Write what you know, right?

Sure, fine. It sounds simple enough.

But if I write what I know, I risk coming across to my audiences as a 27-year-old southern girl with a little too much type A in her blood and a little too much art in her blood to care about the type A …

But truth sets in, and I realize, well, that’s kinda the goal. Be yourself with your words, reminding another like-soul out there she isn’t’ alone.

Step 1 to reaching your ideal audience will always and forever be to write what you know, dear one. They can spot a fraud from a mile-as-the-crow-flies away.

But let’s back up, because that Type A side is speaking up, and it’s got a loud voice. Today, I want to break down the precise, actionable steps I take to walk away from an article, blog post, social media post, and more … and know that I left my dreamboat audience reached and caring.

1 | Write authentically.

Before the influx of masterful digital media strategies, marketing depended on unique value. Who was doing that fantastic, magical thing no one knew about? But now, hello Google: we can find a a round-up of similar minded brands. Now, trust is the new currency. Audiences have multiple options in the marketplace for nearly everything, and can access them all with a simple click. Why are you different? Write true to your voice and style. Write true to your core values. Yes, writing authentically means being opinionated at times, and you’ll do so with grace — but remember that today’s marketing savvy crowd is ad-averse and can spot a cheesy sales pitch from a mile away. Write remembering you’re a human, writing to a human — not to a screen.

2 | Write for one person, not the masses.

On that note, drafting brand storytelling to appeal to everyone is a sure-fire way to talk to no one person in particular. At the end of the day, your brand storytelling is to communicate three things: what/why you offer what you do, how it will help, how to buy. Looking back at our examples, recall Apple. Apple shoots for the people-person loving life and looking for a way to experience it with greater ease and simplicity. All of Apple.com communicates this, and that’s the very brand story you feel when walking into an Apple store. Lauren Hooker? She writes for the small business owner. It feels risky, but do it.

For tactical examples, you can even remind yourself of two ways before writing. First, I draft my email marketing copy starting “Hey, [NAME, and I really can’t include it because she tells me she reads this blog!!]” — I backspace later, of course, but this trick reminds me to write to the woman that’s an ideal target for me. Secondly, I also keep a sticky note with 10 names on it stuck near my screen — those are the 10 targets that I want to reach. I trust there are more profiles just like them out there looking for my offerings, and guess what, there are.

3 | Write with Clarity

Finally, remember that clarity attracts and confusion doesn’t One of my favorite facts Don Miller cites is that physiologically, the brain’s wired for two tasks: trying to survive, and counting calories. For example, this is why your brain doesn’t count chairs when you walk in a room, but stores where the entrances and exits are. When you write, remember that brains will be working to quickly digest what you’re offering. Can someone click on your website and describe what you do and sell within 5 seconds? In an oversaturated market, we’re hard-wired to form a community around and purchase what we understand the fastest.

Work these tips into your editing process, and you’ll be on your way to reaching your audience with the right words, sister.