By Laurie Winslow Sargent:
In a former post, I addressed the basic idea of takeaway value.
Let’s go deeper. Ask yourself, “Who is my reader? What is their emotional intent?”
In my former post, What is Takeaway Value in Writing? I discussed how critical takeaway is.
I urged you to ask, “How can my article or story meet a need in my reader and impact them?”
In other words, it’s not ‘all about me’. It’s about them.
Sometimes that’s not too complex. A parenting site about interacting with children (see ParentChildPlay.com) might attract moms or dads, counselors, teachers, or grandparents–anyone interested in child development.
However, for some websites, understanding the emotional intent of the reader is complex and critical. How desperate are they for your information? If your article title (or book, for that matter) promises your reader immediate help in some area, do you deliver?
That affects the impact of your story or articles, but online that also affects how your reader interacts with your website. Or are they a luxurious reader, reading many of your articles out of curiosity or pleasure? Are they a grab-and-go reader, wanting information NOW?
Emotional Intent and Motives in the Reader
A truly desperate reader may read ONLY one article on your site, but their lives may be forever changed by that. Some websites, believe it or not, are designed for that. The goal is not necessarily audience building or growing numbers. It’s all about changing an individual reader’s life, even with one article.
For example, I edit the Christian-based suicide prevention site Thinking About Suicide for Right to the Heart Ministries. We have over a dozen excellent writers who contribute to that. But as I edit each article I ask myself, Who will be reading this particular article?
This isn’t as easy as it seems, for either my writers or me as editor.
That’s because although that is definitely a niche site, it attracts three different groups of people. Our readers have three different motives. They are either 1) actively suicidal, 2) have lost a loved one to suicide and need support, or 3) are people or organizations involved in research and suicide prevention.
While the third group may be interested in all our articles, readers in the first group are in a highly emotional state. They have one urgent, immediate need: to find help and hope and stay alive.
Focusing on One Audience–and Reader
Focusing means being aware that (for example) a personal story about how a family found hope and comfort after losing a family member to suicide may comfort someone with a similar loss. It can be problematic then, of course, if a suicidal person stumbles upon that same article and thinks, “Oh well, they’ll get over it if I’m gone.”
Yet suddenly switching POV (point of view) within the same article can be problematic too. Occasionally a natural bridge to that second audience works. For example, we might state directly that while family members eventually can find comfort, it still hurts terribly.
Yet perhaps it’s best for that one article to stay focused on survivors. To attract that audience, I would carefully create the SEO (keywords) that would be typed into search by struggling families. At the same time, I would deliberately avoid using keywords more often typed into search by people who are actively suicidal.
For this reason I may occasionally baffle my writers who have included (in their post titles) fabulous keywords that will definitely help people find our site. Then I go and change those great keywords–to different keywords that instead will help people find that particular article. See the difference?
Yes, we want the latter group to find our website. But we want them to find articles tailored specifically for them, to meet their immediate need.
Takeaway for someone desperate might be that they’ll feel compelled to dial a hotline number immediately. Takeaway for families might be for them to feel understood and find hope in their grief. Sometimes it just won’t work well to do both in one short article or story.
The Good and Bad of Great SEO:
The beauty of good SEO for your articles (article coming soon here) is that if you zero in one topic, you can tightly focus your SEO on that topic as well. What that means is that it doesn’t matter if your article online is eons old: a needy reader may still find it on the first page of Google Search, especially if you are one of only a few who have offered that very specific takeaway value. (Use great SEO tricks in your print magazine articles too, because many end up archived online.)
However, the detriment of great SEO is that highly emotional, information seeking readers may land directly on your article page but may not see any of the other articles on your site. The consequence? That article MUST offer the takeaway it promises. (Cross-linking to other articles on your site does help, however.) If you wrote a book that will help the reader of that article, link it NOW. Don’t expect the reader to fish around on your website to find out all about you and your books. Remember it’s ‘all about them’, not you.
Knowing Your Reader’s Emotional Intent
It’s by using Google Analytics that I’ve come to recognize three different audiences for our suicide prevention site. I can see specific keywords people have typed into Google search that led them directly to specific articles on our site. (We don’t know who they are, but can tell what country or city they are from.)
This helps put me in the reader’s shoes:
The person who types into Google ‘I want to die’ is a different reader than one who types in ’2012 suicide statistics’ for a report, or a grieving person who types ‘my spouse took his life’ into a search box. (Most search terms that lead people to our site are emotionally typed in first person. )
Those analytics break my heart. Because I know those phrases are typed in by real live people, I often bathe those site visitors in prayer. Sometimes I can even see where they are in live time, a blinking dot in South Africa for example, indicating someone in that country is reading an article of ours urging them to stay alive at that very moment. It brings tears to my eyes.
This makes it easy to visualize a reader doesn’t it? Sometimes I literally lay my hand on that blinking light and pray for them. I don’t know who they are, but God does.
Who is your reader? What do they want . . . and can you give it to them?
Even if your site is a niche site but has multiple audiences, do try to stick with one POV (point of view) per article. Put yourself in your reader’s place. Make that person feel as if you are talking directly to them and give them some good takeaway–something they can walk away from their computer with, and use in real life.