When it comes to writing for your business, it can be hard to know exactly who you're speaking to.

Your message likely needs to resonate across sectors — from public bodies to non-profits and corporates. But each of these audiences speaks a different language. So how do you strike the right tone?

How do you tailor your message without diluting your voice or alienating anyone?

When you’re getting started, the answer may be the opposite of what you think.

Talk about the problem.

It might feel counterintuitive, but instead of leading with your solution, try articulating the problem you solve — clearly and empathetically.

Think about the last time you felt really frustrated about something — and how, when you voiced it, others chimed in with “Me too!”

This approach creates connection. It signals empathy. It shows that you get it — and that draws people in.

Some of those people might be future customers. Others may become supporters, advocates, or collaborators. But they’ll all be drawn by a shared mission.

From there, it's about clarity.

‍Who do you really want to work with?

Being specific about the problem you’re solving — and for whom — helps sharpen your messaging. Even imagining a single ideal customer when you write can make your communication more focused and compelling and help to attract people like them.

Yes, that means some messages won’t speak to everyone. And that’s not just okay — it’s strategic.

You don’t need to speak to everyone, everywhere, all at once.

Instead, rotate your messaging — craft content for different audiences over time. Let people self-select. If one post doesn’t resonate, they’ll scroll on — and stop when the next one does.

Just stay true to your brand, speak your audience’s language, and keep your voice consistent. It’s a balance — but a very achievable one.

Key messaging helps.

Well-defined key messages not only keep your brand voice strong and consistent — they help your team communicate the right thing to the right audience at the right time. That’s where we come in.

We can work with you to uncover your core messages, understand your audience’s pain points, and develop tailored topline messaging for each key group. Schedule an initial call to see if this could be right for you.

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📌 This was Issue 09 of The Forward — our regular newsletter.

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