How to Create Craft Content that is Personal

Kalli FedusenkoAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Should every piece of content you use in your marketing sound the same?

It should always sound like it’s coming from you, not Joe Advisor over at Financial Planning Company, and it should also speak to your target audience. But even if your target audience is specific enough to get you into the sweet spot of niche marketing, sometimes that’s still too broad for content that resonates.

How do you make your marketing, something that’s blasted out to the public, feel personal enough to entice individual leads based on their specific needs? Let’s get some terminology out of the way and dive into mixing up a tall glass of content just the way your audience likes it.

The lingo

To create content that feels ultra-personal to your audience, start by getting to know them. One of our favorite ways to get to do this is through psychographics (don’t worry, it sounds worse than it is). Demographics are the nuts and bolts of your target audience – where they live, how old they are, what stage of life they’re in, asset range, etc., while psychographics address who they really are. What gives them joy? What keeps them up at night?