is one big sales page, albeit a very soft-sell.

  • KennyK says:

    Interesting read. I do realize that a site focusing on ‘you’ gives me a better feeling. It grabs my attention if I recognize myself in there, and if they talk about me, instead of their services or business. To make a connection with your site visitors, I think a few small changes in your text can make a difference. Often we don’t realize it, and I think it’s a good idea to let some people check your site and tell you how they feel about your communication.

    • tashword says:

      It’s amazing what a differenece small changes can make – change a few words to make a website more welcoming, change a small habit for great benefits, outsource a few tasks for increased productvity, etc. I think we often look for the big things when a few small changes can be at least as powerful.

      And I certainly agree, Kenny, that listening to others’ impressions can provide insights about your content and website.

  • vida_llevares says:

    The content of your website should be geared towards your target audience. After all, you need to make your readers feel that they can get something out of reading your website’s articles. Avoid talking too much about yourself. Your website is not your autobiography. It is supposed to be a storage of content.

    • tashword says:

      Your website is not your autobiography. It is supposed to be a storage of content.

      Well said, vida_Ilevares 🙂 If I’m visiting your website I want to know something – and it’s unlikely to be much about you personally!

  • Susan Oakes says:

    Isn’t always the simple things that can make a difference. Just replacing I with you means a lot.

    What we can forget is that communication whether on our website or with other communication material is just like personal relationships. Someone who talks about themselves all the time gets to be a bore and you can’t wait to leave.

    Good reminders Tash.

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