Are You Writing for the Right Audience? A Deep Dive into Content Creation

Why your posts may be engaging the wrong people—and how to fix it

Have you ever wondered why your content isn't attracting the right customers? Or why, despite the high engagement, you're not seeing the sales you expected? You're not alone. Many content creators and businesses struggle with this issue. But the solution might be simpler than you think.

After spending six years creating content on LinkedIn, I've noticed a common mistake that many businesses make. They write for their peers, not their buyers. This might seem like a minor detail, but it can have a significant impact on your business. Let's dive deeper into this issue and explore how you can start writing for the right audience.

Understanding the Problem: Writing for Peers vs. Buyers

When we create content, it's easy to fall into the trap of writing for our peers. After all, they're the ones who understand our industry jargon, they're the ones who can relate to our experiences, and they're the ones who are most likely to engage with our posts. But here's the problem: they're not the ones who are going to buy our products or services.

Why Writing for Peers Can Be Misleading

Writing for peers can give us a false sense of success. We see our posts generating huge reach, getting stacks of comments, and even generating some leads. We think, "Wow, our content is doing well!" But is it really?

When we write for our peers, we're likely to get a lot of support and agreement. But that doesn't necessarily translate into sales. Because while our peers might appreciate our content, they're not the ones who need our products or services.

The Consequences of Not Speaking to Buyers the Right Way

When we don't write for our buyers, we're not speaking their language. We're not addressing their needs, their concerns, their desires. And as a result, they might not see us in the way they should.

Think about it: if you're a business owner, would you be more likely to buy from a company that understands your needs and speaks your language, or from a company that seems to be speaking to someone else?

The "Six Figure Flex" Example

Let's take a classic example: the "six figure flex." This is when businesses brag about making six figures. But who are they impressing with this?

Why the "Six Figure Flex" Doesn't Impress Buyers

The truth is, the "six figure flex" only impresses people who don't have six figure businesses. Because for those who do, six figures isn't actually that much money. Especially for a business.

So while your peers might be thinking, "Wow, well done," your premium buyers are probably thinking, "Is that all?"

The Danger of Misplaced Applause

Just because you're getting applause, it doesn't mean the right people are impressed. And if the right people aren't impressed, they're not going to buy from you.

So always ask yourself as you post: "Is this who my buyers need me to be?"

How to Start Writing for Your Buyers

Now that we understand the problem, let's talk about the solution. How can you start writing for your buyers?

Understand Your Buyers

The first step is to understand your buyers. What are their needs, their concerns, their desires? What language do they speak? What kind of content do they find valuable?

Once you understand your buyers, you can start creating content that speaks to them. Content that addresses their needs, that speaks their language, that provides value to them.

Be the Person Your Buyers Need You to Be

Remember, your buyers are looking for someone who understands them, who can help them solve their problems, who can provide the solutions they need. So be that person.

Don't just write for applause. Write for impact. Write for your buyers. And watch as your content starts attracting the right customers and driving the sales you've been looking for.

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