How to Focus on Your Audience Instead of Yourself

Summary

The article emphasizes the importance of focusing on the audience's needs rather than the creator's ego when producing content.

Abstract

The article "How to Focus on Your Audience Instead of Yourself" is a succinct guide that underscores the necessity of audience-centric content creation. It suggests that content should primarily aim to assist others, whether by improving their relationships or guiding them through becoming writers. The piece criticizes the tendency of creators to prioritize their own perspectives over the audience's needs, often reflected in self-serving titles. Instead, it advocates for rephrasing content to directly address and solve the audience's problems. The author provides a set of questions to consider before publishing, such as identifying the target audience, the problem being addressed, the clarity of the message, and whether the content is engaging to the creator themselves. By empathetically considering the audience's circumstances and needs, creators can better serve their readers, listeners, or viewers.

Opinions

The author, Don Murray, quotes that readers are not motivated by the desire to applaud, implying that content should not be created with the intent to impress but to genuinely help the audience.
Creators often fall into the trap of self-importance, making claims like "The Best Way to Start Writing," which may not be universally applicable or helpful.
Rephrasing content to offer clear value, such as "Become a writer in the next 4 weeks," is more beneficial to the audience as it provides actionable guidance without asserting superior knowledge.
The article suggests that a creator's belief in having a better way than the reader is misguided, emphasizing the importance of tailoring content to diverse needs rather than a one-size-fits-all approach.
To ensure content is audience-focused, creators should ask themselves who needs their content, what problem it solves, if the message can be simplified, and whether they would personally engage with the content.
The author encourages creators to empathize with their audience by considering their specific circumstances, such as the challenges faced by a 37-year-old mom who has lost her job, to effectively cater to their needs and preferences.

A crisp writing and marketing lesson in 2 minutes

Focus on the consumer. Swap places with them for a minute.

Your content should serve one purpose before anything else. It should help others. Being that you’re helping with their relationship or telling them how to become writers, you should never lose sight of your audience.

“The reader doesn’t turn the page because of a hunger to applaud.” — Don Murray

The reader is your consumer. They can be the listener or observer as well. It doesn’t matter. They’re all craving content, and content is in the business of serving the audience. Unfortunately, many creators lose sight of that. They start thinking it’s all about them somehow. You’ll notice it when you read titles like:

“The Best Way to Start Writing.”

Is there only one way to start writing? And how do you know there’s the best way? Are you saying that all the other ways are not the best?

Ask yourself, who is this headline serving? Is it the author or the reader?

You could rephrase the headline to help your audience.

“Become a writer in the next 4 weeks.”

You’re providing more value this way. You’re telling your reader how to start. You’re telling them you’re going to share your perspective so they can improve. You’re staying away from bragging about your best ways, or ultimate approaches. In life, hardly any size fits all. To think you know a better way than your reader is foolish.

How can you recognize the difference? And how to focus on your audience? Answer the following questions before publishing:

Who needs my content?

What problem am I solving?

Is there a simpler way to frame my message?

Would I read/watch/listen to this myself?

Try to put yourself in your consumer’s shoes. Who are you? What do you need? How do you like your content served?

Are you a 37-year-old mom that has just lost her job due to the financial crisis? How does your day look like? What is your biggest fear?

If you indeed are a young mom, then you might wonder how to make enough money online, or how to find the extra time to work next to a full house, how to cook faster, or how to discipline your child.

You’ll know how to serve the audience once you put yourself in their shoes.