Your sophisticated audience

Your audience isn’t daft. But if you’re really not trying very hard, it’s easy to fall into the trap of producing content which would only work if they were. Your audience knows that a term like “leading” means you need to use an adjective but can’t think of a single good one. “One of the leading widgets in the market” translates in your prospect’s mind as “just another widget”. There must be something good about the widget. Can you not be bothered to find out? If you can’t say anything good about it and still want them to buy one, they’ll rightly assume your motives aren’t mutually beneficial.

But don’t pretend you’re in the market solely for their benefit. That’s equally suspicious. Prospects assume you’re making the same profit as your competitors, so if your widget is cheaper than all the rest, they’ll assume it’s worse. They’re going to need proof it does as good a job, or an amazing reason why that’s not critical. One of my best friends has been the sales manager at almost every supplier in his sector, selling to the same clients. He’s brilliant at his job, but it’s because his client relationships are inevitably forced to start with a recognition that it’s all just people earning a living.

Write for your audience like it’s really sophisticated. Because it is.