The saying goes, “If you stand for everything, you stand for nothing.” Trying to appeal to everyone with your content probably won’t yield the results you’re looking for.
Nik says thinking about your target audience as specific customers can help you hone in on your message. He even uses this strategy when writing his weekly newsletter, aiming at specific personas with his prose. “I think of three people,” Nik says. “One is a founder who has no money, but needs to make moves in marketing. One is the algeria mobile database CMO of a company that’s doing $50 million or more in revenue. And the third is an investor of an early stage company.”
Make your content easy to understand
The litmus test for the copy on your Shopify landing pages or ads is simple: Would your grandma get it? Nik’s agency uses the grandma test frequently to determine whether the language about a product or business is short and comprehensible. “Your grandma should be able to go to a product page and fully understand, ’What does the product do? Why does it exist? How’s it going to benefit me?’” Nik says.
The “why” is the most important aspect of this. One exercise that Nik recommends is to brain dump everything you want to say about the product and then challenge yourself to distill the “why” into one sentence.