Online Information Business – Being Sensitive to the Needs of Your Readers


The very purpose of formulating content that is so that it is specifically aimed for people you want to engage with, rather than those you don’t; sounds obvious, right?

As if you would ever be providing information for someone who is not your target reader, after all – that’s obvious isn’t it?

If you are reading this article you are reading it because you are trying to find ways that will make you more efficient at communicating with. You want to be more efficient at engaging with, those you want to appeal to… those you wish to encourage into your business in an exchange of their desire for the knowledge you can impart; an exchange of one kind or another.

The point most online business builders of businesses miss is that you cannot possibly know what information your prospects need unless you speak to, or communicate with them, on a personal level in one way or another.

So to start out, you need to go through a period of research. The research period will depend upon how much knowledge you have – and how much you will need to learn – and just to add to the plethora of detail, the level of your knowledge will need to reflect the level of knowledge your audience already has.

You need to be, or become an expert in your field; positioning yourself as an expert is crucial to your success. There is no way you can know every detail of your niche because no-one does, everyone is learning new things all the time, and no one more so than the field experts themselves.

So just how do you appeal to likely readers and potential subscribers? What information can you send out into cyberspace in the hope of sufficient numbers being interested in what you want to impart to them.

Niche research is the doorway into finding where to aim, and the better your research into demographics the better your results will be. For most, research is a drag and no fun at all, but without it you have no direction and could waste much time sending information to people who are not interested in your help, no matter how much you know about your subject. My advice about research is to make plenty of notes as you go along and leave a “breadcrumb” trial of where you go and where you’ve been; it’s easy to go along rabbit holes and get lost, then get irritated because you forgot how and why you got to where you are. Sounds daft but it happens!

The tighter and more specific your aim is, the more chance you have for efficiency-positioning yourself in the search path of people you want to work with; it’s trite, and lazer-focus is an over-used definition, but not without good reason… it works.

There are two angles for getting your initial message out:

• How you connect, i.e. the information you provide

• Where you connect

How you weave these two criteria will depend on several factors for which there are no one-size-fits-all answers, and results depend on a mix of quantity and quality, but primarily quality; the more quality content you have published on or off line, the better your exposure will be. The variables depend too, on which niche you are working in, and how the people in those niches prefer to receive the information they are seeking. Testing is the only measure you have and then only with a meaningful amount of published content will be accurate.

Most people will find the information they need through either written or content, so your efficiency and ability in using either, or both, is something which is crucial to your success.

– Ian Jackson

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