UPDATED 10/25/2024

Connecting with Your Audience – Write to Relate

We’ve all been there: whether at a party, on a date, or networking, we’ve all experienced the presence of someone who boasts their accomplishments, credentials, and interests the entire time you’re together. They tell you what they’ve got goin’ on–and belieeeeeve them, it’s a lot–and ask very little about you, or what you like, need, or want.

It’s unpleasant, self-serving, and (for lack of a better term) a huge turn-off. Right?

So… why would you expect that experience to be any different for your customer?

Gone are the days of shouting achievements and qualifications from the rooftops to show potential customers why you’re better for them than your competition. If you really want to reach them, show them how you’ll actually help them.

Not sure how to do that? Fret not, we’re here to help. Here are three quick tips on how to write to relate to get you started:

1. Ask Questions

Want to get to know someone better? It’s as easy as asking a question! Use questions in your captions, graphics, and long-form copy to catch attention and get your customer thinking. This can also encourage engagement–which keeps your content in front of them more often.

Here are some examples of questions you can use in your social media posts:

Open-ended questions: “What challenges are you facing in [industry]?”
Opinion-based questions: “What do you think about the latest trends in [topic]?”
Call-to-action questions: “Have you tried our new product? Share your experience!”

By asking questions, you’re inviting your audience to participate in the conversation and feel more connected to your brand.

2. Use You-First Statements

We get it, questions aren’t always appropriate! But when you must use statements, try putting your reader first rather than talking about yourself. “Your company will see benefits x and y…” is a lot more directly appealing and applicable to a potential customer than “We can do x and y…”

Here’s why “you” statements are so effective:

Empathy: Using “you” statements demonstrates that you understand your audience’s perspective and are focused on providing value.
Relevance: “You” statements make your content more relevant and relatable to your audience.
Persuasion: By highlighting the benefits your product or service offers to your audience, you’re more likely to persuade them to take action.

Using “you” statements highlights the value your offerings provide to your audience. It shows that you’re not just selling a product or service; you’re offering a solution to their problems.

3. Flip the Script

Excited about the features of your newest product and having trouble talking about it in a way that doesn’t seem like a hard sell? Try flipping the script!

Here’s an example:

Product-focused: “Our new smartphone has a powerful processor, a high-quality camera, and a long-lasting battery.”
Solution-focused: “Want to capture stunning photos, stay connected all day, and power through your tasks? Our new smartphone is the perfect tool for you.”

Remember: The goal is to show your audience how your product or service will make their lives better, not just to highlight its features. When you write to relate, focus on the benefits to increase your chances of converting leads into customers.

Building Stronger Connections Through Relatable Content

There you have it! Three easy ways to write to relate and be a considerate marketer that connects more directly with your customer. We encourage you to try implementing these steps in your next social posts, emails, and other marketing materials and watch the engagements and conversions grow!

Need help crafting compelling content that connects with your audience?

Our content marketing experts can assist you in developing a strategy that aligns with your brand values and resonates with your target market. You know where to find us.