Think of your favourite film or TV show.
If you’re anything like me, that took a little while! But the chances are that, whatever you pick, one of the main characters reminds you of yourself. You might not even have realised it until you just read that – but the odds are good that it’s true.
That’s because we’re instinctively drawn to characters and worlds that we can relate to. It’s why secondary school kids love teen films, and it’s why mums like The Gilmore Girls (just my mum there?) We like to see ourselves in the media we consume, and the more we see ourselves, the more we pay attention. But can that relatability work for businesses, not just media?
What is Being Relatable?
Just in case you’re an alien who’s just landed on planet Earth and the first thing you do is read my little blog (umm hi?), here’s a brief definition of relatability:
‘…means you can understand, connect with or feel sympathy for someone or something because of similarities to yourself.’
In other words, it means something that feels like it matches you and what you feel. You can relate to people in several different ways, like through their experiences, thoughts or feelings. You can share similar challenges, joys or perspectives, or you can empathise with their position. Relatability is an incredibly important thing, because it allows you to connect with other people on a deeper level, building up trust, understanding and stronger relationships.
Sound good? Ok then, let’s move on.
The Power of Relatability for Businesses
Wouldn’t it be great if you could get your customers to be as enthralled by your messages as people are watching their favourite shows? Well, you can, you’ve just got to be relatable.
Relatability is one of your biggest sales tools, because people want to belong. They need to – it’s a biological hardwire. People long for that sense of community and camaraderie. When your brand is relatable to your audience and they can see the things they value reflected in your brand, then you become more than just a business to them. You’re a company that really listens, understands and cares about the issues they care about. You make them feel like a customer worth talking to, even if you’re not talking to just them. Which is when it becomes easy as pie to sell to them.
If that isn’t enough, why is it that one of the biggest goals of a sales conversation is to be as relatable as possible with the prospect? You’re taught to build up that rapport and make them feel like you align with them, no matter what. It’s a big part of the psychology of sales, and when done properly, relatability can significantly boost your success in a sales situation. Your online content is your digital sales force, so it needs to be as relatable to your audience as possible.
Harnessing Relatability In Your Content
So, how can you be more relatable in your own content? Here are a few of my favourite tips:
Speak their language: Repeat after me. No one. Enjoys. Jargon. Not one person. So stop filling your content with it. Instead, write in a language and tone that will resonate with your audience. Make sure you use phrases that are common to them, slag terms they might use, and humour that would make them, specifically them, chuckle. Incidentally, this is why it’s so important that you get to know your audience inside and out. Cut the jargon completely. If you have to use it, make sure you explain it. Instead, treat it like a chat with a close friend over a cup of coffee.
Educate, entertain or inspire: This one is a bit of a no-brainer. After all, if you’re not creating content that educates, entertains or inspires, then why are you creating content at all? Choose whichever purpose most closely aligns with your business goals and target market, and follow the yellow brick road to relatability. Do you want to entertain them with humour or engaging storytelling, educate them with valuable information or inspire them with motivation and a new perspective? Tailor your content to those needs, and you’ll be golden.
Get personal: Want to be relatable quickly? Go route 1 and get personal. Sharing personal stories is one of the most powerful ways to create relatable content, so don’t be afraid to open up and share your own experiences. Show your human side, air your mistakes and the lessons you’ve learned. Share your struggles, your achievements, and even your daily routines. Human beings are inherently nosy, and always love to take a peek at what other people do! Plus. by sharing things that make you YOU, your audience will be able to enjoy learning more about you and what drives you.
Address their pain points: You know, the reason they need your help in the first place? Relatable content isn’t just about the words you use – it’s showing that you truly understand the challenges your audiences face. Not just on paper, but really understand on a fundamental level. So identify their pain points. The things that keep them up at night. What they’re being confused, or overwhelmed by, or what specific issue is plaguing them. Then design your content around those issues. Make it so that your content is a guiding light for solutions and clarity. This shows that you empathise with their struggles and that you genuinely care about solving them.
Give real examples: The epitome of relatability – real life! Make sure you illustrate your points with tangible, real-life examples and scenarios. Situations your prospects might have even been in themselves! This is what will take your content from OK to relatable and practical. You could do this with case studies, examples of your own experiences, or just stories you’ve heard from other people. It’s all social proof (which people love), and gives readers something they can relate to and understand.
Break down complex ideas: If your industry is complicated, or you’re just talking about a complex topic, don’t assume your audience knows what you’re talking about. Many businesses make this mistake – assuming that their prospects have a basic understanding of their industry, the lingo and how it all works – but they don’t. So break things right down into digestible pieces. Break out the analogies, metaphors and real-life examples to help them understand your topic. Your goal in writing any content is to make your audience feel empowered and understood, not confused and overwhelmed. The simplest way to do this is to make complex ideas accessible to everyone.
Does that all sound like too much? Well, you know how powerful it is, so if you don’t have the time to (or just don’t want to) do the work, you need a good copywriter. And hey I think I know one! Just click here and book a free consultation, complete with hot chocolate and biscuits.