Create Content for ‘An Audience of One’
Let's talk about one of the more powerful shifts a Brand can make in their content strategy: Creating content for ‘An Audience of One’.
When you create for everyone, you create for no one. The most powerful content comes from imagining you're speaking to exactly one person. Not your "target demographic." Not your "market segment." One single human being inside both of those much larger vignettes of your overall audience.
Think about your best conversations. They aren't presentations to a crowd. They're intimate discussions where you truly understand the other person's challenges and speak directly to their needs.
This is why I write these newsletters as if I'm having coffee with one client and they don’t mind me blabbing about Marketing. I’m not writing with SEO/AIO tricks in mind. Not writing intending to go viral. Not trying to please everyone who might stumble across the article.
When you write for one person:
Your language becomes more natural
Your examples become more specific, thus more relevant
Your solutions become more actionable
Your impact becomes more meaningful
But here's the paradox: When you write for one person, you often reach many. Why? Because authenticity tends to resonate. When readers feel like you're speaking directly to them - their challenges, their aspirations, their specific situation - they lean into the message.
Our Audience of One:
I write for a client who's ambitious, sophisticated, but practical. Someone who values straight talk over 5-dollar words. Who's looking for insights they can actually use, not just theory.
This approach works across all content types. Videos. Social posts. Emails. Website copy. The medium doesn't matter. It’s the mindset.
Your Audience of One:
So, how do you do this?
Start with one person. Maybe it's your ideal client. Maybe it's someone you've worked with before. Build a detailed picture of who they are. What keeps them up at night? What are their aspirations? What language do they use? What references would they understand?
Stop trying to speak to everyone. Your content will be better for it.
