Content Marketing Strategist

If your content isn’t converting into conversations, enquiries or sales, it might be your messaging.

You might be sharing your knowledge and experience in the right places, but if your content isn’t quite landing with the people you’re trying to reach, this is what you can do to change that.

Write to one person not everyone

Trying to talk to “everyone who might possibly buy from me” usually results in vague, diluted messaging. It’s easier to create, particularly using AI, but it’s forgettable.

The key thing to remember is there is only ever one person seeing your content at once. So instead of talking to your entire audience, picture just one ideal client. Give them a name if it helps. Think of a real person you’ve worked with or would love to. What do they need to hear from you right now? What’s going on in their world?

For example, if you’re a VA trying to attract overwhelmed creatives who are drowning in admin, writing “I support busy business owners with systems and operations” won’t connect. But “If your inbox makes you want to scream and you haven’t followed up with that client in three days, this is what you can do” is instantly more specific and relatable.

Use the language they use

Your audience is probably already telling you how they describe their problems, you just need to listen. Read through their emails, social media comments, DMs, or discovery call notes. Notice the words they repeat. Are they saying “I’m stuck”? “I feel invisible”? “I’m winging it”? Use those exact words in your messaging.

This builds trust fast. They’ll feel like you get them. They feel seen, heard and understood.

Clothing brand Lucy & Yak are excellent at this. Their product descriptions and captions sound exactly like the language their customers use which is playful, expressive, and real.

Ask better questions to go beyond business

If you want to write messaging that genuinely connects, you need to understand what your ideal clients care about outside their business, too. This helps you write content that feels like a conversation not a sales pitch.

So ask questions that feel like a chat over coffee, not a coaching session.

Here are some examples that spark engagement and insight without talking about business:

• What’s a small thing that instantly improves your day?
• Which one are you: early morning thinker or late-night scroller?
• What’s one thing you always forget to pack when you travel?
• What song always gets you out of a mood?
• What’s your go-to comfort TV show?
• What’s a recent purchase that genuinely made your life easier?

These questions tell you about your audience’s routines, mindset, and preferences, which is gold for the tone, timing, and format in your content.

Tailor your message to the type of content they consume

Think about how your audience prefers to consume content. Are they scrolling Instagram stories? Do they binge YouTube tutorials? Skim-read emails on their phone?

Then match your messaging style accordingly.

If your ideal clients are visual thinkers, consider using imagery or metaphors they’ll relate to, like “trying to do your own marketing feels like swimming through treacle”.

Pip & Nut nails this perfectly. Their Instagram blends short, colourful posts with quick recipes and behind-the-scenes clips that feel friendly and easy to engage with which is perfect for busy people scrolling in small pockets of time.

Consider the right length of your content

How long should your messaging be? The answer isn’t “more” or “less”. It’s what works for your ideal client.

Some people want the full story, others want the key points fast. Your job is to give them what they need in the way they want to read it.

For example, the UK brand Lush keeps their product descriptions short and punchy, highlighting benefits in clear, simple language. They don’t overwhelm you with every ingredient or process. Instead, they give just enough to make you feel confident and excited to buy.

On the other hand, their blog and emails sometimes go deeper, telling stories and sharing the values behind their products, perfect for the readers who want to connect on a deeper level.

Think about where your content lives and who’s reading it. A quick Instagram caption needs to hook and deliver fast. A newsletter can afford a little more heart and detail. Either way, clarity and purpose should guide your length.

Final thoughts

Writing messaging that speaks directly to your ideal clients isn’t about fancy words or complicated frameworks. It’s about knowing who they are, understanding how they think and feel beyond their business, and choosing your words carefully, like a conversation with a friend.

When you write to one person, use their language, ask questions that reveal their world, and deliver your message in the format and length they prefer, you create connection. And connection is what leads to consistent client attraction and sales.

If you’re ready to turn these ideas into content that truly converts, remember: simple, straightforward, and authentic always wins.