We all have clients who have varying experience with the concepts we teach and coach around.
Some are newbies – they may have some vague concept of what we do, but they don’t really know the vocabulary that has become central to us and how we talk about it. We need to include the language they were using when they first came to us in order to serve them when we write for them. They need to have more terms defined and more of the intermediate steps included.
Next comes the person who has studied this topic for a while on their own. She may have participated in some workshops or group classes. She has developed a foundation to work from. General terminology in the field no longer needs to be defined (or definitions can be included in a glossary at the end of the article or book). Minute details can be left out, but major steps should still be referenced in your writing.
Last comes the client who has been in or is entering private coaching on the subject. She has good knowledge of the topic and also has easy access to her coach to clear up any misunderstandings. With this client you can go more deeply into your topic because you aren’t using valuable time and space laying the foundation for your discussion.
It’s important to keep your audience in mind . . .
It’s important to keep your audience in mind with each piece you write. The audience for most ezine articles will have a mix of all three, so you will keep to a relatively basic vocabulary, referring readers to products you have created at higher levels.
Your sales pages should make it clear whether or not a product or class is best suited for a newbie or a person with more experience in your field.
When producing info products you may want to end up with something appropriate for more than one audience. There is an easy solution to this – clearly indicate which part of the product is for which client. My coach uses the term creator for newbies and innovator for a person whose business is more established. For her private VIP clients she has materials designed just for this audience. There is the expectation that they have mastered, or at least understand; the materials used with her other clients.
It takes time and planning to think about your audience before writing. Your audience is a collection of individuals with different levels of experience. While writing, you should be writing for the individual while remembering that more than one individual will be reading what you are writing. And when you take the time to know and consider your audience while writing you will create a more powerful article or product that will move your current customer into a loyal enthusiastic client.