Thursday Press #34: they don't care about the specifics
[16 JUN 2022] a lesson on jargon and how to stop guessing at your content!
DO YOU KNOW WHAT YOUR DREAM CLIENTS ACTUALLY WANT TO HEAR?
Anyone else love the seasonal aisles in Target?
Especially during the summer, I love browsing colorful rows of outdoor cushions and camping gear that make me forget that summer in North Carolina is more sweating and mosquito bites than relaxingly sipping sangria poolside.
Every once in a while, I’ll scan the tags on cushions for chairs I don’t have, pointing out to my partner recognizable performance fabric names and details.
Because I used to know a LOT about outdoor furniture.
In just 3 months of working in the editorial department for a B2B trade magazine in the outdoor living space, I’d picked up the jargon pretty quickly.
I knew the big names of fabric, umbrellas, and chairs, and I still chuckle every time I hear “Big Green Egg.” ⛱
That’s the thing about being so entrenched in a niche – you know the jargon really well.
In this past job of mine, using the terms of the trade was a non-negotiable, and it was fine for chatting business at the High Point Furniture Market
But unless you’re selling to people exactly like you, it’s best to keep things simple.
One of the paradoxes of Pinterest marketing is that keywords and content strategy *can* be intuitive because you know your niche, but you also have to be able to step outside of it and know what your dream clients are searching for on Pinterest
Even if you know the ins and outs of different Showit features, your clients might not even know they need to be using Showit as a platform, let alone the specific vocab that comes along with it.
Super technical marketing terms? Nope, they’re back on “how do I write the words that make people buy from me?” and “do I really need to be posting Reels every day?”
Create the content that your ideal client wants to read instead of what you want to write
And when you’re putting it on Pinterest? Make extra sure you know what terms they’re using to find the content you’re creating
It doesn’t have to be a guessing game, though.
When we work together on your Pinterest marketing, my first step is performing a total account audit, getting to know your ideal client and how they use the platform so we can craft a strategy that will reach, attract, AND convert them.
No more vague readability formulas or stressing about what keywords to use for every different platform.
Then we can get you sipping sangria on your patio without having to worry about Pinterest at all! (And if you live in a place where the summer highs don’t top 100, please, invite me over)