How to Write Blog Posts that Actually Speak to Your Target Client
You’ve probably been hit over the head with the phrase “speak to your target client,” but has anyone actually told you how to do that, beyond knowing who your target client actually is?
The strategies I’m sharing with you today are ones O&B uses consistently when we write blog posts for clients, and I can tell you, these are the tips that make each blog post different — even if we’ve written on the same topic for a few different clients.
In fact, I know that many business owners in the home industry fear blogging about “the same topics” as everyone else, and while I do encourage you to get a little creative with your ideas (blog post ideas for interior designers here), I also know that you can present similar material in an entirely different way. A “you” way.
Today, I’m showing you how.
1. Pick a topic that “does something” for your target client.
Total broken record over here, but your topic is at the heart of whether your blog post will resonate with your target client. I’ve written on this issue extensively in other posts, so I’ll direct you there if you’re new, instead of boring the regulars to tears.
2. Write like you speak. And address your reader as “you.”
The best way to “speak” to your target client in blog posts is to literally write as if you are having a conversation with them.
For example, if you say “y’all,” write “y’all.” Seriously. It’s you. And even if it feels weird, it’s going to feel even weirder if they meet you in person and are shocked by a completely different form of expression.
In blog posts, I begin sentences with the words “and” and “but” all the time. Yes, I know it’s grammatically incorrect. Yes, I’m aware that all of my past English teachers would shake their heads at me if they knew. But that’s not how people talk in the real world. (See what I did there?)
In other words, blogging is not like writing your kiddo’s school essays (though, yes, you do need to spell-check). But otherwise, we’ve got some freedom here!
3. Ignore everything I’ve written below… at first.
To truly “get in the zone” and write like you’re speaking to your target client, you can’t be focused on the little details… which includes everything I’m about to share below.
While it’s a great idea to prep your subconscious with all of this information beforehand, when you sit down to actually write, it’s a different story. I am actually telling you to ignore the tips below, forget about SEO, and just write.
Once you’re done, you can go back through your work and ask yourself, “How and where can I make this post more personalized using Jaquilyn’s tips?” Trust me, it will be so much easier this way.
4. Show you Understand their lifestyle.
Speaking to your target client includes understanding their lifestyle and all that comes with it. Are they lattes in the morning kind’a people? Late-night wine-and-diners?
For example, one of O&B’s interior design clients knows that her target clients are busy mothers who like to work out and lounge in Lululemon yoga pants. So, you know, what? In a recent blog post, we included a line written just for those people.
I’m paraphrasing, but it was something like:
“Cozy in your Lulus? Kids entertaining themselves elsewhere? Then let’s dive into [insert today’s topic].”
You could just as easily swap “Lulus and kids” for a food or beverage (wine, coffee, etc.), their other hobbies, a nod to their spouse, whether they just got back from the office or have been working at home, their pace of life. All these things.
Write as if you understand them, because you do.
5. Add Details & name-drop.
This one might feel like a cheap trick, but it’s really not. It’s reality. If you know your target client shops at certain places, there’s no reason you shouldn’t call them out by name, and I’m not just talking about West Elm, Crate & Barrel, and Sur La Table. Fashion brands, restaurants, grocery stores — it all counts.
For example, if you know that your target client is a married, C-level career woman typically found in Manolos and a crisp blazer, by all means, write your blog posts as if you understand exactly what she’s going through:
“When you finally take off your Manolos after a long day at the office, the last thing you want to think about is whether your new sofa will fit through the front door. Luckily, that’s our job!”
Better yet, what kind of sofa would a person like this be ordering? Custom? These details matter, so add. them. in.
6. Use examples wherever you can.
Instead of using generic language, get specific with examples. Here’s what I mean:
"Before we design your space, you should know your goals: how you'll USE the space and how you want it to make you FEEL. Then we can come up with a creative plan for bringing those goals to life.”
Specific to a Target Client AND to the Situation:
"After an exhausting day at the office, would you rather have a space to relax, one that energizes you to keep up with the kiddos, OR a clear path to your reserve of Napa Valley Cabs? (No judgment here!) These questions and more will help us design your dream home.”
What’s the second example doing right?
Concrete examples of how the designer learns the client’s goals (sample questions to be asked)
Speaking to the client's lifestyle (long day at the office, kids)
Showing an understanding of the client's likes or hobbies (wine, collecting wine)
Adding the details (the kind of wine they’re drinking this season)
Name-dropping brands or locations the target client likes (Napa Valley)
Speaking like a real person ("kiddos" and "No judgment here!")
7. Know your brand keywords.
Brand keywords are not to be confused with SEO keywords. They are not for Google — they are for your target client and for the general “vibe” and “reputation” associated with your business.
If you’ve enlisted a professional to help you with your brand, it’s possible they gave you a list of “brand keywords.” If so, skip on down to the next section.
If you don’t have a list, you can easily come up with some. I suggest having about 3 to 5 words for each of the categories below, just make sure they feel authentic to you, not to your competitor.
Your Projects’ Aesthetic
Your Work Style
Your Core Values
I won’t give examples for brand words here because I don’t want to hurt your creativity. Feel free to leave me a comment below if you need some help though.
8. Repeat your brand keywords.
Now that you have your brand keywords, you can use them in every blog post. That’s right, every post, BUT each word shouldn’t be used more than once per post.
For example, if one of your aesthetic-related brand keywords is “crisp,” you could describe one of your design projects like this:
“A pairing of matte and high-gloss tiles in black create a crisp backsplash for our client’s contemporary kitchen.”
Do this, and anyone who consistently reads your blog posts (or social media posts, or newsletters) will start to associate these words with you.
That’s marketing, folks!
Alright, I’m going to hop off my pedestal for now, but I really hope this information has given you some solid nuggets of wisdom to chew on. I promise, once you’ve gotten into the habit of doing this several times, you’ll find that it gets easier and easier…
And maybe you’ll even do it subconsciously like we now do after authoring nearly 200 blog posts!! Yes, I counted it recently, and that number shocked me. Blogging is certainly not dead.
If you’re interested in more actionable blogging tips, be sure to sign up for the O&B newsletter below!