Write Like You're Talking to One Person

One of the biggest misconceptions in marketing is that your audience is a crowd. It isn't ... .

Your marketing may reach hundreds of people or even thousands of people, but each person experiences it alone. They're reading your website on their lunch break, scrolling through social media while waiting in line, or opening your email between meetings.

In those moments, it's just you and one other person. That's why the strongest marketing rarely sounds like it was written for everyone. It sounds like it was written for someone.

The Temptation to Write for Everyone

When organizations sit down to write, it's easy to imagine all the different people who might read it: costumers, donors, volunteers, board members and community partners. The result is often a message that tries to speak to everyone at once.

Ironically, that's when it starts connecting with no one.

Picture One Person

The next time you write, think of one real person. Maybe, it's the parent looking for after-school activities. Maybe it's the business owner searching for marketing help. Maybe it's the first-time theatre person wondering if they'll fit in.

Now ask yourself:

• What questions are they already asking?

• What concerns might they have?

• What would help them feel more confident?

When you write with one person in mind, your words become more natural, more empathetic, and easier to understand.

Say It the Way You'd Say It

This sounds silly, but bear with me. One of my favorite editing tricks is to read everything out loud. If a sentence feels awkward to say, it will probably feel awkward to read.

Marketing shouldn't sound like it was approved by a committee. It should sound like a conversation. That doesn't mean being casual all the the time. It means being clear, genuine, and human.

Simplicity Isn't Less Professional

Some organizations worry that plain language will make them sound less credible. I've found the opposite to be true. The people who understand their work best are often the ones who can explain it most simply.

Clear communication isn't about using fewer ideas. It's about making those ideas easier for other people to understand.

Start with One Conversation

The next time you create a social media post, update your website, ot write an email, don't picture your entire audience. Picture one person. Write as if you're trying to help them understand something important.

Because that is what great marketing is, at it's core. It isn't broadcasting to a crowd. It's simply starting a conversation.