Reaching your audience and capturing their attention requires a fundamental understanding of your persona’s interests and values. For example, if you’re targeting millennials, you’ll need a grasp on technology, social issues, and cat memes. And, to truly connect, you’ll need to write in a tone they recognize, understand, and associate with.
As a writer and editor, I try to imagine how my audience engages with the world. Fine-tuning the tone of the content helps me reach and influence my target audiences. Building that relationship is not always easy, but the results should pay off. And with some strategic focus, you can do it, too.
#ReachingMillenials: A Tone to Match Their Values
Borghese is a high-end cosmetic company with a rich and iconic Italian history. Until recently, the 62-year old company catered to clientele over the age of 45. To reach younger buyers, the company adjusted its upscale tone to match the interests and language of millennials.
Borghese’s revamped website and social media platforms capture millennial’s values and means of communication:
- Self-Care: Millennials spend more than any other generation on self-care products, investing in apps, life coaches, and spa supplies. Borghese’s “About Us” statement reflects the millennial’s obsession with personal improvement: “Self-care isn’t a luxury in Italian culture, it’s a necessity. Indulgence nourishes the soul + spirit, and radiates from within…unplug daily to quiet your mind and love your skin. Everything else can wait.”
- Self-Empowerment: “Throw out the rules,” Borghese tells their audience. The notion is particularly relevant for millennials who value independence and authenticity. The new campaign also highlights “natural” people — rather than air-brushed models — wearing mud masks in public, fostering a sense of freedom and fun.
- Social Media Savvy: Eight-eight percent of 18- to 29-year olds use social media. So, it shouldn’t be surprising that Borghese uses a variety of social media strategies to connect with millennials. The new campaign includes a variety of hashtags to appeal to their audience, including #ShamelesslyBorghese, #SelfCare, and #BorgheseBabe.
So far, the approach seems to have worked. After a pop-up shop at South by South West in Austin, Borghese’s social media numbers jumped:
- Social media posts created by users reached 1.7 million people.
- Borghese gained 1,000 Instagram followers.
- Eighty-five percent of people who interacted with Borghese at SXSW assumed they had discovered a new brand.
Questions Every Writer and Editor Should Consider
While Borghese likely had a creative team dedicated to their campaign, you can appeal to your target persona using simple techniques. When you’re drafting content or editing, ask yourself:
- How does my audience talk?
- What words or phrases do they recognize?
- What tone should I take?
Once you’ve thoroughly answered these questions, you should be one step closer to reaching your target persona and leaving a lasting impression. And if you need help, we’re always just a phone call away!